Product Landing Pages: Here Are 8 Killer Product Landing Page Ideas for Your Ecommerce Website
Many ecommerce platforms are witnessing massive success. And many are failing as well. For those that are losing out, the difference between them and the champs could be something as simple as product landing page optimisation.
A landing page is where all the conversion magic happens. This is the zone where you convince the buyer to click the “buy” button and make your bottom line better. So, if you don’t supply them with all the knowledge they need or your design impairs their user experience, you’ll be out of customers.
If you’ve arrived at this article, then I’m sure you are looking for ways to configure your landing pages for better results. Guess what? I’ve got good news for you. I’ll take you through some of the most effective ways of creating the best product landing pages that convert like crazy.
Table of Contents
- Use Clear Call-to-Actions
- Use Clear Product Image Shots and Engaging Visuals
- Increase Trust by Including Reviews From Previous Customers
- Be Open About Your Shipping Policies
- Throw Some Discounts
- Use Product Categories
- Personalised Product Recommendations
- Use Wishlists
The General Structure of a Product Landing Page
A landing page is one of those few special conversion methods that help you to turn visitors (traffic) into buyers (dollars). This is usually a single webpage with one or several products that a customer may be interested in.
Now, since the clients are coming in with very little knowledge about your product, they are not sure if they are going to purchase it. It’s up to the landing page to serve them with vital information and help them see why the product listed would be the ideal choice.
Simply put, a product landing page must help a visitor stop thinking about whether they should make a purchase and actually do it. This is why this page is an ideal method of corralling and retaining traffic.
Ladies and gents let’s now go through the ecommerce product landing pages that you came here for.
Product Landing Page Ideas You Can Use On Your Ecommerce Website
Step 1: Use Clear Call-to-Actions
Be very blunt in your CTAs on what you want your visitor to do-whether that is downloading a special guide or subscribing to something. Failure to be explicit about what a client should do will leave them with cliffhangers. And when someone is in suspense, they tend to postpone decision making.
Besides clarity, your call to action should be understood easily and be notoriously visible. Here a few characteristics of high-converting CTAs:
They are buttons
Sorry if I appear to insult your intelligence, but I have to affirm this – CTAs are buttons. They are not memes, gifs, black holes, hyperlinks or texts. Therefore, don’t go wild and start experimenting on something new and trendy. Don’t do that. Simply stick to the tried and tested button formats.
If you must customise your CTA, then alter the fonts and colours but leave the general shape and appearance the same. Here is an example of a practical, yet good-looking call to action button.
Although many CTAs are rectangular, you can go with anything from those with bevelled edges or rounded corners. The shape won’t affect conversion or visibility if the rest of its engineering has been done well.
They sport a compelling copy
Your CTA needs to look nice, have bold colours, and be easy to sport. But guess what, all these factors are insignificant compared to the copy. Why? Because it’s the copy that compels someone to make the jump-not the colour or design.
Here is something you already know; you have a limited amount of space to convince visitors with words. So within this limited space, you need to tell your prospects what exactly is in it for them if they do what the CTA says.
The example above displays a CTA from Sunglass Warehouse. It’s action-oriented, Isn’t it? When you join the club, what are you going there for? The 30% discount, of course.
Where do I get those mind-blowing statements? It’s nothing to worry about. As you may have realised, CTAs use some of the simplest verbs like Join, discover, build, learn, stop, etc. Don’t pull up your complex thesaurus library for this simple task.
They are logically placed
CTAs need to be directly placed in the reader’s path-not up or sideways. Apple is wildly successful, yet they haven’t really mastered the art of proper CTA placement. They feed the customer all the good information, but the further down you read, the more you move away from the CTA at the top. I’m pretty sure Apple has lost a few sales due to this simple mistake.
Get into the habit of placing your call to actions directly in line with your readers’ buying journey.
They use contrasting colours
Remember I said that colour is not the most important aspect of CTA’s anatomy? It still is. Many people have tested the performance of CTAs with regards to different colour shades but the results we not outstanding.
However, there is one element of colour that must be observed-contrast. A call to action button must stand out from other website details for easy identification. It needs to still the show and beckon the reader to come closer and seal a deal.
What’s the first thing you see on the screenshot above? The 30-day guarantee deal, right? You saw it first because its colour contrasts with the website theme colour. Such a simple tweak can help you ramp up your ecommerce conversions.
