What Is a Shopify Landing Page and Why You Need One
A landing page is a standalone page designed for a single conversion goal — capturing an email, selling a specific product, promoting a seasonal campaign, or launching a new collection. Unlike your homepage (which serves multiple audiences with multiple goals), a landing page eliminates navigation distractions and focuses every element on one action: get the visitor to click the button.
Shopify stores that use dedicated landing pages for paid ads, email campaigns, and influencer partnerships consistently outperform stores sending traffic to generic product or collection pages. This guide covers every method to build high-converting landing pages on Shopify.
Method 1: Build Landing Pages with Shopify’s Native Page Editor
Shopify’s built-in page editor is available in all plans. Go to Online Store → Pages → Add page. You can create custom pages and style them using your theme’s section and block system (if your theme supports sections on pages) or via the Rich Text Editor for simpler layouts.
For Online Store 2.0 themes (like Dawn), pages support full section stacking — hero banners, product cards, testimonials, CTA blocks — all configurable in the theme editor. Open Online Store → Themes → Customize → Pages and select your page. From there you can add, remove, and configure sections without code.
Limitation: the native editor’s landing page capabilities depend heavily on your theme. Some themes offer rich section libraries for pages; others limit pages to text content only. For high-converting campaign landing pages, dedicated landing page apps typically give more control.
Method 2: Use a Shopify Landing Page App
Purpose-built landing page apps offer drag-and-drop builders, conversion-optimized templates, and A/B testing capabilities that Shopify’s native editor lacks. Top options:
- Shogun Page Builder — the most popular Shopify landing page builder. Drag-and-drop editor with 50+ element types, 70+ conversion-optimized templates, A/B testing, and analytics. Best for stores running significant paid traffic.
- GemPages — competitive alternative with strong template library and good performance optimization. Often less expensive than Shogun for comparable features.
- PageFly — feature-rich builder with a free plan (limited pages) and paid plans from $29/month. Good for stores testing landing page ROI before committing to a premium builder.
- Zipify Pages — built by Shopify merchants for Shopify merchants, with revenue-focused templates and upsell integrations. Strong for product launch and promotion pages.
Method 3: Create Landing Pages in Your Theme
If you have a developer or are comfortable with Liquid, you can create custom templates directly in your theme:
- Go to Online Store → Themes → Actions → Edit code
- In the Templates section, click Add a new template
- Choose template type: Page, and name it (e.g.,
page.landing-summer.liquid) - Build your landing page HTML/Liquid in this template
- When creating a page in Admin, select this template from the “Theme template” dropdown
This gives complete design control and adds zero app overhead. Works best when you have a recurring need for similar landing pages (seasonal campaigns, evergreen product launches) where the template investment pays for itself.
Anatomy of a High-Converting Shopify Landing Page
Every high-converting landing page shares these structural elements:
- Hero section — headline that speaks directly to the visitor’s problem or desire, supporting subheadline, primary CTA button. Should be visible without scrolling on mobile.
- Social proof — customer count, star rating aggregate, logos of press coverage or notable customers. Place this early — within the first scroll on mobile.
- Product or offer presentation — clear product images, key benefits (not features), pricing, and what’s included. Benefits > features: “Reduces back pain by 60%” beats “Lumbar support technology.”
- FAQ section — address the 3-5 objections that prevent conversion. Common objections: shipping time, return policy, product quality, sizing, ingredients/materials.
- Secondary CTA — after objection handling, another clear call to action. Visitors who scroll through your page are your warmest prospects.
- No navigation links — remove or hide your header navigation. Every link that leads away from the landing page is a conversion leak.
Step 1: Define Your Landing Page Goal
Every element on your landing page should serve one goal. Define yours before building:
- Direct product sale — “Buy Now” as the primary CTA; product images, benefits, and reviews as the content
- Email capture — opt-in form with lead magnet (discount, free guide, early access) as the offer
- Pre-launch waitlist — excitement building with countdown timer and email capture
- Campaign promotion — seasonal sale or promotion with time-limited offer and direct purchase CTA
Step 2: Match Landing Page to Traffic Source
The most common landing page mistake is sending specific-promise traffic to a generic page. A Facebook ad saying “Get 30% off women’s running shoes” that lands on your general Women’s Collection page creates expectation mismatch and kills conversion.
Message match principle: the headline on your landing page should directly echo the promise in the ad, email, or link that brought the visitor there. “30% Off Women’s Running Shoes — Today Only” on both the ad and the landing page hero creates consistency that builds trust and conversion.
Step 3: Build Your Hero Section
The hero — the above-the-fold content — determines whether visitors stay or leave. A strong hero contains:
- Headline — outcome-focused, speaks to a desire or problem: “Run Faster, Recover Better” vs. “Women’s Running Shoes”
- Subheadline — specifics that support the headline: “Engineered for runners who train 4+ days per week. 2,400 five-star reviews.”
- Hero image or video — shows the product in use, not on a white background. Lifestyle imagery converts better than studio photography for most products.
- Primary CTA button — specific and action-oriented: “Get 30% Off Today” beats “Shop Now”
Step 4: Add Social Proof Above the Fold
Visitors make trust judgements in 3-5 seconds. Social proof near the top of your page accelerates this trust:
- Star rating aggregate with review count: “4.8/5 — 2,400 reviews”
- Customer count: “Trusted by 12,000+ customers”
- Press logos: “As seen in Vogue, Runner’s World, Outside Magazine”
- Certification badges: “NSF Certified,” “Made in USA,” “1% for the Planet”
Don’t bury social proof at the bottom of the page. Visitors who don’t trust you won’t scroll far enough to find it.
