The 5 key elements every product landing page needs to convert visitors to clients (+11 outstanding examples)

Landing pages Monetize Your List
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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.

11 Outstanding product landing page examples that convert

What is a product landing page?

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.

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How do product landing pages differ from lead generation landing pages?

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:

They tend to be more actionable than educational.

They sometimes highlight several offers at once.

  • Unlike a lead gen landing page, a product landing page will often include more than one CTA. For example, an ecommerce store might offer multiple variants of a physical product, like sizing or color for a T-shirt.

They primarily sell goods (both physical and digital) over services.

  • Most product landing pages are optimized for making sales immediately. Traditional lead-gen landing pages, on the other hand, focus on getting users to fill out a lead generation form so the transaction can be completed later.

What types of products can you sell with a product landing page?

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.

Digital products and online courses

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.

Example: Freelance copywriter course

Here's a stellar product landing page example from CopyHackers for their flagship course for freelance copywriters, The 10x Freelance Copywriter:

An example product landing page for an online course.
An example product landing page for an online course. Image via CopyHackers

Example: Illustrations for web design

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:

An example digital product landing page.
An example digital product landing page. Image via Absurd Design

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.

SaaS products

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.

Example: Project management tool

Here's an example demonstrating project management tool Asana's Workload feature:

An example SaaS product landing page.
An example SaaS product landing page. Image via Asana

Visitors can sign up for a free account and begin testing the feature without even leaving the page.

Example: Information management tool

Here's one more delightful SaaS product landing page example, this time from information management tool Feedly:

An example SaaS product landing page. Image via Feedly
An example SaaS product landing page. Image via Feedly

Both landing pages guide visitors directly towards signing up for a free trial—there's no need for a lengthy sales process beforehand.

Physical products

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.

Example: Personal organization system

One of my personal favorite ecommerce landing pages is from Ugmonk, who makes the personal organization system Gather:

The product landing page for Gather shows off different configurations of the product. Image via Gather
The product landing page for Gather shows off different configurations of the product. Image via 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.

Membership sites

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.

Example: Piano teaching

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.

Learn to play the piano on this membership site landing page. Image via Pianu
Learn to play the piano on this membership site landing page. Image via Pianu

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.

5 essential elements every product landing page should include

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.

#1 A bold, problem-focused headline

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.

Example: A headline that invites you to keep reading

Here's a great example of a landing page headline from Glo, a company selling unlimited access to online yoga, meditation, and Pilates classes:

An example membership site landing page from a yoga company.
An example membership site landing page from a yoga company. Image via Glo

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.

#2 A description of the benefits of your product

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.

Example: Benefits trump features

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:

An example physical product landing page.
An example physical product landing page. Image via Snooz

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.

#3 High-quality imagery and videos of your product

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:

Example: Pics that reflect the quality of your product

Here's a great example of landing page imagery from The Farmer's Dog, a company selling fresh pet food subscriptions:

An example product landing page. Image via The Farmer’s Dog
An example product landing page. Image via The Farmer’s Dog

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.

#4 Social proof, customer reviews, and testimonials

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:

  • Include positive reviews from customers (all those stars can do wonders for your conversion rate)
  • Embed Tweets, Instagram posts, or other social media posts people share about your product
  • Include testimonials with names and photos of happy customers
  • Add counters or popups indicating the number of sales you've made

Example: Showcase trustworthiness

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:

An example of social proof on a product landing page.
An example of social proof on a product landing page. Image via CopyHackers

This section does double-duty when building trust:

  • It demonstrates the high value of the member Slack community
  • It uses screenshots to show off success stories from past students within that community

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 customer 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.

#5 A strong call to action and pricing information

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.

Example: Make it clear and as easy as possible

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:

An example pricing table from the product landing page. Image via The Focus Course
An example pricing table from the product landing page. Image via The Focus Course

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.

A few more things you may need to work on

  • Consider removing any header navigation and minimizing the footer navigation to its bare minimum (e.g. keep your legal links- but ditch everything else), to reduce any possible distractions
  • Make sure it's optimized for organic search (SEO), even if you promote the page on social media or by using paid ads
  • Test your sales funnel before it goes live to ensure a flawless and positive experience
  • Last but not leasts, don't forget to check that it looks great on all devices (tablet, desktop, mobile…)

A landing page for every product

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.

Share your next big idea with a landing page

Don’t wait to test out a new project. Get it out into the world today with a quick, customizable landing page.

Create a free landing page

Kieran Tie

Kieran Tie is the editor of Tradecraft. When he’s not working on creative content projects for clients, he enjoys making mischief with his two young daughters in his Denver home. You’ll find Kieran with a flat white in hand on Twitter @kieran_tie.

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