But that probably has more to do with the fact that Shopify is far more than just a landing page builder.
Shopify features are extensive. Features include a POS system, website builder and templates, online sales channels, and lots more.
Shopify even has a massive app store (much like WordPress) that allows for just about any functionality you could ever desire.
And it builds landing pages.
So… should you use Shopify to build your landing pages? Or something else?
If you already have a Shopify store or website, that’s probably the easiest way to go. The exception is if you need some super obscure landing page feature that Shopify doesn’t offer (which is highly unlikely).
If you haven’t built anything yet and only need a landing page, we recommend using a tool like Leadpages or Unbounce.
If you just want to grow your email list with a simple landing page, then ConvertKit is a great option.
And you can consider Carrd if you just want a free and simple landing page builder.
Shopify is ideal if you also want to build an online store (their specialty) with full functionality to market and sell your products or services.
The Different Types of Shopify Landing Pages
We talked about what a Shopify landing page is.
But there are many different types of landing pages — squeeze pages, splash pages, sales pages, webinar pages, quiz pages, product pages, service pages, and so on.
Fortunately, if we view this from a higher level, we’ll realize that there are really only two reasons to create a Shopify landing page…
To Generate Leads
To Make Sales
There’s a lot of variation within those two goals — but the type of landing page you create matters a lot less than the goal of your landing page.
Let’s take a few minutes to dive into more detail on each of those goals…
Lead Generation Landing Pages
Generating leads means getting the contact information of people in your target market. This information is usually an email address but sometimes includes a name, phone number, or physical address as well.
For many marketers, generating leads is synonymous with growing their email list.
And that’s what lead generation landing pages are designed to do.
Usually, by offering some sort of “lead magnet” — a free resource, for instance, that appeals specifically to your target market.
To get it, people have to give you their email address.
Here are some ideas for creating social proof on your own landing pages…
Choose whichever fits your offer the best and add it to your landing pages. You’ll be glad you did.
4. Consider Traffic Quality
If your landing page isn’t converting well, that doesn’t necessarily mean you have a problem with your landing page.
You might have a problem with the traffic that you’re driving.
To use an extreme example, imagine I lie to people and tell them that I’m selling dog treats when I’m really selling basketball sneakers. When they visit my landing page expecting dog treats, my conversion rate is going to be trash.
Of course, you’d never do that.
But less extreme versions of that happen all the time. To drive traffic, marketers sometimes bend the truth or oversell what they’re offering.
So people leave shortly after visiting.
And we’re like…
Make sure that your advertisements, sponsorships, or partnerships — wherever you’re driving traffic from — are driving the right traffic for the right reasons.
Otherwise, your conversion rate will suffer.
5. Write Clear Copy
When it comes to creating landing pages, copy — the words on the page — is probably one of the easiest places to get lost.
But I’ve got good news for you.
Good copy isn’t about expert persuasion.
It’s just about being super clear about what you’re offering and who it’s for.
If you nail that, so long as you’re driving high-quality traffic, the rest will take care of itself.
Here’s a basic format you can use to create clear and compelling sales copy.
Hook — Get the person’s attention with a compelling headline.
Describe — Briefly describe your offer with a subheading or a few lines of text.
Detail — Talk about the coolest features. Be concise.
Identify — Identify who this offer is for. Also mention who it’s not for.
Address Objections — Address some of the main objections that your target market will have.
Sales has always been about product-market fit, and it always will be.
Your job when writing the copy is simply to explain your offer well so that your target market knows you made it for them.
6. Optimize Your Pricing
Does your pricing match your target market?
If you’re trying to get college students (who are usually poor) to buy a $5,000 course on “How To Get Straight A’s in School,” you’re not going to sell very much.
It’s just too expensive.
Maybe you could sell it for $50, or even for $100.
There’s some wiggle room here, to be sure. But the important thing is to make sure that how much you’re charging aligns with how much your target market can afford to spend.
7. Increase Perceived Value
When we’re talking about price, there are only two ways to get a penny-pincher to convert.
You can either…
Decrease Your Price
Increase Perceived Value
For obvious reasons, the second option is usually preferable.
But how do you increase the perceived value of your offer?
One way is to bombard people with tons of bonuses before mentioning a price. They’ll start thinking, “Oh man, this is gonna be expensive,” right before you surprise them and undercut their expected price.
Now your high-ticket price feels like a good deal.
ClickFunnels does this a lot with their landing pages:
ClickFunnels breaks down the dollar value of their services to highlight their deal.
Another option is to tell the story behind your product or service. Sometimes explaining the blood, sweat, and tears that went into creating it will emphasize its value.
Or you could just set a higher price point.
After all, the easiest way to increase someone’s perceived value is to increase the price.
8. Think About Context
Every landing page is part of a bigger picture — your business, your high-level sales funnel, product or service ecosystem, cold traffic, warm leads…
And it’s important to know where your landing page lies within all of that.
Perhaps most important is to determine the visitor’s level of awareness.
Problem Aware — They know they have a problem, but they don’t know how to fix it.
Solution Aware — They know they have a problem and that there are available solutions. But, they haven’t taken action.
Product Aware — They know products like yours will solve their problem, but they haven’t purchased.
Your traffic’s level of awareness will influence what you talk about on the landing page and how you attempt to convert visitors.
Here’s a helpful graphic from Search Engine Land. It illustrates Euegene Schwartz’s “Five Levels of Awareness” correlated with what the sales copy should focus on:
Who is this landing page for, and where does it fit within your business ecosystem?
Your answer will have a significant impact on your landing page copy.
Answers to Frequently Asked Questions
Mind still buzzing with questions? Here are some answers to other frequently asked questions about Shopify landing pages…
Can I Make a Landing Page on Shopify?
Yup! You create all sorts of landing pages on Shopify.
How Do I Improve My Shopify Landing Page?
We recommend reviewing the tips within this article. Focus on just one conversion objective. Then create urgency, create an irresistible offer, and leverage social proof. There’s a lot you can do to improve the conversion rate of your Shopify landing pages.
Can I Create and Shopify Landing Page Without a Website?
Yes, you can! But you might want to invest in a Shopify landing page builder like Shogun or Pagefly.
How Do I Add a Page on Shopify?
Adding a page on Shopify is super easy. Just follow these steps…
Log in to your Shopify account.
Click on “Online Store.” Then “Pages.”
Click “Add page.”
Create your page.
Don’t forget to save!
Final Thoughts on Shopify Landing Pages
With just a few clicks, anyone can create a new landing page using Shopify.
Of course, there’s a big difference between creating a landing page and creating a high-converting landing page.
They’re both landing pages.
But only one deserves the title.
Now you’ve got the necessary knowledge to create super effective landing pages on Shopify — all that’s left is action.
Mike Blankenship is the low-profile, high-impact writer behind brands like ClickFunnels, Carrot, and Linear. He's an SEO nerd, copywriter, and a wannabe comedian. You can follow him on Twitter or connect with him on Linkedin.