Great landing pages can pay off. Landing pages have a median conversion rate of 6.6%—higher than the 4.7% benchmark for a great ecommerce conversion rate. That means landing pages have a lot of potential to convert sales, and you’ll want to make them count.
Even well known brands miss the mark on website design. But with a few best practices and a clear understanding of your audience, you can create a high-performing landing page that drives results.
Ahead, learn from experts how to improve your landing page design, with 10 inspiring examples from brands doing it right.
What makes a landing page effective?
While most landing pages typically follow a similar structure, the best-performing designs prioritize optimizing specific areas. This focus helps keep visitors engaged and moving toward conversion.
Above the fold content
The ”above the fold” is what visitors see first when they land on your page, before scrolling down. While dimensions vary by device, it’s typically the first 600 pixels from the top of a browser window.
Most landing page visitors probably won’t scroll down. That’s why it’s essential to capture attention right away with strong headlines, visuals, and a clear call to action (CTA). Still, your below the fold content should also provide value to the reader, especially for visitors who want to explore before taking action.
Landing page copy
Landing page copy includes everything from headlines and product descriptions, to calls to action, your meta title, and meta description. Start with a bold, problem-focused headline to grab attention to your landing page.
Consider the voice of the customer when writing your landing page copy. Explore reviews and social media, and echo the language your audience uses. This helps your copy resonate with potential customers.
Focus on benefits, not features. Instead of describing technical details, focus on how your product improves the buyer’s life. For example, “Take underwater pictures with ease,” not “Waterproof up to 30 meters.”
Finally, compelling copy is written with your brand voice in mind. Consistency is key, even when it comes to targeted promotions and campaigns.
Imagery and color scheme
Your landing page design should reflect your visual brand identity, using consistent colors, fonts, and imagery. Many business owners start by writing their landing page copy first, then develop visual assets to support it. Imagery can also include illustrations, videos, and product photos.
Social proof
Landing pages can be a great place to showcase social proof like customer testimonials and five-star ratings. These trust signals can help convince potential customers that your products are worth buying.
A landing page might be a potential customer’s first interaction with your brand, so including these testimonials can help build credibility from the start.
Social proof might include a roundup of ratings (like the water bottle brand Owala), individual reviews, or press mentions. These elements offer third-party validation and make your brand feel more trustworthy.
Call to action
Every landing page needs a call to action (CTA) to be effective. Your CTA should guide users toward a specific goal. Depending on your landing page, the CTA could say something like “Learn more,” “Shop all,” “Buy now,” or “Subscribe.” You might also include pricing information here, if relevant.
Your CTA should feel like a natural next step. Use copy and visuals that support it; otherwise, it might appear disconnected or forced.
To find the best CTA placement, test different positions and measure results. Most landing pages include one CTA above the fold and additional CTAs throughout the page, especially on longer layouts.
Social proof landing page design examples
Incorporating social proof to your landing page can help build trust with first-time customers. This format works well for new brands or for products entering a crowded or skeptical market. Many brands include customer ratings, reviews, and press mentions—often below the fold—to validate their products and strengthen credibility.
1. Brightland
Source: Brightland
Have you ever been featured in a news publication? Featuring media logos on your landing pages—what Nik Sharma, CEO of Sharma Brands, calls a “brag bar”—is an easy way to build instant credibility.
Brightland, a California-based olive oil brand showcases positive praise from publications like The New York Times and The Wall Street Journal to support product claims.
Why it works:
Social proof from well-known publications signals trust and authority. For new visitors, this third-party validation can go a long way in making your company feel established and reputable.
2. Rare Beauty
Rather than showcasing its products on edited photographs of models, makeup brand Rare Beauty shares user-generated content (UCG) of real customers on its landing page, celebrating the real-life people who use Rare Beauty products with the tagline “This is Your Community.”
Why it works
Featuring confident, everyday users shows that people genuinely love Rare Beauty products enough to post about the brand online. It also reinforces Rare Beauty’s brand message of self-acceptance.
Product-focused landing page examples
If you sell a signature, innovative product, a product-focused landing page can help you communicate what makes it worth buying. Make sure to include high quality product images, and add copy that quickly conveys your product’s benefits.
Use this type of landing page when you need to spotlight a hero product or educate buyers on product value—especially for high-consideration items.
3. Jones Road Beauty
Some beauty brands struggle with returns when selling cosmetics online, since product shades look different on a computer screen than they do in real life. Jones Road Beauty solves this problem with quizzes that help people find the right match, reducing returns and increasing customer confidence.
In addition to the quiz experience, the landing page has a thorough product description of the company’s signature item, Miracle Balm. Viewers can access quizzes for more products by scrolling down the landing page.
Why it works
Clear CTAs guide readers to start taking quizzes, while star ratings provide social proof. The in-depth product description explains benefits and reinforces the brand’s value proposition.
