Stop Using Shopify Product Pages as Landing Pages... They're Not Meant for That!

Hey, it’s Jay here. I recently sat down with Nick Raushenbush—co-founder of Shogun, one of the OGs in the Shopify ecosystem—to dig into a topic that’s often overlooked but wildly impactful: landing pages.

Now before you roll your eyes and think, “I’ve got product pages, why do I need landing pages?”—stick with me. This episode completely re-shaped the way I think about onsite experience, and I’ve been building Shopify stores since before you could spell CRO.

Nick’s been building for nearly a decade with Shogun, an eCommerce experience platform that started as a simple page builder but has evolved into a full-blown conversion machine. We talked about the “why” behind landing pages, personalization, A/B testing, SEO, and how most Shopify merchants are leaving serious money on the table.

Here’s the rundown.

🚨 Product Pages Are Not Landing Pages

Let’s start with the biggest misconception I see out there: using product pages as landing pages. A lot of merchants run Facebook or Instagram ads and direct that traffic straight to a product page. And yeah, it works—kind of.

But here’s the problem: product pages are designed for people who are already warm, already familiar with your brand. Not for cold traffic.

When you run ads and drive visitors to a product page without any context, you're skipping the story. You’re missing the build-up that sells—testimonials, use cases, videos, lifestyle images, value props, you name it.

Nick brought up a stat from MarketingSherpa that blew my mind: brands that used dedicated landing pages saw a 55% increase in conversion, compared to sending traffic to default product pages. That’s not a rounding error. That’s a performance leap.

Moral of the story? Product pages are great closers—but landing pages do the selling.

⚡ Speed to Market = Speed to Revenue

This one hit home for me.

One of Shogun’s biggest strengths is the ability to spin up custom landing pages insanely fast. We're talking prebuilt blocks, full control over layout, no dev bottlenecks. As someone who’s spent far too much time waiting on developers to make “just one change,” I can tell you: speed wins.

Whether you’re launching a new campaign, testing a seasonal bundle, or expanding into a new market—speed matters. Nick made the point that not launching a campaign in time has a very real opportunity cost. And if you can build faster, you can test more, learn more, and ultimately sell more.

🧪 A/B Testing: The No-Brainer Most Aren’t Doing

I’ve said it before, and I’ll say it again: every Shopify merchant should be A/B testing.

Nick showed me how Shogun makes it ridiculously easy to test page variants. I’m talking change-a-button-color-in-seven-seconds easy. You can even start with just 10% of your traffic to a test variant, so you don’t have to risk your main page’s performance.

Here's the kicker: studies show that even small changes—like moving a CTA above the fold or changing an image—can increase conversions by 10–30%. Multiply that over time, and the compounding gains are real.

(Quick math: if you improve something by 1% a day, you 37x your results in a year. Mind. Blown.)

Nick shared a killer case study from a Shopify brand called Clear Within—just by moving their "Add to Cart" button above the fold, they saw an 80% increase in conversion. That’s not a redesign. That’s a reposition.

🎯 Personalization Is the Future (and Also the Present)

One of the coolest parts of the convo was around personalized landing pages.

With Shogun, you can create page variations that adapt to the user’s referral source, device, geolocation, time of day, new vs. returning status, and more. So someone clicking an ad on Instagram might see a different headline than someone arriving from Google. And with their Klaviyo integration, you can go full one-to-one personalization for VIPs or customer segments.

This isn’t fluff. Epsilon research shows that 80% of consumers are more likely to purchase when brands offer personalized experiences. And guess what? Personalized pages also tend to lower bounce rates and increase AOV.

🔍 SEO: The Silent Salesperson in Your Shopify Store

While we all chase the latest trend on TikTok or try to “go viral,” most merchants are ignoring one of the best long-term growth strategies out there: organic SEO.

Shogun’s built-in SEO keyword analyzer is a game changer. It clusters relevant keywords, helps optimize on-page content, and even integrates smart AI copy tools. You can drop in product widgets and CTAs directly into blog posts, making SEO content actually transactional.

Nick made a great point: the brands that win long-term are the ones that treat SEO like an investment, not a chore. And in an AI-driven world where platforms like ChatGPT are scraping content to answer search queries, SEO-rich landing pages are more valuable than ever.

💡 Final Takeaways

• Stop using product pages as landing pages. They’re not built for cold traffic.\
  
• Speed matters. The faster you can build, the more you can learn.
  
• Test everything. Small changes = big gains over time.
  
• Personalize your content. It’s easier than you think and wildly effective.
  
• Don’t sleep on SEO. Organic growth still wins in the long run.
  
  

If you haven’t tried Shogun yet, they offer a 10-day free trial and plans start at just $39/month. You can check it out here: https://getshogun.com

Massive thanks to Nick for coming on the show and nerding out with me on landing pages. Whether you're just getting started or doing eight figures on Shopify, there's something here for everyone.

Until next time—keep testing, keep optimizing, and don’t forget to let your bed air out before you make it.

—Jay