Are you always wondering how to best serve your customer? If you’re in the eCommerce space, you probably know that a landing page is highly impactful for any business to highlight their products and services to a customer. Many times a customer is “landing” on your website with an intention to shop or move along in the buying process. This means that you must put forth the best content and CTAs so that the process is easy and eliminates the potential for drop off.
We understand that this may be confusing and time consuming to get started, which is why we have put together a list of the 15 best eCommerce landing page examples. This will help you to see what works, why it works, and what you can possibly add in to your own landing page.
Replo Reviews: Best eCommerce Landing Page Examples
- What is a landing page?
- What should landing pages include?
- Landing page examples
- How to write a good landing page
What Is An eCommerce Landing Page?
A landing page, for eCommerce or any other industry, is essentially a place for your customer to “land” after they click on an ad, email, or any other link on the web.
We can see a web page as a place for the customer to explore your total offerings, but the landing page has a more specific intention: a Call To Action (CTA). You’ll see that we focus on the CTAs in this article, and that’s for a reason! The CTA is the way to move the customer along in the buying process, but it has to be done in interesting ways. You’ll want to draw your customer in with copy and images, but this must be done based on your brand profile! Think about what you offer and how you want to offer it. No two brands are ever exactly alike!
What Should Landing Pages Include?
A landing page should always emphasize the CTA! This means that you want to add in relevant images and copy, but also direct it somewhere. Add in a “Learn More” CTA or another to “Sign Up.” The options really depend on where you want to direct attention next.
Think of this as the first stop before the next action can be completed. It’s all about movement to the next action rather than losing interest. This is where you can flex clever design skills or funny copy to draw attention to the CTA.
Landing Pages vs. Product Pages
A landing page is meant to show off more of your brand than any one product. However, a product page is probably the second CTA a customer will choose. Think of it like an outline, a landing page is the header and the product page is the bullet below. This means that you must introduce your offerings first and then get more specific as you go. You never want to lead with one specific product over another, but frame it as an extension of your total offerings.
For example, let’s say you sell multiple clothing options. You may have a best seller you want to “feature” on the landing page, but you wouldn’t put all of your information on that one item as your first page that the customer sees. You want to lead them into your brand and products with a CTA and then they can see that specific product information on the product page. It’s more about how you frame your products than pushing them to the front of every landing page.
Types Of Landing Pages
Here are a few landing page types to consider:
The get started page is a way to help get your customer into the feel of your brand without bogging them down with too much information. The “Get Started” CTA button helps introduce information, but gives them a place to learn even more on the next page. It’s also a great option to further convince your customer in a specific way. You can build out this next page to bridge off of the initial get started page.
Think of the splash page as the middle ground between the initial link that a customer clicked on and your homepage. This means that you’re directing the customer to an announcement or ad before they click on for more information. It’s a way to highlight new products or announcements that you want people to know about before moving on to the next action.
A lead capture page is a place to source information from your customer. This means you want to get their name, email, address, job title and any other pertinent information for your services. You will probably use this type of landing page for services over products. Many companies gain this information by offering a free guide or case study. You’ll want to offer some information in exchange for their information.
Click-Through Landing Page
A click-through landing page is meant to provide value to your customer without being too pushy. You don’t want to force them to “BUY NOW” without sharing the benefits and features of your offerings. This is a great place to add in a “try free” or trial CTA, especially for service based companies.
The squeeze page is all about capturing a user’s email. This means that you need to think of clever ways to get your customer to enter in their email. There are a lot of options here like with a “money off” option for signing up or a “spin to win” wheel which is quite fun to see the deal – it’s also interactive, and who doesn’t like that!
15 Best Landing Page Examples
While we would love to love every landing page, not all are created equal! That’s why we have put together a list of our top landing page examples to follow. The list below ranges in industry and execution, but the commonality is that they all successfully highlight their brand offerings, while keeping functionality top of mind.
These are the cameras that really “go” anywhere! GoPro successfully highlights their products front and center. As other landing pages on this list are service based, GoPro is product based. This means that they are tasked with showing off features for a variety of product options. They use a combination of interesting imagery and copy to highlight various products.
