The festival season is in full swing in India and about to start in the US - Durga Puja & Dussehra are just over and Diwali🎆 is around the corner followed by Thanksgiving(it is very big in the US Market) followed by Christmas🎄 and the advent of the New Year✨✨✨. During such seasons, we see a lot of ‘Festival Offers’ coupled with product launches to cash in the festive season shopping.
Since there will be a clutter of such products launched, it becomes crucial to ensure that your product stand out in this crowded market and prospective customers actually end up buying it. In this overall ecosystem, the Product Landing Page is a crucial determining factor which decides whether the product will sell or not.
Here, we shall go through all the aspects that make up a successful Landing Page.
Basics First - What exactly is a Product Landing Page?
A Product Landing Page is a highly focussed web page created for a singular purpose : to showcase a product/service to attract prospective customers, capture the leads and convert them into actual customers. We can say it is a web page with the tunnel vision of driving a specific action related to the product/service, mostly driving conversion & sales by showcasing a very compelling Call-to-Action(CTA) .
It serves as a very important tool for product promotion, user conversion and helps drive sales. The purpose is to offer a focused, streamlined experience that highlights a single product or service, explains its benefits and motivates visitors to take immediate action. When designed effectively, Product Landing Pages can greatly improve conversion rates, generate high-quality leads, and enhance the overall performance of marketing campaigns.
Next - What are the types of Landing Pages?
Sales-Focused Landing Pages
These pages have the tunnel vision approach making every effort to get the user to buy the product/service. They provide compelling CTA’s to encourage the user to buy the product. You must have seen these being used in eCommerce
Lead-Generation Landing Pages
As the type suggests, the motive is to collect user contact information like email address, mobile number in exchange for a free demo or trial. These are usually used for service-oriented products, webinars or product launches.
Now that we have covered the basics, let’s get down to understanding how to make a compelling Landing Page.
Step 1 - Start with an attractive Compelling Headline
The headline should be unambiguous and should clearly give the users a good idea about the product, its use and how it will be very beneficial for them.
The headline should be compelling enough to capture the user’s attention and also spark curiosity
It should be concise, attention-grabbing and very easy to understand
It should relate clearly to the product and its benefits
It helps to have a CTA, for example “Start saving now!”
Step 2 - Highlight the product’s Unique Selling Proposition(USP)
At the very top of the page, you should have the USP highlighted. This should clearly bring out the Value Proposition of your product in clear and concise language.
You can use factors like how the product is better than the existing competition, its benefits or how the product is the right choice as it caters to a specific customer need or alleviates customer pain points. Using benefit oriented product details helps the user understand the product better and results in better conversions.
Of course, adding any offers, discounts and attractive promotions will contribute in no small measure to the eye-catching quality of the product’s USP.
Step 3 - Use high quality images/videos for strong visual appeal
The primary visual element - be it an image(called the Hero Image) or a video/animation - should be engaging and of very high quality.
As the saying goes - ‘A picture says a thousand words’; here, the purpose of this visual element is to attract the user's attention and curiosity to explore more of the product and buy it.
To showcase the product in a very attractive manner, have high quality product images showing the product from various angles. It is said that having short product videos showing product details, advantages and usage result in a significantly higher conversion rate of up to 80% in such landing pages and will appeal to the users.
To summarize, any visual element used must be attractive, compelling and of high quality.
Step 4 - Have clear Call-To-Actions(CTAs) to drive user actions
The CTA is the element that will result in achieving your goal of conversion or sale. It is therefore one of the most vital components of your landing page. It has to be distinct, easy to see, clear, concise and action-oriented. As the name implies, its purpose is to persuade the users to take the action suggested in the CTA like buying the product. Examples of CTA’s can be “Start Saving… Now!”, “Get 50% Off!”.
The CTA is typically repeated at least once in the Landing Page.
Characteristics of any well designed CTA:
Strategically placed and prominently visible (user should not have to scroll to see the CTA)
Place CTAs strategically throughout the page—above the fold, mid-content, and near the end.
Another way is to design it in such a way that the CTA is always visible even if the user scrolls the page.
Action oriented and benefit-showcasing language prompting the user to take the suggested action - “Start Saving…Now!”
Attractive contrasting colours that stand out in the Landing Page; eye-catching bold text
Language should NOT be generic like “Click Here” but specific to the action being suggested - “Get 50% Off!”
One crucial aspect is to have A/B testing on the CTA - try out different CTA texts, colours, placements in the A/B tests to find out what actually attracts the customers the most.
Step 5 - Prioritize User Experience(UX)
The UX must be simple, easy and intuitive. The page design must be attractive, compelling but at the same time, clutter-free.
