What Are Ecommerce Landing Pages (Complete Guide)

Ecommerce landing pages are standalone web pages created specifically to convert visitors from a marketing campaign into leads or customers. In other words, they’re where clicks turn into customers.

This article will explore what makes an effective ecommerce landing page, covering design best practices, optimization tips, key differences between B2B and consumer-focused (B2C) pages and recent statistics on performance (conversion rates, mobile usage, etc.).

Whether you run a B2B company generating leads or an online store making sales, a well-crafted landing page can dramatically boost your results. Let’s dive into how to create high-converting ecommerce landing pages.

What is an Ecommerce Landing Page?

An ecommerce landing page is a standalone web page created specifically for a marketing campaign or specific goal, for example, a page to promote a particular product, offer, or lead magnet. It’s where you “land” after clicking an ad or email link. In contrast, your homepage is the main entrance to your website, which typically provides general information and links to many areas.

The key differences are focus and scope. A landing page is single-purpose: it usually has one clear call-to-action (like “Sign Up” or “Shop Product X”) and removes other distractions (like full-site navigation) to improve conversion. Your homepage has to serve everyone who visits your site (new visitors, returning customers, people looking for support, etc.), so it’s broader and more navigation-heavy.

Because landing pages can align their message very tightly with the ad or audience that brought the visitor, they tend to convert at a higher rate than homepages. Companies that use dedicated landing pages see better results, one report noted using campaign-specific landing pages can increase conversions by up to 220% compared to sending traffic to a generic homepage.

Ecommerce Landing Page Examples 

High-performing ecommerce landing pages follow the same core principles: focus, relevance, and clarity. Below are common example types and what makes them effective.

1. Product-focused Landing Pages

These pages highlight a single product or offer rather than an entire catalog. They typically include a strong hero image, clear value proposition, key benefits, social proof (reviews or testimonials), and one primary CTA (e.g. Buy Now). This structure works especially well for ads and product launches.

2. Lead-generation Ecommerce Pages

Instead of pushing an immediate sale, these pages focus on capturing emails or leads using incentives like discounts, free shipping, waitlists, or downloadable guides. Fewer form fields and a clear benefit-driven headline are key to higher conversions.

3. Product Launch or Promo Pages

Launch pages create urgency with limited-time offers, countdown timers, or exclusive access. They’re commonly used for seasonal sales, new collections, or flash deals, and are highly effective when paired with paid traffic.

4. Mobile-first Ecommerce Landing Pages

Mobile-optimized examples prioritize speed, vertical layouts, large tap-friendly buttons, and short forms. Since most ecommerce traffic now comes from mobile, these pages are often simpler, but convert better due to reduced friction.

5. Personalized Ecommerce Landing Pages

These pages adapt content based on traffic source, audience segment, or behavior, for example, showing different headlines, products, or CTAs depending on the visitor. Personalization increases relevance and often leads to higher conversion rates.

Platforms like involve.me make it easy to build these types of ecommerce landing pages using drag-and-drop layouts, multi-step flows, personalization logic, and mobile-first design, without coding.

Ecommerce Landing Page Design Best Practices

Designing an effective landing page means combining clarity, focus, and persuasive elements. Here are key design best practices for ecommerce landing pages, backed by data:

Keep It Focused on One Goal

Each landing page should have one primary offer and call-to-action (CTA). Too many options can distract and confuse visitors. Pages with a single prominent CTA convert around 13.5% on average, whereas pages with five or more links convert only ~10.5%. Similarly, don’t cram multiple offers or promotions on one page – studies show that pages trying to promote several things at once can see conversion rates drop by up to 266% compared to a page with one clear offer. In short, less is more: focus the visitor’s attention on one outcome (e.g. fill out the form, or “Buy now”). Remove any extraneous links or menu navigation that could lead them away from the conversion goal. In fact, only 16% of landing pages omit the top navigation, yet removing nav links can double the conversion rate by keeping people focused.

Craft a Compelling Headline and Value Proposition

Your headline is the first thing visitors read – it needs to grab attention and speak to their needs. A strong, relevant headline and subheadline that clearly state your value proposition can make a huge difference. One study found that improving the headline alone led to a 250–300% lift in conversions. Make sure the headline addresses the visitor’s problem or desire and promises a clear benefit. For example, instead of a generic “Welcome to Our Site,” use something specific like “Save 30% on Office Supplies – Everything You Need for Your Business in One Place.” Keep it customer-focused and outcome-oriented.

