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8 Must-have Elements for a Winning Landing Page

GemPages Team
5 minutes read
must-have landing page elements

In the digital age, where attention spans are shorter than ever, crafting a high-converting landing page is crucial for businesses and marketers. A well-designed landing page can significantly impact conversion rates and turn visitors into customers. This article delves into the essential elements that constitute a high-converting landing page, providing insights and actionable tips for creating compelling online experiences.

1. Attention-Grabbing Headline and Subheadline

The initial impression carries significant weight. An attention-grabbing headline and a concise subheadline immediately communicate the value proposition to visitors. Learn the art of crafting compelling, clear, and concise headlines that resonate with your target audience and pique their interest.

Some key takeaways:

  • Ensure your headline is clear and to the point. Make it clear how your product or service can benefit them.
  • Incorporate strong and persuasive words that evoke emotion or curiosity. Examples include "Discover," "Revolutionize," "Unlock," “Join”, etc.
  • Integrate relevant keywords naturally into your headline to enhance search engine visibility.

Ultimate Physique Coach’s headline and subheadlineThe direct and clear heading and subheading for Ultimate Physique Coach.

Ultimate Physique Coach uses the headline "Take your physique to the next level with Ultimate Physique Coach" with a subheadline "The leaders in online transformation coaching" to instantly convey their value proposition and entice visitors into exploring their programs.

2. Engaging Visual Content

Visual elements, such as high-quality images, videos, and graphics, can enhance user engagement. Discover how to choose visuals that align with your brand, evoke emotions, and guide visitors' focus toward the call-to-action (CTA).

Some key takeaways:

  • Use high-resolution images and graphics to convey professionalism and ensure clarity.
  • Ensure that visuals directly relate to the content and purpose.
  • Maintain a consistent visual style and adhere to your brand guidelines.
  • Optimize visuals for mobile devices to ensure a seamless experience across various screen sizes. 

High-quality images of Johan’s JewelryJewelry by Johan offers customers high-quality images and interactive 360-degree product views to captivate their attention

Take an eCommerce store selling jewelry - Jewelry by Johan, as an example. To elevate the shopping experience and boost the chances of a purchase, it's crucial to integrate high-quality images and interactive 360-degree product views. These features allow visitors to explore products, enhancing their understanding and engagement.

Learn more: Shopify Product Images: A 10-minute Guide for Beginners (2023)

3. Persuasive Copywriting

Effective copywriting is the heart of a high-converting landing page. Explore the power of persuasive language, storytelling, and customer-centric messaging. Understand how to highlight benefits, address pain points, and build trust through compelling copy that drives conversions.

Some key takeaways:

  • Focus on the benefits your product or service provides rather than just listing features. Highlight what sets your product or service apart from the competition. 
  • Tap into the emotions of your audience. Use language that evokes feelings and connects with their aspirations or pain points.
  • Frame your copy around the customer. Use "you" and "your" to make the message more personal and relatable.

Hello Fresh’s persuasive copywriting.Hello Fresh outlines the primary advantages that its products offer to customers.

Hello Fresh employs persuasive copywriting by focusing on the convenience of its product. It emphasizes phrases like "More Choice = Less Boredom", “Less Stress, Quicker Recipes, Easier Prep Work”, and "Flexible Plans, Less Hassle" to highlight benefits and address pain points.

Learn more: How to Write Shopify Product Descriptions That Inspire Purchase

4. Clear Call-to-Action (CTA)

A prominent, clear, and action-oriented CTA is pivotal for conversions. Learn about designing visually appealing CTAs, optimizing their placement, and creating a sense of urgency to encourage visitors to take the desired action, whether it's making a purchase, filling out a form, or subscribing.

Some key takeaways:

  • Pick the right colors for your CTA buttons to skyrocket clicks and conversions. Consider various factors when choosing CTA’s colors, such as branding, color harmony, and contrast.
  • Look for fonts that make the text on the CTA easily readable. 
  • Add negative space around CTA buttons to make it easy to click and improve user experience. 

Learn more: Explore more key takeaways to create a high-converting CTA here: Effective Tips to Create Call to Action Buttons that Convert

GemPages homepageOn the GemPages homepage, you'll find a clear "Start for Free" CTA button that effectively guides customers to take sign-up action.


