Landing pages are equivalent to the “front doors” of your site. They establish the first impressions between your business and your visitors, and are key to creating a welcoming experience for potential customers.
In addition, landing pages are not “one-size-fits-all.” Many times, the best pages are those that are customized to match each audience groups’ needs or search intents, in order to generate maximum value or interest for the visitor. Only when a visitor feels engaged will they begin to consider your product.
While no two landing pages are quite the same, there are four main buckets that ecommerce businesses commonly use to engage and convert visitors. We’ve organized them for you, alongside our favorite landing page examples for each type:
Top 4 Landing Page Types with Examples
1. Product Landing Pages
The first, and most direct type of landing page, immediately showcases the product to visitors. It displays a specific product with detailed information, high-quality images, customer reviews, and a clear call-to-action (CTA) to purchase.
Key features include product descriptions, benefits, product specifications, and pricing. Visuals such as images and videos are included to better illustrate the product, while an easy-to-find "Add to Cart" button drives visitors to action. When available, customer testimonials help build trust between visitors and the brand.
Example: Apple’s iPhone 15
Apple’s iPhone 15 is our longtime favorite of everything a product landing page can and should be. Right from the very top of the page, we are faced with stunning high resolution visuals of the product and use cases that are animated on scroll.
A little pop-up button hovering near the bottom of the screen allows us to delve into more detailed product information such as new features, color options, and camera specs—all without obstructing the overall viewing experience as Apple takes us from one product benefit to another.
Towards the end of the page, we are presented with a variety of affiliated products to consider, such as the iPad and Apple watch. A comparison chart with pricing and tech specs allows viewers to easily differentiate between the iPhone 15 and prior generations of iPhones.
The CTA is a bright blue “Buy” button that sits above the fold. As you scroll down, it stays ever-present in the navigation banner. Visitors will always be able to find it, no matter where they go on the page.
While the page lacks in customer testimonials, we should note that Apple has already established such strong brand recognition that its products now speak for itself, with or without customers to vouch for them.
2. Category Landing Pages
Category landing pages highlight a range of related products within a specific category, making it easier for customers to browse and find what they need. Unlike product landing pages, which go deep into a single product, category landing pages focus on providing as many relevant options as possible.
Key features include category descriptions, subcategories, and filtering options, so visitors can quickly organize the variety of product listings on the page. If a viewer would like to access further information on a specific product, they can click into individual product pages.
Example: Amazon’s Electronic Store
As one of the world’s largest and most popular ecommerce sites, Amazon does a great job of presenting its vast catalog of products in an organized and category specific manner.
Within the Amazon electronics store, images and text are used to clearly communicate all the different subcategories of products, from headphones to video games to photography equipment. Major sales and promotions are prominently displayed as you scroll down, and a carousel of popular items are shown halfway down the page.
All along the left sidebar, there are a range of filters for price, brand, product type, and customer ratings, so visitors can easily sift through all the products available.
Finally, everything on the page is clickable; they lead to smaller subcategory landing pages or individual product pages, guiding the visitor to the exact product or product type they are looking for.
3. Promotional or Sales Landing Pages
These pages drive sales for specific promotions, discounts, or seasonal sales events. As a result, they are often very dramatic and attention-grabbing by design; their goal is to create a sense of urgency or a clear hook for visitors.
Key components include eye-catching banners, countdown timers, and discount codes, all of which add to an atmosphere of driving page viewers to action. In addition, featured products and prominent CTAs help further highlight key products currently on promotion.
Example: Macy’s Memorial Day Sales
As a leading fashion, beauty, and lifestyle retailer, Macy's is no stranger to promotional sales. Their landing page is full of eye-catching texts and contrasting buttons announcing the percentages off per sale and the limited time when they’d be present. Bright images and flashy videos showcase featured products, followed by prominent CTAs like "Ends Monday" and "Limited Time Offers."
In addition, the landing page comes with an assortment of engaging video advertisements that play on scroll, categories of product organized by current trends, and a carousel of sponsored products. Together, these elements incentivize the viewer to take advantage of the presented discounts while they’re still available.
4. Lead Generation Pages
Last, but certainly not least, are lead generation pages. These pages’ main purpose is to inform their audience, and in the process, collect visitor information to build an email list or generate leads for future marketing efforts.
This type of landing page targets visitors with informational search intent, and who are higher up in the marketing funnel. While they may not be considering any products at the moment, engaging these audiences early on helps build your business's brand and is key to creating a strong customer following later on.
These pages typically include a form to capture user details (e.g., name, email address), enticing offers such as free ebooks, discounts, or exclusive tools, and a strong value proposition to encourage visitors to sign-up.
Examples: HubSpot's Free CRM Signup Page
HubSpot is a major CRM, marketing, and sales software platform that helps all types of other businesses grow their conversion funnels. As a result, they know exactly what they’re doing when they offer a free CRM tool to their landing page visitors.
Not only is the “Get Free CRM” CTA button displayed front and center above the fold, the website also provides a strong value proposition, features with clean graphics, and customer testimonials to address any visitor inquiries about the tool’s benefits.
Once you click into the CTA button, it leads to another page asking the visitor to create a free account to access the tool. It asks for the visitors’ name and email address, which by default subscribes the visitor to promotional emails and brand communications later on.
In this way, HubSpot can quickly and easily collect relevant leads that already have a demonstrated interest in this space, even if they are currently not looking to purchase. As long as they are willing to try out the tool, that means there is opportunity for visitor education and conversion later on.
Build Your Landing Pages With Replo
By design, all four landing page types and examples are tailored towards a specific visitor intent or use case. This allows the landing page to be as effective in creating conversions among its target audience as possible.
With Replo, all the necessary components for taking your landing pages to the next level can be easily implemented in our no-code editor, no matter the type. It’s quick to use, customizable, and directly integrates with your Shopify store, so you can better turn your site into an acquisition funnel that converts. If you’re looking for ideas, our landing page catalog inspired by top brands and landing page templates are the way to go.
Best of all, Replo comes with a community of Experts and Builders for hire and 24/7 support to help you make the most out of Replo. Visit us to get started, or reach out to schedule a demo with us. Join our Slack community and follow us on X to stay updated.