Step 5: Present Benefits, Not Just Features
Feature: “10mm drop cushioned sole.” Benefit: “The cushioning that protects your joints on 40-mile training weeks.” Benefits connect features to the customer’s life. For every product feature, ask “So what? What does this mean for the customer?” — that’s your benefit.
Structure product presentation as a short list of 3-5 key benefits, each with a brief supporting description. Avoid writing paragraphs — landing page visitors scan, they don’t read. Use icons next to each benefit point to make scanning faster.
Step 6: Handle Objections in Your FAQ
Before a visitor converts, they work through a mental objection list. Common objections across most product categories:
- “How long will shipping take?” (anxiety about delivery time)
- “What if it doesn’t fit/work for me?” (fear of wrong purchase)
- “Is this brand trustworthy?” (trust concern, especially for new stores)
- “Is this actually better than [competitor]?” (comparison anxiety)
- “What’s the return policy?” (commitment concern)
Address these directly in an FAQ section positioned before your secondary CTA. A visitor who reads through your FAQ and gets their objections answered is significantly more likely to convert than one who leaves to “think about it.”
Step 7: Optimize for Mobile
Over 70% of Shopify traffic is mobile. Test your landing page on mobile before launching any campaign. Mobile-specific checks:
- CTA button is thumb-reachable and large enough to tap easily
- Text is readable without zooming (minimum 16px body text)
- Images load quickly (compress all images under 200KB)
- Hero content is fully visible without scrolling on a standard phone screen
- Form fields (for email capture) are easy to fill on mobile keyboard
Step 8: Remove Navigation to Eliminate Leaks
Every link that leads off your landing page is a potential conversion loss. For campaign-specific landing pages, consider hiding the header navigation. In most Shopify themes, you can create a custom page template with the navigation hidden, or use a landing page app that supports navigation removal per page.
For product landing pages where you want to keep some site trust signals (footer with policies, trust badges), hide the main navigation while keeping a minimal footer. The goal is to keep visitors focused on the one action you want them to take.
Step 9: Set Up Conversion Tracking
You can’t optimize a landing page without measuring it. Before launching traffic to any landing page:
- Confirm Google Analytics 4 purchase events are firing (or email submission events for lead capture pages)
- Set up conversion tracking in Google Ads or Meta Ads — your ad platform needs to see conversions to optimize your campaigns
- If using a landing page app (Shogun, PageFly), use their built-in analytics to track page-level conversion rates
- Baseline your conversion rate: most landing pages convert 2-5% of visitors; top performers hit 8-15% for warm traffic
Step 10: A/B Test to Improve Conversion
Once your landing page is live with meaningful traffic (minimum 500-1,000 visitors per variant), start testing:
- Test headline variants first — headline has the highest leverage on conversion rate
- Test hero image: lifestyle vs. product-only vs. video
- Test CTA button copy: “Buy Now” vs. “Get 30% Off” vs. “Shop the Collection”
- Test social proof placement: above vs. below the fold
- Test price presentation: strikethrough vs. percentage off vs. dollar savings
Run one test at a time and wait for statistical significance (typically 95%+ confidence, using a significance calculator before declaring a winner).
Frequently Asked Questions
Do I need a landing page app for Shopify?
Not necessarily. If your theme supports sections on pages, you can build capable landing pages with the native theme editor. Landing page apps (Shogun, PageFly, GemPages) add drag-and-drop flexibility, more template options, and A/B testing. If you’re running significant paid traffic or need rapid iteration, a landing page app typically pays for itself quickly. If you’re early-stage and traffic is limited, start with your theme’s native capabilities.
How do I hide navigation on a Shopify landing page?
For theme-based pages: create a custom page template that omits the header navigation include. For landing page apps (Shogun, GemPages): most offer a “minimal” or “no header” page setting per page. For simpler solutions, some themes let you select a “landing page” layout in the page template dropdown that strips navigation.
What’s a good landing page conversion rate on Shopify?
Average Shopify landing page conversion rates range from 1-3% for cold traffic and 5-15% for warm traffic (email list, retargeting). Product-specific landing pages for high-intent keywords typically land in the 3-5% range. Email opt-in landing pages with strong lead magnets can reach 20-40% for warm social traffic. Industry and offer quality significantly influence what’s achievable in your specific context.
Can I use Shopify landing pages for Google Ads?
Yes — create a standard Shopify page, use your landing page URL as the ad’s final URL. For Quality Score, ensure: message match between ad and landing page, fast load speed (under 3 seconds on mobile), and a clear single conversion goal. Google rewards relevant, fast, user-friendly landing pages with lower CPCs and better ad positions.
How many landing pages should my Shopify store have?
As many as you have distinct traffic sources and campaign goals. Best practice: one landing page per ad campaign or significant traffic source. A Facebook ad campaign targeting women 25-35 in running deserves a different landing page than a Google search ad targeting “trail running shoes.” More targeted = higher conversion rate = lower customer acquisition cost.
Final Thoughts
A well-built Shopify landing page is one of the highest-ROI investments in your e-commerce stack. Whether you use native theme capabilities, a landing page app, or custom Liquid templates, the principles are the same: clear goal, message match, hero that hooks, social proof that builds trust, benefit-focused content, objection-handling FAQ, and a frictionless path to conversion.
For more on optimizing your Shopify store’s conversion performance, explore our guides on Shopify SEO, email marketing automation, and the best apps for conversion optimization.
