Have a new product to promote and don’t want it to get lost in your website’s navigation menu? Creating a dedicated product landing page is the best way to get the most visitor eyeballs on your product to make way for more conversions.
What is a product landing page, and why is it important?
A product landing page is a web page created to persuade visitors to take action on a product-related offer. It typically includes a clear headline, compelling visuals, persuasive copy, and a call to action (CTA) button. The critical difference between product landing pages and ordinary landing pages is that the former are used specifically by companies that sell products.
Product landing pages are also different than product pages, and here are some reasons why:
- The visitor is actively seeking a specific product
- The landing page maintains a focused, 1:1 conversion ratio
- It matches the ad’s message, reassuring visitors they are in the right place
- Personalization extends throughout the campaign, enhancing the user experience
What types of products can you sell with product landing pages?
Product landing pages can be used to sell a wide range of products, from physical items like clothing and electronics to digital products like software or online courses. The key is to focus on your product’s unique benefits and features and how it solves a problem or fulfills your target audience’s needs.
Here are some examples of products promoted on product landing pages:
- Digital products: Online courses, workshops, eBooks, downloadable guides, software, membership programs
- Physical products: Clothing, accessories, home goods, electronics, beauty products
- SaaS products: Data management tools, information management tools
- Physical products: eCommerce and DTC products and variants of a single product
- Subscription services: Meal delivery, subscription boxes, monthly subscriptions
What optimized elements should you include on your product landing page?
Problem-focused headline
Agitating the customer’s problem in your product landing page headline helps you make an instant connection between them and your product. Once the connection is made, the sub-headline and the rest of the hero section help solidify that connection.
The Dr. Squatch page headline agitates the fact that the personal care products visitors are currently using aren’t good enough for them, and they need to elevate to Dr. Squatch’s bars.
Solution-focused sub-headline and hero section
Your sub-headline should expand upon your headline and explain how your product helps solve the problem your visitors are experiencing. The section should also include your product’s lifestyle or hero shot in action.
This is what Dr. Squatch’s hero section does, it talks about how visitors can elevate their style and lists the benefits of the bar.
Testimonials and other trust indicators
Including customer testimonials and trust indicators, such as awards or social proof, can help build credibility for your product and instill confidence in potential customers. Make sure to include real and diverse testimonials that demonstrate the effectiveness of your product.
You may also take advantage of user-generated content and encourage your customers to share their product reviews or photos.
airSlate’s product landing page uses customer quotes and testimonials of customers who have streamlined their document workflow with the platform.
Product images/screenshots
Visuals can be a powerful tool in showcasing your product and giving potential customers a glimpse of what to expect. Include high-quality images or screenshots that accurately depict how your product works. The screenshots help users understand how your product will make their lives easier and make it more tangible.
For example, Figma provides an interactive, visually appealing presentation of what its product looks like and how it works:
Product benefits
To effectively differentiate your product from others in the market, it’s crucial to showcase the distinct advantages and features that set it apart. Whether it’s integrating cutting-edge technology, a groundbreaking design that revolutionizes user experience, or a tailored solution addressing a prevalent issue, highlighting these unique aspects will captivate your audience and establish a lasting impression.
By emphasizing these differentiators, you elevate your product’s visibility and create a compelling narrative that resonates with potential customers, driving engagement and fostering brand loyalty.
For example, Dyson, a popular tech and home appliances brand, sets its bestselling Dyson Supersonic™ hair dryer apart from the competition with a straightforward list of benefits and an award from the Allure magazine:
Pricing and packages
Display pricing options for your product, including any discounts or special offers. You can also consider offering different packages at varying prices to cater to a broader range of budgets and needs.
Be transparent about pricing and avoid any hidden fees or surprise charges.
The Genius Litter page lists their pricing so visitors can choose the one that suits them the most.
15 Examples of product landing pages that convert
Recess
Recess offers sparkling water infused with hemp and adaptogens to ease stress and refresh you. The product landing page hero section showcases who the target audience is (people who want to enjoy without consuming alcohol) and what the beverage does for them (helps them relax and unwind).
The page also showcases the different flavors the brand offers, a social proof section, and a “why we made” Recess section. The page has everything the user needs to make an informed decision.
J’adore by Dior
J’adore by Dior is probably the most popular fragrance among perfumery connoisseurs. The product landing page puts all the focus on the J’adore perfume, explaining what makes the scent special through videos and images.
The page also elaborates on the history of this legendary Dior fragrance, providing a story behind its creation by famous perfumer Francis Kurkdjian, adding a human face to the brand and the scent.
Copper Cow Coffee
Copper Cow Coffee supplies sustainably sourced coffee products that don’t contain preservatives, additives, or artificial flavors. The product landing page hero section hooks in the visitors with the image and headline.The page also showcases the coffee product range, including pour-over coffees, latte creamers, and more. It also emphasizes the focus on sustainability and that it’s a woman-owned business.
Ridge
The Ridge is a minimalist wallet brand that aims to create long-lasting and functional wallets, bags, rings, and kits. The overall design of the product landing page appeals to its target audience–male customers. The page also shares the brand’s mission, showcases the vast product range and offers a testimonial section emphasizing why men like these products.
Beardbrand
Beardbrand manufactures beard grooming products and fragrances. The product landing page showcases the fragrances and describes the notes with natural imagery. The page also showcases fragrance samples, beard oils, washes, and softeners, styling pastes, and more.
