Shopify Landing Page Template

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Marketers know that a great landing page leads to better conversion rates. It’s the simplest, most direct reason to create landing pages in Shopify.

So, what’s the difference between a landing page and the other pages on your Shopify store?

PageFly is the optimal solution for Shopify merchants who want to make fully customizable e-commerce stores. One of the unique selling points of the PageFly app is it’s selection of templates. Choose from over 70+ Shopify page templates designed with SEO in mind to help drive traffic to your online store. Creating landing pages (or any other type of page), using premium Shopify themes can be easy to do thanks to templates with Shopify sections enabled. In Out of the Sandbox themes, the page.details template is a great foundation to build a landing page. When building out a landing page using Shopify page sections, keep these points in mind.

Technically, all the pages on your site can be a landing page (where the customer first lands on your site), but that doesn’t necessarily mean they fit the bill of a landing page from a marketing and sales perspective.

For example, your about page, collections pages, optimized FAQ pages and product pages are designed to appeal to a much larger audience made up of numerous segments. They’re all meant to inform the customer and educate them about your product, the brand and what you offer. These pages also include a slew of navigation links to help guide the customer further into the funnel throughout the shopping experience.

Landing pages, on the other hand, are a standalone page with a single goal of getting a specific type of visitor to take a single desired action.

Why Your Shopify Store Needs Landing Pages

The benefits are measurable and have been proven time and again.

One study from Marketing Charts compared data for various ecommerce landing pages against standard product detail pages. The study revealed that:

  • Product page visitors view 42% fewer pages (8.8 per shopping session) than post-click landing page visitors (12.5 per shopping session)
  • Product pages convert nearly half as many visitors as post-click landing pages (1.5% conversion rate vs. 2.9%, respectively)
  • Revenue per session on product pages is about half that of post-click landing pages ($1.72 and $3.43, respectively)

Just because a customer is on your site doesn’t mean they’re ready to make a purchase. Their intent will vary, along with their confidence on making the purchase.

In fact, only a small percentage of consumers will actually buy a product from you. As many as 96% of visitors will leave without buying anything.

You can change that with landing pages.

Landing pages are more effective at getting customers to make a purchase than a standard product page. The focused nature of a landing page, designed for driving a single point of conversion, works better than the broad-targeting product page.

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Landing Pages for Organic and Paid Traffic

Custom landing pages are commonly used in paid advertising campaigns because they keep customers on page longer and garner more conversions.


From the ad perspective, an optimized and contextually relevant landing page also improves the quality score of your PPC and social ads. With virtually every ad platform, an increase in quality score will help your ad reach more of your target audience and reduce the cost per action/engagement of your ads.

An optimized landing page also has organic benefits.

The same landing pages in your Shopify store will be indexed by search engines like Google. When customers search for terms and phrases relevant to your campaign and product copy, your landing page will appear in the organic search results.

And organic traffic doesn’t cost you anything.

Types of Landing Pages for Shopify Stores

The best approach to creating landing pages that convert is to approach them with a single goal in mind. With one goal you can design the landing page to drive your visitor to take that single desired action.

By laying out your goals, you can prioritize your landing page creation and decide what types of landing pages your store needs.

Here are some of the most common:

1. Promoting a Single Product

While your product pages do a decent job at selling some customers, a landing page promoting a single product can help you move more products. You have more creative control and more room to add content and content modules that help emphasize product information, benefits, customer success stories and more. It’s a space to create more engaging, informational and emotionally targeted content.

Single-product landing pages are most common with a product launch and best-selling products, but they’re just as effective at helping you move products that haven’t been performing.

2. Promoting a Category

Category pages are typically little more than a gallery with very little information. Very few stores deviate from this design. A landing page targeting a category or line of products is the perfect way to educate customers and guide them toward a purchase decision while they’re still in your store.


Alongside educating them on the products within the category, you can also use this type of landing page to show them similar categories or product lines that might be a better fit.

3. Spotlighting Discounts and Promotions

These are the most common landing pages used in ecommerce for capturing ad traffic. The page is built around focusing attention on a discount whether for a single product, a store-wide discount or a seasonal promotion.

