9 Ecommerce Landing Page Examples, Scored

The hero says "Food to fuel your goals" in a slogan voice, and a cookie banner covers the whole first screen, so visitors see a vague promise behind a wall.

Top issue

Headline is a slogan, not a result."Food to fuel your goals" names no outcome or product, so a visitor cannot tell what they get in the first seconds.

Fix

Replace the hero line with a concrete result, e.g. "Complete nutrition in 15 seconds", and keep "Food to fuel your goals" as a secondary tagline.

What works

The headline "Food to fuel your goals" is short, five words, and set large at 54 px, so it is easy to see.

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Bombas leads with a poetic slogan, "Stay Cozy Out There", and its first screen never says it sells socks, underwear and tees, so the hero is a mood, not a reason to buy.

Top issue

Headline is a slogan, not a result."Stay Cozy Out There" tells the visitor nothing they can buy or gain, so the first read leaves the offer unclear.

Fix

Replace the slogan with a headline that names the product and the result, e.g. keep "Stay Cozy Out There" as a small eyebrow and make the H1 "Socks, underwear and tees that stay comfortable all day".

What works

The AI summary matches the headline, so the page's tone is consistent for both people and machines.

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The hero leads with a generic sitewide discount and a "Shop the Sale" button, while a cookie banner covers almost half the first screen and nothing says who the store is for or why Brooklinen beats alternatives.

Top issue

No audience named in the hero.The headline and subheadline only mention a sale and bundling, so a visitor cannot tell whether the store is for them (sleepers, hosts, movers, gift buyers). Without that, the first screen gives no reason to keep reading.

Fix

Add an audience cue to the hero subheadline, for example "For anyone who wants softer sheets and a better night's sleep" in place of "And save even more when you bundle, for a limited time only."

What works

The headline "20% Off Sitewide Friends & Fam Sale" is short, seven words, and large in the centre of the hero, so it is the first thing read.

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A signup modal covers the entire first screen and the hero headline is a brand slogan, so a visitor can't tell what Liquid Death sells or what they gain before a pop-up blocks everything.

Top issue

No audience named in the hero.The headline "EASY-DRINKING ENERGY FOR PEOPLE-DRINKING VAMPIRES" is playful but never says who the drink is for in plain terms, so a shopper scanning the first screen cannot tell if it fits their needs.

Fix

Add a subheadline under the hero that names the buyer, e.g. "Lower-sugar energy and sparkling water for people who want a real kick without the crash."

What works

The headline is five words set large at 60 px, so it is short and prominent on the hero.

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The hero shouts a slogan, "Wildly Comfortable. Super Natural.", while a 10% email pop-up covers the headline and the shopping buttons, so visitors learn nothing about what Allbirds sells or why it's worth buying.

Top issue

Headline is a slogan, not a result."Wildly Comfortable. Super Natural." says nothing concrete about the product or outcome, so a first-time visitor cannot tell what they would get from buying here.

Fix

Replace the hero line with a concrete result, for example "Shoes that feel like slippers, made from merino wool", and keep the slogan as a smaller tagline.

What works

The "SHOP MEN" and "SHOP WOMEN" buttons sit in the first screen on desktop and phone, so the main action is visible without scrolling.

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The first screen is a cookie banner and a 15% email pop-up stacked over a slogan headline, so the only real offer, Pomegranate Sparkle, is buried behind them.

Top issue

Audience never named.Nothing on the first screen says who OLIPOP is for. Visitors can't tell if this is a soda for adults, parents, or people watching sugar or gut health, so they have no reason to keep reading.

Fix

Add a subheadline that names the reader, for example "A prebiotic soda for anyone who wants soda flavor with 2–5g of sugar and real fiber." Replace the current subline "Pomegranate Sparkle layers pomegranate..." or add the audience line above it.

What works

The headline "Come sip with us" is short and set large at 90 px, so it's the first thing read on the hero.

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The hero shouts a slogan, "HIGH PERFORMANCE. HIGH POLISH.", that never says what Away sells or who it is for, so a first-time visitor has to guess before deciding anything.

Top issue

No stated audience in the hero.The headline and subline ("Aluminum has arrived in new colors. Finally.") never say who the aluminum luggage is for, so travellers weighing a premium suitcase cannot see themselves in the first screen.

Fix

Name the traveller in the subline, e.g. "Aluminum luggage for frequent flyers who want a case that lasts. Now in new colors."

What works

The headline is short (4 words) and large at 56 px, so it is the first thing read in the hero.

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The hero leads with a product-name card and a giant 'Glossier' wordmark, so a first-time visitor cannot tell who this is for or why to buy, even though the free-cleanser offer is buried in a black top bar.

Top issue

No audience named.Nothing in the first screen says who Glossier is for. The hero card only says 'For smelling good at every holiday plan, whether you're staying in or heading out', which describes an occasion, not a buyer.

Fix

Add a line under the hero card that names the shopper, for example 'Skincare, makeup and fragrance for everyday confidence', so a visitor can self-select in seconds.

What works

The top bar states a concrete benefit: 'Get a free Milky Jelly Cleanser with your $75+ order!'

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The hero leads with a brand slogan ("SOFTSENSE™") and a fabric description instead of saying what Gymshark sells, and a cookie banner covers the whole first screen.

Top issue

Hero headline is a slogan, not a result."SOFTSENSE™" with "Our new premium, super soft fabric that responds to your movement in the moment" names a material, not what the shopper gets, so a first-time visitor has no reason to stay.

Fix

Replace the hero with a headline that states the outcome, e.g. "Gym clothes that move with you", and put the SoftSense™ name in the subheadline or as a small eyebrow label.

What works

The page offers specific, concrete offers: 15% off for email sign-up, free standard shipping over $75 and an extra 12% for students.

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