They also do a nice job of pricing their products in a way that feels transparent but also like a deal to the customer. They feature their prices for products, but cross out the older price to highlight whatever current deal they are running. Finally, they feature a CTA to “Subscribe To” GoPro which allows customers to upload to the cloud, with additional features once subscribing. This turns their product specific page into a more robust offering that secures continued customer loyalty.
Why It Works:
- Personalization - You can search by activity to break down what is the best for your intended product. This helps customers feel like they have some say in what they are buying.
- Product Finder Quiz - This helps lead customers to a specific product based on their recommendation. A highly effective tool to help the customer feel a part of the process.
- Sales Upfront - They have a pop up window that gives 10% off when you subscribe to their email list. A great way to entice customers but also keep them following a brand.
Looking for food delivered straight to your door? DoorDash has the market on this one. They feature options to get delivery or pickup on your favorite items from local restaurants. You are first met with an option to enter in your delivery address, but just below there are “Favorite Near You” options based on your current location.
Further down the page you can see direct CTAs to become a Dasher, become a Partner, or to try the app. All with their own links. And finally they feature a list of their top cities and top cuisines near you for easy accessibility without endless search options. This means you can land here and quickly decide whether you would like to search by location or by top cuisine options near you. This eliminates the confusion and could even mitigate drop off rates due to an abundance of choices.
Why It Works:
- Highly Organized - They do not inundate you with an excess of options from the start. Their landing page is organized and set in distinct boxes to call out various CTAs.
- Many CTAs - This page lets you search for food by location but also serves as a page for drivers to sign up. All feeding from one into specific pages afterwards.
- Intuitive Design - Instead of featuring endless options, DoorDash seems to understand moderation from the start. They do not overwhelm the user, but rather guide them to what they are looking for.
Zumba is choreographed dance moves set to music. It’s high-energy and very popular across the country, so it’s no surprise that their landing page matches! They offer an upbeat, lively landing page with many CTAs and offerings from becoming an instructor to shopping for Zumba Wear, and even a section for their virtual classes.
Further down the page you can see that they successfully highlight their social media and philanthropic platform for users to click through. Then at the very bottom they have their email sign up to get news and promos. They also feature a “top” button to take you back up to the beginning of the page without scrolling even more. This may be a useful option to implement if you feature a ton of content on the page. It saves you and your user time in the end so that they can focus on offerings rather than site navigation.
Why It Works:
- Clever Copy - Their “Take a Break and Shake” tagline at the top is quite clever and draws a reader in from the start.
- Search by Location - They feature their search bar at the top of the page so users can quickly find a Zumba class location near them.
- Video Offerings - They feature their Zumba 101 fitness series for those at home to join in.
As of 2022, Netflix has a subscriber base of around 220 million people. With numbers like this it’s no wonder why Netflix is dominating the streaming service industry. Their landing page is quite simple, with straightforward design and the ability to enter your email to create or restart a membership. While they could bog users down with endless offerings, highlighting the many shows and movies they offer, instead their approach is to get you to sign up first.
If you scroll down through the page, which is similar to Apple’s product pages you can see that they highlight offerings to download content to watch anywhere and have an FAQ section with drop downs. This is a great lesson in implementing simple design with high impact. It’s important to remember that Netflix’s bottom line is to acquire new users. Their landing page is ultimately very effective and transparent with their offerings. However, notice that they do not lead with their pricing, they instead lead with a call out “Unlimited movies, TV shows, and more. Watch anywhere. Cancel anytime.” They lead you in with this and then add a direct CTA to “get started.”
Why It Works:
- Simple Design - No fuss or abundance of content. Everything is to the point and the CTA is what shines the most here.
- Direct CTA - Sign up quickly with email and then set up your account. Again, no fuss and to the point.
- No Pricing - While this may not entice everyone, leading with the prices takes away from the branding and dilutes the purpose of drawing attention to their offerings.
HelloFresh is a popular site for those looking for meal prep options. In fact, they are America’s most popular meal kit and offer a variety of plans. Their landing page successfully highlights their potential food and also answers “Why HelloFresh” from the start. This is their way of answering questions potential buyers are looking for. As you scroll through the page they have multiple CTAs to “View Our Plans” but it does not feel cumbersome to a shopper.