You can, and should, create landing pages for each of your discount offers and promotions.

4. Capturing Leads

Some customers just aren’t ready to make a purchase and there’s no amount of A/B testing and conversion optimization will change that. For that reason, it’s a good idea to have landing pages designed to capture email addresses.

Once you have their contact information, you can create a drip campaign designed to build the relationship and keep the customer thinking about you.

Brands commonly incentivize these pages by offering subscriber-exclusive discounts and other perks. Product launch landing pages also use lead capture to notify customers when a product becomes available.

How To Create a Landing Page in Shopify

Adding a landing page to your Shopify store can be done one of a few ways.

The most basic approach is to create a new page in your Shopify store. You can do this by clicking on “Pages” in your Shopify dashboard and then click the “Add Page” button.

Landing Pages Free

Now you can create a custom landing page in Shopify including any content, forms, images and video relevant to your promotion.

If you have a specific landing page template, you can select it from the right column, customize the content and then click 'Save' when finished.

Shopify even includes some SEO fields to populate for your landing page to help with optimization.

Creating a Custom Landing Page Template in Shopify

If you have a developer handy or you’re familiar with Liquid (Shopify’s coding language) then you can create a custom landing page template you can reuse for various campaigns.

Using Liquid to code a template allows that template to be used and edited later for various campaigns. Liam Griffin, Front End Developer Advocate at Shopify, wrote a detailed guide that digs into the technical side of coding a template. You can read his guide on Shopify here.

The upside to creating a dynamic template is the placement of dynamic modules that can later be used to customize on-page content in the theme editor.

Note that a single template design isn’t applicable to every type of landing page you’ll want to create. While a template can save some time, you’ll still need to create a different page template for each type of landing page. Any changes you make to a single template will show up in all live landing pages using that template.

The Easy Approach to Creating Shopify Landing Pages

The Shogun Landing Page Builder Shopify App lets anyone create attractive custom pages with a powerful drag-and-drop interface, and no coding is required.

Once Shogun is integrated with your Shopify store, you can create beautiful pages with just a few clicks. The intuitive interface makes it easy to add layers and elements any way you like.

The Section elements in Shogun allow you to structure any landing page with vertical segments in any format, from content to media.

And each section acts as a container, so you can visually segment information on your landing pages from the hero image, benefits content, testimonials, opt-in form, videos and more.

A number of elements are available that can be placed in each section with a click.

For example, you can use the Columns element to create multiple content modules within a section.

This is a great way to build horizontally and reduce page length while highlighting key features/benefits you want visitors to focus on.

With Shogun’s Landing Page Shopify App, you can also include product fields including collections, a product gallery, variants, quantities and an add to cart button.

Once you’re finished with creating and editing your custom landing page in Shogun, just click the “Save” and “Publish” buttons and your landing page will go live on your integrated Shopify store.

10 Tips for Creating High-Converting Landing Pages

Whatever method you use to create landing pages for your Shopify store, creating the page is the easy part. For many ecommerce brands, the challenge is in creating landing pages that actually capture conversions.

The average conversion rate for ecommerce is around 2%. With a well-optimized landing page, it’s possible to see rates as high as 8%.

But results like that don’t come instantly. Following these best practices will help you work toward lifting conversions in your online store:

1. Keep Your Audience in Mind

You need to design elements and add content that speaks to your audience. When you know your target audience, you can customize the content in a way that speaks to them.

Visitors are guaranteed to purchase more when your landing page is written in a language and tone they understand. The right content will speak to their problems, nullify their doubts, reduce friction and educate them.

Look to customer reviews and social posts first. Read what customers say about a product or similar products then use their language to create attention-grabbing copy.

2. Focus on the Benefits

Once you know your customers, you'll understand how to attract them. You can answer the question, “What’s in it for me?” rather than focusing on the features of a product — you highlight the benefits.

Great landing pages bring the benefits outside of bullet points and use them to create a benefit-oriented headline. In addition, focusing on benefits lets you write copy that helps a prospective customer imagine the experience of owning that product.

When a visitor can clearly see the value, then they’re more likely to convert.

