A high-converting ecommerce landing page does six things: it matches the ad that sent the visitor, states the outcome in the hero, proves the claim, makes a clear offer, answers objections before they stop the sale, and repeats one call to action. The checklist below covers each of those, with real A/B test results from our database showing what moved conversion rate and what did not.
Use it as a pre-launch review or as a source of test ideas. Every item is a hypothesis to test on your own traffic, not a rule. For the wider process, see our guide to landing page optimization.
1. Message match: does the page continue the ad?
Visitors arrive with a promise in their head from the ad, email or post they clicked. If the page opens with a different angle, they have to start over, and many will not.
- The headline repeats the promise or angle of the ad that drove the click.
- The product, offer and price shown in the ad appear on the page without hunting.
- Each major ad angle gets its own page or at least its own headline variant.
- Cold traffic gets a page that educates before it sells, not a bare product page.
Small changes in match can pay off. Dave Diederen saw +12.70% CVR when they matched the social proof line under the add-to-cart button to the ad angle the visitor came from. Oliver Kenyon found that testing a pain-relief vs a longevity angle on dog supplement advertorials was worth +$116k/month.
The page type matters too. Oliver Kenyon got +47% CVR after sending cold traffic to a listicle-style presell page instead of the product page, and +$20,699/month after replacing a generic landing page with an education-led advertorial.
Want results like this on your store?
Oliver Kenyon at Conversionwise. Oliver co-founded Conversionwise and has spent 13 years helping ecommerce brands turn clicks into customers.
2. Hero: is the outcome clear in the first screen?
The hero has one job: tell the visitor what they get and why it matters to them, in words they would use. Most of the biggest wins in our landing page headline tests come from rewriting this one area.
- The headline names the outcome the buyer wants, not the product category.
- A product image or result image is visible above the fold on mobile.
- Supporting bullets answer the top reasons people hesitate, taken from surveys or reviews.
- Nothing in the first screen competes with the headline for attention.
Kasper Dolk reported $823,115.54 extra revenue per year from one test that changed the hero headline to the desired outcome. Dave Diederen saw +12.26% CVR, about $1M in additional yearly revenue, after redesigning an advertorial hero, rewriting the opening copy and adding product images above the fold. On another landing page, testing new headline variations alone gave +18% CVR.
Less can be more. Dave Diederen saw +10.89% CVR when they hid the USP bar directly underneath the hero on an advertorial, which suggests a cluttered first screen can cost sales.
Want results like this on your store?
Dave Diederen at Syntra Labs. Dave builds and tests Shopify stores at Syntra Labs, and shares most results in public.
3. Proof: does the page back up its claims?
Proof turns a claim into something a skeptical buyer can believe. The tests show that the kind of proof and where it sits matter more than how much of it you add.
- A rating and review count appear near the headline or first call to action.
- Proof is written plainly ("Rated 4.8/5 by 50,000+ customers") rather than relying on a third-party logo.
- Results are shown over time, such as a week-by-week timeline, where the product allows it.
- Each proof element earns its place; sliders and logo bars that distract get tested for removal.
Dave Diederen saw +7.8% CVR after replacing a Trustpilot logo and rating with plain stars plus a customer count on a listicle. Moving a week-by-week results timeline higher up a listicle landing page gave +24.36% CVR.
Removing proof can also win. Hiding the social proof slider at the top of an advertorial gave +2.96% RPV. And some proof does nothing: Ruben found an authority badge looked like +17% after week one, but settled at +1.66% CVR, effectively flat, after four weeks. Run tests long enough to see past early noise.
4. Offer: is it clear what the buyer gets and risks?
Once the visitor believes the product works, the offer has to make buying feel easy and safe. That means a clear price, a clear bundle or quantity choice, and a guarantee that is quick to read.
- Price, savings and what is included are visible before the visitor has to scroll back.
- The guarantee is short, specific and has its own headline.
- Shipping cost and delivery time appear near the offer.
- The page follows a logical order: headline, why it works, proof, offer, more proof, how it works, comparison.
