27 Ecommerce Landing Page Examples to Maximize Sales in 2020
By Hayley Mullen, Copywriter at Unbounce
Effective ecommerce landing pages aren’t just about big logos and shiny product photos-they’re about giving shoppers the information, direction, and experience they need to smash that “Buy Now” button. Take a look at these hand-picked ecommerce landing page examples to make 2020 your best-selling year yet.
Why Not Just Use Product Pages for Your Ecommerce Campaigns and Promotions?
Pairing ads with product pages can lead to some pretty underwhelming results. According to Monetate, visitors convert half as often when they’re on a product page compared to a custom landing page experience.
That’s because most product pages don’t follow ecommerce best practices. They have boilerplate copy and design that tries to target everybody at the same time (and doesn’t sync up with your paid advertisements). Even worse-most product pages are stuffed with shiny links that end up distracting shoppers and keep them browsing instead of buying.
With landing pages, you can focus a visitor’s attention on a single product or offering and lead them on a personalized journey to purchase. They’re more targeted, customizable, and twice as likely to convert.
27 Ecommerce Landing Page Examples
Example #1: LIV Watches
Industry: Apparel
Model: Storefront
Page Type: Click-Through
What This Ecommerce Example Reveals: You Need to Show Off Your Product in Different Ways
Typical online storefronts have a pretty standard approach to showing off their products. There’s probably a carousel of images at the top of the page and… well, that’s about it. But this example from LIV Watches shows how powerful it can be to spotlight your product throughout the page in multiple ways.
In this case, LIV is featuring a special edition wristwatch in partnership with pro cyclist TJ Eisenhart. Notice how, as you scroll down, they show the watch featured in different lights, different scenery, and different situations. You get to see a video overview of the watch, close-ups of the various features, and even a pretty slick side-profile that really shows off the craftsmanship.
It’s a great example of how ecommerce marketers can break the mold of “traditional” product landing pages to show customers the details they actually want to see.
What Else We Love About This Landing Page:
- LIV creates a sense of urgency with this limited edition product. If you want this particular wristwatch, you know that you need to make a purchase decision fast. (Tick, tock.)
- This brand is-in part-about lifestyle. That really comes through in the video, which explores idealistic sentiments like passion, aspiration, and truth to oneself.
- All of the photography (along with the video and additional animations) really gives customers an up-close look at the craftsmanship, so they know exactly what they’re buying.
Example #2: TRIBE
What This Ecommerce Example Reveals: You Can Make Special Offers to Close More Customers
Setting up limited-time deals or special offers on your regular ecommerce shop can be a huge pain. Standard product pages often don’t properly show off a deal, and they can be pretty rigid if, for example, you only want certain people to be able to access the promo.
That’s why this example from TRIBE is worth looking over. Their marketing team set up an “Exclusive Shortlist Offer” on a landing page, so they could carefully control who the promotion went out to-rather than make it available to every single visitor who happened across their website.
Better still, because this is a landing page built using Unbounce, the team from TRIBE had complete control over how they presented the promotion. To help sell the offer, the team incorporated the value of the deal into everything from the CTA (“Enjoy Your First TRIBE Box for £2”) to the subscription details (“Custom built pack and tailored to your needs”). Very smart!
What Else We Love About This Landing Page:
- The focus on athletics throughout the page-including a great training photo underneath the hero section-helps visitors understand the value of these natural performance products, and who they are meant for. (Hint: not me.)
- The emphasis on social proof helps make the offer more compelling as well. Not only are there testimonials from a recognizable customer review website, but there are also familiar media outlets and supermarket logos to increase your confidence.
Example #3: Ascent Footwear
What This Ecommerce Example Reveals: You Should Focus on the Product Details Your Customers Care About Most
If you’re selling apparel that’s more function than fashion (like a shoe that’s designed to correct your walking stride), it’s important to put emphasis on the mechanics of how your product works. Case in point: this example from Ascent Footwear.
Not only does this landing page show off exactly what goes into each shoe, but it also explains why that makes such a difference. (Now, I just need to figure out what the heck “ample lateral stability” means.) The page removes all the fluff and focuses on answering one very specific question: How does this shoe actually work?
Compare this to most product pages, which often get lost in the details that don’t matter as much. Manufacturer references, lengthy product descriptions, related products-if your customers don’t actually care about these things, they might just be distracting them from making a purchase.
What Else We Love About This Landing Page:
- Ascent uses an expanded view of its shoe to showcase the technical components that contribute to its comfort and durability.
- By including an explainer video, Ascent is able to elaborate on the value propositions of the product without taking up much space on the page.
- The clean, single-column layout and short length mean that visitors aren’t being overloaded with information. That way, they can focus on Ascent’s core message.
