eCommerce product landing pages can make or break a sale. That’s why they deserve a great deal of your attention. There are a lot of elements included on product pages to consider, and many of them provide you with the opportunity to ensure customers have a great shopping experience.
Think about the last time you bought something online. What was it about the product page that encouraged you to make the purchase on that site? Was it the images? Did the page have videos? Did you read positive product reviews that helped you decide?
Now think about the last time you left a product page without buying anything. What was it that made you leave? Did you have a question but no way to ask it? Was there no return policy showing? What made you abandon the site?
In this post, we’re going to look at several different elements of a good product landing page that you should focus on to optimize your listings, increase conversions, and create better customer experiences.
What is a product landing page?
A product landing page is a web page that is specifically designed to promote or sell a product. It’s typically created for a specific marketing campaign or offer, and for many product landing pages, it’s designed to convert visitors into customers.
Product landing pages can be used to drive traffic from a variety of sources, including:
- Email marketing
- Display advertising
- Social media
- Referrals
They can also be used to announce new product offerings, provide context for potential customers, and convert those considering buying your product into customers.
Product landing pages are also highly effective for promoting and selling:
- Digital products, like online courses and ebooks
- Physical products available in your eCommerce store
- Memberships to access your online community
- Subscription services
What is the difference between a homepage and a product landing page?
The main difference between a homepage and a landing page is its purpose. A homepage is the main page of a website, and it’s designed to give visitors a general overview of the website and its offerings. It has different sections like a menu, news, and products.
A product landing page, on the other hand, is designed to convert visitors into customers or leads by providing them with information and incentives to take a specific action, such as making a purchase, signing up, or requesting more details about the product or service being offered.
Here’s a table that summarizes the key differences between a homepage and a landing page:
What should you include in a product landing page?
An optimized product landing page will better serve potential buyers by giving them the information they need to make a purchase.
A product landing page is made up of the following important parts:
- Headline. The headline is the first thing visitors will see, so it’s important to make it clear, concise, and attention-grabbing. It should also communicate the value of the product and why visitors should care to purchase it.
- Hero image or video. The hero image or product demo video is a great way to showcase your product and its features.
- Benefits. Visitors want to know what’s in it for them, so make sure to highlight the benefits of your product. What problems does it solve? How will it make their lives better?
- Features. Visitors also want to know what your product does. List the features of your product in a clear and concise way.
- Call to action (CTA). The CTA is the most important part of your landing page. It’s what tells visitors what you want them to do next.
- Social proof. Social proof can help build trust with visitors and convince them to buy your product. Include customer testimonials, reviews, or case studies on your landing page to show that other people have been satisfied with your product.
How to create a product landing page
A product landing page is crucial because it serves as a focused and persuasive tool to convert potential customers by providing them with the information they need to make a buying decision. Here are some tips for creating a product landing page that converts:
Define your goal
Every effective landing page begins with a specific and measurable goal in mind. Defining this goal is essential because it shapes the entire design, content, and structure of the page. So, ask yourself: What exactly do you want to achieve through your landing page? This answer will guide your decisions on what to include, how to write your content, and even which templates to use.
Write compelling content
Creating a compelling copy for your landing page is all about using words that resonate with your target audience, address their needs, and persuade them to take action. Here are tips on how you can produce that:
- Grab attention with a striking headlineYou’ve got less than 15 seconds to catch a visitor’s interest on your landing page. This makes the headline crucial. It needs to be memorable and clear and offer a solution to the main problem your visitors have.
- Emphasize the benefitsYour visitors want to know how you can solve their issues, make their lives simpler, and why it’s good for them. Don’t just list features and leave it at that—think about what your ideal visitors want to hear from their point of view.
- Keep it simpleIn general, landing pages work better when they’re easy to read and not lengthy. Avoid using complicated business language, keep your sentences brief, and remove any unnecessary content that doesn’t need to be on the page.