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5. Trust-Building Elements

Establishing trust is essential for conversions, especially in the online realm. Discover various trust-building elements such as trust badges, case studies, data security assurances,  etc. Understand how these elements instill confidence in visitors and alleviate concerns, leading to higher conversion rates.

Some key takeaways:

  • Display trust badges prominently near important conversion points, like the CTA.
  • Clearly communicate your commitment to data security and privacy. Use recognizable security icons to convey a sense of safety.
  • Incorporate visuals like charts or infographics to make case studies more engaging.

Learn more: How to Add Trust Badges to Shopify in 2 Fastest Ways.

Trust badges example.Include trust badges in your landing page to show how trustworthy and secure your store is.

6. Mobile Responsiveness and Fast Loading Speed

On average, nearly 30% of internet users worldwide purchase a product or service via their mobile phones EVERY WEEK. Therefore, ensuring your landing page is mobile-friendly is non-negotiable. Explore responsive design principles and techniques for optimizing loading speed. Mobile-responsive, fast-loading pages enhance user experience and prevent potential customers from bouncing away.

Some key takeaways:

  • Optimize content, including images and other resources, for mobile devices to reduce loading times and improve overall performance.
  • Regularly monitor and optimize loading speed, conduct performance tests, and ensure compatibility with different devices

Learn more: Mobile-First Online Store Design: 10 Technical Considerations for Responsiveness; How to Increase Shopify Store Speed: 11 Effective Ways (2023).

Screenshot of Teddy Fresh desktop screenTeddy Fresh’s desktop screen.

Screenshot of Teddy Fresh mobile screenTeddy Fresh’s mobile screen.

Teddy Fresh - a fashion online store ensures its landing page is fully responsive, adapting seamlessly to various devices, from smartphones to desktops. The landing page utilizes optimized images and efficient coding to achieve fast loading times, improving user experience and minimizing bounce rates.

7. Social Proof and Testimonials

Social proof, in the form of customer testimonials, reviews, ratings, or endorsements, can significantly influence purchasing decisions. Learn how to leverage social proof effectively, showcasing positive experiences from satisfied customers to build credibility and persuade hesitant visitors to convert.

Some key takeaways: 

  • Place your testimonials in a prominent location on your website, such as the homepage or a dedicated testimonial page.
  • Consider using pre-made templates and blocks, such as those available through a Shopify page builder like GemPages, to simplify the design process and ensure a professional look.

Why choose GemPages


Tired of boring and uninspiring testimonials on your store?
Say hello to GemPages and the powerful drag-and-drop page builder that will help you showcase your customer reviews like never before.
  • Include the customer's industry, location, and use case to provide context and make the testimonials more relatable to your potential customers.

Learn more: Testimonial Pages That Slay: Real-life Examples to Inspire You

Snow Fox Skincare’s testimonialsTestimonials from Snow Fox Skincare provide detailed reviews of the skin's condition after use.

Snow Fox Skincare’s reviews and trust badgesSnow Fox Skincare shows the number of star ratings and trust badges to enhance the authenticity of its products.

Snow Fox Skincare showcases customer testimonials with detailed before and after skin status photos, instilling trust and authenticity. Moreover, they prominently showcase their total reviews and star ratings to boost their credibility.

8. A/B Testing and Continuous Optimization

The path to a high-converting landing page involves continuous optimization. Delve into the world of A/B testing, where you can experiment with different elements to identify what resonates best with your audience. Understand the importance of data-driven decision-making and iterative improvements for sustained conversion rate optimization.

Some key takeaways:

  • Clearly define the goals and objectives of your A/B test.
  • Test one element at a time to accurately identify the impact of changes. 
  • Consider the following factors that you should test on your landing page: headlines and subheadlines, copywriting, visuals, call-to-action (CTA), page layout and structure, and more.

A/B Testing and Continuous OptimizationLearn more: How to Run a Proper Shopify A/B Testing on Your Store?

Above-mentioned are the tips and our recommendations on how to build a high-converting landing page. You can build it yourself, or directly use GemPages’ personalized and seasonal templates for landing pages.


Your landing pages could look like these
Try GemPages for free to create high-converting landing pages for any marketing campaign. No coding is required.


About Inkathon

This article belongs to the Inkathon, an illuminating series focused on eCommerce. This series offers a comprehensive repository of expert knowledge, informative case studies, and practical use cases that help you gain valuable eCommerce insights.


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