The 6 winners.

The landing pages actually worth stealing from.

Winner #1: shopify.com

shopify.com/ppc/online-store

Ecommerce SaaS Platforms landing page example from shopify.com
  1. 1

    What works

    Email field and one button in the hero

    The hero has one email field next to ‘Start free trial’. A buyer can start without a long form.

  2. 2

    What works

    Brand logos under the hero

    A row of brand logos runs under ‘Powering millions of businesses worldwide’. A new seller sees real shops using the product.

  3. 3

    What gets in the way

    Checkout claim has no source line

    The card claims checkout converts 15% better than other platforms on average. The page shows no study or footnote.

  4. 4

    What works

    Two big numbers show how large the platform is

    ‘$1.1+ trillion’ in sales and ‘175+ countries’ answer whether the platform is big enough. A buyer gets proof without a case study.

  5. 5

    What gets in the way

    FAQ asks questions from before the decision

    Rows like ‘Can you start a business with no money?’ suit a visitor who has not yet chosen to sell online.

What to try

Source line under the 15% claim

The checkout card claims 15% better conversion on average. Add a footnote with the study, so a careful buyer can check it.

See the original page

Winner #2: buildyourstore.ai

buildyourstore.ai/lp/cpcnb-main

Ecommerce SaaS Platforms landing page example from buildyourstore.ai
  1. 1

    What works

    Headline and subline give the whole offer

    In seven words, ‘No tech. Winning products. Yours for free.’ covers skill, what to sell and cost.

  2. 2

    What gets in the way

    Customer count with no named customer

    ‘1M+ happy customers’ has three small avatars and no name, logo or result beside it. A new brand needs proof a buyer can check.

  3. 3

    What works

    Three steps: choose, review, earn

    The steps are ‘Choose your niche’, ‘Review your store’ and ‘Start earning’. A buyer sees how short the path is.

  4. 4

    What works

    Named creator quote with follower count

    The page shows Mark Tilbury with ‘7.45M followers across all platforms’. A name with reach is easier to trust than an anonymous face.

  5. 5

    What gets in the way

    Cost question is behind a plus sign

    The FAQ asks about store cost and commission fees. A buyer must click to read the answer to the one fact a free offer rests on.

What to try

Free button after every section

‘Build my FREE store’ repeats after each block, with ‘No credit card. Yours forever.’ under it. Copy this so a buyer can act at any point.

See the original page

Winner #3: squarespace.com

squarespace.com/tour/restaurant-websites

Ecommerce SaaS Platforms landing page example from squarespace.com

The search: website builder for restaurants

Sponsored squarespace.com

Create Your Restaurant Website | Squarespace Website Builder

  1. 1

    What works

    Headline repeats the search words

    The search was ‘website builder for restaurants’ and the headline is ‘BUILD A RESTAURANT WEBSITE’. The words match.

  2. 2

    What works

    Subline lists reservations and delivery

    ‘Add reservations, delivery, and more with Tock’ lists jobs a restaurant owner has. The first screen is about their trade.

  3. 3

    What gets in the way

    Free trial offered, plan price not shown

    The subline mentions a free trial and ‘GET STARTED’ follows. No plan price appears, so an owner cannot see what the trial leads to.

  4. 4

    What works

    Named restaurant templates to browse

    Templates ‘VANCE’ and ‘JUNIPER’ show finished restaurant sites with a menu. An owner can picture their own.

  5. 5

    What works

    Reservation tool shown next to its text

    A sample booking card for a rooftop table is beside ‘Take reservations with Tock’. An owner sees the tool they would add.

What to try

Put the searched words in the headline

The searcher typed ‘website builder for restaurants’ and the headline says ‘BUILD A RESTAURANT WEBSITE’. Copy the words your buyers type.

See the original page

Winner #4: sana-commerce.com

sana-commerce.com/campaign/scc-manage-b2b-complexity

Ecommerce SaaS Platforms landing page example from sana-commerce.com
  1. 1

    What gets in the way

    Demo button is a small pill in the corner

    ‘Request a demo’ is a small pill in the top corner. The hero itself has only a text link.

