5 Converting Aspects of an E-Commerce Landing Page For Online Makeup Stores

SourceIn a digital landscape that brims with exciting technologies from every angle, marketers have more tools in their arsenal than they know how to handle. The sophistication of AI-driven advertising and the ability to reach targeted customer segments at scale has thrown shade on longtime marketing standbys, landing page being a prime example.

When it comes to selling makeup online, the fact is that there are strong competitors on the market and the development of a  good SEO strategy is crucial. Effective landing pages for selling makeup online aren’t easy to create, but when done well, provide companies with plentiful conversion rates and a hefty ROI. Here are five converting aspects of an e-commerce landing page for online makeup stores.

Unique Value Proposition

If there’s one thing to get right on your landing page, it’s your unique value proposition. Per ConversionXL, UVPs are made up of three components: relevancy, quantified value and unique differentiation.

Amazon’s is free shipping, choice, convenience and price—all wrapped into one. Apple’s is innovative communication and media management through high-quality user experiences. Whatever yours is, it needs to resonate with people. It needs to solve a real pain point. Otherwise, why should people accept your offer and not another company’s? Even if you leave an impression on visitors, they’ll still research your competitors. If you’re not unique enough, it’ll cost you. Why would someone buy from your store, and not from your competitor’s? Is it the convenient delivery methods, availability of desired brand, or high quality the thing that will turn the visitor into a customer?

Likewise, it’s essential to convey your UVP clearly. After all, it must be understood quickly to have an effect on your conversion rates. This doesn’t only mean your copy. Your UVP is actually a composite snapshot of all your page elements. It’s the feeling the customer is left with after absorbing your landing page.


It’s not enough to have a unique value proposition. The language used to communicate a UVP will ultimately decide if users opt-in to a request. It helps to understand the art of subtle persuasion. The job starts with the headline and subheadline. Your headline should match the message of your page. In most cases, it should also have the biggest font on the page. But it might difficult to fit your entire message in the headline, so in that case, use the subheadline to detail the page’s intent further.

While the length of your copy will depend on the audience and offer, aim for brevity. You don’t want to repeat yourself and push visitors further away from what you’re trying to say. For more in-depth landing pages, keep things organized and in as logical a sequence as possible. Otherwise, you risk losing most of your users.

And of course, there’s no more critical copy aspect than the call-to-action. Keep your CTA direct and descriptive. Avoid hollow phrases like “Learn more” or “Next” or “Buy now” on your landing pages as they don’t incite action, thought, or interest. Finally, make sure your copy is free of grammatical errors and typos. Nothing can destroy your credibility quicker than an unfinished sentence or a misspelled word.


A fatal mistake in the landing page-design process is waiting till the end to choose the visual elements. Images are a vital component to landing page engagement. The right aesthetics will complement your headline, CTA, and most importantly, your UVP. The wrong ones will stray the visitor further from the page’s intended message and damage a business’s credibility, resulting in a bounced session.

Take a look at Shopify’s landing page describing how to sell makeup online. The first thing we see is an attractive woman applying makeup—but more importantly, within an e-commerce storefront. There’s also a smartphone displaying a perfume product page, and below that, a laptop screen showing a perfume category page. Further down the fold, we see a bigger laptop screen with data and metrics, illustrating the backend of running a makeup store. These images are high-quality, and they all drive home the landing page’s goal.

To combat this, use high-resolution, appropriately sized images. If you’re including a picture of your product, it should be one of the larger elements on the page. If you’re trying to reinforce an emotion related to your UVP, the image might make up the entire backdrop of the page. Include images that push visitors closer to converting by thinking through every aesthetic decision you make. Incorporating images in the design process from the start is how that happens.

Social Proof

As consumers, and humans in general, we want things to compel us. In the marketing world, persuasion helps make this happen, often in the form of social proof. The goal with social proof is to highlight customer success stories as a way of validating your product or service to prospective customers. Social proof can be a testimonial quote on the bottom of your landing page, or it could be a counter that displays how many satisfied customers you have. For example, allow your customers to leave reviews. It is good to know that the target group-women is prone to reading reviews for makeup products. The customers should be given a chance to express their experience regarding the product. The type of social proof isn’t so much important as the reinforcement and appeal it gives your brand. If you can weave in pain points and use cases directly into your social proof, even better.


Visuals are great, but you shouldn’t depend solely on curated images and lively copy for engagement strategies. Describe your service or product with an introduction or how-to video. Think of makeup tutorials as a good way to introduce the products. Keep it digestible, though—ideally under three minutes. Strip your video of any jargon and make it high level to keep users engaged. Unless your offer is incredibly simple, don’t bother to explain every last detail in your video. It’s not the only element on your landing page. Video complements your copy, headline, CTA, images and other page factors. It doesn’t take their place.

No matter the type of landing page you’re looking to create, it’s always in your best interest to keep pages targeted to specific stages of the sales cycle. If you try to compact multiple steps into one page, you’ll alienate, confuse, and fail to convert your visitors. Armed with these five converting aspects of an e-commerce landing page, start driving more revenue for your online makeup store!