how to create a high converting landing page


For any product, simply knowing how to set up a landing page is not enough. Having an impressive product landing page that can convert leads into buyers is key to selling a product in this digital age. Even if you have an excellent product, a poorly designed landing page can make your leads lose their trust or interest in it – or even worse, leave them wondering what it even does in the first place. And this is an often-overlooked problem.

If the question you now have in mind is, “How to create a great landing page for my website?”, read this blog till the end for helpful insider tips from industry experts and fantastic product landing page examples to get your creative juices flowing.

First, let’s get started with the basics…

What Is a Product Landing Page?

The web page you land on after clicking or tapping on the CTA button of a product’s digital ad is the product landing page. It is a part of the product’s main website, and its purpose is to educate leads about how the product would be of use to them in order to persuade them to purchase or sign up for it online.

Think of the product launch landing page as your virtual sales pitch to close the sale. A major purpose of a product launch landing page is also building hype. 

What Is the Difference Between a Website’s Home Page and Product Landing Page?

A website’s home page is a web page that typically introduces visitors to a product’s whole brand and gives them an overview of all the products and services it offers. It prompts visitors to click on one of multiple buttons directing them to various products/ services, FAQs, company information, etc depending on what they are interested in learning more about.

A product landing page, however, is singularly focused on selling one particular product which a lead has shown interest in by tapping or clicking on its ad. The only button it should prompt a lead to press is the one to purchase or sign-up for the product/ service.

What Should a Product Landing Page Include?

For a web page to work as a landing page, it has to be designed with the specific goal of converting the web page’s visitors into clients. Landing pages can go to great lengths to educate potential clients about their products. However, once you learn how to set up a landing page for your product, you must ensure it includes the following building blocks to be effective:

  1. An eye-catching visual, a headline and a sub-headline in the hero section, which clearly communicate the product’s value proposition 
  2. Features and benefits of the product, highlighting its USP
  3. A brief summary about your brand and its legacy
  4. Guarantee/warranty, privacy policy and other essentials
  5. A call-to-action (CTA)
  6. Offers if you’re promoting any to close the sale (optional)

Tips for an Effective Product Landing Page Design

Know how to create a high converting landing page for your product with the following simple-yet-effective tips:

  • Focus on your product’s benefits

A common mistake marketers make is explaining all the product features in detail without highlighting their benefits to the target audience. Products are ultimately bought for not their features themselves, but the problems they solve or the value they add to a customer’s life. Peak into your users’ lives by creating a buyer persona and convey how the product’s features would improve them. For eg – rather than saying ‘24/7 customer service’, you may say – ‘help with anything you need, anytime you need.’ Or rather than saying ‘fastest processor’ one may say the product gives you the ability to work with speed, so you can get the job done quicker than ever.

  • Keep it minimalistic

Sometimes, product descriptions tend to get too complicated and technical, which can diminish a reader’s interest in reading further. To minimize this effect, it is important to make conscious efforts for keeping a product landing page’s layout very minimalistic. Try to keep the copy easy-to-read, concise and relevant without missing any important detail about the product. And avoid cluttering the page with dense graphic designs to keep the visitors’ focus on what’s important. Often tech companies with SAAS products, over look this important aspect and tend to clutter their pages with too much information about the software or platform. It’s essential to know, which features are important to buyer, which solve their pain points and highlight only those.

  • Include multimedia and video content

Visuals have more power to grab attention and engage viewers than text, so make sure you have your best visual at the top of your landing page and more visuals in the body of the page to avoid long stretches of pure text. Also include some video content that demonstrates and explains the application of your product in a nutshell. It’s a proven fact that consumers like to watch videos showing how a product works or helps before they decide to buy it. In fact in a recent study by wyzowl in 2023, it was reported that 96% of consumers like watching explainer videos to know more about a product and 89% have been swayed to purchase the product after watching video content. Including video content on your landing page reduces the chances of your visitors leaving to see how your product works on a platform like YouTube. This makes them more likely to convert on your landing page itself.

  • Highlight your CTA

Other than writing compelling copy for your CTA, the CTA needs to be visually highlighted – enough to draw the visitor’s attention when scrolling through it. The CTA is what is going to finally prompt a lead to convert, so it only makes sense to make it as noticeable and visually appealing as the headline, if not more.

  • Showcase compelling social proof

Showing off your clientele and testimonials can go a long way in persuading landing page visitors to make a purchase. Seeing other people’s experiences with a product helps people trust in its quality and effectiveness, which is why people proactively look for reviews before paying for a product. Adding clients’ reviews to the landing page makes sure visitors don’t have to leave it and look around for reassurance. It’s a great wya to boost their confidence in making the purchase.

  • Eliminate unnecessary exit opportunities and distractions

A landing page’s sole goal is to persuade visitors to take the action highlighted in the CTA. It therefore is counterproductive to distract or divert your visitors to other web pages through links and buttons. Quite unlike a website’s home page, a landing page should leave the CTA as the only possible pathway for a visitor, other than the ‘close tab’ or ‘back’ buttons it can’t get rid of. For that, it is also wise to eliminate or hide your website’s main navigation bar entirely on a landing page.

