Thinking of launching a new product? Or do you want to recommend products for a specific holiday? Learn how to create a product landing page, the elements to include in creating one, and the builders with free high-converting templates that you can choose from through this article.
Table of Contents
- What Is a Product Landing Page?
- Tips on How to Create a Product Landing Page
- Product Landing Page Design Examples
- Can I Build a Free Landing Page?
- Landing Page Builder: Top 5
- Products Landing Pages Summary
- What's Next?
What Is a Product Landing Page?
As you might have guessed, a product landing page is used to promote and sell products or services. Users might get to these pages after following a link in an email, advertisement, or some other digital source or after being redirected from search results.
Imagine that you sell clothes for pregnant women. There are users out there searching Google for “maternity clothes 4 months.” They may see your landing page dedicated to products meant for four-month pregnant women in the search results, and if they find the title and the description of the page interesting, they click on it. Then, if your offer is relevant to them, they convert by making a purchase.
According to the research by WordStream, the average conversion rate for product landing pages is 2.35%. However, the top 25% of pages convert at 5.31% and the top 10% of pages convert at 11.45%, which is impressive.
Every landing page is a conversion opportunity, so the more pages you have, the more targeted you can make them. However, the secret is not just in the number of pages you create, but in the way, you build and design them, and write your copy, of course. We’ll give you some advice on design and copy later on, but now let’s see how the general structure of a product landing page may look.
How Does It Differ from a Landing Page?
A landing page can redirect to a specific page on your website, may it be a form, a video, a podcast, or a product. That will depend on the message that you are trying to convey to the people viewing it. A great landing page will lead to more conversion or acquiring more leads that you can directly market your product or services with.
As for a product page, the primary focus is your products. You create a landing page to launch a new product or service, with the use of a product landing page, you will be able to highlight the essentials of a certain product making it more appealing to the people and convincing them to click on the button or link you provided.
Both kinds are good for marketing campaigns. All you have to do is make the most out of the elements you can add to your good landing page.
What Is a Product Page?
When designing an online store, a lot of focus goes into the homepage—after all, it’s the first thing visitors see when they arrive. But the real goal of any ecommerce website is sales, and there’s no way you’ll achieve that without stellar product pages.
Effective product pages immediately convey the value of a featured product. They show potential customers what a product looks like, tell them what it feels like, and make them believe it’s something they absolutely need to own.
Product Landing Pages VS Product Pages
So you see, while both types of pages are necessary elements of a marketing campaign, they serve different purposes. A product page will give you the information you need about what the company has to offer, while the landing page will take an offer from the company and present it appealingly with very focused messaging.
Once you understand the difference between these two types of web pages, you can see that the question shouldn’t be ‘landing page vs product page’, but rather, how to structure both your product page and your landing page so that they work together and drive up your conversions.
Product Landing Page:
- Purpose: Conversion. Its singular purpose is to convert visitors to the top shelf package. Meanwhile, the product page attempts to get the visitor to upgrade to top-shelf while providing a browsing experience complete with a story, blog, affiliates, social media, etc.
- Design: Since its goal is conversion, this pre-cart click-through page includes CTA buttons for each wine, a more succinct design, and an offer created for a high-intent audience.
- Stage: Middle. This page is designed for a search campaign. Since the audience searched for an online wine subscription it’s clear they’re looking for a hassle-free wine subscription.
Product Page:
- Design: Since visitors are more likely to be browsing when they find these pages, the conversion isn’t their primary focus. Instead, the design includes more links, media, and information in general.
- Purpose: To inform browsers and move them further into the funnel.
- Stage: Higher funnel stage. Visitors to these pages arrive by browsing through the website navigation.
Landing pages and product pages are some of a marketer’s most useful tools. But remember, they’re both designed for very different purposes. Here are a few helpful takeaways to make sure you’re making the best of both tools:
- Use a landing page if you’re launching a specific marketing campaign or promotional offer
- Make sure your landing messaging is simple and easy to follow (multiple messages will confuse your audience, and possibly even turn them off)
- Turn to a product page when featuring your product or service details, or if you need to highlight several messages at once
- When promoting your landing page on other platforms (like social media) make sure your messaging matches across all platforms
Advantages of Using a Product Landing Page
There are plenty of advantages that a product landing page brings to your marketing campaign. Here's a bulleted list below of how it's more advantageous than just using a product page.
