9 Ecommerce Landing Page Examples, Scored and Critiqued

Looking at good ecommerce landing pages is useful, but "this looks nice" doesn't tell you why a page works or what it still gets wrong. So we ran 9 homepages from well-known direct-to-consumer (DTC) brands, most of them on Shopify through PageCritic, the same audit anyone can run for free, and published the results as they came out: the overall conversion score, 7 sub-scores, each page's biggest issue with a concrete fix, and one thing it does well.

Audited on 2026-10-18. Scores are an AI's opinion of conversion best practices, based on desktop and mobile screenshots plus the page's HTML. They aren't measured conversion rates, and these companies didn't ask for a review. Pages change often; each link below goes to the full free report with the screenshots we judged.

We left out warbyparker.com, which showed our browser a maintenance page, and ridge.com and mejuri.com, which did not load for our browser. Scoring those would have been unfair.

The scores

What the patterns say

• Weakest area on average: Mobile (51), then SEO basics (52). Even brands with big marketing budgets leave points on the table here.
• Strongest area: Design (73). Strong product photography is standard for DTC brands. They don't make up for a vague headline or a buried call to action.
• Mobile is an afterthought. On 6 of 9 pages, a mobile layout problem made the top 3: stacked heroes, wrapped badges or content pushed far down.
• Overlays cover the hero. On 6 of 9 pages, cookie banners or promo bars covered part of the first screen.
• The call to action needs work. On 4 of 9 pages, the primary button had a top-3 issue: weak copy, poor contrast, too many choices, or no reassurance (free trial, no card, cancel anytime) next to it.
• The common fixes are cheap. Most top issues are copy and layout: a headline that says what the product does, a line of proof under the hero, a short note under the button. None of them needs a redesign.

Page by page

gymshark.com: 68/100

A high-fashion, high-drama aesthetic that converts on brand clout but loses first-time shoppers to intrusive cookie banners, weak CTA contrast, and a single-gender hero takeover.

Top issue: Mobile cookie modal completely obliterates primary CTAs. On mobile viewports, the 'Cookies and Tracking Pixels' banner takes up more than 50% of the screen height, completely hiding the primary action buttons ('Shop the collection' / 'Shop new in') beneath the fold.

Suggested fix: Switch to an unobtrusive bottom floating banner with a compact footprint and one-click accept, ensuring product CTAs remain immediately clickable.

What works: High-production visual branding that instantly conveys athletic grit and aspirational fitness culture.

See the free report for gymshark.com (score, 7 sub-scores, top 3 issues, screenshots) →

bombas.com: 68/100

Bombas' above-the-fold leans heavily into seasonal footwear while completely hiding its core mission, iconic socks, and primary brand differentiator.

Top issue: Core brand identity and social mission are invisible above the fold. New visitors arriving at Bombas see 'Stay Cozy Out There: Warm, cushy, & water-resistant footwear' without any mention of engineered comfort or their famous 'One Purchased = One Donated' model. It reads like a generic boot/slipper store.

Suggested fix: Add a prominent mission badge or sub-bar directly above or within the hero banner (e.g., 'Over 200 Million Items Donated • 100% Happiness Guarantee') to leverage Bombas' massive brand equity.

What works: Clear, immediate first-purchase incentive ('20% Off First Order with Code COMFORT20') in the sticky banner.

See the free report for bombas.com (score, 7 sub-scores, top 3 issues, screenshots) →

brooklinen.com: 68/100

Brooklinen's strong brand aesthetic is diluted by competing promotional banners, low-converting vanity CTAs, and a mobile viewport consumed by stacked headers and a huge cookie modal.

Top issue: Mobile above-the-fold is completely choked by banner stacking and cookie consent. On mobile, users see an announcement bar, header bar, category pill scroll, a massive yellow Friends & Fam promo block, and a huge 3-button cookie drawer. The actual hero image, headline ('BEST. SHEETS. EVER.'), and core products are entirely pushed below the fold.

Suggested fix: Condense the mobile cookie banner into a slim bottom bar, embed the promotional discount directly into the top utility bar, and show the primary hero image with actionable product cards within the first screen.

What works: High visual appeal with aspirational, editorial bed styling that feels premium and inviting.

See the free report for brooklinen.com (score, 7 sub-scores, top 3 issues, screenshots) →

awaytravel.com: 68/100

High-fashion editorial aesthetic overrides product clarity, with mobile layout bugs and critical purchase assurances hidden below the fold.

Top issue: Mobile discount tab collides with the primary headline. On mobile, the sticky 'Get 10% off* →' tab overlaps directly onto 'MEET SERIES 3' and 'Luggage re-engineered from the wheels up.', rendering the brand's core launch headline illegible.

Suggested fix: Reposition the 10% promo tab to a subtle bottom banner or delay its appearance, ensuring it never overlaps text within the hero viewport.

