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How to Build Landing Pages in Magento 2 store?

Vinh Jacker | 09-13-2020

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With over 250,000 active e-stores, Magento has performed its success as one of the top e-commerce platforms globally. As a store owner, to survive and succeed, you always need to switch between different selling methods depending on the sales market. However, if there is one tool that is considered as indispensable one on any advertising campaign online, It must be a landing page.

According to HubSpot, companies with 30 or more landing pages could bring 7 times more leads than ones who have fewer than 10. It’s so common that every time we talk about digital marketing, the landing page’s vital role is undeniable in directing leads to conversion.

If you still feel confused about the term “landing page” and how to create it for your Magento store. This article is what you need.

What is the landing page?

Before moving to more specific subjects, you need to have a clear understanding of what landing page is and how it can be used. The landing page is a web page with a solo function of converting your potential customers into leads.

Still, many people misunderstand the landing page and homepage. Though some landing pages might be similar to a regular homepage, between them still have the difference, making the landing page more critical to a digital campaign.

Features distinguish landing page to other pages:

  • Purpose: With the landing page, the only goal is converting traffic while the homepage has to wear a lot of hats
  • Content: Provide a compelling message tailored to a specific segment of the target audience that focuses on the ad information and causes immediate conversion
  • Call-to-action: It will include some CTA to encourage conversion such as a form to capture visitor’s information in exchange for a shopping offer

Remember those differences in order not to use them interchangeably as it can make your advertising campaign become stuttering.

Look at 2 examples below of a famous shoe brand – Adias to have better comparison between the difference between homepage and landing pages

This is the home page.

Home Page
Home Page

This is the landing page for the discount promotion if a visitor accepts to join Adias’s membership program.

Adias’s membership program
Adias’s membership program

Now, I believe you can realize the difference between those 2 kinds of pages with no difficulty.

Simply put, a landing page is any webpage with no navigation functionality that exists apart from your main website, usually a standalone page. It serves as a tool targeting individual demographics that have a high potential for conversion.

In other words, these pages are ones that customers can “land on” after the first action of clicking on an ad, email marketing link, or any online promotion.

Read more: What is a Splash Page? Splash Pages vs Landing Pages

Why does your Magento store need landing pages?

Landing page is a must-have element for all types of online businesses. However, it is also a special place with online retail.

While the homepage usually is too generic to cater to thousands of visitors, the leading page offers only one product or service and conveys one call to action. This difference can give the visitor exactly what they need and with no extra information. Thus, they are more willing to spend time on the page and focus on the core information you provide. This will lead to a much higher conversion rate in comparison with other webpages.

If you still wonder how a landing page could generate more leads for your store, this part below can give you the answer.

Let’s get started!

Firstly, you need to know 2 main types of landing pages, they are:

  • Lead generation page: Collect specific information of the engaged customers via a lead capture form (usually ask for a phone number, email address, names, or age range)
  • Click through page: Convince visitors to do a particular action in exchange for whatever you have to offer (click the “call to action” button or fill in the form, etc.). This type is more seen on a Magento site or any other site with a sales bent.

To sum up, the landing page’s one and only purpose is to improve your conversions and optimize advertising campaign results through a webpage which is tailored to a specific group of audience.

Below are 9 reasons why your store needs landing pages:

Targeted Marketing

Landing pages permit you to create targeted marketing campaigns for your different products, services, offers, or audiences. You can customize landing pages to suit your visitors’ needs, preferences, pain points, or interests and provide them with relevant and valuable content that matches their search intent or expectations.

This way, you can increase your chances of attracting and engaging your ideal customers and generating more qualified leads and sales.

Improved Conversion Rate

By using Magento 2 landing pages, you can optimize your conversion funnel and guide your visitors through a clear and compelling path to conversion.

You can use various elements on your landing pages, such as headlines, subheadings, images, videos, testimonials, social proof, call-to-action buttons, forms, etc., to capture your visitors’ attention, build trust, and motivate them to take action.

Enhanced User Experience

Landing pages can also help you enhance your user experience, which is the overall impression and satisfaction that your visitors have when interacting with your website.

By using landing pages, you can provide your visitors with a fast, easy, and enjoyable experience that meets their needs and expectations. You can use responsive design, simple navigation, clear layout, attractive design, and relevant content to create landing pages that are user-friendly, mobile-friendly, and visually appealing.

Precise Analytics

When you use landing pages, you can easily track and monitor various metrics, such as traffic, bounce rate, time on page, conversion rate, cost per conversion, return on investment, etc, which measure the success of different campaigns. Besides, you also gain valuable insights into your visitors’ behavior, preferences, and feedback.