- The visitor is searching intently for a specific product.
- It keeps the visitor focused on the offer with a 1:1 conversion ratio.
- It matches the message of the referring advertisement. Every ad needs a dedicated post-click page to fulfill the promise of the ad, and to let visitors know they’re in the right place.
- It maintains personalization through the second half of the campaign. The first half of the campaign is called the pre-click experience. Whatever targeting you use on the ad in the pre-click experience, you must use it on your product landing page in the post-click landing page. If you don’t, you’re delivering an inconsistent user experience. Post-click automation allows advertisers to create product landing pages as efficiently as they create ads.
- It highlights the benefits of the software, quickly.
- It boosts trust with authority signals, like the logos of popular users.
Elements of a Great Product Landing Page
Product landing pages consist of different blocks, and each of them has its purpose. Blocks go one after another in a logical order, leading to a call to action at the end. It’s recommended to start outlining a landing page on a paper block by block so that you won’t get distracted by little details like the size of the logo or the color of the font and focus on the structure itself.
Below are the elements you want to include when you create post-click landing pages:
1) Headline/Header
The first thing visitors see on your page is a headline that usually contains
- a logo;
- main menu buttons;
- login and sign-up buttons;
- a title and description;
- CTAs;
- supporting visual elements such as a background video, a photo, or a picture of a product.
The main idea behind the headline is to provide the most important information about your product right away. If you hit the target and a person finds this information useful, they will scroll for further details.
A title that will definitely pop should include a description of the benefits your product or service will bring to customers and a call to action, all rendered within a 2-3 word sentence. In the description, you can write a couple of short sentences which elaborate on the title and uncover important details that users need to know right away.
2) Product and Its Benefits Detailed Description
After visitors have been introduced to the product, it’s time to tell them more. In the description, you should focus on the customers’ pain points, beginning with the customer experience. Show how your product works and how it can solve the real or potential problems of your audience. Then, add a little more details as a bonus. They may not necessarily be a huge gain for a user but will be a nice complement to the main product.
Try to guide your visitors’ eyes through the page and make sure that every important point is visually highlighted.
3) Social Proof
In fact, 15% of users wouldn’t trust a company that doesn’t have any reviews. That’s understandable, considering that nowadays social media and online interactions allow users to freely share their opinion about any products and to read reviews of the customers who have already tried them.
There are several ways to place customer reviews on a product landing page:
- adding anonymous text reviews;
- adding text reviews with names and photos of the customers;
- adding video testimonials.
4) CTA (Call-to-action)
The primary user destination on a landing page is a call to action button. You can repeat the CTA a few times throughout the page and even vary the text for different CTA buttons, which will allow you to track which option works best.
CTAs can be in different forms, a link, a button, or an icon that will lead them to a specific page on your site. CTAs are very beneficial when it comes to marketing via email, newsletter, ads, or any other form of advertising to lead these customers to your landing page or to your webpage.
5) Footer
The last part of the product landing page is a footer. It might seem like the most “boring” element of the page, but it actually contains very important information such as the menu, social media links, email subscription forms, and other buttons.
6) Chatbox
One element that is usually placed above all blocks on the product landing page is a chatbox. It allows users to ask questions about the product and immediately get answers and support. As soon as you click on it, it unfolds into a larger chat window, where users can type in questions and send their files.
Adding a chatbox to your landing page, make sure it doesn’t unfold by itself, getting users distracted.
It is essential to ensure these relevant elements are present in your product landing pages to avoid confusion and give the visitor a more direct way of navigating through the page.
Making these elements visible will give your pages more landing pages personalization with a higher chance of bringing these potential customers to your page product pages.
Tips on How to Create a Product Landing Page
All post-click landing pages should be built with certain fundamental elements known to convert visitors. On top of those, product landing pages need something extra. Here are some tips for yours:
1. Build Trust and Anticipation (Headline)
The headline on a product landing page isn’t like the headline on other pages. Since you only arrive on a product landing page by clicking through an advertisement, this headline has to first match the message of its referring advertisement.
However, it’s also important to note this headline conveys the benefit of the offer. On your product landing page, you want to remind people of the ad they came from, but also why they came through your headline.