The focus should be to get the user to find the product interesting enough to go ahead to buy it - this means that it should be easy to understand and navigate with clear visual signals to proceed with the CTA. Minimalistic page designs work best in such scenarios.
An important factor is the page load time - if the Landing Page is slow to load, you will lose the user before she/he starts interacting with it. Ensure that the page loads quickly and is easy to understand & navigate.
The post CTA flow should be seamless with minimum steps and the form fields needed to buy the product should be reduced to a minimum. It is seen that having too many mandatory fields to fill up results in users not proceeding ahead to buy the product since it becomes too cumbersome for them.A good way to keep the CTA’s in the reckoning is to have sticky navigation bars or floating CTA’s(ensure that the floating CTA does not degrade the UX).
Step 6 - Ensure that your Landing Page is displayed perfectly on Mobile Phones
As per the Meltwater Digit Report of 2024, the percentage of internet users who use a mobile phone to access the internet is a whopping 96.5% globally. As this figure clearly shows - the mobile phone user is someone you absolutely have to cater to. A lot of people do shopping-on-the-go and they use their mobile phones to do so. Hence, every design should factor in the mobile user mandatorily.
This means that the page should be responsive and should work across mobile devices and browsers.
The mobile page design will be different from the desktop/laptop page design and will have the CTA’s as touch-friendly elements. Another factor is the screen size - it should work across various sizes. Since mobile speeds can vary if the user is on the move, as mentioned in one of the points above, the page cannot be slow loading. It should have extremely fast loading speeds.
The content and product feature copy will also be reduced for the mobile version of the page. Within mobiles, you have to factor Andriod vs iOS and various browser combinations.
Step 7 - Emphasize on Trustworthiness - Social Proof & Trust Indicators
To appeal to the users as an appealing, credible and trustworthy product, the page needs to display social proof in the form of customer ratings, reviews & testimonials. These are called trust signals and are added to inspire user confidence.
Show security badges like SSL certificates, secure payment logos(Visa, PayPal, MasterCard) to reassure the users about buying the product. Moreover, other trust signals like assured money-back, free shipping, 24x7 support etc will also keep the user confident about engaging with your Landing Page.
Step 8 - Use Data Analytics intelligently to continuously improve
Have an analytics tool like Google Analytics to track the user actions and conversions on the page. This will help measure the performance of the page and understand user behaviour. Key metrics like impressions, CTR’s, bounce rate, time on page, and conversion rate can be tracked using these Analytics tools.
This will help you understand how many people viewed the page, how many clicked on the CTA and how many left the page without any activity and provide detailed user behaviour analytics insights. These analytics will help you identify the weak areas and improve conversion.
Step 9 - A/B Testing
As mentioned earlier in this article, A/B testing will help you understand which combination of headlines, images, videos, copy text, CTA’s, layout changes and colour schemes will work to give you the best possible conversion from your Landing Page. By continuously optimizing landing pages based on data, businesses can significantly improve their conversion rates over time and better understand their customers’ preferences.
Step 10 - Personalization
Based on the analytics data which would include user details and demographics, you can add personalized content in the Landing Page. Personalization can be at the user level as well as the user segment level. For example, if a user has come to your page from a specific region, you can customize your page to show content and offers related to that region or show recommendations mapping to the user interests based on previous purchase history..
Step 11 - Turn first time visitors into repeat customers
You can try options like adding an email capture form for lead generation - for example ‘Sign Up for Free Shipping’ to drive repeat visits from the same customer. Other strategies like providing free offers, discount coupon codes, user guides, free product manuals based on their interests etc. You can also have exit modals, with attractive offers & discounts for further purchases for example, to your Landing Page to increase user engagement.
Lastly - Do not forget to factor in SEO!
Make sure that your Landing Page is optimized for SEO. The page needs to have the meta tag data and keywords that are relevant to your product so that when any users searches for it, your page should be among the top results. This will ensure that traffic will be driven to your page.
Conclusion
To summarize, a well designed compelling Landing Page will help you improve conversion rates as well as engagement leading to repeat customers as well. As mentioned earlier in this blog, it is a page with a ‘tunnel vision’! The only focus is to exponentially increase the chances of users acting on the CTA’s in the page. Its purpose is to present your product in a concise, effective, compelling manner so as to make the user curious and motivated enough to click on the CTA as an immediate action.
In conjunction with marketing campaigns, it is vital for showcasing your product to the world and is a strategic tool for businesses looking to increase product awareness. Moreover, remember to continuously improve the page using Analytics Insights and A/B testing.
Have you tried some of these strategies for your Product Landing Page? Please feel free to add your experiences and suggestions in the Comments Section below!
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