What Is a Landing Page? Two Shopify Meanings

Two Meanings of Landing Page

In analytics, it's just the first page of a visit. You don't choose it. The visitor's click does.

For ads and email, it's a page you pick on purpose, often built for one campaign. It usually shows one offer and one main button, like "Add to cart."

Making these pages work better is called landing page optimization. This entry sticks to the page itself.

Where Visits Start on a Shopify Store

Almost any page in your store can be a landing page: the homepage, product and collection pages, blog posts, custom pages. An ad just opens whatever web address you put in it.

For a one-campaign page, you can add a page under Online Store > Pages and give it a custom template in your theme, or use a page builder app. Growth Suite, our app, has Growth Links: a link you create that can act as a landing page, where visitors can add to cart and start checkout.

Whichever page people land on has to work as a first page. For what each one should show, see our page-by-page guide to Shopify landing pages.

What a Tea Store Found in Its Landing Page Report

A small tea store owner thinks of her homepage as the front door. Then she opens the sessions by landing page report in Shopify Analytics for one month.

Landing page	Sessions
Homepage	2,400
Sencha green tea product page	1,500
Blog post: how to brew matcha	1,100
Spring sale page (built for one email)	300
Total	5,300

Over half of all visits (2,900 of 5,300) started somewhere else. The matcha blog post brought 1,100 visits, and it didn't link to her matcha. So those readers had no easy next step.

Her sale page got the fewest. A campaign page mostly gets traffic while you're sending people to it.

It matters for conversion because many visitors just leave when the first page shows no clear next step. A visit that ends there usually shows up in your bounce rate.

Myth: A Landing Page Must Be a Special Page With No Menu

Many marketing guides describe a landing page as a standalone page with no menu. That's one kind. On Shopify, though, a big share of your landing traffic can go to plain product, collection and blog pages.

So check where people actually land, not just the page you built. Hiding the menu can work for a one-product ad. It also takes away the path for shoppers who'd rather browse.