Writing a Product Landing Page That Gives You a High Conversion Rate
Lead generation and lead qualification is one of the fundamental aspects of any digital marketing strategy. You need to identify and attract new potential customers in order to expand your audience. Once you have attracted this audience your page, you then need to accompany them throughout the sales funnel to achieve effective sales and conversions. If these are successful, they will be a primary factor in enabling your business to grow.
The product landing page plays a major role throughout this entire process. The landing page is intended to help you improve conversion rates and reduce customer acquisition time and costs. These are ambitious goals that require careful design and impeccable execution.
To be effective, product landing pages must be useful and attractive. It sounds simple, but, in reality, it takes a lot of work to achieve an effective result. You need to provide information that responds to your prospects’ interests, needs and demands and helps them understand your offer.
The ABCs of an effective product landing page
Before designing your product landing page, start by defining what your objectives are. Think about your audience and build your messages focusing on them. A generic landing page is unlikely to attract attention and generate conversions.
This is a complex task. In fact, it may seem sensible to delegate it to a specialized company. Nevertheless, you should keep in mind that your product landing page is the foundation on which you will build your entire web project.
Whether you choose to write your landing page internally or outsource the writing, be sure to apply these best practices:
Attractive and compelling title
The title of your product landing page needs to stand out. It should immediately grab the attention of your target audience and engage them. The average human attention span has declined markedly in recent decades. This means you need to capture the interest of your potential customer in a matter of seconds.
Be careful though because an eye-catching title does not need to be overblown or grandiose. In fact, if it does not seem very credible, your audience will likely begin to look elsewhere. Moreover, you should avoid false promises, as they can affect your reputation and damage your business. Concentrate on writing a direct and clear title that effectively reflects your company’s purpose. Try to keep the length of the title between 10 and 20 words and adhere to the premise of the designer Dieter Rams, “less but better.”
An attractive heading invites the visitor to continue reading, but if nothing else interests them, they will leave the page. The purpose of subheadings is to revive any lagging attention. They should be even more precise in introducing the content of the product landing page. Use subheadings to allude to details about your offer and clear up any doubts or objections about your product or service for your audience.
Simple and straightforward body text
The informative text of a landing page should explain what your product is and who benefits from it. Keep the tone casual. At the same time, do not simply list information. If someone is browsing through your landing page, it is very likely that they already know the basic product features.
You will need to draw your audience in and connect with their emotions. The best approach here is to describe how your product satisfies a need. Your potential buyer must feel that you are speaking directly to them and that you understand their desires and needs. Provide details about the benefits, rather than the functions of your product.
Always keep the wording simple and concise. Avoid long text blocks and be sure to include keywords. In this case, the objective is more about retaining the reader’s attention than improving SEO. People often scan web pages quickly when searching for something specific. If they don’t find “clues” with useful information, they will leave the site. The content of your product landing page should be consistent with the offer that prompted the user to click on it.
On the other hand, make sure that the CTA, or call to action, is clear and obvious. The reader should be in no doubt as to what he or she is expected to find. Additionally, avoid any element that may divert their attention.
Explicit value proposition
This is the best opportunity to explain your value proposition. This should present what differentiates you from your competition, what your potential customer will get and what the impact of your product or service will be.
You don’t need to write a treatise to explain this. Actually, an excessively long copy is not necessary at all. Instead, use short sentences and simple words. Often, lofty language is used to show authority. This is misleading because it detracts from the dynamism and clarity of the messages. Moreover, it does not speak to the level of your audience.
Write your value proposition on your product landing page using the same wording your audience uses online. Express your message in idioms and turns of phrase that are familiar to your target audience.
Don’t forget to add any additional information your visitors may need. Be sure to include your contact information and any other useful details, but without overloading the page or losing focus. You should have a specific reason for including all the elements you write about. Essentially, these should be responses to a strategic objective.
Another objective of your product landing page should be to gain the trust of your potential customer. To do so, you should include viable guarantees about your product or service. These can take different forms. For example, you can offer free trials, demonstrations, reimbursements or product exchanges at no additional cost. Demonstrate to your target audience how confident you are that your product or service will meet their expectations.
Deliver a powerful call to action
The call to action (CTA) is probably the most important element of a product landing page. Ultimately, the definitive goal of a landing page is to persuade the audience to take an action.