Medik8
Medik8 is a UK-based skincare brand aimed at people who want to take their skincare routine to the next level using cutting-edge ingredients. The product page showcases different categories of skin care products and provides information and assistance to those visitors who want to choose the right product for their skin type.
Elegant Strand
Elegant Strand’s product landing page includes an image slider showing how the brand’s products fit real-life interiors. The landing page serves the brand’s target audience–high-profile customers who can afford luxury products.
Oura Ring
The Oura Ring product landing page features different use cases for the wearable health tracker and lists user benefits.
Cowboy 4
Cowboy is an electric bike brand for urban riders that sells e-bikes using intuitive motors to sense the pedal force and assist you with your riding experience. The product landing page explains how the bike works, lists design details, and why visitors should buy a bike that “thinks for itself”.
Adidas
The Adidas product landing page is promoting the brand’s new spring collection, heavily influenced by 90s fashion. The page also showcases other Adidas products, new arrivals, trending items, and more, with funky imagery and succinct copy. The design is clean and minimalist, with vibrant accents and bold fonts.
Nauto
Nauto offers driver and fleet safety products that detect and reduce risks associated with driving accidents. The product landing page hero section demonstrates the AI technology in action, highlighting how Nauto aids drivers in maintaining control during their journeys. The page also features videos of product use cases for collision prediction and avoidance.
Airbnb
The Airbnb landing page hero section features portraits of different people representing Airbnb’s diverse target audience. The page is information-rich and provides the benefits of why visitors should consider becoming hosts.
Jasper AI
Jasper AI is a generative AI tool for marketers and advertisers looking to improve their performance. The product page hero section offers an interactive showcase of the app’s UI and a catchy tagline. The overall page design is packed with bold visual elements and vibrant colors. The page also features customer reviews and testimonials meant to give Jasper more credibility in the eyes of potential customers.
Miro
Miro is an online diagramming tool for teams and departments of all sizes, meant to help manage projects, design product development workflows, and many more. The product page features an image showcasing the app’s UI, a prominent tagline, and supporting copy. The page also highlights Miro’s key features, benefits, and customer testimonials.
Adobe Photoshop
Adobe Photoshop is a world-renowned photo and design software tool, meant to help photographers and designers create rich graphics and art, and retouch photos. The product landing page is designed in vibrant colors, highlighting the key Photoshop features, pricing details, and answers to the most frequently asked questions.
What’s the difference between a product landing page and a product page?
Product detail pages, much like product landing pages, provide information and images about a product, complete with a call-to-action button. However, they are not purpose-built for driving conversions.
For instance, let’s take a look at the product page for Insightly CRM:
This page encourages visitors to click the “request demo” call-to-action button. It includes a benefit-oriented copy, a hero image, an explanatory video, etc. However, there’s a significant drawback: it could be more straightforward with distractions like a navigation menu, links to other products, footer information, and social media icons. Each link allows visitors to navigate away from the page, diluting the primary call to action.
In contrast, the product landing page for Insightly CRM eliminates these distractions. It lacks navigation and content links, ensuring that the only way off the page is through the call-to-action button. This maintains a 1:1 conversion ratio, which is optimal for driving conversions. The conversion potential diminishes when a page is cluttered with numerous links and multiple goals, as with a product page.
So, to keep it short:
- A product landing pageis a standalone web page designed to promote a specific product or service, often created in a particular marketing campaign or promotional offer.
- On the other hand, a product page (product description page) is a page on a website that displays detailed information about a product or service. Product pages are designed to provide users with information about a product or service, usually about a product and/or service.
How to create a product landing page with Instapage
Instapage makes it easier than ever for marketers to build, test, and optimize their product landing pages with the power of artificial intelligence. Access the collection of 500+ fully customizable templates by industry and use cases to build high-converting product landing pages.
Follow these simple steps to create your product landing page with Instapage in minutes:
- Use the intuitive drag-and-drop builder to add new elements to a landing page template of your choice by dragging and dropping elements from the top menu bar:
- You can access AI Content Creation directly in the Instapage builder to generate content for each audience and ad group with AI-made headlines, paragraphs, and CTAs.
- Tweak page elements or sections of your page to keep the design 100% on-brand. Using pixel-precision design features and a library of global brand assets that ensure your pages are optimized and consistent in their messaging.
- Use the Instapage Collaboration tool to share your landing pages with stakeholders and clients and get their feedback while ensuring pages stay hidden from unauthorized users.
- Deliver an unparalleled mobile experience with built-in AMP support. Instapage’s proprietary Thor Render Engine technology allows you to get the industry’s fastest landing page load speeds.
When finished, you can preview your design on desktop and mobile, then easily publish it to a custom domain, CMS, Facebook, or our demo server.
Watch the video below to learn how to create landing pages using Instapage:
Elevate your product landing page creation game with Instapage
A product landing page’s primary goal is to persuade visitors to take action on a product-related offer. This is why your pages must have dedicated elements that highlight what makes your product special and why visitors should click the CTA button.
Instapage analyzed billions of conversions to build the world’s most advanced conversion design system. Tap into the collection of Instapage’s 500+ fully customizable templates by industry and use cases to create high-converting product landing pages.
Sign up for an Instapage 14-day trial to explore and experience the full suite of tools tailored to your landing page needs.
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