6 Ecommerce Landing Page Best Practices to Inspire You

by Fahad Muhammad in Landing pages, Ecommerce

Your ecommerce website has one job to do: make the sale.

But here’s the reality: most visitors aren’t ready to buy when they land on a product page. While product pages are essential, they often lack the persuasive elements needed to convert casual browsers into buyers.

In fact, the average ecommerce conversion rate hovers between 2% and 4%, depending on the industry. This means that out of every 100 visitors, only a handful complete a purchase.

So, how can you bridge this gap?

Enter the ecommerce landing page.

Unlike standard product pages, landing pages are built with one clear goal — to drive action. Whether that’s making a purchase, signing up, or checking out a new product line, everything on the page pushes visitors toward that one step. No clutter. No distractions. Just focused conversion.

And here’s the kicker: even small improvements make a big difference. According to Google’s Milliseconds Make Millions report, speeding up your mobile site by just 0.1 seconds can boost conversion rates by up to 8% for retail sites. That’s the power of optimization

Ecommerce landing page stats

Recent data highlights the significant advantages of directing visitors to dedicated landing pages rather than standard product pages:

Conversion Rates: A case study by Replo revealed that implementing a dedicated landing page structure led to a 9.91% increase in conversion rate, emphasizing the effectiveness of optimized landing pages in driving sales.
Bounce Rates: Visitors landing on product pages are 72% more likely to bounce compared to those who arrive on dedicated landing pages. This underscores the importance of landing pages in retaining visitor interest.
Revenue Per Visitor: The same case study reported a 10.25% boost in revenue per visitor after implementing a dedicated landing page, highlighting the financial benefits of optimized landing pages.

So you see the difference in data, but what about the difference in the page types?

landing pages vs. product pages

The main difference between a landing page and a product page is its purpose.

Despite what the search and AI results will have you believe, landing pages are not simply “the page you land on.” A landing pages is a standalone web page, created for the sole purpose of convincing visitors to take action (sign up, buy, download, etc.). These pages are used to drive targeted traffic to a specific conversion, by focusing on only one message with one goal in mind.

The purpose of a product page, however, is to appeal to the masses and attract browsers. It’s designed to introduce your brand and educate visitors on your product or service. It also often provides links to other places on your website so visitors can navigate the entire site.

Why use ecommerce landing pages?

As businesses become more data-driven, landing pages are becoming the preferred choice because they can drive more conversions, generate more leads, and ultimately deliver high ROI.

Why? Because every customer is unique and requires personalized attention and engagement to be persuaded to purchase. The best ecommerce landing pages (aka pre-cart landing pages) allow you to do this — tailor your business to individual customers through specialized digital storefronts, increasing engagement and boosting sales.

The most desired ecommerce landing page conversions include:

Subscribing to email updates
Making a purchase
Downloading free content
Upgrading to an improved product or a higher level of service

6 ecommerce landing page examples (with best practices)

Along with explaining the best practices to use on ecommerce landing pages, this section shows several page examples to inspire your next design.

1. Eliminate site navigation

Since a landing page is a standalone page from your website, it shouldn’t include a navigation bar anywhere, nor should it include any other click-through opportunities aside from the main CTA. Including any additional links would only allow people to click away from your offer without first converting.

Take the burrito pop ecommerce landing page as an example.

The page doesn’t have any navigation, so visitors are only focused on the product offer.
By removing navigation links and other distractions of a regular web page, ecommerce post-click landing pages focus 100% on the task at hand: getting prospects to engage with your brand.

2. Include an obvious CTA

You can’t assume that everyone will know exactly what to do once they arrive at your page. To avoid any confusion (and higher bounce rates), always include a clear, specific call-to-action, like the Jolie landing page does:

There is no doubt that clicking the green CTA button on this page will allow visitors buy the filtered showerhead. Clear, relevant, personalized CTA button copy helps maintain clarity for visitors and allows them to focus on the page goal.

3. Incorporate multiple CTAs

The difference between product page CTAs and landing page CTAs is that the latter should only have one goal. That doesn’t mean only one CTA button, though. Multiple CTA buttons are acceptable on ecommerce landing pages, as long as they cooperate with each other.

Solawave uses multiple CTA buttons on their landing page — all with the same goal — to get visitors to buy the product.

With many opportunities to “Order now” throughout the entire page, visitors are more likely to click one of the buttons and complete the purchase.

This is the key to a successful ecommerce landing page—a single purpose without multiple messages. So visitors are sure to complete the desired objective.

4. Add a specific product or service description

Both landing pages and product pages should include descriptive product or service copy. It should be more audience-specific on landing pages than the more generic copy typically found on product pages.

Rather than making visitors search for your product or service description, ensure that it’s visible, not too small, or hidden at the bottom of the page.

Build custom landing pages fast with AI-assisted design
makes its offer description very clear and visible, above the fold and directly above the CTA button:

The rest of the click-through page describes how HelloFresh operates, lists the main benefits, and shares top reviews. It also includes a second CTA button at the bottom of the page, aimed at the same conversion goal.

5. Focus primarily on conversions

Product pages are heavily optimized for SEO since one of their main goals is attracting organic traffic. Landing pages can also be optimized for SEO; however, it’s not a necessity because landing pages are ad focused, not organic. So even though landing pages can potentially be made SEO-friendly to rank higher on SERPs and gain more visibility and traffic from search users, they should be primarily conversion-focused.

They created this ad and landing page to be conversion-focused by highlighting the free trial with multiple CTA buttons and including an additional “Buy Now” link.

6. Optimize for mobile

Having a mobile-responsive pre-cart ecommerce landing page is essential since many of today’s customers do their shopping from mobile devices.

Create vertically aligned pages and forms, format images and videos properly to fit neatly on the device, and include tappable buttons.

The Honest Company checks all of those boxes with their ecommerce post-click landing page:

Mobile-optimizing your post-click landing page elements allow mobile users to comfortably access your content, providing an ideal user experience, and a better chance at conversions.

Maximize revenue with high-converting ecommerce landing pages

Ecommerce landing pages are the bridge between your advertising efforts and a sale, this is why it’s essential you put the right page in front of your best fit customers.

Instapage helps you do just that. With tools built for speed and precision, you can:

Stop sending traffic to pages that don’t convert. Reach your audience with ecommerce landing pages that get your customers to shop, start building with Instapage today, sign up for a 14-day free trial.