Originally Posted on Niche Pursuits by Ashley Simpson
You know that you have an excellent product or service that you want to sell to your target audience. They are dying to give you their money for what you have to offer, but they want to see that you can deliver on your promises first. That all starts with creating high-quality product landing pages that outline why they should pay you.
What should you know about the elements of a great product landing page and where you can build one?
This comprehensive guide will walk you through everything you need to create landing pages that your customers will love. Let’s get started!
Elements of Great Product Landing Pages
Before we dive into product landing page examples, it’s important to know what elements you should include to capture the attention and interest of your readers. Here are five components of a product landing page that you need to hit if you want to convert customers.
Problem-Focused Headline (& How You Solve It)
Potential customers are coming to your product landing page because they have a problem that needs to be solved. They can’t imagine doing it on their own, so they need your help. From the very first time they lay eyes on your page, they need to know that you really and truly understand them.
This is done simply through a problem-focused headline.
Make an immediate connection with your audience by stating their problem in your header. Let them know that you see their struggles by summarizing the number one reason why people buy from you versus your competitors. But this isn’t where you’re going to leave them.
From here, you can use your subtitle and the rest of the content above the fold to elaborate on the solution that you have. This ensures that they understand the full value of what you have on offer.
(Be sure to check out my favorite free headline analyzer here!)
Benefits of Your Product
Your landing pages have already stirred up their angst by connecting to their problem. Now, it’s time to clarify what the benefits of your product are and why it’s worth their investment. What sets your widget, digital product, or online courses apart from your competitors?
You can compare your item for sale to competitors, but make sure that your comparison is objective. For example, you could say that your course contains two bonus modules or more hours of video than your largest competitor. Maybe your widget has more features, like a hidden pocketknife on your Swiss Army gadget.
Anything that might compel visitors to understand your inherent value and position in the market can be helpful.
High-Quality Images
This isn’t the time to cheap out when it comes to your product landing pages. Especially if you’re selling a physical product, you absolutely must have high-quality images. If you want to go the extra mile, you can even get video of your product. This makes it stand out in the minds of your audience and moves them one step further along your funnel.
Even if you don’t have a physical product landing page, you can still use high-quality images. You may just have to get creative with screenshots and other types of images that showcase online courses or digital products.
Social Proof: Testimonials and Reviews
More than 90 percent of people read reviews before they commit to making a purchase. This is why it is crucial to incorporate customer testimonials when creating product landing pages. It provides a source of social proof that demonstrates that your product is worth the investment.
If you don’t have any customer testimonials yet, you can give away free or discounted products for a review to get you started. As you sell more, you will naturally start to rake in more reviews that you can then use to update your web page with fresh content.
This is also a great place to add awards if you have any. Anything that sets you apart should be on your product landing page.
Pricing Details and Call to Action
Make it easy for your audience to decide whether your product, service, or course is the right fit for them. Potential customers are weighing the cost with the value of what they will receive, so keep the pricing front and center. Give them a taste of the benefits and social proof, but then give them the price.
In other words, don’t go out of your way to hide it from people. If they can’t immediately figure out what the investment will be, they might bounce from your landing page onto the web page of a competitor.
Additionally, you should have a clear call to action when you reveal the price. A “Buy Now” button or a link to schedule a consultation call should be fairly straightforward to minimize headaches for your potential customers.
Best Places to Build a Landing Page
Where can you go to build product landing pages that stand out from the crowd? There are tons of tools available on the internet today to help you design a remarkable product landing page. Here are three of my favorite options to get you thinking about designing your page.
For a full list of recommended landing page builders, be sure to see our complete guide here.
Unbounce: Best Premium Option
If you have a little bit of money to spend on creating a dedicated product landing page, then Unbounce should come in at the top of your list. Its drag-and-drop editor is easy enough to use, even if you’re low-tech like me. You won’t need any coding skills to create something fully functional and beautiful.
They also have tons of product landing page templates so that you can get up and running in no time at all.
One thing that makes Unbounce stand out is its emphasis on mobile-friendly pages. If you know that your audience primarily makes purchases through their smartphone or tablet, then this might be the best place for you to turn.
See our full Unbounce review here for all the details on this program.
Pricing: Starting at $74 per month, billed annually
ConvertKit: Tap into an Existing Tool
Maybe you don’t have the budget for yet another tool on your e-commerce website. The good news is that many email marketing companies also allow you to build product pages and ConvertKit is one of the most robust out there. Even without a website, you can start to gain traction.