Guarantee wording is cheap to test. Dave Diederen saw +13.08% CVR from shortening the guarantee copy to "or your money back", and +12.71% RPV from rewriting a money-back guarantee section with a bold headline and benefit-driven copy.
Page structure matters as a whole. Kasper Dolk reported a 259.7% (2.5x) increase in revenue from a long-form landing page flow: header, why, featured review, offer, reviews, how it works and a comparison.
5. Objections and FAQ: are the reasons not to buy answered?
Every product has a short list of reasons people do not buy: price, fit, whether it works for them, delivery, returns. The page should answer those in the place the doubt shows up, not only in a FAQ at the bottom.
- You know the top objections from post-purchase surveys, support tickets and reviews.
- The single biggest objection is handled near the headline.
- Reviews that answer specific doubts sit right below the call to action.
- A short FAQ covers the rest: shipping, returns, use, and who the product is not for.
Kasper Dolk reported $763,679.14 extra profit per year from benefit bullets in the hero that answer survey objections. Oliver Kenyon saw +$63,735/month after adding an objection-handling review block below the CTA on mobile.
6. CTA: is there one clear next step?
A landing page should have one action. Repeat it after each major section so the visitor never has to scroll back to buy, and keep links that lead elsewhere to a minimum.
- One primary call to action, with the same wording and destination throughout.
- A sticky CTA bar on mobile that appears once the visitor shows interest.
- Sections are ordered by engagement, so the parts people read most sit higher.
- The page loads fast; check whether your page builder adds weight.
Dave Diederen saw +3.10% CVR by triggering a listicle's sticky CTA bar at the first in-page CTA instead of on scroll-up. Peter Christensen got +16% CVR by moving the "How it works" section further down so higher-engagement sections sat higher.
The tool you build with can affect results too. Oliver Kenyon saw +9.9% CVR after rebuilding a landing page natively in Shopify instead of in a page builder, while Peter Christensen saw +20% CVR after moving a $600+ AOV offer from SamCart to a PageDeck landing page.
Building the page
Most Shopify stores build landing pages with a page builder so they can launch one page per ad angle without a developer. As of November 2026, Replo's pricing page lists a free plan, Starter at $99/month billed annually ($119 monthly) and Pro at $499/month billed annually. PageFly's pricing page lists a free plan with one page slot and paid plans from $24/month, with page limits on the lower tiers.
Replo's price makes it a better fit for brands running many paid-traffic pages than for a small store building one or two. PageFly is cheaper to start, but the low tiers cap how many pages you can publish. With either one, compare page speed against a native build, given Oliver Kenyon's result above. Our Replo vs PageFly comparison goes into more detail.
Tools mentioned here
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Printable landing page checklist
| Area | Check |
|---|---|
| Message match | Headline repeats the ad's promise; cold traffic gets an educational page |
| Hero | Outcome headline, product visible on mobile, objection-led bullets, no clutter |
| Proof | Plain rating and count near the top; results timeline; distracting proof removed |
| Offer | Clear price and savings; short guarantee with a headline; shipping info near the offer |
| Objections and FAQ | Top objection near the headline; objection reviews below the CTA; short FAQ |
| CTA | One action, repeated; sticky mobile bar; sections ordered by engagement; fast load |
Once the landing page passes, run the same review across the rest of the store with our ecommerce CRO checklist, or browse every landing page test in the database.
Questions
What should be on a landing page checklist?
Cover six areas: message match with the ad, an outcome-focused hero, proof such as ratings and results, a clear offer and guarantee, answers to the main objections, and one repeated call to action.
What are the best practices for an ecommerce landing page?
Match the ad angle, lead with the outcome the buyer wants, show plain social proof near the top, keep the guarantee short, handle objections near the CTA, and use a single call to action with a sticky bar on mobile. Test each change on your own traffic.
Should paid traffic go to a landing page or the product page?
For cold traffic, often a landing page. In our database, Oliver Kenyon saw +47% CVR by sending cold traffic to a listicle-style presell page instead of the product page. Results vary by product, so test it.
Do page builders slow down landing pages?
They can. Oliver Kenyon saw +9.9% CVR after rebuilding a page builder landing page natively in Shopify. If you use a builder, check page speed against a native version.