Now, let’s move on to the next landing page idea
Step 2: Use Clear Product Image Shots and Engaging Visuals
One of the reasons many ecommerce shops close down is because of poor product presentation. Offline retail shops have an advantage of letting customers touch, feel and at times, test their products before a purchase. The same doesn’t happen with online shops.
So how do you make up for these inadequacies? By leveraging great product photography. You need to use large images of your product-shot from all the possible angles. This way, a customer can get a good idea of what they are buying.
Most of the time it’s easier to think the function of visuals is to supercharge conversions. Here is the truth; they do much more. For instance, it’s a way to provide value to your customers and create a good first impression. Furthermore, when clients visit your site and get all the info and help they needed, they tend to trust you more
Let’s take a look at all the things you must consider when creating product images:
- Shoot your photos from a plain white background to avoid clutter. A blank surface means only the product will be the centre of the focus-nothing else
- Show the images both as single versions and in-context as well (when someone is using the product)
- Lighting, saturation, and contrast must be consistent to avoid some sections of a photo taking a different look.
- Implement the zoom feature so your customers can get an up-close view of the product. You can use tools like Cloud Zoom, Magento Zoom and Magic Toolbox for that purpose.
- Offer a detailed view of your products. I’m not talking about having multiple photos (which is essential by the way). Rather, I’m talking having those images that spin at 360 degrees. If your budget can handle it, do it for all your hot-selling items. You can use Magic 360 tool
One last advice about product images; shoot your own. Don’t copy paste images from manufacturers and use them as your own. You could lose your credibility and in worst case scenarios, get penalised for copyright infringement.
Let’s talk videos
Images are ideal when you want someone to see what you offer. Unfortunately, as good as they can be, some people tend to remain unmoved by still visuals. The best way to appeal to such visitors is by using videos.
Videos are effective because, within them, you can highlight a customer’s problem and show how your product will solve it. If you decide to go the video route, then make sure to charm your audience within the first 8 seconds of they will close the tab. You need to keep the clip very short but within it explain the purpose of your product, mention customer testimonial, and communicate your value proposition. Oh and don’t forget to drop a call to action.
Step 3: Increase Trust by Including Reviews From Previous Customers
Marketing Land research stipulates that 90% of buyers believe that customer reviews influence buying decisions. A bigger number of those customers said that they do read reviews before making a purchase. Personally, I must check reviews to see if customer service sucks before placing an order.
Customer reviews are basically a recommendation left by one person to the other. And given how many people are sceptical about internet deals, having a good number of customer testimonials will help them be at peace with you.
For insane conversions, you need to incorporate customer testimonials right within the product page. This way, they won’t leave the page to go somewhere else to read your reviews. You need to start looking into this if you haven’t started yet. And if by any chance your competitors are already using this technique, then stop thinking and take action pronto.
Both bad and good reviews can convert.
I figured if I don’t point this out, you might be motivated to delete your negative reviews in the hope of improving conversions. Would you trust a website that has only lustrous reviews? I wouldn’t. Why? Because it doesn’t look realistic. The presence of both good and bad reviews displays genuine.
In an age where reviews can be solicited, some people have learned to respond well to negative reviews rather than the positive ones. So you mean I should ignore the glaringly bad feedback on my page? Yes- unless it’s from trolling gurus or contains sensitive info. Otherwise, let it be and focus on turning things around.
Negative reviews are usually left for a reason. This is your chance to find out why the customer was dissatisfied and maybe make things better for them. By fixing a problem, some customers may not come back to pull down the review, but they can provide a better one. Also, customers who get their issues fixed tend to come back for more.
Step 4: Be Open About Your Shipping Policies
Have you ever noticed so many online shops keep shipping charges hidden until very later on in the buying process? If you do the same, then this could be one of the things affecting your bottom line.
You need to be very clear about shipping rates and where possible offer free shipping. In case you didn’t know, almost half of the ecommerce hubs are already offering to ship for free on purchases that go above a certain limit. If your rates are exorbitant, so many visitors will abandon their shopping carts.
If you have to charge for shipping, then come up with a flat rate fee and post it on all product pages. Don’t wait until a customer is about to make a purchase and then bombard them with an inflated rate.
