landing page
A landing page is a dedicated page in your online store designed to receive visitors from a specific source - like a Google ad, newsletter or social media post - and guide them towards a specific action.
What is a landing page?
A landing page is the page a visitor "lands" on when they click on a link from an external source. In a marketing context, it typically refers to a specially designed page with one clear purpose: to get the visitor to perform a specific action - buy a product, sign up for a newsletter or fill out a form.
Unlike a regular product page or front page that has many links and options, a good landing page is focused and distraction-free.
Types of landing pages
Product landing pages
A page that highlights a specific product or product category. Typically used for Google Shopping, Google Ads and social media campaigns.
Campaign pages
Time-limited pages for sales, Black Friday, seasonal offers or product launches. Often have countdown clocks and urgency elements.
Lead-capture pages
Pages designed to collect contact information (email, phone) in exchange for something of value - e.g. a discount code, a guide or access to exclusive content.
SEO landing pages
Pages optimized to rank for specific search terms. Combines unique content with product display to capture organic traffic.
Landing pages in Shoporama
Shoporama has a dedicated landing page system with advanced features:
- Dynamic product display: Define rules for which products are displayed - based on categories, labels, prices and more.
- SEO optimization: Individual meta title, meta description and canonical URL for each landing page.
- Open Graph: Custom OG tags for social shares.
- Noindex control: Choose whether the landing page is indexed by Google or hidden.
- Flexible content: Both short introduction text and detailed description with HTML formatting.
- RSS feed: Landing pages can generate RSS feeds for distribution.
- Product feeds: Products from landing pages can be included in Google Shopping and other feeds.
Elements of a good landing page
- Clear headline: The headline should match the promise that brought the visitor here (the ad message, email subject etc.).
- Strong visual element: A product image, video or hero image that grabs the attention.
- Compelling copy: Focus on benefits (what the customer gets) rather than features (what the product can do).
- Social proof: Reviews, testimonials, number of units sold or trust badges.
- Clear CTA: One primary call-to-action that stands out visually and is hard to miss.
- Minimal distraction: Remove or reduce navigation, sidebar and other elements that can lead the visitor away.
Landing page optimization
- Message match: Make sure the landing page headline and message match the ad or source. If the ad promises "50% off running shoes", the landing page should be about exactly that.
- Speed: Landing pages should load quickly. Every second of delay reduces conversions.
- Mobile optimization: Over half of ad traffic comes from mobile. Always test the mobile version thoroughly.
- A/B testing: Test headlines, CTA text, images and layout to find the combination that converts best.
We know online marketing in Shoporama
We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.