Use Visuals and Media to Engage

Humans process images faster than text, and visuals can convey emotion and information quickly. Roughly 80% of people remember what they see, compared to only 20% of what they read. Consider using a hero image or short video that showcases your product or reinforces your message. Videos are especially powerful on landing pages – 38.6% of marketers say video is the most effective landing page element, and adding a product demo or explainer video can increase conversions by up to 86% in some cases. Visual content keeps visitors engaged (viewers retain ~95% of a message when watching it in a video, versus only ~10% retention from reading text). For ecommerce, high-quality images of your product or an illustrative graphic of your offer can build interest. Just ensure images/videos are relevant and don’t slow down your page (we’ll touch on page speed later).

Establish Trust with Social Proof and Credibility Markers

If a visitor is on the fence, seeing proof that others trust your business can tip them toward conversion. Include social proof elements like customer testimonials, reviews, case studies, usage statistics (“Join 5,000 happy customers”), or trust badges (security seals, partner logos) on your landing page. Unfortunately, nearly 77% of marketers don’t include social proof on their landing pages – only about 1 in 4 use testimonials or trust signals right now. This is a missed chance to reassure customers. In contrast, 37% of top-performing landing pages do feature testimonials, and one case study showed that adding a customer testimonial increased conversions by 34%.

Even a short quote from a satisfied client or a ⭐⭐⭐⭐⭐ rating can boost credibility. Trust badges (like “Secure Checkout” or industry affiliations) and clearly displayed contact information (phone number, email, physical address) also increase trust. Showing there are real people behind the page makes visitors more comfortable – including contact info has been observed to subtly lift conversions by making your business feel more transparent and reachable. Bottom line: provide evidence that your offer is legitimate and valued by others.

Use Clear and Action-oriented CTAs (not “Submit”)

Your CTA button text should remind users of the value they’ll get. Phrases like “Get My Free Quote”, “Start My Free Trial”, or “Download Ebook” perform better than a generic “Submit”. In fact, simply using the word “Submit” on a form button can decrease conversions by around 3%. It’s not very motivating. Make your button copy specific and benefit-driven (for example, an online store’s landing page might use “Claim My 10% Discount” instead of “Submit”). Also, design the CTA button to stand out visually (a contrasting color, large font) and place it prominently. If the page is long, consider repeating the CTA in a few strategic places so users don’t have to scroll back up.

Keep Forms Short and User-friendly

If your landing page includes a signup or checkout form, ask for as little information as possible. Each additional required field can cause some visitors to drop off. The average landing page form has 11 fields, but that’s far more than needed in most cases. Reducing form fields from 11 down to 4 led to a 120% increase in conversions in one test. Similarly, a marketing survey found that about 4 form fields is ideal for best conversion, many marketers believe just asking for name and email (and maybe one other item) is enough at this stage. You can always collect more info later in the process.

The key is to minimize friction. Also, make the form easy to fill out: use clear labels, consider using multi-step forms for B2B if you need more info (breaking a long form into steps can feel less intimidating), and ensure the form works well on mobile (big enough input fields, etc.). 

Ecommerce Landing Page Optimization Strategies

Design sets the foundation, but optimization is what drives better results over time. Focus on these core strategies:

A/B test continuously:
Test headlines, visuals, copy, forms, and especially CTAs. A/B testing is widely used because it works, small CTA changes can lead to big gains. Not every test wins, but even failed tests reveal valuable insights about your audience.

Use personalization:
Generic pages convert less. Personalized headlines, dynamic product recommendations, or tailored CTAs can significantly boost engagement and conversions. Personalized CTAs alone can outperform generic ones by over 200%.

Optimize page speed:
Speed directly impacts conversions. Pages that load faster convert more, while even a one-second delay can reduce conversions noticeably. Compress images, clean up code, and remove unnecessary elements to keep load times under 2 seconds.

Prioritize mobile optimization:
Most landing page traffic now comes from mobile. Use responsive design, make buttons easy to tap, keep text readable, and simplify forms. Mobile-optimized pages often convert better than desktop-only designs.

Reduce friction and distractions:
Remove unnecessary links, pop-ups, and autoplay elements. Keep users focused on one clear action. Interactive elements like FAQs or quizzes can increase engagement, if they guide users back to the CTA.

Track behavior and iterate:
Monitor conversion rates, bounce rates, and drop-offs. Use heatmaps and session recordings to spot friction points. Ongoing optimization can deliver major ROI without increasing ad spend.

Offer real-time help when needed:
Live chat or chatbots can address objections instantly, especially for complex products. Visitors who engage with live chat are far more likely to convert and often spend more.

Mobile Responsiveness & Performance: Why They Matter

Mobile now dominates ecommerce, making mobile optimization non-negotiable. Around 72% of ecommerce sales come from mobile, and over 60% of global web traffic is mobile. While desktop conversion rates are still slightly higher, mobile conversion rates continue to improve, meaning a poor mobile experience can cost you a large share of potential customers.

