When the holiday shopping season kicks into high gear, your landing page becomes one of your most valuable assets. With every brand fighting for consumer attention through discounts and promotions, having a page that stands out and converts isn't just nice to have—it's essential for converting customers.
While building high-converting pages can feel overwhelming, you don't have to start from scratch. The right template (like what we offer at Replo) gives you a proven foundation with key elements like compelling headlines, strategic CTAs, and trust signals already mapped out. Think of it as your BFCM cheat code for optimizing your store without burning endless hours on design and testing.
In this article, we’re going to figure out how top DTC brands nail their landing pages with BFCM landing page examples and break down the elements that drive their success, so you can apply these battle-tested designs to your own store this holiday season.
Breaking Down Our Top BFCM Ecommerce Landing Page Templates And Why They Work
Here are some of our favorite ecommerce landing page templates, from brands you love:
BEIS’ Black Friday Landing Page
BEIS makes stylish luggage fit for the whole family.
Big, Bold Images
BEIS is an aspirational lifestyle brand, and they show it. Above the fold, they display their sale (25% off in this case) with a backdrop of massive professional photography that shows their bags in use. They instantly make the viewer picture themselves with the suitcases.
As you scroll down, you can see that more lifestyle photography is utilized when breaking out the products into each category. Great photography is absolutely essential for products that are a want, not a need. (Though don’t forget, attention grabbing high quality photos are still important for need-based marketing.)
“Virtual Waiting Room” Urgency
Because BFCM is all about acting fast—it only happens once a year and lasts for a few days—an element that helps drive sales is a sense of urgency. On this page, BEIS is offering 50% off select products, but only on a SKU and only for the first 1,000 units sold.
They create a waitlist so that you can be the first to know. Which is also a great way to collect email addresses for future remarketing efforts.
Easy Add -To-Carts
Finally what matters: BEIS makes the checkout process as easy as possible. This “Picked For You” section has specific products and colors pre-selected so that you can make the next step to purchase as easy as one click.
It’s important to note that variations are already selected and the titles coincide with that. “The Weekender in Black”—the visitor knows exactly what bag it is and the color. If you have a food brand with different flavors you can break out each product box by flavor, but if you run an apparel or footwear brand with more variations, this may not be as simple.
What BEIS Does Well:
- Beautiful photography
- Emphasizes limited-time sales (can be emphasized with a countdown timer!) and collects emails
- Makes it easy for customers to add to cart
Dr. Squatch’s Social Proof-Heavy Landing Page
Dr. Squatch offers natural grooming solutions for men.
Focus on the Offer
The focus is all on one product in this landing page, so everything revolves around that. Above the fold is a description of what’s included, big images of the offer, and a CTA that also includes more information about the free gift with purchase.
Further down, another product section also includes a big callout badge in red to draw attention to it. The message is clear: You get a free soap saver and scrubber with this purchase. It promises immediate free, additional value for the reader upon purchase of a single item.
If you’re promoting one offer using a product landing page, then everything should revolve around that. Stay away from distracting visitors with other items and value propositions.
Customer Testimonials
Dr. Squatch nails social proof with this review carousel, further building trust with the brand that has been crushing it with paid ads for over a decade at this point. The playful "Scentsational Reviews" headline immediately sets a fun, on-brand tone while highlighting their 100,000+ reviews. They've thoughtfully chosen reviews that feel genuine and conversational—they don't read like stuffy corporate testimonials.
What really works here is how they've preserved each reviewer's authentic voice. From the enthusiastic "Ah-freaking-mazing!" to the clever "Zaddy Daddy Squash" reference, the customers’ personalities shine through, adding to the brand’s playful image. The verified purchase badges add credibility, while the carousel with navigation dots suggests there's plenty more social proof to explore.
The clean, minimalist design lets the reviews take center stage, and displaying just three at a time prevents overwhelming visitors while making each testimonial more impactful.
If you have plenty of reviews, use them. Better yet, use them in your advertising and then feature the same customer testimonials across your landing page creative to build a cohesive conversion funnel. Why not let customers do the talking for you?
Comparison Table
Dr. Squatch flips the traditional comparison chart on its head with humor and relatability. The sassy headline "How to Use Your Current 'Soap': Throw it Away" immediately grabs attention and sets up their playful brand tone.
Instead of getting too technical, they balance legitimate product benefits (natural ingredients, skin-friendly cleansing) with personality-packed zingers about girlfriends stealing their soap versus questioning your high school hygiene habits. What's clever is how they maintain their brand voice throughout—even their criticisms of generic brands are funny rather than mean-spirited, making the comparison memorable and shareable.
To create your own killer comparison, start by listing your top three to five genuine product benefits, then add a dash of personality. Keep your tone light but authentic—if your brand voice is playful, lean into it! Then, a simple "VS" visual with some on-brand icons can make the whole thing pop without requiring fancy design work.