This is a great option for someone who is trying to gauge interest in a new project or collect email addresses to nurture leads along an email sequence.
Like Unbounce, they feature fully customizable templates that are easy to use. You can watch a demo of their product landing page example here. Plus, they are mobile-friendly and can be viewed on both phones and desktop computers.
View our full ConvertKit review here.
Pricing: Starts at free for up to 1,000 subscribers
Leadpages: Best for Low Tech Entrepreneurs with a Budget
If you have a small budget to spend to reach your target audience and establish your brand identity, then you may want to consider Leadpages. It isn’t as expensive as Unbounce but still has a robust capability of incorporating key features in a low-tech way.
Pick a template, add your content, and voila — your product landing page design is done!
I was impressed with the features that you can use to build your product page on this platform such as its easy integration and large library of templates — especially for the price. Give this one a second look if you have a small budget to spend, and know that you will have more visitors than ConvertKit allows for.
See our full Leadpages review here before you decide.
Pricing: Starting at $37 per month, billed annually
Product Landing Page Examples that Convert Visitors
Are you ready to see how some of your favorite brands are leveraging their product page to convert to more sales? Here are seven product landing page examples that will help you to see what you should do with a standalone web page.
1. Recess
One of the first examples we will look at is Recess, a bottled drink company. They harness extremely high-quality images of all their products, both the ones they feature for the month and those that are part of their everyday bread and butter. Their color schemes are cohesive and elegant, creating great branding for the product.
Plus, their call to action button is extremely clear and entices you to click to start shopping.
2. Apple Products
Is there any product more easily marketed than Apple? Their single-product landing pages are sleek, modern, and easy to navigate. You get all the details on the latest trends and tech options that come with their products, whether it’s a MacBook or the latest iPhone.
It has the high-resolution images you would expect with a creative display. Their benefits are front and center, convincing you of why you should spend thousands to get the latest Apple gadget.
The page even offers ways to save money by trading in old devices. Is there anything better to include on a single product landing page?
3. Creatorpreneur from Ali Abdaal
We would be remiss if we didn’t include a product page for digital products in this list of examples. Ali Abdaal is one of my favorite productivity gurus, and his course, Creatorpreneur, has an extremely effective landing page.
I’m drawn in immediately by his video which addresses his target audience and tells them what they will get from his course.
Abdaal includes social proof and statistics that prove his effectiveness. But he also speaks directly to the pain points of his audience. You walk away knowing whether this course is truly for you. Pricing is clear, and so is his money-back guarantee.
4. Peloton
The truth is that none of us probably need more exercise equipment, but Peloton goes beyond marketing just another piece of exercise equipment. Instead, it markets the benefits of an interactive exercise experience through high-quality videos and images.
In other words, you can really see yourself using the Peloton bike even before you purchase.
Pricing is visible relatively early on the page, and the red call to action button stands out on the black background. Overall, it makes for an extremely effective product page that really draws people in.
5. Beardbrand
If you aren’t sure how to create a product landing page that converts, take a masterclass from men’s beard and personal care product company, Beardbrand. They have rich product descriptions of the fragrances you can wear. From scents like Old Money to Bold Fortune, they play into the deeper desires of their target audience.
As you scroll down, you get more and more options for how to interact with them. You can get discounts by buying a sampler kit (located near the top of the page) or save money on a bundle if you know which fragrance and items you want. It’s clear and easy to follow, making this an effective landing page.
6. Copper Cow Coffee
People can get pretty passionate about their coffee, and Copper Cow Coffee capitalizes on that with a robust and high-quality product landing page. They feature clear pictures of their coffee beans and photographs of their individual products.
The benefit? You know what they sell and how much it costs right away.
Whether you want lattes, teas, creamers, or bundles that can save you money, their high-converting landing pages are worth noting if you sell physical products that are all related.
7. Oura Ring
Maybe you want to see a more luxury item marketed via a successful product page. Enter Oura Ring. This smart ring makes the most of its appeal with gripping, high-quality images that showcase how nice their product looks in person while outlining the benefits of its hero content. It lists their rewards, their specs, and more.
The only complaint I had is that their product landing pages don’t include the price of the ring which left me wondering how much it would cost me.
Final Thoughts: Building Your Product Landing Pages
Are you ready to start building a product page that speaks to your audience? With some of these tips, tricks, tools, and examples to inspire you, you can create the landing pages that you have in mind. Get started today and see how you can make more sales with high-converting landing pages like these!
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