As the saying goes, "You only get one chance to make a first impression."
In eCommerce, this saying is especially true. Your potential customers will make up their minds about whether or not they want to purchase within seconds of landing on your site. If they don't find what they're looking for, they'll leave and never come back.
That's why it's so important that you create a landing page that converts. A good product landing page will help you convert more sales by keeping customers on your site longer and making it easier for them to find what they're looking for.
The goal of a landing page is to convert visitors into customers – if you want more sales from your website, it's essential that you optimize your landing pages for conversions. And while most people know this, many still fail when it comes to building effective landing pages. That's why we created this guide: to help eCommerce merchants get better at converting website visitors into buyers.
In this guide, we'll cover everything you need to know about building high-converting eCommerce landing pages: how they work, how they're built, and why they're so important for online retailers with a few product landing page examples.
>>> Explore the Top High-Converting Landing Pages
Outline
- What is a landing page?
- What is the significance of a good landing page?
- How to build the perfect landing page that converts?
- Understand your audience
- Use relevant keywords
- A compelling headline and subheader
- Benefits-based copy supporting your main offer
- Leverage visuals - images and videos
- Social proof
- Bright and clear CTA
- 6 product landing page examples to get you inspired
- Conclusion
What is a product landing page?
A landing page is the first thing that visitors see when they visit your website. It is a web page that is designed to convert visitors into customers.
A product landing page is usually dedicated to a single product/category and contains information and images about it. A good product landing page should present all the required information for a visitor to make a decision about whether or not to buy that particular product.
You can use product landing pages to drive traffic to your website, increase sales and boost conversion rates.
A good product landing page has enough information for the visitor, but not too much. If it has too much information, then it becomes difficult for people to find what they need quickly and easily. If it has too little information, then it’s not going to help them make up their mind about whether or not they want to buy the product.
The goal of this page is to convince them to buy your product, so it should be optimized for conversion.
Product landing pages can be designed as single-page websites or pages on your existing website. It should make it easy for visitors to find what they're looking for, see the benefits of each product, and complete the purchase process quickly and easily with a clear and distinctive CTA.
What is the significance of a good landing page?
According to Databox, a dedicated product landing page can increase your conversions by up to 26%.
Here are some reasons why a product landing page often brings more conversions than a regular product page -
- It’s easier for customers to find exactly what they want. When you have many products, it’s easy for potential buyers to get lost in the mix and not find what they’re looking for. With one product/category on the spotlight per page, your chances of being found by your ideal audience go up significantly.
- They help improve conversions by offering more context and information about the product before they buy it. Customers can view all the features and benefits of the product at once instead of having to scroll through multiple pages to find what they are looking for.
- You can include reviews from other customers on your site as well as testimonials from industry experts. This will help increase trust among potential customers and encourage them to buy your product immediately instead of researching other options first online before making their final decision.
- By promoting a single item at once, you’ll be able to attract more traffic than if you were just showing all of your products on one page.
- They allow you to track conversion rates and optimize them based on data so you can spend more time testing different elements of the page and less time guessing which elements work best for each individual campaign.
How to build the best product landing pages that convert?
It’s not enough to just have a product listing — people need to know why they should buy it from you.
Building a landing page that converts requires a lot of things to be in place. It's not just about having a great design and copy — there are many other factors that influence your success.
Here are a few things to definitely consider while building the perfect landing page that converts -
Understand your audience
The first step in building an effective landing page is understanding who your audience is and what they want. This will help you tailor your offer to their needs, so they'll feel confident in making a purchase from your store.
Defining the needs of your target audience is figuring out who they are -
- What are their interests?
- What do they care about?
- How old are they?
- Do they have any special requirements or restrictions?
Use this information to create buyer personas for your business and then follow up with more research on how those people think about problems and solutions.
When defining your target audience, try to think as broadly as possible — don't just focus on one type of person, but instead think about several types of people who might be interested in your product or service. This will make it easier for you to create something that appeals to everyone!
