14 min read
Here's the dirty truth: even seasoned entrepreneurs and online creators sometimes find designing product landing pages to be a nightmare.
There are tons of case studies, examples, and blog posts on designing effective landing pages out there, covering everything from copywriting and landing page builders to design and testing. But most of that advice is targeted toward traditional lead generation landing pages for selling software products or services.
Sure, you can apply many of the same principles and ideas. But instead of asking for contact info, you're asking visitors to open their wallets and plunk down cold, hard cash for your products. (Or, somewhat less dramatically, to type in their credit card details).
No matter whether you're selling software or soap, planners or pet food subscriptions, it's a lot harder to convince visitors to buy when they can't pick up your product and experience it for themselves beforehand.
But here's another dirty truth: It doesn't have to be that way.
Even if you're not a designer, you can create a remarkable product landing page and start selling your digital products or physical products online without tearing your hair out. A great product landing page gives you a dedicated space where you can send traffic from other marketing channels—like paid ads, social media posts, or your marketing emails—and convert those visitors into buyers. All without leaving the page.
So grab a cup of coffee, settle in, and let's discover how you can build a great product landing page in no time at all.
As you might have guessed from the name, a product landing page is a web page designed to promote or sell a product. Visitors come across your product landing pages after clicking on a paid ad, through a link in your email newsletter, by clicking on one of your social media posts, or after clicking on a search result.
Product landing pages work great for selling:
Think of your product landing page as a virtual elevator pitch for your product. Each landing page should contain everything a visitor needs to know to make a purchasing decision.
Product landing pages and their traditional lead-focused counterparts are very similar, with a few key differences.
Both begin with a clear understanding of your audience—their goals, pain points, and desires. Most elements you'll find on a product landing page will also overlap with their more traditional lead-generating counterparts. For example, both product landing pages and lead gen landing pages will often include elements of social proof, answers to frequently asked questions, and a strong call-to-action (CTA).
But product landing pages have a few key differences that are worth noting:
Product landing pages work well for both digital products, like an online course or software tool, or physical products or subscriptions from an ecommerce store. Let's take a look at a few product landing page examples from each category to see how different companies sell their products.
Selling digital products online is one of the best ways for freelancers and bloggers to start building a profitable business that doesn't involve trading time for money. Product landing pages work great for selling online courses, downloadable guides, templates, or ebooks. You can drive traffic to your landing pages from your blog, your email marketing, your social media posts, or any other marketing channels, and automatically turn those visitors into sales.
Here's one of my personal favorite digital product landing pages—Absurd Design, which sells unique illustrations to use in your web or landing page designs:
No matter what type of digital productyou're selling, visitors can discover why they should buy—and, most importantly, purchase the product—without leaving the landing page.
Yes, SaaS tools could technically be considered a service. But they're often sold as a product where visitors can sign up for a free trial or a paid account without having to talk to a sales team first.
Here's an example demonstrating project management tool Asana's Workload feature:
Visitors can sign up for a free account and begin testing the feature without even leaving the page.
Here's one more delightful SaaS product landing page example, this time from information management tool Feedly:
Both landing pages guide visitors directly towards signing up for a free trial—there's no need for a lengthy sales process beforehand.
If you run an ecommerce store selling physical products, a product landing page gives you a home base for sharing your products with the world. Product landing pages work best for stores selling only a single product, or variants of a single product. The landing page gives you more opportunity to focus on the quality of your product and how it improves your customers' lives.
One of my personal favorite ecommerce landing pages is from Ugmonk, who makes the personal organization system Gather:
“For a product like Gather, the story is very important. When it's mixed in with our other products, it's not immediately obvious what it is and how it works. Creating a separate landing page gives us the chance to tell the full story of Gather and keep the user focused while still showing some of the color options and variants.” – Jeff Sheldon, founder of Ugmonk
A dedicated product landing page allows Jeff the opportunity to both tell the story behind the product, and to show off the system's simplicity and how easy it is to configure using embedded videos.
Product landing pages are an excellent option for generating new signups for your membership site. Your landing page becomes the “business card” for your membership service, giving you the chance to show off your brand and unique personality and sharing the benefits of joining.
This might be my personal favorite product landing page I've come across: Pianu. With this online piano teaching membership, members can learn to play a range of piano songs online.
I mean, how can you not play with that tiny interactive piano for hours?
Now that we've seen a few product landing page examples to kick your creativity into high gear, let's take a look at the anatomy of a remarkable product landing page.