What works: Polished, aspirational editorial art direction matches Away's premium DTC brand positioning.

See the free report for awaytravel.com (score, 7 sub-scores, top 3 issues, screenshots) →

huel.com: 64/100

Huel hides world-class social proof and unit economics behind a generic hero slogan and an aggressive, screen-blocking cookie modal that halts first-time visitors before they even read the value proposition.

Top issue: Aggressive cookie modal obliterates first impressions. Both desktop and mobile viewports are completely obscured by a centered cookie consent dialog with a heavy backdrop blur. Bouncing users before they see a single product or value claim tanks top-of-funnel conversion.

Suggested fix: Switch to a non-blocking bottom sheet or subtle corner banner that allows users to see, scroll, and interact with the hero section while complying with privacy regulations (especially for US traffic).

What works: Industry-defining celebrity and scientific authority proof points (Idris Elba, Alex Rodriguez, Kristen Holmes).

See the free report for huel.com (score, 7 sub-scores, top 3 issues, screenshots) →

allbirds.com: 58/100

An aggressive full-screen email modal and an alarming '30 days to ship' banner hijack the first impression before shoppers can even view the shoes.

Top issue: Immediate full-screen modal completely blocks product discovery. On initial load, both desktop and mobile viewports are completely obscured by 'Unlock 10% Off Your Order'. Forcing users to dismiss an overlay before they have seen a single product degrades initial engagement and inflates bounce rates.

Suggested fix: Delay the email capture popup until 8-10 seconds of active browsing, 50% scroll depth, or exit intent, allowing shoppers to first fall in love with the catalog.

What works: High-contrast, clean typography and on-brand minimalist visual aesthetic.

See the free report for allbirds.com (score, 7 sub-scores, top 3 issues, screenshots) →

drinkolipop.com: 58/100

Visually stunning brand aesthetic crippled by cold-traffic ambiguity, a 9.9s load time, and a mobile cookie banner that suffocates the hero CTA.

Top issue: Mobile viewport completely obstructed by cookie consent banner. On mobile, the cookie banner occupies over 45% of the screen height, completely hiding the subheadline and the primary CTA button ('Shop Pomegranate Sparkle') behind the fold.

Suggested fix: Reduce the cookie banner footprint on mobile to a slim, bottom-anchored banner (or bottom sheet) with compact text, ensuring the hero headline, value hook, and primary CTA button remain visible on load.

What works: Vibrant, category-defining visual branding with custom character illustration that stands out immediately.

See the free report for drinkolipop.com (score, 7 sub-scores, top 3 issues, screenshots) →

glossier.com: 54/100

The hero replaces Glossier's signature visual product appeal with an overwhelming blue pattern wallpaper and an awkward floating sale box that hides all actual products on mobile.

Top issue: Zero product or lifestyle imagery above the fold. Glossier converts on aesthetic, dewy skin, and coveted packaging; instead, first-time visitors are greeted by a loud, electric blue tiled graphic repeating 'SURPRISE SALE' without showing a single item to purchase.

Suggested fix: Replace or combine the graphic banner with high-resolution imagery of best-selling hero products (e.g., Boy Brow, Glossier You, Cloud Paint) being worn or styled.

What works: The 20% off incentive is prominent and immediately intelligible as a strong transactional hook.

See the free report for glossier.com (score, 7 sub-scores, top 3 issues, screenshots) →

liquiddeath.com: 54/100

Brilliant brand voice and cult appeal are throttled by an immediate viewport-hijacking popup, missing SEO fundamentals, and chaotic hero carousels.

Top issue: Immediate full-screen modal hijacks the first touchpoint. First-time visitors on both desktop and mobile are greeted instantly with 'WANNA CHEAT ON YOUR OTHER BEVERAGE COMPANY?' before they have seen a single can, price, or product benefit.

Suggested fix: Delay the email capture modal by at least 15 seconds or trigger it on 50% scroll depth / exit-intent, letting shoppers explore products first.

What works: Unapologetic, distinctive brand voice that commands cult attention ('Murder your thirst', 'Death to plastic bottles').

See the free report for liquiddeath.com (score, 7 sub-scores, top 3 issues, screenshots) →

Use these lessons on your own page

See all 59 homepages in one list: landing page examples, scored and ranked. See also, scored the same way: SaaS landing page examples (Stripe, Linear, Notion and more); indie hacker landing page examples (Tally, Carrd, Nomad List and more); AI startup landing page examples (Cursor, ElevenLabs, HeyGen and more); developer tool landing page examples (Sentry, Netlify, Raycast and more); SaaS pricing page examples (Notion, Slack, Figma and more) and B2B landing page examples (Ramp, Brex, Intercom and more).

Start with the first screen: what belongs above the fold. Then test your headline in the free headline analyzer and your button text in the CTA checker, and check how you look in Google with the meta tag checker. For a full pass, work through the 30-point landing page checklist.