The trust that you build with your potential customers will help them convince themselves to take more action on what they have seen on your landing page. Be reminded that you are selling, getting their trust is very important. With a great headline, you will have an advantage already
2. Translate Your Product Features
When it comes to advertising products, it’s tempting to tout all its new and powerful features. In most cases, this would be a mistake.
Since you’re likely advertising to a non-technical crowd, the features of your product aren’t going to mean much to decision-makers. For example, SugarCRM is a customer relationship management platform. Instead of talking about a specific kind of automation it runs on, it uses phrases like: “Boost sales productivity with automation.”
This helps visitors by putting particular features in context. It’s not just automation; it’s a tool to “boost sales productivity.” Without translations like these, the purpose of technical features is lost, and with them, the reason for claiming the product.
3. Show Visitor All They Need to See
On your product landing page, the right media can make all the difference. Some products will benefit from a hero shot. Other, more complicated products, might be better presented with an explainer video.
How do you figure it out? Use A/B and multivariate testing to try different approaches. And don’t count out the collection of qualitative data. In this case study, video creators started by talking to their customers, whose biggest concern was: “How will this clothing look on me in a fitness class?”
The results speak for themselves: Among search traffic, their revenue per visit increased between 25 and 100% depending on the segment.
4. Display Reviews
When prospective customers reach a product landing page, they expect to be overpromised. They expect you to tell them your product is the best. It’s the most affordable, fastest, most convenient, etc. That’s why social proof is so powerful.
Social proof indicators, like reviews or testimonials, give a different perspective. They take self-interest out of the equation. The people who vouch for your product have no stake in your success. So, when someone can be quoted on your product landing page describing your product as “priceless,” it’s a much more powerful effect than if you do it yourself.
These tips above will help you gain more understanding of how to structure your product landing page without overdoing it. Don't ever forget to thank the visitors of your page even if they did not buy or do anything. That is another way to build a relationship with them.
Product Landing Page Design Examples
We've come up with a list of examples that you can refer to. Most of these landing page designs are created using a landing page platform instead of coding. Your choice of landing page design is solely up to you. You're creativity and deep understanding of what your business is all about will comprise the pages' product landing output you will be doing.
Take a look at the landing page design of some brands so you can get an idea of their placement, the structure, and the way they arranged all the elements that you need to come up with a product landing page for your visitors. Below each photos are observation as to how they created their product landing pages.
1) Apple Airpods Max
Upon landing on the page, you’re hit with a full-width image of the product, allowing you to get up close and personal. Then right after is a compelling headline describing how Airpods Max can give you the perfect listening experience.
Already, that are 2 best practices ticked off the list: high-quality images and a problem-focused headline. The page then continues with benefit-driven descriptions, supported by pixel-perfect product photos.
2) Cowboy 4
The landing page copy is friendly, and simple and explains how this electric bike can transform your riding experience. And phrases like “break free,” “newfound freedom,” and “fearless” all evoke an emotional response from visitors.
One feature we particularly like is the accordion. That area expands and collapses to show product specifications and features for users who need more information. Then there’s the comparison table which helps shoppers find the perfect product.
3) Maserati MC20
With clever animations and videos, Maserati has turned their page into a wholly visual experience, helping shoppers experience the car from the comfort of their homes. It also supports its imagery with language like “beating heart,” “lightning fast,” and “hot-blooded,” creating an emotional response in visitors.
The only CTA on the page is inviting users to “Create Your MC20”. However, the button scrolls with the user, providing multiple chances to convert.
4) Oura Ring
This page has clear sections that guide visitors seamlessly down the page. And each section explains different benefits and product features.
Multiple product photos help users get an idea of how the products work. While the “Meet the Community” section acts as robust social proof with product reviews and stories from people who use the product.
Lastly, the page closes with a CTA inviting users to claim their offer. That approach is a great way to convince people to buy now for fear of missing out.
5) Square Hardware Reader
Right away, the page draws you in with a bold headline and a CTA button to get a free reader.
But if you’re not ready to commit, you can continue down the page to see how the reader works and all its benefits. Some of the tactics that Square use include:
- Short, actionable sentences
- Easy to skim bullet lists
- Lifestyle product photos
- Trust badges for mobile apps
- Multiple CTA buttons
And at the bottom of the page is one more CTA encouraging users to sign up for free.
Can I Build a Free Landing Page?