Here’s a simple template to build and define your buyer personas.
Use relevant keywords
It's important not only to understand your target audience but also the keywords they're searching for on Google and other search engines.
You should include these keywords in your page title, headline, and body copy.
This will help people who are interested in those terms find your site and take action on it right away. It also makes it easier for Google to crawl and index your content, which leads to higher rankings in search results (and hence, more traffic).
Here are a few design elements to include while building the perfect landing page that converts -
A compelling headline and subheader
Source: Root Kitchen
Your headline should be clear and concise, telling your visitors what they're going to get from visiting your website (e.g., "Get 10% off all laptops").
Your subheader should explain further what your offer is about (e.g., "Click here for 10% off all laptops").
The headline also needs to be relevant to the visitor's search query so that it appears in search results when someone searches for a related keyword or phrase (e.g., "high-quality jeans").
A good rule of thumb is that both should contain no more than six words each so that visitors know exactly what they're getting before they've even clicked on anything else on the page.
Benefits-based copy supporting your main offer
Source:Cosmix
People don't care about features as much as they care about benefits.
Visitors who land on a page about a specific product or service want to know what it does for them, so it’s important that your content focuses on the benefits your visitors will enjoy if they purchase from you. Your content should answer questions like “What problem does this solve?” and “How will it help me?”.
For instance, if you're selling a fitness tracker, don't talk about its waterproof functionality; instead, explain how wearing it will help users track their daily fitness goals even at work/in social situations.
Try to use bullet points here instead of paragraphs.
Leverage visuals - images and videos
Source: Fenty Beauty
Images can help capture attention and convey messages more effectively than just text alone. Videos are also great because they allow people to see what you offer instead of just hearing about it or reading about it in text format.
Social proof
Source:VS Mani & Co.
Testimonials are great trust builders; they help build credibility and reassure customers that other people have been satisfied with your products or service.
You can also use reviews from third-party websites to increase the trustworthiness and credibility of your eCommerce business.
Bright and clear CTA
Source: Jeffree Star Cosmetics
A strong call-to-action (CTA) - you want to make sure that your visitors know exactly what you want them to do when they land on your landing page. You should have one clear CTA at the top of the page and one or two more throughout the content.
6 Shopify product landing page examples to get you inspired
The design of a landing page should be clear, visually appealing, and easy to navigate. You want your visitors to get the most out of their experience on your site — so make sure they have all the information they need at their fingertips and that they can easily find what they’re looking for.
>>> Discover more about Shopify landing page examples
Here are some examples of great landing pages -
1. Kylie Cosmetics
Kylie Cosmetics is a cosmetic brand created by Kylie Jenner, the youngest member of the famous Kardashian/Jenner family. The brand is famous for its highly pigmented lipsticks and eye shadows, but also for being one of the most successful launches in the history of eCommerce.
This particular product landing page for the Kylie Cosmetics Shopify store is for their new lip product. It has a clean and clear design that follows the best design practices to the dot.
Along with vivid and clear product images, it also includes detailed sections for Usage, Key Features, Other Details, Shipping Restrictions, and Social Proof (Customer Reviews).
What do we like?
- Detailed yet collapsible sections for all important information.
- Recommended Products section to increase the average order value.
- Ability to search through the Customer Reviews section.
What could have been better?
- Bigger font size to improve readability.
2. Gymshark
Gymshark is a fitness clothing brand that specializes in leggings, sports bras, and tops. They have a pretty big following on social media and are always launching new products for the season.
The design of their product landing page isn't very complicated — it's straightforward and gets the job done.
The first thing you see on this page is an image of someone wearing the product. This helps you get an idea of what it looks like on a real person, which is something we always recommend doing. It's important to show customers what they're paying for!
Gymshark's product landing pages have a similar look and feel as its homepage, but with more detailed information about each product. Like other brands in this list, Gymshark uses big images to showcase its products, but it also includes brief descriptions below each image so you can learn more about what makes them unique before deciding whether or not to buy them.