Some examples of calls to action generally used on product landing pages are:
- Subscription requests for newsletters or news
- Downloads of e-books or other digital materials
- Prompts to follow your social media account or share your landing page information on their own social media networks
How to make a persuasive CTA
To obtain an optimal response rate, avoid complications for your potential customer. Make your CTA is visible by placing it at the top of your page. You can even repeat it and place another button in the middle or towards the end of the page. Also experiment with the typography and colors, without disrupting the balance of the overall design.
Although it may seem excessive, it is a good idea to draw attention to your CTA with arrows or other symbols. Your target audience should have no doubts about what is expected of them or where they should click. In addition, it can be a refreshing design resource.
Additionally, the call to action on your product landing page should be easy to understand. Provide concise and clear instructions. But don’t underestimate the power of persuasive texts. Even simple copywriting must include elements to effectively engage your audience. This is one of the keys to any content marketing piece.
If your product landing page includes a form, make sure it is short and simple. In any case, remember that the CTA must always communicate value. Phrases such as “unbeatable offer” or “limited time discount” make the benefit explicit and add a sense of urgency to the call to action.
Finally, be honest with your audience and don’t try to hide the purpose of the call to action. All audiences appreciate when their intelligence is respected. Use your CTA as a win-win relationship, emphasizing the benefit that your potential customer will obtain with that action. Likewise, avoid creating confusion by making more than one call to action on your product landing page.
The design of your product landing page should reflect your brand image and appeal to your audience. Moreover, a clean interface enhances readability, creating a better user experience. As a result, your potential customers may be more willing to read further to learn more information about your products or services.
Images and photographs
Images and photographs are an excellent resource for a product landing page. They can easily provide a lot of data without cluttering the design. After all, a picture is worth a thousand words. Studies that suggest that images favor recall. In fact, the assimilation of images is much faster than the assimilation of text based on how the brain processes both types of information.
Keep in mind, however, that the choice of photographs and images should not be haphazard. It is important that they contribute to the promotion of the objectives. For example, if your product landing page is sales-oriented, include a photo of the product. If you offer a service, look for images that communicate its usefulness or benefits. If you are selling your personal brand, don’t forget to include a portrait. People will appreciate being able to put a face to the brand.
Of course, the images used must be unique and original. Anyone can use photos and illustrations from image banks. These will not help you stand out from your competitors.
Three final recommendations
It may be sufficient to strictly follow the previous advice to achieve good results. But, if you want exceptional yields, you will need to make additional efforts. Consider applying the following recommendations to take your product landing page to the next level.
You can calibrate your product landing page to deliver personalized content to your audience. This is known as a dynamic landing page. It consists of adapting content to predefined criteria, such as the user’s location, age, gender or browsing history.
In this sense, you can, for example, adjust the type of CTA to be displayed according to each type of visitor. Research from the HubSpot team has determined that a personalized CTA can increase conversion by 202%.
Visitors to your product landing page may need a reason to believe in your product. Providing solid arguments and evidence will help you overcome barriers to entry and initial misgivings. Some evidence you can make available to them includes:
Encourage your current and returning customers to share their experience. Online reviews and rating systems are very well received by potential customers. Even social media posts have credibility. These are considered useful information for making purchasing decisions.
A potential customer may find the answer to a particular concern in the experience of others. As buyers, we appreciate testimonials from people with needs similar to ours.
We often find justification for indulging in a bit of luxury in these comments. It is therefore a good idea to include testimonials on your product landing page to attract and retain new users.
Awards and certifications
If your brand or product has obtained any official certification or recognition, do not hesitate to mention this. The product landing page is a good place to showcase your awards and display your authority to your audience. You can also list your business alliances, including the logos of your business partners. You should take advantage of everything that demonstrates your experience and quality.
Statistics and figures are also incredibly persuasive. Numbers tend to be perceived as objective and irrefutable data and therefore enjoy great credibility. Use them to support any information on your product landing page.
Some figures that are of particular interest to your audience are:
- Clients served
- Number of downloads of your digital materials
- Record sales
- Years of experience
In digital marketing, testing is indispensable. Nothing can be taken for granted, as these are processes in continuous evolution. Apply A/B testing to your product landing page. Check how the CTA works and consider if the message, color or images are appropriate. Compare different versions until you find the one that works best for your business.