An effective product landing page is the first step toward generating sales. Ideally, you should have separate landing pages for each product you own. The more landing pages you have, the better. A customized product landing page with a clear objective, USP, benefits, and singularity significantly improves the conversion rate.
If you are struggling to write killer landing pages for your products, the following actionable best practices on how to write a landing page are sure to help you get on track:
1. Define Purpose
Set a clear purpose for each product landing page. This is extremely important when you have multiple landing pages per product. You can’t just create them without any purpose.
Each product landing page must have a clear and singular purpose.
A great idea is linking landing page purpose with a pain point for a single buyer persona. So, if you have three pain points of a buyer persona, you should create three landing pages for the buyer persona, with each of them targeting one pain point.
You can also use product benefits as a purpose. If your product has five key features, you can create one benefit per feature and create a landing page to cover a single benefit per landing page.
Canva is an expert at creating purpose-driven product landing pages that are extremely focused and target a single pain point or product feature. Here is an example of a benefit-driven landing page:
Here is another landing page highlighting another benefit and targeting a different pain point:
Canva has created hundreds of these landing pages for a single software that it sells.
This is what you need to do with your brand. Create purpose-driven product landing pages with a focused approach. You need to ask yourself this question before you create a landing page: What do we want to achieve with this landing page?
The answer is your purpose.
And if you are already achieving the same purpose via another landing page, you don’t need a new one. Regenerate your purpose.
2. Understand Your Product
Understanding the product in the true sense is essential for crafting a perfect landing page. If you don’t know the product, its features, benefits, problems it solves, its hero feature, and other aspects, you might not be able to write a landing page that converts.
This is especially important if you are planning to create multiple landing pages per product (which you should).
You can’t create several landing pages without knowing your product, diving deep into its features, and decoding it. This isn’t just about having brainstorming sessions with the product and marketing teams, rather you need to focus on your customers and research.
Every customer review has at least one product benefit that you can cover on your landing page. Find it.
3. Optimize Landing Page Structure
Do you know 47 percent of top landing pages have testimonials and reviews, 30 percent of landing pages use video content, and 65 percent of landing pages have a business name in the title tag.
If you want your landing page to stand out from the crowd, you need to follow a proven landing page structure and layout format that looks like this:
The essential elements of a product landing page are:
- Product image or video
- Product description
- Social proof
- Call to action
This is how your landing page should be structured. You can add more elements but don’t overdo it. It needs to be short without navigation.
One of the key purposes of a landing page is to reduce friction and remove hurdles that restrict visitors from conversion. A simple structure with minimal elements is ideal for a frictionless UX. Visitors should know what they are supposed to do as soon as they land. There shouldn’t be any ambiguities.
4. Make It Visually Appealing
Structuring your product landing page by following the landing page best practices isn’t enough; you have to design it well — extremely well.
Research shows that visitors form an opinion about your website in as low as 50 milliseconds, which determines if they will abandon or continue. And first impressions are found to be 94 percent design-related. This means visitors decide whether they will continue to stay or leave your landing page based on its design instead of content.
This decision is made almost instantly without reading anything on the landing page.
You need to focus on landing page design if you want to lower its bounce rate and boost conversions. So, before you jump to writing content, invest time in the visual elements of the landing page.
There are several visual elements of design, including color, texture, shape, line, size, and more:
Follow these landing page best practices for design:
- Use contrasting color
- Make CTA prominent
- Add lots of white space
- Make elements distinct
- Use the visual cues to drive visitor’s attention to the CTA
- Keep it simple — avoid decorations and unconventional fonts
5. Focus on Content
While the design of the landing page is crucial in forming an initial opinion and helps visitors stay and spend time on your landing page, the content keeps them hooked.
Once they decide to stick and move on, visitors will then focus on content. It is then the job of your content to engage and persuade them to convert.
You can’t win visitors with design or content alone. They work together.
The headline is the main part of your product landing page, and it is the first element visitors read. It needs to be catchy, action-oriented, and emotional. Follow these actionable best practices for writing a persuasive headline for your next landing page:
- Make the headline relevant to the channel that drove the click. For example, if you are using PPC to drive traffic to your landing page, the headline must be relevant and consistent with the ad copy.
- Keep your headline clear. Make it easy for your target audience to read and understand it in the first go.
- Use an emotional hook in the headline to connect emotionally with the visitors.
- Adding a power word and a digit in the headline makes it influential.
- Keep it simple and focus on the benefit instead of the product feature.
If your headline is appealing, visitors will move ahead and read the product description. This is where you need to sell your product. Don’t reinvent the wheel; stick with the basics of how to write a landing page, and follow these best practices:
- Keep product description relevant to the headline and landing page purpose. It should be consistent with everything else on the page.
- Talk about benefits. Don’t discuss features. Convert features into benefits and tell readers how a feature benefits them.
- Use bullet points and make it scannable. A major percentage of internet users just skim the content.
- Stick with the key purpose of the landing page. Be clear and short. Don’t cover anything irrelevant.
- Add social proof. It works more than anything else.
Product Landing Pages Need Optimization
I hope these landing page best practices will help you craft amazing landing pages. Once you create a landing page for your product, it needs to be optimized for conversions. Don’t just let it sit and do its mediocre job silently.
Use data-driven A/B testing to improve conversions. Don’t settle for less when you have the option to do better. Following the best practices and not reinventing the wheel seems a great idea (and it works), but you need to up your game by optimizing your product landing pages.
Not sure where to begin?
Get in touch with us and we will help you get the ball rolling.