What do we like?
- It includes sticky CTA (Add to Bag Button) in mobile view throughout the page to encourage visitors to convert.
- Use of social proof.
- Great upselling tactics throughout the product landing page.
What could have been better?
- Display of brand core values.
- The use of a festive color palette to show the brand has a Black Friday sale going on.
- The use of a countdown timer to create a sense of urgency.
3. Tiffany & Co.
Tiffany & Co. is a luxury brand that sells jewelry and accessories. Their brand is recognized all over the world, and they have built their reputation on quality craftsmanship and timeless design.
When it comes to its product landing page, Tiffany & Co. does a great job. They have a well-designed and easy-to-navigate website that makes it easy for customers to find what they’re looking for.
The Tiffany & Co. product page is a great example of how to use images and copy to create a cohesive design. The images are beautifully shot and edited, which creates a premium look and feel for the page. The copy is also very well written and engaging, which draws in customers and helps them shop more easily.
What do we like?
- Clear CTAs throughout the page to encourage visitors to convert.
- Use of visuals throughout the page.
- Emphasis on the brand's values.
- Emphasis on the ‘Tiffany Experience’
What could have been better?
- Tactical use of social proof.
4. Allbirds
Allbirds is a company that makes shoes from wool. The brand is known for its minimalist running shoes and the fact that it's made in the United States. They're comfortable, stylish, and sustainable.
The company's holiday product landing page has a simple design, with large product images at the top and some basic information below.
The copy on this landing page is excellent: it's short, simple, and easy to understand. It is focused on the benefits of buying their shoes and why they are worth investing in. And there are no distractions — everything you need to know is right there on the page. This makes it quick and easy for visitors to get what they're looking for, which means they're more likely to convert.
What do we like?
- The design is simple, yet eye-catching.
- Emphasis on product features and benefits.
- Emphasis on brand core values.
- Tactical use of social proof.
What could have been better?
- The use of a countdown timer to create a sense of urgency.
5. Ekste
Ekster is a brand that offers premium smart leather accessories.
This is an example of a good product landing page that has been optimized for conversion. It's simple and easy to understand, which makes it easy to get people to sign up or buy.
The text on this product landing page is written in an easy-to-read format, which makes it easier for visitors to understand what they need to do next.
Furthermore, a lot of effort has been put into improving the visuals used in the product landing page design.
What do we like?
- The design is simple, yet eye-catching.
- Emphasis on the product features with visuals.
- Tactical use of social proof.
- The use of a countdown timer to create a sense of urgency.
What could have been better?
- The use of a festive color palette.
6. ThirdLove
ThirdLove is a lingerie company that makes bras and lingerie for women of all shapes and sizes.
This product landing page is done in a very simple design, with the offer being the only highlight of the page. It's simple and to the point, and it gets right to the point. The user can easily understand what they are getting here without having to look around at all.
The CTA on the ThirdLove landing page reads "Add to Bag" with emphasis on perks like great fitting and easy return policy. This is a clear and concise CTA that doesn't get lost in the clutter of your other copy on your page. It also doesn't try to oversell or include too much information.
The rest of the information is in the form of simple and easy-to-read collapsible sections so that people can quickly scan through it if they want more information about what ThirdLove has to offer.
What do we like?
- The design is simple, yet eye-catching.
- Tactical use of social proof.
- Displaying the sale price in a bright red color.
- Display of core brand values
What could have been better?
- The use of a countdown timer to create a sense of urgency for the ongoing sale.
Wrapping up
A successful product landing page design is a crucial step in the marketing funnel. It's the gateway that leads visitors to your website and gives you a chance to convince them to convert.
With so many landing page examples available, it's easy to get overwhelmed by choice. We hope this guide helped you build your next landing page effortlessly.
PageFly's landing page builder is quite powerful and will help you create exactly the landing page you need. It also comes with great product landing page templates and is extremely intuitive to use, which is a big plus, especially if you're new to creating online marketing campaigns.
Try PageFly for free today!
