6 Things Your Product Landing Page Needs to Succeed
Tags: marketing, ui, design, beginners
Published: 2024-01-19 10:30:43

Are you interested in building a product landing page that turns website visitors into happy customers? If so, you're in the right place!

In design and eCommerce, launching a great product isn't enough. You need a landing page that catches your audiences' attention and convinces them that your brand is worth their time. Otherwise, you'll have a great-looking product, but no one will see it. 

That's where product landing pages come into play. 

A well-made landing page can make or break your business. There are thousands of websites that sell products or services similar to your own. If you want to convert readers into happy customers, you have to know how to create a landing page that converts. 

Today, I'm going to share 6 things I believe every landing page needs to succeed. We've adopted these elements on landing pages across multiple websites and have seen conversions soar. I'm confident the same is possible for you.

Let's dive in! 

### **Value-focused headline and subheading**

Your headline is the first thing visitors see, so it needs to make a strong impression. Moreover, it needs to tell readers why they need to stick around. A visitor should be able to scan the top of the page and understand what you're selling and how it helps them.

Here are a few general tips for writing eye-catching, value-focused headers and subheaders for your landing pages:

-  Keep it short and sweet. We've had the most luck using [6-13 words](https://www.isitwp.com/amazing-blogging-stats-facts/) for our headline. On average, this led to more traffic and conversions. Then, we include a sentence or two for the subheading.
-  Focus on the value proposition and primary benefit of your offer. What will your product do for customers? How will it improve their lives? Your target audience should read your headline and say to themselves, "This could actually help me." 
-  Speak directly to your target audience. Headlines with "you" and "your" draw readers in. For example, "Are you ready to (common goal)? (Your product) can help!" 
-  Test different headlines and track conversion rates to determine the most effective option. [A/B test](https://thrivethemes.com/ab-split-test-wordpress/) your headline several times so you can find the best one for your site.

An optimized headline is critical for catching attention, conveying relevance, and building trust, which will drive visitors to take action. Take the time to craft a compelling headline that sells the value of your offer. It's one of the most important elements on your landing page.

### **Benefit-driven copy**

An effective product landing page doesn't just describe features - it communicates benefits. This isn't a revolutionary concept, but it separates a "meh" landing page from one that drives people to take action. 

Benefit-driven copy translates technical specifications into tangible advantages that resonate with your target audience. It's the difference between saying, "Our API has a 99.9% uptime" and "You can finally relax and not worry about downtime disrupting your workflow again."

To connect with visitors and convince them to buy, your copy should focus on how your product or service will improve their lives, solve problems, save time, or help them reach their long-term goals. 

When writing copy for our site, I pretend I'm talking to a customer who just asked, "If I buy your product, what's in it for me?" I start by highlighting the benefits and then transition into how those benefits will improve the customers' lives. 

Writing benefit-focused copy for your [product landing page](https://www.seedprod.com/ecommerce-landing-page-examples/) is challenging but worth the effort. Put yourself in your customers' shoes, and your odds of success will increase substantially. 

### **Compelling visuals**

Visual content, like images and videos, is essential to creating click-worthy landing pages. Think about it this way: would you consider buying something online if you couldn't see it first? Most of us would say heck no and move on. You can bet that your target audience feels the same way. 

My advice is to use a mix of images and videos so people can find the type of content that resonates with their interests. For example, someone who is worried about whether your product will fit in a specific spot in their house would benefit from images that show the size in relation to other things. 

Meanwhile, videos help visitors understand how your product works. This strategy is helpful regardless of whether you sell physical or [digital goods](https://easydigitaldownloads.com/blog/how-to-easily-sell-digital-downloads/). In my experience, video is also a compelling way to highlight some of the benefits listed in your copy. 

Research shows that videos like this are extremely effective. On average, [88%](https://aioseo.com/seo-statistics/) of marketers say video content leads to more clicks, sales, and leads. 

Visual content will not only make your landing page more interesting but also help build your credibility. People believe what they can see. 

Speaking of credibility, let's move on and discuss how social proof marketing can help you drive conversions. 

### **Social proof**

[Social proof](https://affiliatewp.com/how-to-use-social-proof/) is evidence that people trust and respect your brand. Including social proof on your product landing page is a surefire way to show visitors that other people like your brand and what you're offering. 

There are a few different types of social proof. I suggest using these three to maximize engagement: 

- Customer reviews - believe it or not, [88%](https://optinmonster.com/social-proof-statistics/) of people trust reviews more than traditional advertising! Allowing existing customers to leave reviews is a great way to show new visitors that your product is worth their time. 
- Live sales notifications - This type of social proof pops up on your website when a user does something specific, like making a purchase, joining your email list, or otherwise engaging with your brand. Everyone on your site sees when this happens, which could encourage them to take action.
-   Trust badges - When people see trust badges, they see a seal of approval from a reputable source. PayPal, McAfee, Microsoft, and many other big companies allow people to sign up for a seal of approval. Adding such a badge to your forms can improve conversions by a whopping [42%](https://trustpulse.com/trust-badges-guide/)!

The key is making sure the social proof elements directly relate to your product and customer avatar. They should highlight the specific benefits and solutions your ideal customers care about most. Authenticity is also critical - make sure to display only legitimate proof you have permission to use.

With compelling social proof integrated throughout your page, visitors will feel confident purchasing your product.

### **Seamless navigation**

Your landing page is designed to get users to take a specific action. By the time they are done reading, you should want them to join your email list, buy a product, or engage with your brand in another way. 

If your landing page navigation is clunky or disorganized, most people won't bother to get to this phase. They'll hit the back button, and there's a slim chance they'll come back in the future. 

On the other hand, seamless navigation leads readers down a clear path. They can see exactly what you want to show them, and there are limited distractions in the way. This type of navigation makes transitioning from one point to the next quick and effective. 

My advice is to keep important links around, like access to customer support, your homepage, and a way to get back to the product catalog. Otherwise, you should try to reduce what's in your [sidebar space](https://www.blogtyrant.com/5-ways-to-make-your-blogs-sidebar-work-smarter/) so people can check out your landing page without distractions.  

By crafting a seamless, intuitive navigation, you remove roadblocks on the path to conversion. Visitors will appreciate the ease of use as they explore this part of your website. 

### **A clear call-to-action**

Finally, your product landing page is meant to convert visitors into buyers or leads. To do that, it needs a prominent, compelling call-to-action (CTA) button.

If you don't tell people what happens next, they will just leave without taking the next step. Don't let this happen. Design a CTA that guides users toward what you'd like them to do. 

For example, if the goal is to get them to buy your lead generation software, your CTA might say, "Start Growing Your Email List Today." Much like the copy toward the top of the page, your CTA should be benefit-driven and personalized to your audience. We found that personalizing this part of our page led to [over 40%](https://wpforms.com/digital-marketing-statistics/) more engagement when compared to generic CTAs like 'click here.' 

I also suggest including the same CTA strategically on the page. For example, you could include one above-the-fold and one after your copy and visual content. This will ensure people can find your call-to-action, regardless of where they are on the page. 

An optimized call-to-action button makes it crystal clear what you want visitors to do. It should demand attention and urge them to take the next step in their journey.

### **Final Thoughts**

There you have it! The 6 product landing page elements I covered here today have helped us tremendously over the last several years, and I know they can help you, too. My final piece of advice is this: don't be afraid to experiment. Once you get all of this setup, feel free to change and test different parts of your page until you find a formula that resonates with your audience.