The Essential Elements of a High Converting Collection / Product Landing Page (2023)

Oct 23, 2023 | Website Optimisation

Are you struggling to drive sales and engage customers on your ecommerce website? A high converting product landing page could be the secret weapon you need. In this blog post, we’ll explore the essential elements of a high converting product landing page, also known as the collection page, discuss real-life examples, and provide practical tips to help you create your own high converting landing page. Get ready to boost conversions and make your online store stand out from the competition.

Key Takeaways

  • High converting landing pages are essential for increasing sales and customer engagement.

  • The top 7 elements of a high converting product landing page include captivating headlines, engaging visuals/media, persuasive copy & trust indicators, clear CTA’s, user-friendly navigation/filters & mobile optimisation.

  • Measure the success of your product landing page by using KPIs, analytics and A/B testing to ensure ongoing improvement.

The Power of High Converting Landing Pages

High converting collection pages are pivotal in driving sales and engaging customers. They serve as a key touchpoint in the customer journey, nudging visitors to make a purchase. Various factors such as the target audience, the offer, and the conversion goal influence the key elements that constitute a high-converting landing page.

Social proof, a vital component of high-converting collection pages, validates a brand’s credibility and spurs visitors to make a purchase. Here are some ways to leverage landing page elements to enhance conversion rates on collection pages:

  • Use product tags like “bestseller” or “Save X% off” to highlight popular or discounted items.

  • Feature reviews and top-rated products to showcase positive customer experiences.

  • Incorporate related products or collections at the page’s end to encourage additional purchases.

By implementing these strategies, you can increase the effectiveness of your existing collection pages and drive more conversions on your collection page.

The Top 7 Elements of a High Converting Product Landing Page

To create a high converting product landing page for your online store, the implementation of seven critical elements is required:

  1. A captivating headline and subheading

  2. Attractive visuals and media

  3. Compelling and informative landing page copy

  4. Trust indicators and social proof

  5. A clear and actionable call-to-action (CTA)

  6. User-friendly navigation and filters

  7. Mobile responsiveness and optimisation.

1. Compelling Headline and Subheading

A compelling headline and subheading are vital for category pages in order to effectively communicate the value proposition and capture the visitor’s attention. A successful category page showcases an effective headline and subheading that not only grabs attention but also creates a clear message for visitors, enabling them to comprehend the value proposition and motivates them to convert.

The headline should convey the benefits of your offering and why it is advantageous, especially for an ecommerce website. To craft a compelling headline and subheading, emphasise clarity, brevity, and relevance. An attention-grabbing headline combined with a subheading that provides further context will help ensure your landing page captures and retains the interest of potential customers.

2. Engaging Visuals and Media

When designing a landing page, incorporating visual elements can assist users in comprehending the platform and emphasising its features. Engaging visuals can also help:

  • Extend the time visitors spend on the page

  • Decrease the bounce rate

  • Increase the page’s engagement and attractiveness for both users and search engines.

Eye-catching graphics, engaging product photos, and visuals that demonstrate the product’s features and usage are the most effective types of visuals on a product landing page for an online store. Leveraging built-in marketing tools to promote their unique offerings allows you to stand out in search engines and create a strong brand identity.

3. Informative and Persuasive Copy

Compelling copy for an ecommerce website should be crafted with the following in mind:

  • Clarity

  • Brevity

  • Relevance

  • Customer benefits

  • Persuasive language

Consider Krave Beauty’s approach. They assure customers of top-tier quality, environmental sustainability, and affordable pricing for their handpicked collection of skincare products. When writing copy, consider using formatting techniques such as bullet points, numerals, lists, bold and italic fonts to emphasise key information, and choose your words carefully.

4. Trust Indicators and Social Proof

Building credibility and trust with visitors on your landing page requires trust indicators and social proof. These can take the form of:

  • Testimonials

  • Reviews

  • Third-party endorsements

  • Trust badges or security symbols

  • Trademarked brand names and logos

Trust indicators for a product landing page include:

  • Testimonials and reviews

  • Social proof

  • Trust badges or security symbols

  • Trademarking brand names and logos

By incorporating these elements, you reassure potential customers of your credibility, increasing the likelihood they will make a purchase.

5. Clear and Actionable Call-to-Action (CTA)

A call-to-action (CTA) is a critical component of a high-converting landing page, guiding visitors towards the intended action. A clear and actionable CTA should be distinct from the rest of the page, easy to understand, and offer a straightforward route to the intended action.

To craft a high-converting call-to-action, use action-oriented language, create a sense of urgency, and ensure visibility and accessibility. Testing different versions of the CTA is also recommended to determine which one performs best. Avoid common mistakes such as using generic language, making the CTA too small or hard to locate, and not providing enough information about the action being taken.

6. User-Friendly Navigation and Filters

User-friendly navigation and filters are essential components of a successful product landing page. They facilitate the shopping experience by enabling customers to refine their search and identify products that fit their requirements.