Similarly, at the very bottom they have a robust FAQ drop down section that answers any additional questions. Finally, at the bottom of the page they also feature a CTA to “Download our app” which is great for those looking for mobile use as well. Overall, this is a highly informative and really tailored example of a brand’s landing page.
Why It Works:
- Highly Informative - You leave knowing what they offer and what you can expect to purchase.
- Great Imagery - They keep a stark white page with minimal green CTAs but also let their images highlight the food - this is where the color comes to the page and makes it all pop.
- Social Call Out - You can see their Instagram posts and they create an additional CTA by calling out shoppers/users to use their hashtag to share how they use HelloFresh.
Winc is a wine subscription service that lets you try new wines to see what you enjoy. They then ship out what you choose. What is most impressive from first glance is that the page feels very on brand. There is a mix of copy and imagery to highlight their services, which is to connect people to wine, but also to create a highly personalized experience with their quiz.
As you scroll down you can see that their quiz is broken down into digestible sections rather than to overwhelm a customer. After they feature a CTA to “Get Started.” In fact, all of their CTAs are bright and easy for a customer to spot. This may be an impactful addition to any website because it helps the customer see where to direct their attention.
Why It Works:
- On Brand - The entire landing page is on brand and we get a sense of how they operate while also seeing clever imagery and copy.
- Informative - We see their process and how the quiz is tailored to help you choose a wine that is based on your preference.
- Testimonials - Further down the page you can see that they have included testimonials and reviews from companies that enjoy their products.
Uber has an interesting landing page because it features a few of their offerings to Drive, Deliver, Eat, or Ride. The top of the page features a bar with the ability to click on your intended action. This is helpful to direct users to either work with Uber or use their services for rides or food delivery.
Further down the page they feature several CTAs for business opportunities, membership options, and even safety information. Finally, at the bottom are CTAs to download their apps. Overall, there is a lot of information to read through, but that is only because Uber offers several services.
Why It Works:
- Clear Actions You don’t have to wonder if you are in the right place, they direct your attention to every option in a clear and concise way.
- Simple Design - This is a great example of using simple design to let the offerings shine. The page is not full of copy or images and they keep the logo in line with the white and black features. Very clean and simple for customers.
- Safety Info - They feature a section on their commitment to safety along with a CTA to read about their Community Guidelines, Safety Features, and all cities that they are available in.
Blue Apron is another meal kit delivery service that emphasizes quality ingredients to customers. They have an interesting feature that other sites have not shown, which is a bottom bar to enter an email address in to “unlock their offer.” This is a very direct CTA to get customers interested in the product but also show their offers to save on the first order.
There is also a section to browse their menus and see high quality images of their food. This is quite a nice feature because it highlights the offering, but the process and ingredients that come with the recipe as well. It serves as a function of product and service information at the same time.
Why It Works:
- Branding - They utilize their blue color quite well throughout the page. So, all of their CTAs are the same font and color, which ties quite nicely back to the logo and overall brand feel.
- Template Approach - Everything is in nice boxes to highlight the specific information of the CTAs. This is a clean approach to providing a lot of information in bite size chunks. It does not overwhelm the user.
- Customers First - They feature a section of testimonials to celebrate “10 years of happy customers.” This bodes well to highlight their longevity as a brand, but also get interactions from actual customers.
Verizon is probably one of the best examples of pricing and deals first. This is probably because they offer a service, with the Unlimited plan, but also sell phones, watches, tablets, and other accessories.
They break up their information into top sections: Mobile, Internet, and Network. This is very useful for the customer to see that Verizon may offer a lot but they are broken into silos of use. It is a utility first design and streamlines information to not overwhelm the customer.
Why It Works:
- Simple Layout - Verizon utilizes their brand colors quite well to show that the offerings in brighter colors are more appealing to the customer. They only utilize a few images to show products in use which is another clever way to let the product and information come first.
- Deals First - Rather than show the products, Verizon starts with a simple logo and bright copy around the deal they are offering.
- Total Offerings Last - This is a nice way to present information and CTAs if you have a lot of information or services to list. Verizon features many brands and support options so it works to feature that all in a simple box structure at the bottom.
