What is a Product Landing Page & Why You Need Them to Generate Conversions

What is a Product Landing Page Banner

Designing landing pages can be quite a challenge, but it’s a vital task for ecommerce businesses. A landing page serves as the introduction to a business, an online course, or a product. 

There are a few key differences between conventional landing pages and product landing pages. 

Product landing pages are designed to showcase and promote a particular product, unlike general landing pages which can be used for various purposes, such as lead generation or event promotion. 

Understanding these goals is crucial for converting ads into sales. In this article, we’ll explore exceptional product landing pages with seven real examples. Let’s dive in!

What is a product landing page?

A product landing page is a standalone web page specifically designed to promote and showcase a single product. 

This is a crucial touchpoint on the customer journey, where you’re able to make a virtual elevator pitch to your potential customers and convey the USPs of the product, compelling them to take the desired action.

Online companies often display product landing pages to users who click on online advertisements, which makes sense because this incoming traffic has already demonstrated an interest in the product. A product landing page saves each incoming visitor the effort of having to find the right category and product page after arriving on your website, thereby dramatically improving the customer experience.

Why are product landing pages necessary?

Product landing pages are necessary because they provide a focused, targeted platform to showcase a specific product, increasing its visibility, engagement, and conversion rates. 

The best product landing page for your product will feature:

  • a great landing page headline,
  • high quality images of your product,
  • landing page copy that explains key product features,
  • customer testimonials that demonstrate the quality of your product, and
  • a compelling CTA that encourages visitors to convert.

A product landing page is the perfect place to provide your customers with all these important elements. Many product landing pages will also feature visual data or a product demo video to help explain their USP in more detail.

It’s incredibly valuable to have a dedicated post-click page for each paid ad you run, since this will help you make more sales from the same amount of traffic and boost your ROI!

7 examples of effective product landing pages

Every product landing page example on this list brings something unique to the table in terms of web design, outlining key features, and generating an emotional response.

If you want to create a successful product landing page, make sure to pay close attention to these winners.

1. Asana

Asana uses numbers in their great product landing page copy - product landing page example 1

What do they do well?

Asana’s product landing page is an excellent example of how to sell digital products. All the emphasis is on how their product can benefit an employee or a team by increasing productivity. A potential customer will understand immediately whether this product fits their needs, making it easy to click the buy button.

What can you learn from it?

If you can support the effectiveness of your product or service with real numbers, don’t be afraid to use them. This approach makes a lot of sense on SaaS product landing pages specifically, because the average user will be very concerned with making sure that your product is a good investment.

2. Notion

Notion's excellent product landing page design helps them convert visitors - product landing page example 2

What do they do well?

Notion is a well-known software that offers customers a connected workspace that they can use individually or as a team.

They display all the famous brands that currently use Notion as a compelling form of social proof on their product landing page. Knowing that brands like Pixar and Figma trust the software makes Notion seem much more trustworthy.

What can you learn from it?

If you work with recognizable brands or companies, make sure that you display them prominently. You can also link to case studies that share further details on how each brand uses your product.

3. Slack

Great product landing pages like this one from slack communicate a lot using short landing page copy - product landing page example 3

What do they do well?

Slack does a great job of explaining exactly how to use their product. After reading these four short sections, their potential customers will understand exactly how easy it is to get started with using the popular project management tool.

What can you learn from it?

Just like the other pages on your website, on a digital product landing page you want to make the user journey as easy as possible. Ideally, a user should be able to sign up for your service or make a purchase in just one click.

4. Peloton

An effective product landing page like Peleton's will use high-quality images of physical products - product landing page example 4

What do they do well?

Peloton, a popular exercise equipment and media company, uses engaging visuals to capture visitors’ attention. Their product landing page design also uses bold colors to help their CTA stand out.

What can you learn from it?

Relevant images or videos can help capture visitors’ attention and create a positive product impression. Whether you’re selling online courses or software, you need to make sure that your visitors can visualize your product in action. 

5. Apple

Apple's physical product landing page makes their product look irresistible - product landing page example 5

What do they do well?

Apple’s iPhone 14 Pro product landing page not only highlights the product’s benefits, but also compares the model’s features with other versions of the phone. Their handy comparison chart helps ensure customers are product aware and can confidently make a decision about which phone is best for them.

What can you learn from it?

If you have a wide range of products or services, having a comparison page can help customers feel confident enough to choose.

6. MyFitnessPal

MyFitnessPal is a membership site that uses a great product landing pages template - product landing page example 6

What do they do well?

MyFitnessPal is a weight loss and health management app that helps users reach their fitness goals. Out of all the product landing page examples we’ve covered so far, this design most effectively displays clear images of the lifestyle their app can help users achieve.

What can you learn from it?

Simple, visually appealing content can quickly convey an app’s purpose and features to potential users. More landing pages should be bold enough to do less like this one.

7. ClickUp

Clickup uses a bold headline to direct users towards the action they want visitors to take - product landing page example 7

What do they do well?

ClickUp software is a task management tool that allows users to get work done more efficiently, but they have a wide range of features that they need to explain to their audience. They’re able to communicate a lot about how to use their app with a combination of video and clever copy.

What can you learn from it?

Providing a video demonstration on your product landing page can be highly effective for showcasing how an app works and how it can benefit users.

What makes a good product landing page?