4. Olipop
Olipop sells sodas packed with plant-based ingredients and prebiotics to support a healthy microbiome. The brand differentiates itself from competitors with a simple header (“A New Kind of Soda”) and uses benefit-driven copy to quickly tell readers why their product is worth buying (“High Fiber. Less Sugar. Delicious Flavor”).
An image carousel highlights Olipop’s unique flavors, like banana cream and strawberry vanilla.
Why it works
A short headline and scannable benefits clearly communicate Olipop’s benefits at a glance. Star ratings add quick social proof without crowding the page.
5. Maev
Raw dog food brand Maev offers great landing page inspiration for presenting lots of information in a clean, visual format. Its Compare page lets you search ingredients in other dog food brands and compare them to Maev’s.
Images of Maev’s ingredients (like blueberries and kale), pictured below the header and search bar, showcase what’s inside.
Why it works
Instead of listing the ingredients in text, Maev uses images shoppers can recognize at a glance. This helps overcome a common ecommerce challenge: understanding what your pet dog is actually eating.
Landing page design examples with strong brand messaging
If you sell in a crowded market like beauty, skin care, apparel, or packaged foods, a strong brand identity can help you stand out from your competitors. Showcasing the identity above the fold on landing pages can help you communicate who you are, fast.
This approach is ideal for competitive markets where identity, values, or founder presence influence purchase decisions.
6. Rhode Skin
The skin care and makeup brand Rhode Skin sells light coverage makeup products that help buyers achieve the no-makeup makeup look. Its brand messaging centers on low-effort, attainable natural beauty—an idea reinforced through viral products like its on-the-go lip case.
A short, low-definition video above the fold immediately conveys this aesthetic. In it, founder Hailey Bieber applies a lip product while lying on a boat, wearing minimal makeup and relaxed styling.
Why it works
The header copy “Effortless summer essentials” and the casual video instantly convey the company’s unique selling proposition: Natural beauty with minimal effort.
7. Grind
Grind is a coffee brand that sells through its online store and coffee houses. It uses its landing page to spotlight sustainability—one of the brand’s core values and differentiators—while communicating its bold visual identity.
Why it works
Visual elements are used strategically to showcase brand values and voice. A scrolling bar appears just above the fold, color-coded buttons help people navigate to different sections, and catchy subheadings (“We take coffee seriously”) mirror the language of Grind’s target audience.
Examples of landing page designs with strong CTAs
CTAs can lead customers to product pages, blog content, or sign up flows. Great CTAs are clear and actionable: Customers should instantly understand what happens when they click.
Use this landing page style when your primary goal is to prompt one key action, such as downloading a report, starting a trial, or shopping a new drop.
Always include a CTA above the fold, and consider adding more throughout longer landing pages. Choose the right CTA based on what your visitors want to do and what you want them to do next.
8. Jolie
The primary goal of a landing page is to get someone to complete an action, but that action doesn’t always have to encourage a purchase.
Take Jolie, for example, a direct-to-consumer brand that sells shower filtration systems. It built a landing page for its water report—a way for people to see what chemicals are in their water.
Why it works
The copy explains how certain chemicals can affect skin and hair, then includes a CTA urging readers to get a personalized water report. By pointing out a potential problem first, Jolie creates a compelling reason to consider a filtration product.
9. Peepers
The eyewear company Peepers uses a simple landing page design to encourage viewers to shop its new products. Above the fold is a CTA to shop the fall 2025 collection, followed by a product carousel that shows prices and product variants.
Why it works
Two prominent CTAs encourage customers to start shopping for new products. Clear pricing and product options in the carousel help shoppers make quick purchase decisions.
10. Shopify POS
The Shopify designers who built the point-of-sale (POS) landing page had the tough task of including three distinct CTAs:
1. Start a free trial
2. Talk to sales teams
3. Log into an existing Shopify POS account
Shopify’s page uses button hierarchy to guide users toward the most important action.
Why it works
CTA buttons use contrast and size to indicate priority. The dark, high-contrast button highlights the preferred and most important CTA: starting a new trial. Talking to sales appears in a reversed color scheme. The least prioritized CTA is just a small text link beneath both options, allowing readers to log in.
6 landing page design best practices
- Consider information flow
- Focus on visual elements
- Use responsive design
- Analyze traffic and device source
- Test your landing page designs
- Prioritize UX research
You’ve caught the attention of a potential customer, but now you only have a few seconds to share what makes your brand and your products unique—especially when the visitor knows little about your brand.
A simple landing page design helps direct viewers to what matters most. If they take nothing else away, what’s the one thing you’d like to resonate?
1. Consider information flow
Be intentional about what content appears first at the top of any landing page. Trying to fit too much too soon can overwhelm and create a cluttered experience for users.
“Marketers should think less about ‘over the fold’ and much more about the overall information hierarchy and flow of the content on the landing page,” says conversion rate optimization consultant Michael Aagaard.