To measure and improve your landing pages, you can make use of effective tools such as Google Analytics, Google Tag Manager, or Magento 2 extensions that can help you gather and examine data from your landing pages and adjust them as needed.

SEO Benefits

Landing pages can boost your SEO website. This is a method that helps optimize your website for search engines and increase your organic visibility and ranking.

By using Magento 2 landing pages, you can build relevant and unique content for your target keywords and audience and improve your on-page SEO factors, like title tags, meta descriptions, headings, URLs, etc. You can also use landing pages to generate more social shares, backlinks, and traffic to your website and improve your off-page SEO factors.

A/B Testing

Landing pages can also help you conduct A/B testing, which is the method of comparing two or more versions of your landing pages to see which one performs better. When you implement A/B testing, you can test with different elements on your landing pages, such as headlines, images, colors, copy, etc., and experiment with their impact on your conversion rate and other metrics.

Customer Segmentation

Landing pages can also help you segment your customers by dividing them into smaller groups based on their characteristics, behavior, or needs. By using landing pages, you can create personalized and tailored experiences for your different customer segments and provide them with content, offers, or products that are relevant and appealing to them. This way, you can increase your customer loyalty, retention, and lifetime value.

Promotional Campaigns

Landing pages are great for running promotional campaigns. They are marketing strategies that aim to increase the awareness, interest, or demand for your products, services, or offers.

Therefore, you can create and launch various types of promotional campaigns, such as seasonal sales, flash sales, discounts, coupons, free trials, giveaways, contests, etc., and attract and convert more customers to your Magento 2 store.

Email Marketing

Landing pages can also help you with email marketing. It means sending emails to your potential customers to communicate, inform, or persuade them.

You can create your email list and collect more leads for your email marketing campaigns.

Besides, you can also use landing pages to send your email subscribers to specific pages on your site, such as product pages, checkout pages, thank you pages, etc., and increase your email marketing conversions.

Read more:

6 Steps building up landing pages in Magento?

As we all know, Magento officially released Page Builder, a built-in, drag-and-drop style content management solution. It has turned the Magento platform a good fit for e-commerce teams with a fast and intuitive interface for building products, category content, and full content pages.

In Magento 2.3, all the blocks and CMS pages are editable and can be created via Page Builder that was integrated into the backend.

Instead of the very basic WYSIWYG editor and widgets/ blocks of the earlier versions of Magento, the admin user can simply drag content type elements to the desired position on the page.

Read more: How to Add a New CMS Page in Magento 2

6 Steps creating landing pages with Page Builder

Step 1: Log into your Magento admin, then go to the Content > Elements > Pages. After that press the Add New Page button.

Add New Page
Add New Page

Step 2: Choose Yes to create the new page and fill in the Page Title and Content Heading fields in the Content tab.

Create the new page
Create the new page

Step 3: In the Content tab, drag and drop all the landing page elements you want on the bright canvas on the left side, through the Media, Elements, Layout, and Content toolsets.

As you drop the element, press the gear sign to expand its settings.

Content tab
Content tab

Step 4: Move to Search Engine Optimization and enter the URL Key, Meta Title, Meta Keywords, and Meta Description fields.

Search Engine Optimization
Search Engine Optimization

Step 5: Decide its view on the Websites tab. In the Hierarchy section, specify the ranking of your landing page.

Specify the ranking of your landing page
Specify the ranking of your landing page

Step 6: Go to the Design tab and input the Layout Update XML to add any new landing page templates or themes they want. Click the Save button.

Now, you are ready to start making your own new landing page.

Design tab
Design tab

However, with open-source Magento or not supported editions, you will need to install third-party page builder extensions. They work perfectly, too, and will display your page’s frontend interface inside your website’s backend, making it extremely easy for you to drag and drop elements.

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Landing Pages by Tapita

Landing Pages by Tapita
Landing Pages by Tapita

Tapita lets you build your own Magento landing pages at ease with an intuitive drag-and-drop interface and live preview. Moreover, the tool does not integrate directly with your site but connects via API, thus, will not break your Magento site layouts & structures under any circumstances.

For developers, you can easily add some custom codes to create rich landing page layouts & deliver unrivaled UI/UX experiences.