  2. 2

    What works

    B2B is in the first line of the headline

    The headline is ‘Scalable Commerce to Manage B2B Complexity’. A company that sells to other businesses sees the page is for it.

  3. 3

    What works

    Three reasons in three columns

    Three claims run side by side: flexible, manages complexity and drives ROI. Each has a ‘Read more’ link for a buyer who wants detail.

  4. 4

    What gets in the way

    Fair pricing promised, no figure shown

    The block says ‘fair, transparent pricing’ and shows no price or plan. A buyer asks what it costs and finds no number.

  5. 5

    What works

    Customer results next to a quote

    A named customer gives a quote with results of 80%, 85% and 200%. A buyer sees what a company like theirs gained.

What to try

Put the demo button in the hero

‘Request a demo’ is a small pill in the corner. Add the same button under the headline, where the first look lands.

See the original page

Winner #5: bigcommerce.com-b2b

bigcommerce.com/dm/b2b-edition-demo

Ecommerce SaaS Platforms landing page example from bigcommerce.com-b2b
  1. 1

    What works

    Headline and subline say what the tool does

    A buyer juggling many tools reads ‘Every B2B tool in one dashboard.’ and sees the gain in six words.

  2. 2

    What works

    Softer option for a buyer not ready to talk

    ‘Not Ready for a Demo?’ offers a B2B digital maturity score in 3 minutes. A buyer who is not ready still has a next step.

  3. 3

    What works

    Demo button repeats in each feature block

    ‘REQUEST A DEMO →’ ends the buyer portal block and the account levels block. A convinced buyer can act without scrolling.

  4. 4

    What works

    Customer videos with one figure each

    Marshall Wolf Automation shows ‘20-30%’ of time reclaimed and Yeti Cycles shows ‘+49%’ in page views. A buyer sees a result for each.

  5. 5

    What gets in the way

    Eight form fields before a demo

    The form has fields for name, email, company, projected online revenue, phone, business type and country. A buyer fills all of it to ask for a demo.

What to try

Add a low-effort step beside the demo

A band offers a 3 minute score to buyers who are not ready for a demo. Add a light step like this beside your main button.

See the original page

Winner #6: topdawg.com

topdawg.com/dropshipping/companies-platform/retailers/sales-channels

Ecommerce SaaS Platforms landing page example from topdawg.com

The search: dropshipping usa supplier

Sponsored topdawg.com

U.S. Dropshipping Suppliers

  1. 1

    What works

    Ranking claim and phone number in the top bar

    The bar claims a #1 USA Today ranking for U.S. dropshipping suppliers and shows a phone number. Both are visible on load.

  2. 2

    What gets in the way

    Headline starts with sales channels

    The ad has ‘Trusted US Suppliers’ and the headline has ‘Multiple Sales Channels’. A searcher for a U.S. supplier must read the bullets to find the match.

  3. 3

    What works

    First bullets match the U.S. supplier ad

    The first bullets list ‘500,000+ wholesale products’ from trusted U.S. suppliers and fast U.S. shipping. A searcher for a U.S. supplier sees the match at once.

  4. 4

    What gets in the way

    Plan cards show no prices

    The Business and Scale cards show no price, under a heading that says ‘TRANSPARENT RETAILER PRICING’.

  5. 5

    What works

    Marketplace logos show where to sell

    Logos for Amazon, Walmart, Shopify and TikTok show the channels a seller can connect. A buyer finds their own channel quickly.

What to try

Open with the ad's words

The ad starts with U.S. suppliers and the headline starts with sales channels. Open the page with the same words as the ad.

See the original page

What the 6 winners do.

  1. Show a customer result or quote

    5 of 6

  2. Repeat the main button down the page

    4 of 6

  3. Put a figure beside the claim

    5 of 6

  4. Say who the page is for at the top

    4 of 6

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: shopify.com-plus

shopify.com/plus/unified-international-selling

Ecommerce SaaS Platforms landing page example from shopify.com-plus

The search: india ecommerce platforms

Sponsored shopify.com

Sell Internationally | Sell Across Borders | Worldwide Selling On Shopify

  1. 1

    What makes it work

    Headline repeats the first words of the ad

    The ad starts with ‘Sell Internationally’ and the headline is ‘Sell internationally, effortlessly’. The same words carry the buyer from ad to page.