Beats are the headphones everyone knows by now. They often pair with iconic figures to release products that are “special edition” or “limited.” They are a brand built around the buzz of limited editions and personalization. This makes the customer feel like they are a part of the design process.
Overall, their landing page is heavy on a few stand out images and the products as well. This means limited copy and a simplified layout. The text is also quite simple and it does not outshine the products. They also feature an interesting plug to shop through Apple, which is a partner they work with. This is a nice way to discuss their collaborations without confusing the customer of what page they are on. You are not confused if this is Apple or Beats, you know it is their page.
Why It Works:
- Video Over Image - To highlight their latest Beats Fit Pro product they use a video to show the product in action. This is a captivating way to highlight a product that is meant to be used in motion. Something that cannot be covered with an image.
- Popular Now - This section helps customers to see what is popular with other customers at the moment.
- Clean Copy - They are not abundant with copy, but what is there is well thought out and draws the attention of the customer.
Starbucks is probably better known for their app and in-store branding, but their landing page is simple and to the point. They feature their collaborations and rely heavily on their top navigation bar to help customers along.
It’s also interesting to note that they are a more seasonal based brand, so their offerings must change depending on what is selling at the moment. This is a master lesson in thinking about what your customers are looking for before they have to think about it. For example, let’s say it’s pumpkin spiced latte season (PSL for the connoisseurs), you go to their landing page and see all of their fall offerings from the start. They use the images of the drinks and it serves to remind customers what is now and currently available.
Why It Works:
- Partnerships First - They highlight their latest deals and partnerships first to let customers know how they can best use these services.
- Season Specific - Starbucks knows their customer base and works to highlight their offerings. It’s a good lesson in knowing what to expect and showing it before it has to be asked.
- Iconic Images - They feature their drinks first, you know what to expect. There is no confusion about what time of year it is based on what is shown.
BATCH is a CBD company that makes products from organic hemp extracts. Their landing page is highly informational and very transparent for customer use. A customer may be new to the CBD landscape, but with the information here you can see that everything is well supported and transparent. This is important for similar brands to implement because of the strict guidelines associated in selling these products.
Finally, at the bottom of the page they feature a free sample CTA for new customers to get started without purchasing. It’s a great way to gain interest and get your product out there. They also feature sections about their returns, shipping, and support so customers don’t have to go searching for that information.
Why It Works:
- Robust Reviews - This is a great example of using reviews and the products together. You can see what customers like and there is a CTA to “Shop Now” as well.
- Manufacturer Info - Another way to help customers understand more technical information is by breaking it down into steps.
- Scientific Support - This is a clever way to highlight your brand but back it up with the advisors and experts that know their stuff.
If you’re in eCommerce you may already know all there is to know about Shopify. But for this, we’re looking at why the landing page works. Shopify does a great job of highlighting the “free trial” option from the start. This is a wonderful way to lead your customer in without requiring a big commitment.
They also highlight why a business would use their services through the store builder, themes, and app store CTAs. They go by the numbers and use a clever image of a globe to call out how widely used their services are. Finally, at the end of the page they use streamlined CTAs to link to their blog, community, courses, and even their help center. This is quite the organized page despite having a lot of information to cover!
Why It Works:
- Free Trial - Customers are invited to try the service without having an all or nothing commitment from the start.
- Unified Copy and Images - Their global approach image and “empowering entrepreneurs everywhere” tagline are clever ways to highlight their global success.
- Help Section - They add in CTAs at the bottom to direct customers along to their blog and community options rather than have them click through or search for those offerings.
Fab Fit Fun is built around shipping a variety of products all in one box. Sort of your subscription box service for a variety of home goods, fashion, wellness, and beauty products. Their page opens with their latest “Box” for this season and features an image of what is inside. Then further down they explain the process and what to expect in each box.
Finally, toward the end of the page they feature the “Choose a Plan” CTA and form. They let the information above explain “why” they offer what they do. Then, after the customer understands what is offered they add in the CTA of how to get started. It’s useful to structure subscription based services in this way to avoid a drop off if the customer sees the price first.
Why It Works:
- Free Gift - They have a CTA button that scrolls through the page with you. It features a “want a free gift?” button so customers can click and be directed to a page to enter in their phone number to receive a “FREE Mystery Bundle.”