  • Drag-and-drop & Live editor
  • Highly-responsive. Able to customize styles for each device
  • Save designed blocks & apply them to other landing pages in no time
  • Add HTML/CSS/Javascript for advanced customization
  • Build landing pages and more (i.e: Homepage, About us, Contact us, etc),
  • 40+ templates available
  • SEO-friendly with meta-title, meta-description, alt-tag, XML sitemap & lazy-loading
  • Able to integrate with PWA Studio + ScandiPWA for headless frontends

Landing Pages by Plumrocket

Landing Pages by Plumrocket
Landing Pages by Plumrocket

Magento 2 Landing Page by Plumrocket is an excellent solution for your e-store. This module allows you to create multiple landing registration pages for numerous marketing campaigns.

Store admins can easily configure multiple landing page background images, layout, promotional messages and even enter affiliate tracking code.

Key features:

  • Create unlimited landing pages
  • Allow setting the amount of points earned by customer for registering on each landing page separately
  • Supports any affiliate tracking software
  • Advertise with Google Ads, Facebook Ads or Affiliate Networks.

Landing Pages by Mageworx

Landing Pages by Mageworx
Landing Pages by Mageworx

This well-designed module enables merchants to create unique SEO friendly landing pages for their Magento 2 stores. With the Landing Pages by Mageworx, your landing pages will own a convenient layout with SEO optimized content.

Key features:

  • Optimize the design of numerous landing pages
  • Offer unique metadata and canonical URLs for each
  • Ability to add landing pages URLs to the sitemap
  • Compelling and attractive design
  • Unlimited Magento 2 landing pages

Landing Pages by Landofcoder

Landing Pages by Landofcoder
Landing Pages by Landofcoder

From homepages to content pages, to ads pages, to landing pages, the Landofcoder Landing Page enables you to create an eye-catching interface for your estore right in the frontend. No admin panel needed

Key features:

  • Unlimited number of page layouts
  • Change your layouts effortlessly
  • Support +50 popular Magento widgets
  • Create unique content via a built-in element builder
  • Offer drag & drop admin interface
  • Able to create your blocks, then assign them to specific positions on your pages

Landing Pages by Amasty

Landing Pages by Amasty
Landing Pages by Amasty

The Amasty Landing Page extension provides advanced SEO and displays the functionality of creating an attractive interface for any web design. Leverage customer purchasing experience and thus, increase conversion rate

Key features:

  • Able to represent your custom CMS blocks at the top/in the bottom of your landing page
  • Create page-specific lists of products by leveraging the flexible conditions that it provides
  • Generate as many landing pages as you want with ease
  • Enhance the visibility of search engines by listing landing pages to the sitemap
  • Enhance site rankings with unique URLs and metadata

Landing Pages by Magezon

Landing Pages by Magezon
Landing Pages by Magezon

Empowers you to create custom page layouts in no time. Even if you are a person with no coding experience, Landing Pages by Magezon gives all you need to create personalized and high-quality web pages.

From adding descriptions to your products to putting together your website’s structure, you’re free to configure everything about your layout

Key features:

  • Visual drag and drop page builder
  • Support 50+ elements
  • A wide collection of customizable options
  • Offer many ready-to-use predesigned templates

Read more: 7+ Best Magento 2 Landing Pages Extensions

Some important reminders for designing effective landing pages

Evoke Emotions

One of the most important factors that influence your visitors’ decision to convert is their emotions. Emotions can affect how your visitors perceive your brand, offer, and value proposition and how they respond to your call to action. Therefore, you need to evoke positive emotions, such as happiness, excitement, curiosity, trust, or relief on your landing pages.

Prefer clean and well-organized design

8 seconds is the total time you have to make a connection with a visitor to a web page. If you fail, the readers will leave your page, and hence, no conversion will be made.

Read more: Mobile pages that load 1 second faster see up to a 27% increase in conversion rate

Therefore, a good design landing page should have:

  • An uncluttered page
  • Easy-to-read fonts
  • Colors that don’t fight each other
  • Intuitive navigation

Group Fields

Another tip to improve your Magento landing pages is to group fields on your forms. Forms are essential elements on your landing pages, as they allow you to collect information from your visitors, such as their name, email, phone number, etc. However, forms can also be intimidating and tedious for your visitors, especially if they have too many fields or are poorly designed.

To make your forms more user-friendly and appealing, you can group fields that are related or have similar purposes. This way, you can reduce the cognitive load and the visual clutter on your forms, and make them easier to scan and fill out. You can also use labels, placeholders, and tooltips to provide guidance and clarity on your forms.

Use Specific Captions

You should use specific captions for your images and videos to optimize your Magento landing pages. Images and videos are useful tools to attract your visitors’ attention and convey your message, but they also need some context and explanation to make them more effective and relevant.