  2. 2

    What it gets wrong

    Search asked for India, page says 150+ countries

    The searcher typed ‘india ecommerce platforms’. The page talks about ‘150+ countries’ and does not say India.

  3. 3

    What makes it work

    Three stats with a research source line

    Three stats carry a source line: research on 567 brands, commissioned by Shopify from EY. A careful buyer can see where they come from.

  4. 4

    What it gets wrong

    Legal jargon in a feature title

    ‘Built-in merchant of record’ is a legal term. A seller comparing platforms may not know what it covers.

  5. 5

    What makes it work

    Founder quote with a case study link

    Michael Henderson of WOLFpak calls it ‘like adding a new department to your team’. Words from a founder carry more weight than words from the company.

What to try

Put the searched country in a line

The search asked for India platforms. Add one line that says how the platform works for sellers in that country.

See the original page

Wildcard #2: bigcommerce.com-essentials

bigcommerce.com/essentials

Ecommerce SaaS Platforms landing page example from bigcommerce.com-essentials

The search: create my own online store

Sponsored bigcommerce.com

Get a Quote - Open Your Ecommerce Store Fast

  1. 1

    What it gets wrong

    Ad says Get a Quote, page has no quote

    The ad says ‘Get a Quote’. The page offers ‘START FREE TRIAL’ and ‘REQUEST A DEMO’. A buyer who wanted a price has to guess.

  2. 2

    What makes it work

    Three top-rated badges under the buttons

    Three badges call it top-rated in ecommerce, for small business and as a platform. A first-time visitor sees outside praise before any claim.

  3. 3

    What makes it work

    Six benefits in two rows of three

    Each benefit has a short title, like ‘Grow revenue faster.’ and ‘Save on rates.’ A buyer scans six wins in seconds.

  4. 4

    What makes it work

    Uptime claim with a Cyber Week figure

    ‘100% uptime during Cyber Week 10 years in a row’ is a claim a seller can picture. It meets the worry about a crash on a peak day.

  5. 5

    What it gets wrong

    Coach discount is the last thing on the page

    New customers on annual Pro or Plus plans ‘can save 50% on this service’. It is the strongest offer here and it comes last.

What to try

Move the coach offer up

A 50% saving on a coach is the strongest offer on the page. Put it next to the buttons at the top.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

2 pages that waste the click.

  1. A search for the company’s own name

    Demo is the only step on the page

    Every button says ‘Watch a demo’. A retail owner who wants a price or a free trial has no other step.

    • Vague promises‘Move forward with confidence’ could be about any software, so there is no reason to pick this one.
    • No plan priceNo plan price or trial is on the page, only a demo.
    • Proof at the bottomReview badges from Capterra and Trustpilot only appear in a strip near the end.

  2. A search for the company’s own name

    Long case for Shopify before the product

    The first block after the hero argues for selling on Shopify. A visitor reads about the print supplier plug-in only after that.

    • Vague gift‘Sign Up Now & Get a FREE GIFT’ shows no gift and no terms.
    • Needs a storeEvery step starts from ‘Connect your store’, so a visitor without a Shopify store has no way in.
    • Product rows‘Best Sellers’, ‘New Arrivals’ and ‘Budget Friendly’ rows fill the lower half, far below the offer.

What we learned.

  1. Show proof from a named source

    Shopify quotes Forbes on its plans. Sana Commerce shows 80%, 85% and 200% results from a named customer next to a quote.

  2. Say who the page is for

    Squarespace opens with ‘BUILD A RESTAURANT WEBSITE’ and Sana Commerce with ‘Manage B2B Complexity’. A buyer sees at once that the page is for them.

  3. Give a buyer a softer step

    The BigCommerce B2B page offers a 3 minute score under ‘Not Ready for a Demo?’. Shopify asks only for an email next to ‘Start free trial’.

The bottom line

The ecommerce platform pages here that win clicks show proof from a named source, say who they are for and offer a light first step. The losers send paid clicks to a demo-only page or to a long case for another platform.

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