The general rule for landing pages? The more, the merrier.
The more landing pages you have, the more targeted you can make each page, and the more sales you'll make. In fact, companies with 40+ landing pages see 12 times more leads than those with 5 or less.
But there's more that goes into creating a successful product landing page than just the sheer volume of pages you create. Let's look at the general structure of a product landing page, and a few best practices you can borrow for your own designs.
Your headline is the first thing your audience will read when they open your product landing page for the first time. You want to use your headline to grab their attention and encourage them to keep reading.
If your headline is vague or isn't what your visitors are expecting, they'll likely wonder if they're in the right place and exit your landing page. By addressing visitors directly, appealing to their emotional side, and clearly describing the top pain point your product will solve for them, your headline will best convey the value of what you're offering, and maximize your chances of them converting.
Here's a great example of a landing page headline from Glo, a company selling unlimited access to online yoga, meditation, and Pilates classes:
Instead of explaining how many courses are included in the membership, the headline jumps straight to the feeling that users get from their classes. The headline also speaks directly to the visitor, encouraging them to keep reading and learn more about the membership.
Your headline might capture your audience's attention, but it's your body copy that explains the real value of what you're offering. Your product landing page copy plays a leading role in sharing more detail on your product and encouraging them to buy your product.
You can check out four landing page description copy formulas right here to get you started on the right foot. In the meantime, here's a great example of a physical product landing page I came across from the makers of Snooz, a portable white noise machine:
Rather than selling the product's features, the landing page copy focuses on how you'll be able to get better sleep. “Great sleep awaits,” the landing page copy explains—”just hit Snooz.”
One more tip: Match your copy length to the product you're selling. More complex or more expensive products need more explanation and detail to convert. At the same time, short copy works best for inexpensive or straightforward products that require minimal explanation.
Humans respond to visual data far more quickly than text—up to 60,000 times faster, in fact.
People want to see and experience the product they're thinking about buying. Using high-quality product images and video evokes a more emotional response. It gives users a more tangible experience—all of which is crucial when they can't pick up your product and see it for themselves like they could in a retail store.
Try to use a mix of the following types of imagery on your product landing pages:
Here's a great example of landing page imagery from The Farmer's Dog, a company selling fresh pet food subscriptions:
Swapping the images as visitors scroll down the page evokes a sense of trust in the quality of the ingredients and the freshness of the food. Yum.
Research has found that when we're deciding between two products, but we aren't well-informed about which to choose, we trust recommendations from strangers almost as much as we believe recommendations from people we know. It's a phenomenon known as Social Default Bias—and you can take advantage of it in your product landing pages.
Adding elements of social proof to your product landing page helps build trust with skeptical visitors and maximizes your chances of them signing up or buying. There are several ways you can add social proof to your landing pages:
For a great example of social proof, look no further than the 10X Freelance Copywriter landing page from CopyHackers we looked at earlier. While the page includes several testimonials from past students, one section, in particular, stood out:
This section does double-duty when building trust:
Hat tip to the CopyHackers team for this example—well done.
One last tip around social proof: you don't need to wait until you launch to begin collecting testimonials and reviews. Even if your product isn't yet available (as in, your landing page is still a coming soon page), you can always give early access or a preview of your product to social media influencers, friends and colleagues, journalists, or anyone else who might provide feedback or endorse your product. That way, when you do launch your product, you'll have plenty of social proof ready to draw on for your landing page.
Once your audience is primed and ready to pounce, make sure it's as easy as possible for them to actually buy your product. Your call to action (CTA) is arguably the most critical element on your product landing page.
Remember: your CTA on a product landing page is not just the “buy” button. Your CTA also includes how much the product costs, any variations or packages that customers can choose from, and ideally, the checkout process itself. Your CTA should consist of everything a potential customer needs to actually buy your product.
For example, this bright and colorful pricing table from The Focus Course landing page is impossible to miss amongst the rest of the elements on the page, and clicking on the “Get Access” button takes you straight to a checkout page:
You can repeat your CTA a few times throughout the page—make sure you include pricing information near your CTA whenever possible. For more complex landing pages with multiple product packages, you can list different CTAs for each package in a pricing table, or have your CTA be an Add to Cart button instead.
Designing a remarkable landing page for every new product doesn't have to be a headache. Even if you're not a designer, it's easy to create outstanding product landing pages that turn window-shoppers into devoted customers.
Ready to get started with your first product landing page? We have dozens of landing page templates to help you get started—and you don't even have to pay a dime.