That’s why you need to use captions that describe what your images and videos are showing and how they relate to your offer and value proposition.

To use specific captions for your images and videos, you can follow these guidelines:

  • Place your captions close to your images and videos, and use a font size or color that makes them easy to read and distinguish.

  • Use descriptive and informative captions that tell your visitors what they are seeing, why it is important, and what they can learn from it.

  • Use persuasive and emotional captions that highlight the benefits of your product or service and the problems that it solves.

  • Use actionable and clear captions that encourage your visitors to take the next step, like clicking a button, watching a video, or downloading a file.

Make use of page headline and subheadings

Page headline and subheadings
Page headline and subheadings

The first thing your audience should read is the headline. It’s one of your primary determinants influencing your conversion rate of that landing page. So a clear and straightforward state about your most significant benefits will work.

The headline must be something that makes the visitors willing to stay on your landing page and read the next sentence.

Subheadings may showcase whatever you’re offering in a new light and explain more detailed the headline.

Some pocket tips for your headline and subheading content:

  • Use compelling adjectives: For example, “shocking” “one-in-a-life-time”, etc.
  • Consider the length: With the majority of landing pages, you should keep it short, attractive, and informative enough. Under 60 characters is the ideal number for the search engines
  • Clear state your value: Let customers know exactly what is your offer, who you offer it to. For example, instead of saying “How to have a compelling headline”, you could make it more specific by a different title “5 Tricks marketers use to have a killer headlines”
  • Be specific: Headlines containing numbers can get more attention and generate nearly 73% more engagement. If you use murals in the title, remember not to spell it out and keep it under nine
  • Give the solution: Remember that customers only care about what they need. Think about it when you decide which offer to use on the landing page and meet their demands.

Use social proof

Include all the trust signals you can to show visitors that your offer and brand are trustworthy. Most sites display social proof in the form of a list of customers, press mentions, usage statistics, and testimonials.

In some situations, logos can be used as trust signals but keep them clean and focused.

Read more: How to Add Social Proof to Landing Page

Implement micro-interactions

Lastly, you can use micro-interactions on your page elements to improve your Magento 2 landing pages.

Micro-interactions are small and subtle animations or effects that occur when your visitors interact with your page elements, such as buttons, icons, sliders, etc. Micro-interactions can make your landing pages more interactive and engaging and provide feedback and guidance to your visitors.

To implement micro-interactions on your landing pages, you can use various techniques, such as:

  • Hover effects that change the color, shape, or size of your elements when your visitors hover over them with their mouse cursor.

  • Transition effects that change the appearance or position of your elements when your visitors click, scroll, or swipe on them.

  • Loading effects show the progress or status of your elements when your visitors wait for them to load or complete an action.

  • Animation effects that add motion or movement to your elements when your visitors enter or leave your page.

Check out your page mobile friendly

By 2018, mobile devices represented up to 52.2% of web traffic.

Now you know why some landing pages have good content and valuable offers but still, don’t bring much traffic as marketers want.

Few tips of best practices for mobile landing page design:

  • Go for a concise copy: short sentences and paragraphs, scannable bullet points
  • Put your CTAs above the fold
  • Check your text and other elements to make sure they are large enough to read/see on mobile devices
  • Don’t go overboard with graphics and videos
  • Optimize the forms for mobile; focus on the simplicity and limit the field numbers, so they’re easy to fill out on small screens
  • Apply high contrast. For example, display dark text on a white background

A strong call to action

The visitor’s viewing journey on your landing page will end at the CTA button. You have to ask them to take action, or else they won’t.

The landing page’s CTA button must be attractive and put in an easy-to-see position. Moreover, it should clearly tell the reader what their next action is. For example: “Download Now” or “Purchase Now” would be valid.

Last but not least, double-check your message in the CTA and the heading to make sure it will not lead to any confusion.

Read more:

How to create a killer CTA button?

12 Best practices for optimizing a Landing Page to boost conversions

Final thoughts

The non-stop development of e-commerce and technology has opened up unprecedented opportunities for businesses to sell their products in the virtual world. However, besides all healthy effects of the Internet, it makes online competitions more challenging than ever before. We realize how crucial it is to have an online presence to connect with users.


Hello, I'm the Chief Technology Officer of Mageplaza, and I am thrilled to share my story with you. My deep love and passion for technology have fueled my journey as a professional coder and an ultra-marathon runner. Over the past decade, I have accumulated extensive experience and honed my expertise in PHP development.

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