3. Clear, Concise Content

All the copy on your landing page should serve a purpose. If you can’t say it with three sentences in a content module, don’t use three paragraphs.

Break up your content and use formatting to help the most important content stand out among white space. This works especially well around bullet points that highlight benefits and supporting images.

Here’s an example from Blue Apron that shows great formatting and concise content segments to help lead the visitor through its benefits with a great value-driven CTA at the end.

With clear, concise messaging, it’s easy for the visitor to skim the content, spot the most relevant information and make a decision.

4. Remove Navigation

The goal of a landing page is to get your audience to take a single action. So, eliminate any and all distractions where possible. While the idea of a customer clicking into your store from a landing page sounds ideal, it’s an unwanted engagement if the goal of a landing page is to capture their email address.

Remove links and navigation from your landing pages in Shopify to keep their focus on your primary call to action.

5. Limit the Call to Action

There should only be one call to action on your landing page, whether that’s an email opt-in, an add-to-cart button or a button to view a collection, etc. That call to action is the trigger point for the conversion and it needs to be the focal point for visitors.

Adding even one more call to action can create a paradox of choice that leads to analysis paralysis. For example, if you have a landing page driving a specific product promotion but you’re also trying to promote other items in your store, then you’ll hurt your conversions.

One of the earliest studies on paradox of choice was done in 2000. When consumers were presented with more product options there were far fewer purchased made.

The more decisions you offer to a customer, the harder it is for them to make a choice and the less likely they are to take the action you’ve designed the page for.

6. Make Your CTA Visible and Value-Focused

Your call to action (CTA) is likely to be a button of some kind. In fact, the call to action is so powerful and essential to the success of your landing page that you should only use a button.

Have you ever tried to find a button to read or download something and it turns out to be a small link that was near impossible to spot? The little extra time to find something like that is friction that can cause a visitor to leave. You also want to use copy that motivates the reader to take action.

Instead of using basic text to “buy” “click here” or “download,' your CTA button should be more value- and benefit-oriented. You’re telling the visitor you want them to take a specific action, so give them a glimpse of what’s on the other side. Answer the question of, “What’s in it for me?”

A more descriptive, value-oriented CTA on your landing page will improve conversion rates.

Here’s an example from a case study shared by Unbounce that shows how adding relevance and value to a call to action button can have a dramatic impact on conversions.

A 68% lift in conversions is a tremendous improvement. If you want the visitor to take other actions, like browsing the store, then add a secondary call to action after they click the first.

For example, if your landing page is designed to capture emails then place your secondary call to action to browse on the confirmation after that appears after they submit their information.

7. Make Your Page Visually Engaging

Every visitor to your store will develop a first impression within a few seconds, and 94% of that first impression has to do with the visual design of your landing page.

Prospective customers will associate a well-designed professional landing page with professional service and quality products. In the same vein, an unprofessional and poorly designed landing page will make them question the quality of the product and reduce their trust in your store.

Thankfully, you don’t need to hire a professional developer for every landing page.

The Shogun Landing Page Shopify App is a great solution for building visually stunning and professional-looking landing pages.

8. Leverage Trust and Support


Trust is a major factor for customers when buying product, and customers often try to research both the product and the company before making a purchase. It can be difficult to answer all of a customer’s questions within your content, but you can help improve trust by making it easy to get a hold of you.

In addition to adding trust data like a clear statement of free shipping and guarantees, add a live chat option. While you want to minimize distractions from your call to action, a live chat option keeps them on the page instead of clicking away into your help center.

And customers love knowing the help is there even if they don’t plan to use it. In fact, one study from Martech showed 51% of customers would purchase more from online stores if a live chat option were available.

With the Shopify App Store you have plenty of vetted, quality apps to add the best live chat option to your landing page.

9. Leverage User-Generated Content

According to a Nielsen Global Trust in Advertising report, 92% of consumers trust earned media, like recommendations from peers, above all other forms of advertising. When creating your landing pages, use your happy customers to convert more visitors into buyers.

Testimonials and user reviews are a good start, but don’t stop there. Encourage your customers to share pictures and video of them using and enjoying your products.

You can find numerous apps in the Shopify App store to capture user generated content and display it on your custom landing and product pages.