Offering pertinent filter options can help customers quickly locate the products they’re interested in. Some useful filter options include:

  • Price range

  • Size

  • Color

  • Brand

  • Other attributes

By providing these filters, customers can easily narrow down their search and find the products that meet their specific criteria. This not only saves them time but also enhances their overall shopping experience by allowing them to discover new products or options they may not have initially considered.

7. Mobile Responsiveness and Optimisation

For a seamless browsing experience across all devices, mobile responsiveness and optimisation are essential. A landing page optimised for mobile not only elevates the user experience but also shortens load times, increasing the likelihood of converting mobile users. Studies have shown that mobile-optimised landing pages can increase conversion rates by up to 120%.

One important factor of effective collection pages on mobile is to have the products visible above the fold, and keep the page heading and header image (if any) relatively small. Site visitors should not have to scroll to see the first 2-4 products on your product landing page.

To assess the mobile responsiveness of a landing page, use tools such as Chrome browser’s integrated responsiveness test, Testsigma, BrowserStack’s Responsive Checker, and others. By optimising your landing page for mobile devices, you’ll ensure a positive user experience and maximise its effectiveness.

Real-Life Examples of High Converting Product Landing Pages

We will examine some real-world examples of high converting product landing pages that effectively implement these top 7 elements. Here are a few examples:

  1. Krave Beauty

  2. Tinto Amorio

  3. Blueland

  4. Wall or Art

  5. Ugmonk

These ecommerce businesses have effective landing pages and web pages that focus on the target audience and offer a seamless shopping experience. They showcase well-crafted design with distinct offers, feature engaging visuals and clear call-to-actions, guiding visitors towards the desired actions.

Tips for Creating Your Own High Converting Product Landing Page

Keep these tips in mind when crafting your own high converting product landing page:

  1. Formulate a captivating headline and subheading that underscore clarity, brevity, and relevance.

  2. Utilise high-quality images, videos, and animations to incorporate engaging visuals and media.

  3. Focus on writing informative and persuasive copy that centres on the customer’s needs and encourages them to take action.

Incorporate trust indicators and social proof, such as testimonials, reviews, and third-party endorsements, to build credibility and trust with visitors. Lastly, ensure your landing page is mobile responsive and optimised for a seamless browsing experience across all devices.

Common Mistakes to Avoid When Building a Product Landing Page

Avoid common pitfalls like cluttered design, overlooking the target audience, and deficient mobile optimisation when building a product landing page. A slow page loading speed can result in higher bounce rates and decreased conversions, so optimise your page loading speed to ensure a positive user experience.

Avoid having additional collection links or large amounts of content at the top of the collection page. Your aim should be to keep the customer on the product landing page and guide them towards the product detail pages. Links to other collections can distract them and send them on a wild goose chase. Collection descriptions can be useful for SEO, but are generally suited better to the bottom of the page, unless your product categories and options are complex and require more education to make a purchase decision.

Focusing on the target audience is essential when developing a product landing page, as it allows you to create a page tailored to their needs and preferences. Also, don’t forget the importance of mobile optimisation in increasing conversion rates and providing a seamless user experience.

Measuring the Success of Your Product Landing Page

The measurement of your product landing page’s success is critical for ongoing enhancement and optimisation. Utilise key performance indicators (KPIs) and analytics to evaluate the effectiveness of your landing page. A/B testing is a valuable tool for optimising the conversion rate and identifying successful elements and areas for improvement.

By consistently conducting A/B testing, you can ensure your landing page remains high-converting and effective in driving sales and customer engagement. Successful product landing pages, such as those by Dream Pops and Twice, can serve as inspiration for your own landing page design.


In conclusion, a high converting product landing page is essential for driving sales and engaging customers. By implementing the top 7 elements, such as a compelling headline and subheading, engaging visuals, informative copy, trust indicators, a clear CTA, user-friendly navigation, and mobile optimisation, you can create a landing page that stands out from the competition and drives conversions. Keep these best practices in mind as you design your own high converting landing page and watch your online store thrive.

Frequently Asked Questions

What are typical mistakes with product landing pages?

Having too much content at the top of the page, such as a large header image, links to other pages or collections, or a long collection description. Not using relevant filters or, on the other hand, having too many filters and search options, or showing a large number of unavailable products.

What were 3 of the key elements to a landing page?

Having a strong headline, eye-catching imagery/media, engaging copy, a USP, social proof and a conversion goal are all key elements to an effective landing page.

How do I optimise a collection page?

To optimise a Shopify collection page, incorporate keywords into the page, optimise the description, include optimised images, add product filters, and incorporate online reviews. This will help to improve the customer’s user experience while increasing engagement and conversions.

What types of visuals should I use on my product landing page?

Include eye-catching graphics, engaging product photos, and visuals that demonstrate the product’s features and usage to create an effective product landing page.