6 Ecommerce Presell Page Examples That Prep Your Visitors to Buy
Sending cold traffic to a "presell page" can be a great way to drive more revenue per customer in both the short and long term. In this guide, we show you how it's done with six ecommerce presell page examples—along with best practices & templates.
The average consumer is inundated with 6,000 to 10,000 advertisements per day. So, it’s never been more important for ecommerce brands to deliver their value proposition to shoppers upfront.
This is where ecommerce presell pages come into play.
A presell page helps ease a cold lead (such as an online shopper who clicked on a Google Ad) through the sales funnel with compelling content and a clear value proposition. When crafted effectively, ecommerce presell pages:
Capture a visitor’s attention;
boost the average amount of time spent on a page;
showcase massive value; and
generate bottom-line conversions.
In this guide, we’re sharing what you need to know about ecommerce presell pages. We've got six presell page examples to show you how they're done right, plus best practices and a bunch of templates to help you get started quickly.
A presell page is a type of landing page visitors are directed to before an ecommerce store’s main product page. These pages typically receive traffic from cold ads, such as Instagram or TikTok ads, and prepare a visitor for a sale.
The purpose of a presell page is to showcase the brand and the value proposition of its products, then encourage a purchase with a call-to-action (CTA).
For instance, a customer who searches and clicks on an ad for “best winter coat for snowboarding” will likely bounce from a product page for general outerwear, as that’s not what they’re looking for.
In comparison, a customer is more likely to stay on a page (and make a purchase) if a paid ad leads them to a presell page featuring this season’s top snowboarding jackets, content that emphasizes the jackets’ warmth, recent reviews, and a CTA to add to cart. This page provides everything the shopper was looking for directly upfront and creates a streamlined path from awareness to purchase.
How to write a presell page
Also referred to as an advertorial or pre-cart page, a presell page merges the best of advertisement-based content and editorial content. It combines content marketing to educate consumers on a product as well as direct response copywriting to persuade a consumer to take action.
In other words, a presell page helps customers buy into a product, so they actually buy it.
Here are the necessary steps to write an effective ecommerce presell page.
Ecommerce presell page best practices
Identify your target audience and pain points. Presell pages should be tailored to a particular consumer and match the consumer’s intent. Focus on your target audience and its shared pain points, particularly popular search queries, to fine-tune your content.
Craft an attention-grabbing headline and hero image. The hero image is the first thing a visitor will see when landing on your presell page, so pair high-quality images with a short, snappy headline that matches the tone of your brand.
Draft concise copy that demonstrates product value. Presell pages should convince a consumer to try your ecommerce brand in the simplest way possible, so opt for concise bullet points, numbered lists, or even graphic icons.
Showcase social proof to build trust. Social proof elements such as customer testimonials, consumer reviews, and logos of big-name clients or partnerships signal that your brand is reliable.
Highlight your product(s) and make them easy to buy. The ultimate goal of a presell page is to make a sale, so be sure to pair high-quality product images with engaging headlines and descriptive copy. Don’t forget to place an add to cart button to streamline the purchasing process.
Share your brand’s story. Presell pages are often a consumer’s first introduction to your brand and serve as the perfect opportunity to explain the story behind your ecommerce store (and include a bit more personality).
Include a clear call-to-action (CTA). Eliminate additional pathways throughout your site to instead focus on one straightforward and compelling CTA, whether that’s to learn more or add to cart.
If you have hundreds of products, the idea of creating presell pages for all of them is daunting. While you may only need to create pages for your best-sellers or products with high profit margins, that could still be a lot of ecommerce landing pages.
Make sure to check out this post to see how Lifepro Fitness was able to scale landing page creation using ConvertFlow 🚀
6 ecommerce presell page examples
Whether you’re an ecommerce business owner or ecommerce marketer, it’s often easier to understand how to create an presell page if you can see some live examples 🔥
HelloFresh is an online food subscription service that’s become wildly popular in recent years, so it’s no surprise that a Google Ad for the brand appears for a search query like “food box.”
According to Spyfu, the brand spends an estimated $1.5 million on Google Ads per month 🤯 This can further explain why their product is the first to populate for a related search query.
An ad for “food box” leads visitors to a presell page that’s loaded with everything a consumer could possibly ask for, including an engaging hero image that features a celebrity endorsement from the food and wine expert, Antoni Porowski:
A stamp of approval for him on the presell page is as valuable as the Instagram social proof that follows:
For those who aren’t yet sold on HelloFresh, the brand’s value props are clearly listed directly beneath the hero (and directly below the fold). So, visitors don’t have to scroll far to learn more:
All of the copy is short, to the point, and leverages icons or imagery to make the content more digestible. The CTA “View Our Plans” is accessible via a button that appears multiple times on the page.
2. Philips men’s shaving presell page example
With a headline that reads, “The world's no.1 brand in electric shaving,” it’s fitting that a search for men’s shavers brings a consumer to an ecommerce presell page for Philips electric shavers:
It also helps that Philips spends around $250,000 per month on paid ads and allocates nearly $12,000 a month to terms like “beard trimmer” alone, according to Spyfu.
Before the page even dives into the product or brand story, visitors are tempted with a colorful sticky bar banner that advertises savings of up to 40%. This helps keep visitors on the page, seeing this is a commodity product.