These 12 product landing page best practices can improve any product landing page you have on your website.

1. Attention-grabbing headline

A compelling headline is the first thing visitors see on your landing page. You want to make sure that it instantly captures attention while communicating the product’s unique value.

Your landing page headline should be concise and impactful, and it should directly address the pain points or desires of your target audience.

Like many of our product landing page examples, this one from Fuji for the Instax Mini has a great headline: “Fill your world with joy.” It focuses on the joy that the camera (and the photos) can bring you. 

Product landing page best practices - 1

2. Clear, concise value proposition

Your value proposition goes right below your headline and should clearly communicate how your product addresses the needs of the customers and what sets it product apart from your competitors.

A value proposition should use persuasive language to emphasize the benefits users can expect from using the product.

Here’s an example from Slack, where they encourage users to discover new ways of working by using their channels features. 

3. Mobile responsiveness and fast loading times

The majority of online shopping now takes place on mobile devices, which means that a good product landing page must be optimized for different screen sizes. It also needs to load quickly regardless of the type of device a visitor is using.

Mobile responsiveness ensures that users have a seamless experience across all their devices, improving engagement and conversions.

4. Intuitive navigation and user-friendly design

A well-organized and intuitive layout makes it easy for visitors to understand the product’s features and benefits.

A clear flow should guide users through the page in a logical manner, leading them from crucial information toward the primary call-to-action.

Product landing page best practices - 3

5. Conversion-focused elements (lead forms, countdown timers, etc.)

Incorporating relevant conversion-focused elements increases the chances of visitors taking action. Since online shoppers tend to procrastinate on making purchases, you really need to give them a reason to buy now rather than later.

Well-placed lead forms enable you to capture potential leads, while countdown timers create a sense of urgency and encourage visitors to act quickly.

Booking.com creates a sense of urgency by letting visitors know when the accommodation they’re viewing is “not usually available.”

Product landing page best practices - 3

6. Visual appeal and captivating imagery

High-quality, relevant images and videos enhance the overall appeal of a product. When customers can easily visualize what a product will look like in their life, they’ll start building an emotional connection with it.

Visuals should both complement the product description and reinforce the product’s value proposition.

Nike’s product pages are known for their visually stunning imagery and engaging design.

Product landing page best practices - 6

7. Social proof and customer testimonials

Genuine customer reviews, testimonials, and case studies can all build credibility and trust in the product and your brand. That’s because including social proof from satisfied customers or influencers validates the product’s effectiveness and quality.

Casper prominently displays testimonials from customers on their product landing pages.

Product landing page best practices - 7

8. Persuasive copy and storytelling

Your product landing page copy should always be persuasive, engaging, and resonate with the target audience’s needs and desires. Incorporating storytelling elements is a great way to get users to see your product in a new light, giving them more reason to take action.

GoPro’s landing pages often use persuasive copy and compelling storytelling to showcase how their camera works in the field. 

Product landing page best practices - 8

9. A/B testing and optimization

In order to transform a good product landing page into a great one, you need to continuously improve each element through rigorous A/B testing. It’s the only way to be sure that the headlines, copy, and product images are driving conversions as effectively as possible.

Regularly applying conversion rate optimization techniques to your product landing pages will ensure they’re always performing at their best.

10. Seamless integration with the brand

Your landing page design, color scheme, and overall tone should align with your brand identity.

Consistency across marketing channels strengthens brand recognition and ensures that your visitors don’t get confused.

OptiMonk’s product landing page uses the same fonts, design principles, and color scheme as the rest of the website. 

11. Trust-building elements

Trust symbols, security badges, and money-back guarantees instill confidence, reassuring potential customers that they’ll be able to make a safe, risk-free purchase.

OptiMonk highlights its awards and third-party endorsements in the footer of all their product landing pages.

Product landing page best practices - 10

12. Clear, prominent call-to-action (CTA)

Your CTA is the focal point of your entire product landing page design, so it should be easy to find. Using contrasting colors can help draw visitors’ eyes toward your CTA.

Action-oriented language that clearly states the desired action, whether it’s making a purchase, signing up, or requesting more information, will improve your conversion rate.

Netflix’s well-designed landing pages prominently feature CTA buttons.

Product landing page best practices - 11

FAQ

How does a product landing page help generate conversions?

A product landing page helps generate conversions by delivering targeted messaging that appeals to the audience’s needs. It features clear and compelling call-to-action buttons and avoids distractions to keep visitors focused on the product’s benefits.

What’s the difference between product pages and product landing pages?

The main difference between product pages and product landing pages is that the latter is designed specifically for marketing campaigns, aiming to convert visitors into customers. A product page is a more permanent part of a website.

How do I measure the success of a product landing page?

There are some key metrics that can be used for this purpose, including conversion rate, click-through rate, bounce rate and time-on-page. 

Final thoughts

Hopefully you’ve been able to pick up a few tricks from these product landing page examples. Making even small adjustments to your product landing pages, whether that’s including more social proof or leveling up your product images, can leave you with more happy customers at the end of the day.

OptiMonk’s new AI-powered Smart Product Page Optimizer can help make your digital marketing life easier. Our software doesn’t just come up with great ideas for your next product landing page, it also A/B tests multiple variants to find out which one works best for your unique audience.

Sign up today!

Share this