Use the questions below to build your landing pages. The answers will depend on your understanding of the user journey and the role you’d like the landing page to play.
- Are you answering the right questions and addressing the key objections?
- Are you managing expectations and following up on “promises” made in the ad source?
- Are you presenting content in the right order to build momentum toward conversion?
2. Focus on visual elements
In ecommerce, images help shoppers understand your product, especially when they can’t touch or try it in person. If your product photography doesn’t fully capture its value, customers may not understand why it’s worth buying.
However, you’ll want to add more than just product images to your landing page. Customers also need information like product benefits and features. Instead of writing chunky blocks of text, present key details through design elements like:
- Bullet points or numbered lists
- Logos or graphics
- Images
- CTA buttons
- Reviews
- Video testimonials
3. Use responsive design
You’re likely designing your landing page on a laptop or computer screen, but most people won’t view it on one. Over half of all internet traffic comes from a mobile device.
Depending on your audience, this number may be even higher.
“For some of our clients, we’re even looking at 80% [traffic from mobile devices],” says Rembrant Van der Mijnsbrugge, cofounder and software engineer of Shopify Partner agency, Mote. “It often depends on where the traffic is coming from. We have some clients that are very popular on Instagram. If a lot of your traffic is coming from Instagram, that Instagram in-browser experience is actually something that a lot of people end up using.”
Responsive web design ensures your landing page adapts to any screen size.
“Depending on which marketing channels you end up using for your business in the future, suddenly your audience can shift quite drastically from one device to another,” Rembrant says. “You don’t want to have to catch up when that happens.”
An ecommerce platform like Shopify comes with responsive web design built in, so you won’t need to worry about manual coding. Use your website builder to preview how image carousels and CTAs appear across devices.
Other tips for a responsive website design:
- Use collapsible menus
- Button up the smaller details to ensure a smoother experience
- Compress images with tools like TinyPNG for faster loading
- Avoid autoplay videos
- Use large, tap-friendly buttons
4. Analyze traffic and device source
Responsive design makes your landing page work across devices. But you can go further by tailoring content to the platform your traffic comes from.
For example, if most of your website traffic comes from TikTok users looking up a viral product, optimize your landing page above the fold to match what they saw in the video.
“Not making your pages contextual to the platform they came from will cause your bounce rate to skyrocket and your overall platform ROAS [return on ad spend] to stay low,” entrepreneur Nik Sharma says.
This kind of contextual listening drives a better customer experience overall.
5. Test your landing page designs
Once your landing page is live and generating meaningful traffic, start running A/B tests to improve conversions. You might test different CTAs, product images, or headlines to see which versions lead to more purchases or sign ups. Shopify businesses can use A/B testing tools in the Shopify App Store to help do this.
A/B testing is not just about finding the best performing tagline or CTA placement, however. Ben Labay, managing director at customer experience optimization platform Speero, notes: “If you test, you don’t want to test to prove opinions, but rather to challenge strategy or test hypotheses directly linked to customer problems or business opportunities.”
Ben says tests should align with your business’s growth model—whether that’s acquiring more customers, monetizing your Instagram, or improving retention.
6. Prioritize UX research
Knowing your target audience and how they use your site is essential to building high-converting landing pages.
“The better you understand your target audience, the better landing pages you can build. Don’t get blinded by the latest design trends,” says Michael. “Instead, make sure you get all the basics in place and do in-depth user research so you’re making informed decisions that impact behavior, rather than simply tweaking page layouts.”
User experience (UX) research could include sending customer surveys or tracking clicks to see how visitors use your site. For example, if you find that customers read your brand story before making a purchase, you could include a CTA linking to your brand story directly from your landing page.
Build beautiful landing page designs
Shopify has all the tools, apps, integrations and themes you need to create high converting landing pages. Start from scratch or with a template, then customize it to fit your unique brand, and manage it all from one place.
You can also browse thousands of Shopify apps to add landing page features and functionality, helping you boost conversions and make the most of your investment.
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Landing page design FAQ
What is landing page design?
Landing page design refers to the visual and written elements that make up a standalone webpage designed to convert visitors. Strong landing pages use simple layouts, benefit-driven copy, and high-quality images to drive action.
What should a landing page consist of?
In ecommerce, a landing page typically consists of a headline, a call to action, informative text, product images, and a form to collect visitor information. It may also include videos, reviews, or customer testimonials.
How does landing page design impact conversion rates?
Landing page design can heavily influence conversion rates. Since it’s often the first touchpoint with your brand, it needs to be responsive, visually engaging, and optimized through A/B testing.
Should you A/B test your landing page designs?
Yes. A/B testing means creating two versions of your landing page design (while making one small change at a time) and monitoring which one has the highest conversion rate. This helps you make data-backed decisions on how to design your landing pages.
