If you’re in the e-commerce business, you know that it’s booming. 

And this is why you need to stay on top of your game when offering your products online to your customers.

This is where your landing page comes in very handy. 

But what is it and what’s the difference between a landing page and a home page?

We take a look at this and how to create a successful landing page here.

Let’s take a closer look. 

What’s the difference between a landing page and a home page?

There are quite a few differences between a landing page and a home page.

Consider the home page as a jack of all trades, whereas the landing page is a master of one.

The home page contains a ton of information about your business and products.

On the other hand, a landing page is a page specifically designed for a purpose.

This purpose might be lead generation or the page on which your customer “lands” when you’re promoting your product. 

Wondering what goes into a successful landing page?

Here are the key elements. 

Elements of a successful landing page

1. Clear USP

Your unique selling point is going to be one of the first things your customers see on your landing page.

It should be short, punchy and get straight to the point.

You can consider supplementing it with an equally strong subheading to drive the point home.

2. Strong hero image

Your hero image is the main image on your page. 

It should be well-positioned and designed to grab the audience’s attention.

Hero images should directly illustrate what is being offered.

You can be creative here, but don’t forget the main purpose: to drive leads. 

3. Compelling benefits

Your customers will want to know what’s in it for them.

This is where you can now list your product’s benefits.

Use bullet points to showcase the fundamental benefits of your products.

Your copy should be direct and to the point.

After all, your viewer’s attention span is short and you’ll want to grab their attention from the get go.

4. Testimonials

There are many articles out there on why word of mouth advertising is so important.

Statistics indicate that some customers will look at as many as 14 reviews of your product before they make their purchasing decision.

This is why you need to showcase happy customer’s quotes on your landing page, too.

Also consider adding trust seals and “as featured in” snippets to showcase your credibility. 

5. Strong CTA

A strong call to action (CTA) is the last button on your landing page. 

It is necessary to get your customer to actually do something.

This could be to either make a purchase or to leave their contact details so that you can offer them something like a White Paper or ebook for free.

Just remember that if you use forms, these should be super user-friendly and not long or tedious. 

The final element of your landing page is that it doesn’t contain navigation links.

As mentioned above, your customers have short attention spans and you need to keep them focused on what your main aims are. 

This is why it’s crucial not to be distracting with other buttons or links that navigate away from your landing page. 

Benefits of landing pages

There are several benefits of landing pages. Here are a few of them. 

1. Higher ROI for paid traffic

When you pay for advertising, you want to see it pay off. Literally.

This is why your landing page needs to do what it set out to do and that is to convert leads.

If you nail down your landing page, you’re more likely to get more leads.

This, in turn, will bring you more returns on your investment (ROI), which is your ultimate goal. 

2. Excellent for testing

The beauty of landing pages is that they are excellent for A/B testing.

Try out different benefits, USPs and subheadings.

Or even yet, change your image and CTAs.

You can play around with these features until you come to a final version, one which your customers will love. 

3. Target specific segments

Speaking of A/B testing, you can also use your landing page to target specific segments.

Your customers come from all walks of life and by segmenting them, you can offer them a solution that’s tailor-made to suit their needs. 

4. Easy to put together

In today’s age, you can find almost anything on the internet. 

And the same goes for landing page templates.

Check out pricing and fees and make sure you choose a template that works for you. 

Alternatively, if you’re going about it on your own, your landing page won’t necessarily be “busy” with content and therefore, this makes them relatively easy to put together. 


It doesn’t matter what purpose your landing page is for as there are critical elements of a landing page that you need to ensure yours contains so that you offer your customers the best user experience.

Use your landing page to gain more leads and make more sales!