10. Make Your Landing Pages Responsive

Today’s top ecommerce platforms are far more likely to have themes built for mobile. However, when creating your own landing pages, it’s possible to make changes that might not look right on a mobile device.

Test your landing page to make sure it functions and looks right on mobile. If you’re using the Shogun Landing Page Shopify App, you can preview your landing page in multiple views to ensure the best shopping experience on any device.

Start Creating Shopify Landing Pages That Convert

As you’re creating your first landing pages in Shopify, remember that actually creating the page is the easy part. It’s the design and content on your landing page that matters most. It’s vital that you keep your audience in mind when creating your landing pages.

With Shopify and the Shogun Page Builder app, you'll be able to create visually appealing, user-first landing pages. Build on that foundation by focusing on the benefits in your copy, leveraging user generated content and creating a strong, value-oriented call to action to create higher converting landing pages.

Most importantly, never stop testing. Use your Shopify store metrics to monitor what works and improve your landing pages so you continue to see lifts in your conversion.

Run a fast-growing Shopify store? Join 18,000 iconic brands who drag and drop together high-converting pages with Shogun Page Builder.

Shopify is beloved by e-commerce beginners and enterprise sellers alike for its usability, versatility, and powerful integrations.

It’s a user-friendly platform more robust than Squarespace landing pages and more accessible than Magento or BigCommerce. And, it’s competitively priced, fully-hosted, and it plays nice with Amazon and all the socials.

While the e-commerce website builder offers a ton in terms of website themes, marketing tools, and guidance for users of all levels, building high-quality landing pages depends on finding the right approach for both your e-commerce store and your design skills.

Here, we’ll look at the different ways you can build a Shopify landing page from add-on page builders to third-party tools to some DIY coding.

Build Landing Pages from Scratch with Shopify Liquid

Shopify themes are built using an open-source programming language called Liquid. The platform offers Liquid examples that you can add to the backend of your site, making it easy to add custom components without much coding experience.

Examples include smaller elements you might add to a page like CTA buttons, featured content, and recommended blog posts.

According to Shopify documentation, adding the code to your site is a one-step process. All you’ll need to do is copy the code in your list-collections.liquid file.

If the file doesn’t exist, you can create one in the Templates directory of your theme. Keep in mind, these templates are pretty basic.

Shopify states that they’ve limited JavaScript and CSS to ensure compatibility with all themes.

Create Shopify Landing Pages Based off of a Product Collection

Shopify Home Page Template

If you’re new to Shopify, product collections are essentially what they sound like, categories of products that make it easier for customers to find what they’re looking for. Think “lamps,” “women’s pants,” “children’s shoes,” and so on.

Or, you might group items together by color or size, or create a collection for sale items (Shopify will walk you through the process of setting up a collection here, if you’ve never set one up before).

Here’s an example of what a collection might look like:

Many e-commerce stores do use product collection pages as their landing pages.

Here’s how to set it all up:

  1. Head over to “Products” in your Shopify menu and choose “Collections” from the drop-down. You can either add products manually or set up an automatic category.
  2. Your next move is to choose a Title and URL for the landing page. Make sure you choose something SEO-friendly that reflects the on-page offer and the copy used in your ads.
  3. If you’re using any tracking parameters (think Facebook Pixel or Google Conversion Tracker) make sure to make a note of it. This will allow you to get personal and target pop-ups, notifications, widgets, and dynamic text based on specific campaigns.
  4. Create a new template within your Shopify theme. This allows you to adjust your landing page based on the traffic it receives. Keep in mind, you will need to do a bit of HTML coding on your end.
  5. Check if your theme is sectioned or unsectioned. Sectioned themes include page elements that are blocked together in “sections.” The idea is, the sections make it easier to edit pages with the drag-and-drop editor. You can find this information by navigating to “Online Store Section” and clicking “Themes” from the drop down. Next, select “Actions” from the drop-down, then “edit code.”
  6. You’ll then see a list of directories containing “Liquid” files. Open the directory for “sections.” If your theme is here, then it’s “Sectioned.” In this case, you’ll navigate to “Online Store” select your theme, then click “Actions” and select “Edit Code.”
  7. From there, you’ll be redirected to another screen where you can edit the HTML code. When you’re ready, click Save. Remember, the new file will be formatted like this: “new-landing-page.liquid.”
  8. After you’ve saved your edits, apply the template to pages, assign it to the page you’d like to promote, and add it from the template suffix list.
Shopify Landing Page Template

Shopify Landing Page Apps

If you’ve poked around Shopify’s site at all, you may have noticed that there are countless apps you can add to the backend of your store.

