Landing Page Optimisation for Shopify: Best Practices & Examples

Creating high-converting landing pages for your Shopify store is essential for turning visitors into customers. Optimising landing page can significantly boost your conversion rates and drive business growth.

Let's explore what makes landing pages effective, common pitfalls to avoid, and real-world examples of pages that get it right:

What Makes a High-Converting Landing Page?

1. Clear, Compelling Headlines:

Your headline is the first element visitors see and should immediately communicate your value proposition. Effective headlines are benefit-focused, directly target your audience, and clearly highlight your goal. They act as hooks that capture visitor interest and persuade them to explore further.

2. Focused, Distraction-Free Design:

High-converting landing pages maintain a clean, uncluttered design that keeps visitors focused on the conversion goal:

• Reduce choices to limit distractions (for eg. Double CTAs in same space)
• Eliminate unnecessary elements (for eg. unnecessary icons that don't provide clear function)
• Focus on one primary message or offer - especially seen in page copies
• Maintain consistent margins and proper white space

A cluttered page confuses visitors and leads to high bounce rates, while a clean design guides them toward conversion.

3. Strong, Action-Oriented CTAs:

Your call-to-action is the driving force behind conversions. Effective CTAs:

• Use contrasting colours that make them stand out
• Feature action-oriented language that clearly indicates the next step
• Are prominently placed where visitors can easily find them
• Have visual cues like dynamic arrows and animations to attract attention

The CTA should leave no doubt about what you want visitors to do, whether it's making a purchase, signing up for a newsletter, or downloading a resource.

4. Mobile Optimisation:

With more consumers browsing on mobile devices, mobile Optimisation is no longer optional:

• Ensure layouts adapt to various screen sizes - IMP - test visuals on the mobile device with the least width for page appearance and aesthetics
• Make all elements easy to read and tap on smaller screens
• Test the mobile experience regularly after new additions or during tests

A page that's not mobile-friendly can significantly hinder conversions, especially if your target audience includes millennials and Gen Z who are roughly aged 29 to 44, and between 13 and 28 years old respectively.

5. Page Loading Speed should be Fast:

Fast loading speed is a critical factor for landing page success, directly impacting both user experience and conversion rates. When visitors encounter slow-loading pages, it dramatically affects usability and conversion rates. Modern customers hate waiting—a slow-loading page increases bounce rates and decreases the likelihood of conversion

Here are relevant statistics to help us understand the importance of page load speed -

• 53% will abandon the site if it takes longer than three seconds to load.
• According to a study by Akamai, a 100-millisecond delay (or one-tenth of a second) in website load time can hurt conversion rates by 7%.
• Research shows that improving site speed from 8 seconds to 2 seconds can boost conversion rates by 74%.

Page speed directly affects your bottom line. For Shopify merchants, this translates to significant revenue gains, especially during high-traffic sales periods when even small delays can lead to substantial lost sales.

What can be done?

• Compress all images using tools like TinyPNG or Shopify's built-in image optimiser. Use modern formats like WebP instead of JPG or PNG when possible
• Minimise heavy scripts. Regularly audit your apps and remove any that aren't essential
• Implement browser caching. Configure proper cache headers for static assets
• Use a Content Delivery Network (CDN) like Shopify's built-in Fastly CDN
• Minify CSS and JavaScript files to remove unnecessary characters

Common Mistakes Brands Make and How to Fix Them

Neglecting Above-the-Fold Content

The Mistake: Burying important information below the scroll line.

The Fix: Place your most important product information, headline copy, engaging images, and clear CTA above the fold so visitors see them without scrolling

Unclear Call to Action

The Mistake: Hidden, confusing, or multiple competing CTAs.

The Fix: Make your CTA button visible and compelling. Use actionable language and contrasting colours that make it stand out from the rest of the page.

Ignoring Aesthetics

The Mistake: Underestimating the importance of visual design and brand consistency.

The Fix: Ensure your landing page is visually appealing, professional, and consistent with your brand identity. Choose colours that align with your brand, keep the layout clean, and avoid cluttering it with too many elements.

Overloading with Jargon

The Mistake: Using industry-specific terminology that confuses visitors.

The Fix: Keep your language simple, clear, and customer-focused. Your goal is to inform and persuade, not to showcase industry knowledge.

Choice Overload

The Mistake: Giving visitors too many options or distractions.

The Fix: Stick to a single conversion goal and resist adding unnecessary elements like extra CTAs or navigation links.

Distracting Images

The Mistake: Using irrelevant visuals that don't support your message.

The Fix: Instead of random images, use photos of people or product demonstrations that build trust and motivation.

Examples of Well-Optimised Pages

Nutriseed - Cold Pressed Juice Cleanse Page (PDP)

When examining Nutriseed's cold-pressed juice cleanse product page, several strategic elements stand out that effectively drive conversions and increase average order value. Let's break down the key components that make this page a stellar example of conversion-focused design.

1. Feature-Benefit Pointers: Addressing Customer Concerns Upfront

Immediately below the product name, Nutriseed presents clear benefit-focused bullet points that answer critical customer questions:

• "Kick-start weight loss"
• "Packed with Natural, Raw Vegetables"
• "Flood your body with nutrients"
• "Naturally increase energy levels"

This approach effectively eliminates potential objections early in the customer journey, building trust and confidence in the product quality.

