Shop vs. landing page: which is better?

If you are in the e-commerce business, then you probably have a website from which the visitors can purchase your products.

Most e-commerce businesses use:

OR

Which one do you use and do you think you made the right choice?

Let’s find out.

When is having a shop a better idea?

If you sell several products, an online shop is probably the way to go. Shops that offer different items usually have a higher AOV (average order value). That means that customers usually buy more than one product, which is great for you.

When is having a landing page a better idea?

A landing page is a smart choice if you want to focus on a specific product. Landing pages that only offer one item usually have a higher conversion rate. The visitors have no distractions and are more likely to purchase the product you are offering.

Let’s say you’re buying a vacuum cleaner. You visit an online shop with home appliances that offers approx. 50 different vacuum cleaners. While you are thrilled about the options offered to you, you also get a bit overwhelmed with all the specifications.

15 minutes and 38 opened tabs later, you decide to call it a day and not buy anything. Sounds familiar? Yeah, we’ve all been there.

Sometimes, having options is not a good thing. Anyone who has ever had to make a panic order at the restaurant knows what we’re talking about.

Conversion rate

Landing pages usually have a 20-30% higher conversion rate than shops because they avoid the situation we described above. There are no distractions. You visit the landing page, see the product you like, order it, and are done with it.

Slam, bam, thank you, ma’am.

Now, there are other things to consider as well. Landing pages work because they are solving a problem, so they work better for products that are related to health, beauty, etc.

You see? Problem. Solution. It works.

Information on a landing page is straightforward and immediately lets you know what the product will do for you and how it will solve your problem, especially if you have clicked on a targeted ad to get there.

Imagine if an ad for preventing hair loss would lead you to a page with 100 different shampoos, serums, and supplements.

Do you think you would pick one quickly?

For fashion, art, and other areas that depend on the customer’s taste or liking, shops work better. They give you a variety of options and allow you to really browse through the products until you find the one (or two, or three) that you like.

Take your SHOVELS & LET’S DIG A LITTLE deeper

Checkout

Most successful landing pages have an order form right at the bottom of the page, so the customer doesn’t have to add the product to the cart and later go through the checkout process. This usually means a higher conversion rate, which we mentioned above.

Before the customer successfully completes the purchase, they usually need to complete several steps:

More steps means the customer has more chances to change their mind.

Nobody wants to be stuck in a checkout form that requires them to register, enter their grandma’s maiden name and fill out a personality quiz. OK, we took that one too far, but you get what we’re saying.

If you have a shop, try and make the checkout process as simple and easy as possible. It can make a big difference.

Cash on delivery

If you offer cash on delivery (COD) as a payment option, you must know that landing pages tend to have a higher percentage of uncollected packages than shops.

Why? Well, we believe that most landing page visitors are impulsive shoppers that sometimes change their mind later, especially if they haven’t paid for the product yet.

While this is not a deal-breaker for most e-commerce businesses, you should still keep that in mind when deciding which online store is best for you.

Administration

Businesses that use landing pages usually have several. That means more administration, design, programming, and a more complex advertising process. If you only have one shop, you might be able to cut some corners in that department.

Let’s put all those factors on a list:

Online shop

  • Better choice for multiple products
  • Lower conversion rate (CR)
  • Higher average order value (AOV)
  • Longer check-out process
  • Lower percentage of unclaimed COD packages
  • Easier to manage

Landing page

  • Better choice for a single product
  • Higher conversion rate (CR)
  • Lower average order value (AOV)
  • Quicker check-out process
  • Higher percentage of unclaimed COD packages
  • More administration when managing several landing pages

So, the bottom line? Drumroll, please.

We’re afraid it comes down to you. Considering all the things we laid down, you need to think about which option would work better for your business.

If you haven’t already, test out a landing page for a product and see what your results are. They might surprise you.

This is when ROAS monster comes in!

By merging dispersed ad results from several ad accounts, you get all your important metrics in one app. What is more, it displays real-time AOV for every product you sell, so you can act accordingly. And the best news?

You can try it out today with a 30-day free trial!

Curious? Learn more about ROAS monster’s features.

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