PageFly Advanced Page Builder

Price: Free-$29.95 per month

PageFly is a page builder you can download from the Shopify App Store designed to help e-commerce merchants build custom landing pages, as well as product pages, homepages, and more. The app comes with 40+ templates and syncs to Google Analytics for easy tracking.

Shogun Page Builder

Price: $19 per month

Like PageFly, Shogun can be used to build a wide range of pages, including landing pages, blog posts, and product pages. Users can import and edit existing pages for use in their Shopify store and save them as custom templates.


Price: $67-97 per month

Zipify is a bit more of an investment than some of the other Shopify add-ons. However, it has pretty strong reviews and brings more features into the fold than most of the competing options.

Gempages Drag-n-Drop Page Builder

Price: $9-39 per month

Gempages comes with a user-friendly drag-and-drop editor and, like the other entries on this list, allows users to create landing pages, homepages, and product pages to flesh out your e-commerce website.

The app comes with over 40 built-in templates—proven to convert– and users can use those or build pages from scratch.

How to Create Landing Pages on Shopify with Third-Party Websites and Tools

Alternatively, you can look outside of the Shopify App Store and use a range of landing page builders that either integrate directly or via Zapier.

The issue here is, while landing pages are typically standalone mini-sites, they should fit right in with your branding. A landing page-specific platform like Instapage, for example, is really only good for landing pages.

By contrast, most of the add-on apps mentioned above allow users to not only customize landing pages, but also product pages, about sections, and more.

Still, there are a few advantages to using some of the better third-party tools.

For one, they’re not connected to your website. Meaning, if you’re running multiple Shopify stores or non-Shopify sites, you can use the one account to create materials for all of those sites. Second, third-party apps may offer more sophisticated tools like dynamic personalization, multivariate testing, SEO tools and a deep roster of templates proven to convert.

Here are a few options:


Shopify Landing Page Template Images

Instapage offers direct integration with Shopify, but the functionality here, seems to be limited to adding CTA buttons and cart widgets. Still, the platform offers several templates focused on revenue-generating activities like lead gen and e-commerce sales and offers features like dynamic personalization and customizable forms.


Like Instapage, Leadpages offers direct integration with Shopify, allowing users to add payment options, buy buttons and cart widgets to landing pages built inside the app.

Leadpages even offers three templates designed to support Shopify stores:

Shopify Landing Page Template Generator

  • Shopify One-Item Landing Page
  • Shopify Multi-Item Landing Page
  • Shopify Thank You Page

Though, it’s worth mentioning, the templates seem more like a co-branding effort than practical feature.

Drift Conversational Landing Pages

With our landing page software, you can send potential customers from your campaigns directly into a conversation that personalizes their experience and puts them in touch with the right person. That means better conversion rates, a shorter sales cycle, more pipeline for your sales team, and ultimately, a better experience for your customers.

So, What’s the Best Way to Create Stunning Shopify Landing Pages?

Shopify Landing Page Template Design

Ultimately, there are many paths to a great Shopify landing page. From plug-ins and third-party apps to dabbling in a little coding yourself, our recommendation is that you find a solution that works best with your skill level and the amount of time you’d like to invest, here.

Obviously, custom-coded pages are the only sure way to get exactly what you want, but tools like Shogun, LeadPages, and countless other add-ons and SaaS tools offer well-designed solutions that can easily be adjusted to your specifications.

Whatever you decide–custom code, pre-made templates or something in between, landing pages should be designed to drive conversions.

To learn more about whether you’re on the right track with your Shopify landing pages, product pages and really, your website as a whole, book a free landing page assessment. We’ll take a look around and share feedback over a 30-minute call.

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