- How It Works - They explain clearly what to expect and how the ordering process works. The section is further broken down by featuring examples of what comes in a box.
- Plan Options - They don’t start with the plan, they start with the offerings and then lead you down to plan options. This is a clever way to draw in customers first rather than leading with the price. Remember, featuring the “why” first goes a long way with your customer!
Dollar Shave Club has reworked what we think a subscription service can be. Many may enter thinking “why do I need a subscription for razors?” They rework that thinking by starting with eye-catching colors and copy. The first thing you see is a quiz/get started CTA which is a nice, interactive element for customers.
Further down the page you can see information “about the club” and member testimonials to reinforce a CTA to “get started.” Everything is quite streamlined and made easy for quick reading so that you can go back to the quiz to actually get started.
Why It Works:
- Interactive - They utilize the quiz from the start to get the customer interested and moving along in the process.
- Informational - The copy draws your attention and explains “why” this service and products are needed. They advocate for their offerings by providing information over a sales-only oriented approach. They make the customer feel a part of the process.
- Unique Branding - You know it’s Dollar Shave Club by the color and branding. There is no question of where you are because everything is seamless from beginning to end of page.
Best Buy is probably the best example of a “deals first'' approach to a landing page. From the start you are presented with a lot of options for saving money, but it is all organized in sections (laptops, TVs, video games, cell phones etc.). Further down the page you see new arrivals and “deals of the day” which draws in customers who may be unsure of what they are looking for.
At the end of their landing page they also feature a CTA for their store credit card. They use the same copy and colors as the logo so it feels very brand specific and ties back to the top. And at the very bottom of the page you can also see CTAs for their shipping and exchange information, so no endless searching through the search bar for this information!
Why It Works
- Template Approach - With a lot of offerings and information, a template approach is quite useful to convey all of this without overwhelming the customer.
- Deals - Best Buy wouldn’t be Best Buy without the deals! They make use of their offerings by putting the daily deals up top and by adding in trending daily deals as well.
- Guides - At the bottom of the page they feature more tailored content based on gifts and holiday solutions. This helps to navigate the customer to more specific products based on their interest.
How Do You Write A Good Landing Page?
The fun (and daunting) part of this is that there isn’t one right way to write a landing page! However, there are some tried and true methods to writing a good landing page including:
Numbers for Specificity
Add in statistics or get creative with your offerings and include how many customers you have served or how many countries you ship to. Honestly, the options are limitless, but think about how you look at your offerings and try to relay that information in a fun, brand specific way.
Testimonials for Transparency
People love to see what other people think! That’s why customer reviews and testimonials are so important and powerful when drawing new customers in. Think about adding in this information to the bottom of your landing page as many of the above example landing pages have done.
Copy for Customers
Think about how you read copy and if you like fun, witty words or if you like more of an explanation. Your customer is looking at the copy in the same way! So it’s best to think like a customer and not like an owner. This means that you need to write engaging and entertaining copy that exemplifies your overall brand goal.
Remember, it’s better to be more personal in your approach than stiff. People should enjoy your offerings and not feel bogged down by industry jargon! Keep it fun and light!
Benefits of Products/Services
This may seem counterintuitive to not want to highlight your product or service from the start! We get that! But, you want to think about the “why” of your landing page and ultimately the “why” of your offerings. Think about why your customer needs a new camera or a food delivery service.
For example, they may want the camera to enjoy their upcoming trip. Or, they want their food delivered because they want to stay in and watch that new show. You have to think about what is beneath the product or service. Beneath that is the “why” for your customer. If you can understand that, you can understand how to better highlight your offerings.
“Hacking” The eCommerce Landing Page
Think of your landing page as the gateway into your customer’s mind. This may sound a bit odd, but it’s true! Your customer will learn a lot from their first impression of your landing page. It’s so important to create engagement early on.
The above examples are all useful to think back to when creating your own landing page (or retooling the one you currently have). Use this as a resource, but for more information on enhancing your offerings, head over to our Replo Blog.
Remember, it’s never too late to “hack” the landing page process! All it takes is some brainstorming, branding work, and thinking as the customer would. Before you know it, your landing page could be a best eCommerce example for someone else!