List all the carriers you support
It’s also a good practice to list out all the carriers you use. Some people have had a nasty experience with a particular and delivery service, and they will crawl out of the sales funnel if you don’t have alternative options. It’s always a wise decision to support several.
There is also the issue of delivery times. Why would I buy a product that takes many days to arrive when drones are likely to do this in 30 minutes or less? Anyway, no matter the delivery duration, make sure to include it alongside the product.
Step 5: Throw Some Discounts
Offering discounts is one of the best product landing pages practice that can drive up your conversion rates by a huge figure. It’s surprising how a simple $5 reduction on a product that costs $50 can make your shop the go-to spot for many buyers.
There are many ways to throw discounts apart from the price reduction. You can offer free trials, a bonus product when someone purchases a batch of items or even free premium customer service.
Decide who to target
You don’t get your items for free, and therefore it’s almost impossible to give out rebates to everyone. Your ROI will not keep you afloat. The best approach, therefore, would be to target a group of customers-usually new or existing.
If you want to lure new customers to your shop, you will need to be more aggressive than your competitors. The good news is, anyone would switch sides when presented with an irresistible offer.
The game doesn’t end there. Some people might disappear after redeeming all their coupons. The antidote to keep them on your site and always interested in your business is through further retargeting with follow-up discounts.
Coupons are also a great way to deal with shopping cart abandonment. Did someone leave a product in the shopping cart? No biggie. Why don’t you email them with a “want you back” discount on the product in their cart?
Don’t set up a coupon campaign and imagine its working fine. Go back and check to see if it’s fruitful. If it isn’t, ditch it and try something else.
Step 6: Use Product Categories
The ultimate goal of an ecommerce shop is to make revenue, and that can only be achieved by making sales-massive sales. However, that can remain to be a pipe dream if the design of your webpage doesn’t make shopping easier for visitors.
Using product categories makes shopping a breeze. If someone is looking for kids cloth, they would normally hover their cursor to the toddler section and then use filters to swipe through different sizing. This is a little tedious.
Product categories display all the classifications baby clothes can fall into-from gender and weight to age. This way, you can use a few seconds to arrive at your favourite options.
Step 7: Personalised Product Recommendations
Cookies are essential in unmasking customers browsing history. If someone comes to check a golf stick, then there could be a possibility their gloves are coming apart or their ball markers arsenal is running out. Now, you can recommend some of these products to them below the one they came to see first.
Step 8: Use Wishlists
A wishlist, also known as a “want” list is a safe place for a customer to put an item they are not ready to buy at the moment but might do it later on. This simple landing page optimisation trick may look less important until you lose a return client.
During your online tour, there is a possibility you may bump into something you like but don’t have money at the time. So what do you to avoid having to look for it all over again the next time around? You toss it into the wish list. And when you get the money, you just head into the want list and purchase it from there. Convenient isn’t it?
Wishlists improve the user experience and can easily turn someone into a repeat customer. With the growth of social media, people like posting their want lists on their favourite social platforms for others to see.
Since some people have a habit of buying what their favourite friends or celebrities bought, they might head over to your site to check out those offers. The outcome? More traffic and sales-talk of killing more than two birds with one stone (pun intended).
If you’ve been underestimating wishlists, it’s time to rethink this through. This could turn out to be one of your reliable ways to drive up traffic and conversions.
Other landing page ideas worth looking into include displaying contact info, stating your unique value propositions, user testing and displaying the “Added to cart” notifications. There are many more, still.
By the way, relationship building is still one of the best ways to interact with other businesses that are doing well in this space. As an avid beginner or someone who wants to increase their current conversion rates, it would be ideal to look at what techniques your competitors are using and apply them to your shop. There is a caveat to this; don’t copy blindly!
The Bottom Line
Running a successful ecommerce business entails a lot. If you are starting out, the journey ahead is going to take a toll on you. You are going to need a lot of content, work with SEO experts and designers to give your readers a good experience.
But since making sales is the ultimate goal of starting a business, you will need to learn all the best product landing page ideas worth implementing. I have already listed some of them, and it’s now up to you to make the right move.
If done correctly, product landing page optimisation can help you rake in more sales and take your business to the next level.
Is there a unique product landing page idea you know about that is working and I haven’t listed it out? Feel free to share it with us via the comment section below.