After the brand states its mission, the page features high-quality images of the most popular razors with brief descriptions:
There's enough text to explain what sets each razor apart, but not enough to be considered a full product description—along with convenient links to learn more about each one.
Midway through the Philips ecommerce presell page, a visitor will find more details about the brand’s proprietary technology that touches on its target audience’s pain points:
For instance, the brand is sure to harp on blades that are self-sharpening and durable for a close shave, as well as shavers that are engineered for advanced skin protection.
3. Stitch Fix clothing subscription presell page
Stitch Fix may describe itself as “more than just a monthly clothing box,” but it’s the search term “subscription box” that brings new visitors to an ecommerce presell page that breaks down all of the features and frequently asked questions about the company:
Stitch Fix has ramped up its ad spend over the past nine years, now typically spending over $1 million per month on Google Ads pointing to pages like this.
The hero section features an attention-grabbing headline and brief brand description surrounded by three crisp images. A red “Get Started” button is also front and center, so new visitors can waste no time if they’re interested in a Stitch Fix subscription.
There's also three quick blurbs about how the brand works, followed by frequently asked questions to answer the most common objections.
To round out this presell page is a haul of social proof to build credibility and trust with consumers:
First is “Stitch Fix in the News,” a section that shares media mentions. Next are reviews from Stitch Fix clients that range from busy working moms to men and women who hate to shop in-store, helping the brand connect with consumer pain points.
4. Function of Beauty quiz-based presell page
Function of Beauty is a unique haircare brand that customizes shampoo and conditioner formulas based on customer responses to a five-step quiz. This ecommerce presell page, in particular, is populated from a search for “personalized shampoo”—which makes a ton of sense once you click over to the presell page:
The immediate headline is “custom shampoo & conditioner” and the dynamic image of all of the brand’s shampoo bottles instantly draws in the customer to learn more or take the quiz, as the CTA recommends.
Sending visitors directly to a recommendation quiz is smart. Even if someone doesn’t purchase, if they complete the quiz, that’s still a lead (name, email, shampoo preferences, etc.) that the company has.
We’re seeing more ecommerce brands adopt the approach of having a lead gen quiz on their presell pages.
Here's a template you can use to build your own in ConvertFlow:
Compared to the above brands, Function of Beauty has a smaller but still sizable monthly Google ad budget, weighing in at around $20,000 per month. The company has 1,600 paid keywords, though they do perform well for shampoo-related queries.
In addition, Function of Beauty takes a very streamlined approach to demonstrate its unique value proposition by leveraging colorful icons that match the overall brand theme:
These icons mention attributes like cruelty-free, sustainability-focused, and 100% vegan. Below these icons are more detail of the product’s ingredients as well as directions for how to use it at home.
5. Urban Decay ecommerce presell page example
Speaking of 100% vegan, this next ecommerce presell page is the result of a query for “vegan makeup:”
Urban Decay is an award-winning cosmetics company headquartered in Newport Beach, California. Although the brand is not considered vegan, they do have a vegan line and have been putting ad dollars behind it.
The total ad spend for Urban Decay in an average month is around just $20,000, which, though it appears small, can be explained by the fact that the brand is carried by retailers like Ulta and Sephora.
So, it’s interesting that Urban Decay has created unique presell pages for various product lines (like vegan makeup) to ramp up traffic to its own website.
In terms of an ecommerce presell page, Urban Decay checks every box. The page opens with an eye-catching hero image and headline and lists product features in a simple way that appeals to its younger target audience:
There’s also a variety of social proof, from the star ratings on the product listings to the before and after pictures of the product in action:
6. LionStory personalized books presell page
While all of the examples we’ve shared up to this point are spending high six-figures or 7-figures each year on Google Ads, LionStory, a children’s book brand, is a more realistic example of how smaller ecommerce brands can still see outsized results with presell pages.
The brand’s most successful paid keywords include “create your own children's book” and “customized children's books.” So, it makes sense that a query like “custom children’s book” would bring a visitor a LionStory ad and subsequent presell page:
While the page lacks a traditional hero image, the main heading is followed by a carousel of all the brand’s colorful children’s books. Visitors can instantly tweak the character’s skin tone, hair color, hairstyle, and more with just the click of a button to preview their final product.
Right below the preview is a dynamic carousel of customer reviews sourced from Instagram (i.e. social proof), which visitors can click to learn more:
This form of social proof is both efficient and easy to maintain as new reviews come in on social media.
You can choose from dozens of pre-built landing page templates or customize the design yourself, set up conditional actions based on visitors’ responses, trigger automations, and even set up multi-page funnels.
Plus, if you are a Shopify customer, you can use ConvertFlow’s Shopify integration to place an add to cart button right on the presell page to minimize friction at checkout.
Here are some templates you can start with right now:
Jessica is a copywriter and content strategist with over 10 years' experience in SaaS marketing. Her work has appeared on industry-leading websites like Social Media Examiner, SEMRush, CMX, The Next Web, Databox, Help Scout, Convince & Convert, and more. When she's not writing something epic, you'll usually find her watching Master Chef or schooling people on 90s pop culture trivia.
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