Landing pages: the second half of every email you send
Wherever an email click arrives. For most shops that's a product or collection page nobody built with the email in mind, and it shows.
- 073Landing Page
- A web page designed for a specific marketing campaign, often linked from an email to encourage a specific action.
- For a shop
- Usually a product or collection page, now and then a page built for one campaign
- Its one job
- Carrying on the sentence the email started
- Check it for
- Stock, the offer already applied, and how it looks on a phone
- Judge it by
- Orders from the people who clicked, not the clicks
The email made a promise. Does the page keep it?
Somebody opens an email about one product, taps the button and lands on your homepage. Now they're hunting for the thing you just showed them. Some find it. Plenty don't bother.
A landing page has one job: carry on the sentence the email started. Same product, same offer, same words in the first line they see. If the email sold a bundle, the page shows the bundle, not a collection of forty things.
Five landing page checks before a campaign goes out
- Every button goes to the most specific page that fits: the product, not the range
- Whatever sits at the top of the page is in stock in the sizes people buy
- The discount's applied when they arrive, through a Shopify discount link, so nobody's copying codes
- Your sign-up pop-up stays quiet for people who just came from your email
- Somebody has tapped every link on a phone before the send
That's ten minutes, and it's the ten minutes that gets skipped when a send is running late.
When a campaign deserves a landing page of its own
Most sends don't need a purpose-built page. A collection filtered to the right products does the job. Build one when the email's selling something your normal pages can't explain: a launch, a gift guide, a bundle, a sale with rules.
Keep the navigation, keep it short, and put a product within one scroll. A campaign page that reads like a brochure is a homepage with extra steps. If the pages themselves are the problem, that's conversion rate optimisation, and it helps every email you send after.
Related terms
FAQs
Should my marketing emails link to the homepage?
Almost never. The homepage is built for people browsing with no particular aim, and your email has just given the reader one. Link to the product, the filtered collection or the campaign page that matches what the email said. Keep the logo linking home for anyone who wants a look around.
Do I need a landing page builder app on Shopify?
Not usually. Shopify's own page templates will build a campaign page that looks like the rest of your shop and loads like it too. A builder earns its place if you launch often and your developer's a bottleneck. Otherwise it's one more app to pay for and keep an eye on.
How can I tell if my landing page is losing email sales?
Compare clicks with orders. If an email gets clicked and the orders don't follow, the page is the first suspect. Watch a handful of session recordings of people arriving from that email, and you'll usually see where they stall: the price, the stock, the pop-up or the hunt for the product.
Rather we explained it on your own account?
Bring your Klaviyo account to a growth consultation. We'll walk through what this means for your numbers, in plain English, and what we'd fix first.
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