Responsive design and mobile UX:
Your landing page must adapt seamlessly to smaller screens. Use responsive layouts, readable fonts, tappable buttons, short forms, and avoid desktop-only interactions like hover effects. Mobile-optimized pages consistently convert better than non-optimized ones.

Mobile speed and performance:
Mobile users are impatient. A 1-second delay can cut conversions by ~7%, and over half of users abandon pages that take more than 3 seconds to load. Optimize images, compress files, use lazy loading, and test performance with tools like PageSpeed Insights. A slow mobile site doesn’t just hurt conversions—it reduces repeat purchases.

Mobile checkout and usability:
Cart abandonment is highest on mobile (over 85%). Reduce friction with guest checkout, autofill, and mobile wallets like Apple Pay or Google Pay. Faster, simpler checkouts can dramatically lift mobile conversions. The same rule applies to lead forms: minimize typing and make every step effortless.

Should B2B Businesses Use Landing Pages Differently Than B2C Companies?

B2B businesses absolutely should use landing pages, and many of the same best practices apply, but the strategy and content will differ somewhat from B2C. Here’s how:

For B2B, the goal of a landing page is often to generate a lead or advance a prospect in a longer sales funnel, rather than an immediate one-click sale. That means B2B landing pages typically offer something of value (a free demo, trial signup, an ebook, a webinar registration, etc.) in exchange for contact information. You’ll want to design your pages to maximize lead capture. B2B pages might include a bit more explanatory text or data points to convince more analytically-minded buyers.

Trust elements are huge in B2B, logos of client companies, testimonials from business users, and statistics (“Trusted by 500 companies” or “98% customer satisfaction”) can all reassure visitors. If your product is complex or high-end, don’t shy away from providing deeper content on the landing page (or via a PDF download) – B2B buyers will appreciate thoroughness as long as it’s well-organized. Also, personalization can be very effective: consider creating variant pages for different industries or job roles, so that the messaging speaks directly to each segment (e.g. a separate landing page for “Solutions for Healthcare Industry” vs. “Solutions for Retail”). 

Studies have shown B2B landing pages often convert higher than B2C (averaging ~13% vs ~10%), likely because the ask is usually a low-commitment form fill. But that only holds if you make the offer attractive (solve a real pain point) and the form easy to complete. Interestingly, many B2B firms underutilize landing pages – over 40% of B2B marketers still send their ad traffic to generic homepages, which suggests a lot of wasted potential. By using targeted landing pages for your campaigns, you can outperform competitors who aren’t as tailored.

For B2C, landing pages are typically about driving immediate action (purchase, signup, etc.) with less of a subsequent sales process. 

They often need to appeal to emotions and impulse more, whereas B2B can lean on logic and detailed ROI. B2C pages should be highly visual, straightforward, and highlight the benefit to the consumer. While a B2B page might say “Improve your manufacturing efficiency by 20%”, a B2C page might say “Save time and enjoy more convenience in your daily life” – both speak to value but in different tones. One practical difference is the length of the form or funnel: B2C purchases usually require minimal info (just payment and shipping on checkout), whereas B2B forms for a quote might ask more qualifying questions.

Also, B2C can use gimmicks like discount countdowns, seasonal themes, or pop-culture references that might not fit B2B’s more formal brand image. However, both B2B and B2C pages benefit from clarity, social proof, and strong CTAs. And both should be heavily tested and optimized for mobile.

Final Words

Ecommerce landing pages play a critical role in turning clicks into customers. With clear messaging, focused design, fast performance, and a single conversion goal, even small improvements, like simplifying a form or adding social proof can lead to meaningful gains. The takeaway is simple: investing in landing page optimization delivers more leads, more sales, and better ROI.

Putting these best practices into action doesn’t have to be complex. Tools like involve.me make it easy to build high-converting, mobile-first landing pages without coding or design skills. With drag-and-drop editing, AI-powered page creation, personalization, and seamless integrations, you can quickly launch and optimize pages that convert.

Ready to improve your conversions? Start building tailored ecommerce landing pages with involve.me and turn more of your traffic into real results.

Sources

1. Shopify – “CRO Statistics: 34 Vital Conversion Rate Optimization Stats (2025)”

2. involve.me – “100+ Landing Page Statistics You Should Know (2026 Edition)”

3. HubSpot – “16 Landing Page Statistics For Businesses”

4. Firework – “17+ Landing Page Statistics to Skyrocket Your Conversion Rates in 2024”

5. Smart Insights – “E-commerce Conversion Rate Benchmarks – 2025 update” (Mobile vs Desktop conversion data)

6. Omnisend via HubSpot – Landing pages average 23% sign-up rate vs ~3% for pop-ups. (Lead generation effectiveness)