Create an irresistible call to action (CTA)
Your CTA is what you want visitors to actually do on your landing page. This can take the shape of a form or a click-through button. Take some time to decide what action you want visitors to take—and the best way you can convince them to take it.
- Be specificAvoid using vague CTA buttons like “Learn More” or “Get Started.” Instead, go for more specific and descriptive options like “See Pricing” or “Start Your Free Trial.” This clarity helps visitors understand what they’re getting into.
- Keep it simpleIf your landing page includes a form, make it as short and straightforward as possible. Long forms with numerous fields tend to discourage conversions. In fact, forms with just one field, like an email address, tend to perform best.
- Focus on one actionThe beauty of a landing page is its simplicity. Eliminate distractions by offering only one clear path for visitors to follow. Remove navigation links, headers, footers, and any other calls to action that might divert them from your main goal. This keeps their attention on the desired action.
Include captivating visuals
Start by picking the images you want to showcase. These could be pictures of your product, stock photos that match your message, or even unique illustrations you’ve created. The visuals will complement your copy and create a well-rounded landing page experience.
- Choose a hero imageMany landing pages kick off with a large, eye-catching image that gives visitors a glimpse of what’s on offer. This image acts as a visual hook, which instantly captures the visitor’s attention and encourages them to explore further.
- Include people in picturesWhenever possible, go for genuine photos of people using or enjoying the product. These images help visitors connect with your offer on a personal, emotional level, which often boosts conversions.
- Visualize the benefitsSearch for additional images to back up the rest of your landing page content. Since not everyone will read every word, consider supplementing your content with various product images or custom illustrations. This creative approach visually reinforces your message and story on the page.
Design your landing page
Designing your landing page is simpler than you might think, especially with website builders. With Web.com, you can build a website with many landing pages on your own—even when you’re not tech-savvy. Here’s how to create your landing page with our website builder:
- Select a templateChoose from our over 150 professionally designed website templates. You don’t have to build from scratch. We have industry-specific templates that you can use for your niche.
- Arrange your contentDrag and drop your text and visuals onto the page. This step lets you see how everything fits together and decide if any parts need adjustments.
- Match your brandEnsure your landing page aligns with your website’s look. Add your logo, choose matching fonts, perfectly replicate your brand colors, and more with our website builder’s trove of features.
- Optimize for mobileDon’t forget mobile users. Make sure your landing page looks great on smartphones and tablets. What’s great with our website builder is that your website designs are responsive on mobile devices and tablets.
Connect your product landing page
Having a landing page on its own won’t get you very far. Once your landing page is ready and raring to go, the next step is to link it to your business domain, get your analytics in place, and make sure it works smoothly with the rest of your marketing tools and systems.
Preview and publish
Before you hit that publish button, take a final look to ensure it’s ready to go live. Observe these tips:
- Review the contentGive your content a quick once-over to catch any typos or grammar mistakes. You wouldn’t want to make a less-than-stellar first impression.
- Double-check SEOChoose whether your page should be visible to search engines and enhance its visibility by crafting a keyword-focused page title and meta description.
- Verify form functionalityIs everything functioning as intended? Did you set up a “Thank You” page for after submissions? Go through the page as a visitor would to make sure you’ve got all your bases covered. This last check ensures your landing page is primed and ready to go live.
Test and optimize
After you’ve set up your landing page, revisit it and look for ways to improve it. You can use A/B testing to compare different versions of your landing page and see which one performs better.
Build a captivating product landing page now
The elements and tips above will point you in the right direction as you design your product listing pages. However, it’s important to keep in mind that just because these are best practices, it doesn’t mean that they’ll work perfectly without some trial and error. Every online brand is different, with unique target audiences, products, and specialties. Once your optimizations are specific to your desired audience, sales are bound to follow.
For seamless website-making, explore Web.com’s build-a-website solutions and dig into our professionally designed templates. Head on to our website now and avail yourself of our affordable and scalable plans!