Today, there are dozens of tools at your disposal to quickly launch a well-designed and high-converting landing page. With the use of a landing page builder, you will be able to create your own free landing page without the need for technical knowledge.
There are various templates available and your chosen landing page design can be customized based on your brand image so you can create a good landing page product. You won't have to worry about the next step since most of the free builders are easy to navigate.
In the latter part of this article, you will see 5 builders you can choose from. Some of them offer premium subscriptions with free trials and some of them got features that you can use that are forever free. With the help of these free builders, you're just a few clicks away to get the attention you wanted and increase the rate of your sales in no time.
Using a builder is a good and smart way to build your first landing page. Though it's free, you can't just assume that it will work lesser than those landing pages created using a premium subscription.
Landing Page Builder: Top 5
Traffic and conversion are core to any digital marketer’s job — the two main goals of the job are to drive people to a site and then make sure they take action on-page while they are there. For a great product landing page, you will have the find the most suitable builder for your business needs.
We all know that it is possible to create a landing page from scratch with the use of programming language but that will cost you a lot to hire a developer. With some builders, you can have the best landing page doing clicks, and drag-and-drop actions. This way is an alternative to allow you to create your own landing pages product focus.
1) TruVISIBILITY
Top 1 on the list with their quickly building landing pages to connect with your audience, educate your visitors, collect leads, and close sales. If you’re lacking inspiration, we’ve got a library of high-converting page templates for virtually every business situation. It takes only a few minutes to get a new page up and running.
They have plenty of free templates that you can choose to form the page you want for your ecommerce business. With a guarantee of high-converting landing page copy, you won't have to worry about paying the first time. You will only have to pay the moment your campaign starts to grow but of course with an affordable price.
2) Hubspot
HubSpot is about as reputable of a tool as you can get in the B2B SaaS world. And their landing Page creator is available alongside a host of other tools (forms, email, CTAs, live chat, and blogging) as part of their Marketing Hub package. It’s an all-in-one solution that can help you launch well-designed pages in no-time.
One unique advantage of HubSpot’s landing page builder is that you’re able to tie it into their CRM and take full advantage of Hubspot’s full suite of tools (including personalization). If you’re already using HubSpot or if you’ve thought about turning to their service as a CRM or email marketing solution, their landing page builder could be the icing on the cake.
3) Leadpages
Leadpages has a lot of similarities to Instapage — drag & drop functionality and a keen emphasis on well-designed templates. But a big difference of their landing page builder is that instead of building for a high-ticket Enterprise customer, they choose to focus on creating solutions for Agencies as their high-tier accounts.
In terms of price, Leadpages is one of the cheapest solutions on this list. And if you’re looking to get a page up quickly and cheaply — this could be a good option for your business. But if you want the functionality that most growth marketers demand (A/B testing, integrations), be forewarned, Leadpages will make you pay for it.
4) Unbounce
Unbounce is the solution for marketers that are laser-focused on conversion. This software is all about making sure you “un-bounce” — by guaranteeing that you can quickly and effortlessly deploy landing pages that convert like crazy.
With landing page software, on-page conversion is often an afterthought. But Unbounce makes some key decisions that are focused on quickly helping a user take an action on a page. That includes popups and sticky navbars to add extra opportunities for a visitor to submit an email. And their dynamic text replacement allows for SEM landing pages to be hyper-targeted for a visitor.
5) Instapage
Instapage is super easy to use — and as the name suggests — you can launch a landing page almost instantly. It’s useful for businesses at all stages from solopreneurs to agencies to enterprises.
From the get-go, it’s clear that design is a key part of Instapage’s success (similar to how Squarespace has dominated the website builder world with clean design tenants at the core of their business).
Products Landing Pages Summary
No matter the product, if you’re going to advertise it, it needs its own personalized product landing page to match. Without one, you deliver an inconsistent user experience. And if you only personalize half of your campaign, it’s unlikely your visitors convert, which means you leave revenue unclaimed.
Post-click automation (PCA) is the only way to create a product landing page for every advertisement. Map your ads, scale your post-click pages, and personalize and improve them with PCA.
Once you have a template from your chosen page builder, personalize it to the extent that you are sure you have conveyed the image of your brand correctly and the message you wanted your customers to see in front of them.
What's Next?
Get those product landing pages sent to your leads via email, through google ads, or on your social media platform. Monitor the performance of your landing pages so you will see what's more effective and what's not.
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