  • Optimize the layout for different devices

People visit landing pages from various devices, such as smartphones, computers, laptops and tablets. Their devices may also have different operating systems like Windows, iOS and Android. Not optimizing your landing page for even one of these options may cost you a large section of your potential customers. Even a landing page’s loading time if greater than 4 seconds can test a visitor’s patience and generate the urge to leave the page before reading it. It is therefore crucial to optimize your landing page for all kinds of devices as well as operating systems.

Take the time to design a separate landing page for mobiles with smaller screens. Make the font size and the CTA button larger so that they are easy to read and tap on. You can even have a click-to-scroll feature to make it simpler to navigate the landing page.

  • Run A/B tests and track metrics

The effectiveness of different options of a landing page’s design cannot be fully measured without some practical testing. Running A/B tests with alternatives of visuals, copy, design as well as CTA – and then tracking results – is key to figuring out what a landing page is doing wrong and what it is doing right. Review your landing page’s KPIs to find out what needs to be modified to reach the page’s optimal conversion rate. It will all be worth the effort and time. Invest in hiring skilled experts or outsourcing to an agency that specialises in product page designs, like Pop Communications to get the job done right. If your landing page is flawed, no matter how effective and powerful your marketing sales funnel is – your customers will leak through the cracks.

  • Include a live chat function or chatbot

It is now easier than ever to equip a landing page with a live chat or AI-powered chatbot feature. Even if you’ve conveyed all the important details about your product on the landing page, potential customers may have doubts to be solved or require some assistance before they decide to make a purchase. If there isn’t a live chat or chatbot button on the landing page, they may choose to leave it to look for ways to connect with your customer service executives, thereby depriving your landing page of a significant amount of conversions. LiveChat is a good tool to integrate a rapid response function into your landing page. And Landbot is a great AI chatbot that does the job.

  • Match your landing page copy with your ad copy and campaign

Effective landing pages ensure that the words and phrases used in their landing page copy match with the text and keywords used in their digital ads. When the landing page copy repeats the ad’s language and smoothly follows through with the message, visitors are assured that they are on the correct path. Consistency truly matters when you wish to take your potential customers through the buyers’ journey up to a point of conversion. It is also extremely important and recommended to directly address the reason why the visitors clicked or tapped on the digital ad, right at the top or beginning of the product landing page. Get straight to the point first and then get into the details.

  • Highlight promotional offers

If you’re running a promotion as part of your marketing strategy, it is crucial to re-emphasize the offer on the relevant product landing page. Your visitor may have arrived on the page after clicking on an offer ad, in order to reassure them that they are on the correct page the offer must be highlighted again. This is an effective marketing tactic for a go-to-Market strategy of newly launched products. And mentioning the offer next to the CTA or in it – can significantly boost conversions. Click here to know 10 other marketing tactics that work.

Product Landing Page Design Tips for Different Industries

It is important for product landing pages to be designed according to their product categories and industries in order to create the right impression and convey important information clearly to visitors.

Here are some useful tips for designing product landing pages of different categories:

  • Skincare

Let the visuals and graphics make a strong impression by:

  1. Focusing on high-quality product and lifestyle photography.
  2. Choosing an emotive graphical color scheme and selecting colors that evoke feelings of good health and youthfulness for your hero image. Monochromatic color palettes and subtle accent colors are suitable options for skincare brands.
  3. Optimizing all the images on the landing page for the web by saving them at 72 DPI, in JPEG/PNG format, sized suitably for the page’s layout. Note that heavy files increase your page loading time, frustrating visitors.
  4. Testimonials by verified users positively influence purchase behaviour.
  5. Addressing the potential buyers pain points is important.
  6. Also, make sure you highlight the benefits of different ingredients. It’s best to not assume that visitors are already educated about their benefits.
  • Tech/SaaS

Highlight how easy-to-use your tech/SaaS product is by:

  1. Showing all of its real-world use cases.
  2. Including a step-by-step guide that prevents users from finding the journey daunting.
  3. Including a complete tutorial video.
  4. Adding more clarity to UI screenshots/videos by editing and adding labels for different tool buttons.
  5. Offering demos or free trials on the landing page.
  • Pharmaceutical/Healthcare

Make your product seem trustworthy and genuine by:

  1. First of all, having a brand identity that creates such an impression.
  2. Ensuring brand consistency of the copy, visuals and graphics on the landing page.
  3. Using fewer images, but making them count in order to generate a feeling of trust.
  4. Avoid the use of diverse fonts. It’s best to use only 2 or 3 font families.
  • Finance

Make all the technical/legal data as digestible as possible by:

  1. Avoiding unnecessary jargon or complicated explanations.
  2. Write all the copy in plain language so that it’s easy for your TG to grasp.
  3. Provide details in numbered/bulleted lists instead of long paragraphs to make them more scannable.
  4. Use infographics, graphs, charts or images to visually convey information wherever possible.

If possible, you can include a financial calculator to make the landing page more interactive as well as enlightening to visitors.

Examples of a Great Product Landing Page Design

Looking for some inspiration? Have a look at these product landing page examples:

Product Landing Page
Source : onewheel
Product Landing Page
Source : sundaebody

Not sure how to create a high converting landing page specifically for your product? Pop Communications is a 360° marketing agency that knows how to create a landing page that converts. Contact us to build an excellent product landing page with powerful design and content. Our team of accomplished specialists can also boost your website’s searchability with SEO to ensure your website gets noticed by the right audience and ranks higher in search engines organically.

Email: [email protected] | Call: +1 647 846 6601

Wishing you countless conversions!

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