What Dr. Squatch Does Well:
- Focuses on the offer
- Leverages real customer reviews
- (Politely) calls out the competition
Olipop’s Clean & Efficient Product Page Template
Olipop makes gut friendly sodas with just four grams of sugar.
Easy Product Selection
Olipop makes product selection super clean, with a user-friendly layout. The main product image takes center stage, while key benefits (nine grams of fiber, non GMO, four grams of sugar) are highlighted in easy-to-scan boxes. The flavor selection grid shows all options at once with clear visuals—no clicking through endless pages.
The purchase options are simple: one-time buy or subscribe. They've made the subscription benefits crystal clear with three key points and a highlighted savings callout. It’s smart of them to add those "Find Me In Store" and "Send as Gift" buttons too—they're thinking about every type of customer. Do this if you’re also in brick-and-mortar retail.
Here's what you can take away as landing page best practices: Keep your product grid visual and scannable. Highlight two to three key benefits max. Make your subscription offer clear but not pushy. And don't forget secondary purchase options—some customers might prefer to buy in person or gift your product. The simpler you make it, the more likely they'll click that "Add to Cart" button.
Clear Feature-Benefit Callouts
Olipop masters the art of transparent product communication with a clever mix of fun and facts. Their product description hooks you with a relatable flavor comparison ("sweet key lime pie"), while the nutrition panel and ingredient list give health-conscious shoppers exactly what they need to know.
The nutrition facts aren't buried—they're right there, building trust through transparency.
Thirst-Invoking Product Descriptions
The genius of great landing page examples lies in super snappy product copy. "Functional soda with a fraction of the sugar" tells you exactly what you're getting—health perks and taste—in just eight words. It’s clear, it’s engaging, and it excites you to buy.
What Olipop Does Well:
- Makes product selection easy
- Clarifies what makes them great
- Fun, cheeky copy
Therabody’s Black Friday Landing Page
Therabody makes recovery devices used by the best athletes in the world.
Discounts as Headlines
Sharp and simple, that's how Therabody positions their BFCM headlines. "Black Friday is here" hits fast, while the subheading cranks up urgency with "limited-time offers" and "event of the year." They've split their deals into two clear paths: cold hard numbers ("Up to $150 off") and a straightforward BOGO offer.
Want your BFCM headlines to convert? Keep your main message under five words. Start with your biggest savings number. Make each offer impossible to miss. And remember those action-packed subheads—remind shoppers why now is the time to buy.
Utter Simplicity
Minimalism shines through in Therabody's thoughtful layout design. Split sections for their app and story, each with a simple "Discover" button. The webpage is clean and there are no overwhelming walls of text or flashy animations competing for attention.
Below, they've boiled down their key benefits into three icons with short, punchy copy: warranty protection, free shipping, and a 30-day guarantee. During BFCM, when shoppers are bombarded with deals, this minimalist approach helps customers focus on what matters.
Pro tip: During sales, strip back your design to the content that matters. Let your offers breathe.
Athlete Testimonials
Therabody elevates their social proof strategy by featuring DeAndre Hopkins in this testimonial section. His casual, genuine quote about taking the Theragun everywhere adds credibility to the product.
They've built an impressive roster including Paul George, Cristiano Ronaldo, and Maria Sharapova—but notice how they keep the spotlight on real usage stories rather than flashy endorsements. The "Real people. Real science. Real possibilities." headline perfectly frames these athletes as everyday users who just happen to be professionals. We want to make sure that our shoppers can resonate with these famous figures.
Want star power? Focus on authentic stories, not just famous faces.
What Therabody Does Well:
- Makes the sale the focus through headlines
- Doesn’t overwhelm the visitor with complicated layouts
- Leverages celebrity endorsements
Closing Thoughts: Turn Your BFCM Success Into Year-Round Results
The holiday shopping season might be your biggest opportunity, but the principles of high-converting landing pages we've explored aren't just for BFCM. From compelling hero sections to strategic social proof placement and urgency-driving CTAs, these elements form the backbone of any successful ecommerce page, whatever the season.
What makes these ecommerce landing page templates powerful is their flexibility—they're built to convert during peak shopping periods but can be easily customized for Valentine's Day, Mother's Day, or your next product launch. Run A/B tests with Replo Experiments to finetune which versions of content work best on your pages, and review your page performance metrics right in the app with Analytics. Leverage these proven elements while maintaining your brand's unique voice.
Ready to get started improving landing page performance? Replo's no-code Shopify landing page builder makes it simple to create, test, and optimize landing pages that convert. With our vast library of free ecommerce website templates and intuitive editor, you can launch professional, high-converting pages in minutes, not days.
For any additional information about ecommerce landing page templates and how to optimize your online store for conversions, visit our blog or get in touch to arrange a demo. Also, make sure to follow us on X and join our Slack community for the latest tips, updates, and support from fellow store owners.