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Does anyone else think it's weird that shopify stores don't use landing pages on FB? (8)

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I've been consistently spying on Shopify stores advertising on facebook for about 6 months now, and one of the things I have always found really strange is that most of them never use landing pages. You'll see the typical product ad like "Look at this cool now product..." and then the link just takes you straight to the Shopify product page. I have always found this really interesting because typical ecommerce pages have way too much going on and too many distractions. It literally went against everything I had learned both from case studies and first hand experience in regards to conversion optimization... the navigation was a distraction, the product recommendations were a distraction, etc. The biggest thing though was they never used a landing page, which also meant the ad couldn't really use a creative angle and then hook into the LP and tell the story to sell the product. I've always found this so strange... I mean obviously the ad > shopify store flow works because that's what 99% of people seem to be doing, and some of those stores are doing huge numbers, but I still don't understand why they are not using LP's to increase their conversion rates.

I have found a handful of advertisers on FB that are using creative ad angles, and also using LP's, and then often the LP doesn't even lead to shopify or a traditional looking ecommerce store. Instead it goes to something like clickfunnels or similar but the entire process has great conversion ooptimization and isn't distracting like a typical ecommerce site. Typically this is for higher priced products than most of the stuff you see on shopify stores but still.

I can think of a bunch of reasons why the majority of ecommerce advertisers on FB might not be using landing pages, but these are all assumptions and I don't want to make this post too long. This has just been something that has confused me for a long time and now that I'm about to finally start testing things myself I can't wait to implement some creative angles and landers.

I plan on testing the following:

- ad > shopify product page
- ad > LP > shopify product page
- ad > LP > sales page / clickfunnels style order form

I will probably only take the time to make LP's / write long form copy for product ads that show good engagement.

Anyways, has anyone else been confused by this as well or have any idea why this is? Would love to see what everyone else thinks I know I can't be the only one who has thought about this.

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It’s a bit depressing as a marketer to accept it, but the shitty Shopify store themes really do convert surprisingly well. If the video advert is good enough, people will buy any shit with little other convincing. Impulse buys mainly.

We’ve built our high end landers for some products, even spot testing multiple funnels that cost $3k+ to produce but it only got a few extra conversion % in the end overall.

One thing to consider is that the majority of ecom traffic is on mobile, so all layouts look pretty much the same. Image, wall of text and then a buy button.

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Shopify doesn't use it, but marketers that are better/smarter know that for instance product focused funnels work better in the long run, you build focus, you don't distract the buyers, and you can then upsell them in your funnel.

We are switching to dedicated sales funnels where we brand the product as FB costs are rising like crazy and their regulations are getting tougher. By focusing and branding we can pay more to acquire the customer, and we can then sell them more shit over and over again increasing the lifetime customer value.

One thing for certain, FB is a capitalist company where CPMs will rise every month - so you must adapt. Your control is in the backend, and building a loyal customer base. You don't do this by selling them crap products then vanishing, you can't because the CPMs are high as f***. So you brand it, make the product quality, and rely on referrals and them coming back to buy more shit.

Think how pontiac trans am/camaro guys are in love with flowmasters and borla products. They always recommend it on forums to newbs entering that scene... you want to be the Flowmaster/Borla of your own niche; where people love it and recommend your product.

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Can you explain in more detail what you mean by "brand the product"? I am currently taking physical products and I sort of apply a brand as well... like giving it a clever name, mocking up design, logo, packaging etc. Trying to make it look as if would look great on a shelf in an actual high end store. Just basically going to extra effort to make the product and "brand" look more legit rather than just some cheap piece of crap tha I'm flipping from ali express real quick. This includes taking the time to make a solid funnel. The whole flow usually looks like this: Ad > LP > Sales page > Order form page > upsells / thank you page etc. It takes more time, and I won't take the time to write article LP's unless the ad and product show some potential, but that's still a lot more effort than the typical Ad > Shopify product page funnel. More work but I'm hoping the rewards will be greater in the long run. Are these sort of things what you were talking about?

Also, what did you mean by "regulations are getting tougher"? I keep waiting for FB to start slapping more and more Shopify stores. I feel like it's only a matter of time before that starts happening.

What you just described is exactly what I am trying to focus on right now. Building a long term asset whether it's the store itself, or a particular branded product that then can turn into a whole line of products. That to me is a business worth building and then like you said you can afford the high CPM's because now your LTV for the customer isn't just $30 or $50 but $100+. The only problem with this though is it is much harder to do because you have to hold inventory to have good shipping times, worry about fulfillment etc. and I feel like it's risky and near impossible to do this before first testing and validating everything first. I would love to hear your thoughts on these things and how you and your team are approaching all of this.

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brand the product = take some thing on aliexpress, and call it mitchell's something -- dude gadgets took a charger, and called it kwik charger for example..

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So I'm aware of both dudegadgets and kwik charger, but had no idea the two were connected... How do you know that dudegadgets branded the kwik charger? Did you see them advertise for their general store and then later spin it off into it's own brand/site? If true I love what they did just not sure how you connected the two, unless of course you run dudegadgets.

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because i helped them with their game on google adwords and i know the owner ... he's a really good friend...

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As an affiliate, you have a lot of power.
Because you're able to profitably acquire customers. Which is a skill many business lack.

But you shouldn't stop there.

The next step is vertical integration.

Which is where you - in the case of ecommerce - where the original product is your own. You are no longer just reselling.

The easiest way to do this is through branding. You register your brand and give the product a name or a code.
Now, you start selling it on every channel you can.

With no one competing with the exact same product.


At some point, you want more that just the name as the differentiating factor, because for motivated competitors, it might not be so hard to find your source.
Packaging is the obvious next step.
Some differentation in the product the ste following that (colour is often an easy one).

The sooner you can start with this, the better.

Volume of course makes things easier.

pro tip one: register your brand and get a subscription to an alert service. You want to actively monitor whether people try to register a brand similar to yours.
pro tip two: use a specialised lawyer to register your trademark. They help you maximise the chance of succesfully register your brand in the right classes (so existing brands that are already registered don't oppose your registration)

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