2. Choose Your Cleans: Simplified Decision-Making

The quantity selector section brilliantly simplifies what could be a complex decision process. Rather than overwhelming customers with too many options, they present clear choices based on cleanse duration (3, 5, 7, or 10 days). This structured approach:

1. Makes decision-making straightforward
2. Creates natural price anchoring (making middle options seem more reasonable)
3. Provides clear value differentiation between options

This design reduces choice paralysis while subtly encouraging customers to consider longer cleanse programs.

3. Your Daily Schedule: Strategic Upselling

This brilliant section serves multiple purposes:

• Visualises the customer experience, helping them imagine incorporating the multiple products they offer into their daily routine
• Creates opportunities for complementary product suggestions

By mapping out how customers will use the product throughout their day, Nutriseed subtly introduces additional purchase opportunities.

4. Highlights Section: Reinforcing Unique Selling Propositions

The highlights section effectively reinforces key differentiators and value propositions:

• Detailed nutritional information builds credibility
• Transparent ingredient lists appeal to health-conscious consumers

This comprehensive approach to highlighting product benefits serves as a final persuasion point for hesitant shoppers.

Emma Bridgewater - Toast Marmalade Collections Page

Emma Bridgewater's Toast & Marmalade collection page offers several excellent examples of user-focused design elements that drive both conversion rates and average order value. Let's examine the key components that make this page particularly effective.

1. Sticky Top Navigation: Keeping Options Accessible

The sticky top navigation bar is a brilliant implementation that solves a critical conversion challenge: keeping navigation options accessible regardless of how far down the page a customer scrolls. This feature:

• Prevents customer frustration by eliminating the need to scroll back to the top
• Maintains search bar in constant view, allowing customers to pivot conveniently
• Creates a persistent brand presence throughout the browsing experience
• Reduces bounce rates by making category navigation always available

2. Strategic Filter and Sort Functionality

The sticky filter and sort bar represents thoughtful UX design that understands how customers actually shop. By keeping these tools persistently available, Emma Bridgewater:

• Empowers customers to refine their browsing experience at any point
• Reduces the cognitive load of remembering where filtering options are located
• Decreases the likelihood of abandonment due to overwhelming product selection
• Enables quick price sorting, which can actually increase AOV by making higher-priced items more discoverable

3. Quick Add to Basket: Reducing Purchase Friction

The "Quick Add to Basket" functionality on the collections page is a conversion rate optimisation gem. This feature:

• Eliminates unnecessary page loads and clicks in the purchase journey
• Creates impulse purchase opportunities directly from the browsing experience

4. Comprehensive Filtering System: Personalised Discovery

The extensive filtering options demonstrate a sophisticated understanding of their customer base. The robust filtering system:

• Accommodates different shopping styles (pattern-focused vs. product-focused)
• Creates a sense of personalised shopping experience
• Surfaces relevant products that might otherwise remain undiscovered

5. Additional YMAL section drawer beside Minicart (Desktop)

Rather than a small section which may or may not be visible on the cart drawer, this brand has a separate vertical drawer attached to the cart drawer for ease in visibility and multiple options that can be shown.

This level of filtering granularity is particularly effective for a brand with distinctive patterns like Toast & Marmalade, where customers often have strong preferences for specific designs or product categories.

How WIRO Can Help Boost Your Conversions

At WIRO, we take a data-driven, systematic approach to optimising your landing pages for maximum conversion impact. Our process focuses on identifying key friction points and implementing strategic design changes that enhance user experience while driving business results.

Our Proven Approach

Our Shopify optimisation methodology combines visual hierarchy improvements, colour psychology, and UX best practices to create landing pages that convert. Rather than implementing random changes, we focus on evidence-based adjustments that directly impact your bottom line.

Case Study: SMEL Fragrance Brand

A perfect example of our approach in action is our work with SMEL, a fragrance brand looking to improve their product page performance. Through targeted optimisations, we achieved remarkable results:

What We Changed:

• Streamlined the colour palette by reducing multiple colours across UI components including buttons and alert banners
• Refined typography to create clearer visual hierarchy and improve readability
• Completely redesigned the USP section with a more visually appealing layout that better communicated key benefits

The Results:

• +21% increase in overall revenue
• +8.8% growth in products sold
• +£138,860 additional annual revenue
• Extraordinary ROI of +3,048% on a £6,000 investment

The before-and-after comparison clearly demonstrates how seemingly subtle design changes can dramatically impact conversion metrics. Our approach maintained the brand's identity while significantly improving the page's ability to convert visitors into customers.

This case exemplifies our commitment to delivering measurable results through thoughtful, strategic optimisations that enhance both aesthetics and functionality. With WIRO's expertise, your landing pages can achieve similar transformative results that directly impact your bottom line.

Conclusion

Remember, a good user experience leads to more conversions and higher revenue. Look at brands like Nutriseed and Emma Bridgewater – they've nailed their landing page Optimisation and seen massive growth.

That's where WIRO comes in. We use data to find the problem areas on your site and make design changes that are proven to work. We'll help you boost your conversions and revenue so your Shopify store can thrive.