Landing web page design is, in some ways, a mixture of artwork and science. It has a definite function: to promote somebody in your services or products. But whereas many efficient touchdown pages have related options in frequent, if all of them seemed the identical, the reader would instantly lose curiosity. That’s why it’s a must to make them stand out, therefore the “art” piece.
When working with initiatives which might be, like product touchdown pages, each artwork and science, you should perceive which elements are the previous and that are the latter.
Here, we’ll go into what touchdown pages are and what you are able to do with them, discuss finest practices and present you all types of distinctive product touchdown web page examples and why we expect they’re distinctive.
What Is a Product Landing Page?
A product touchdown web page is just like the second step to a product-focused conversion, similar to a sale or subscription to a e-newsletter. A website customer arrives on a product web page after clicking to get there, whether or not it’s from a hyperlink on social media, an natural search engine outcome or a paid advert.
A core factor of a product touchdown web page is that it presumes the customer studying it’s already within the product in query, whether or not it’s a bodily product, a digital product or a service. The product web page is there to teach and encourage them to take the subsequent step in changing.
A profitable product web page has a excessive conversion price. In quick, how many individuals are studying it by means of to the tip and clicking that CTA?
For instance, say you’re a cybersecurity firm that makes software program suites for small companies. Your goal, after piquing the customer’s curiosity, is to get them to transform. This may imply reserving a gross sales demo, downloading a white paper or one other motion that advantages your corporation indirectly.
The Content Marketer
Get weekly insights, recommendation and opinions about all issues digital advertising and marketing.
Thanks for subscribing! Keep an eye fixed out for a Welcome e-mail from us shortly. If you don’t see it come by means of, test your spam folder and mark the e-mail as “not spam.”
How Do You Create a Product Landing Page?
In the previous, making a product touchdown web page required somebody with coding or internet growth abilities. Since then, automated instruments have made the method loads simpler.
There’s no scarcity of those instruments, so you’ve numerous freedom in choosing the one which most accurately fits you. Some are specifically designed to work effectively with a WordPress theme, for instance. Others have designs extra appropriate for different internet platforms similar to Squarespace or Shopify. Feel free to buy round and take your time selecting.
Naturally, you are able to do away with computerized product touchdown web page design template builders and go for the old school methodology with the aforementioned coder or internet developer. While tougher, this methodology gives most selection and freedom: Your product touchdown web page is barely restricted by what your crew can create.
What Can You Do With a Product Landing Page?
First, let’s contemplate all of the various things you are able to do with product touchdown web page design. You’re actually not restricted to just one function together with your product touchdown web page — in truth, you’re inspired to intention for as many of those finest practices as attainable.
Enhance Your Brand Image
This takes your model identification and invitations your reader to get to know you higher. This means having a constant copy, with a brand-specific tone, type and look. If you’re profitable, you enhance the reader’s consciousness of your model, making it simpler to recollect you. Even if you happen to don’t make a conversion then, the reader will maintain you in thoughts after they’re contemplating their potential choices additional down the road, resulting in future conversions. They would possibly even suggest you to their mates, colleagues and enterprise companions.
Bring In More Traffic
Separate from enhancing your model picture is bringing consciousness to your web site, your corporation and its choices. Remember, touchdown pages will be Web optimization-friendly, too, and also you need as many individuals viewing your touchdown web page as attainable. The extra visitors you possibly can earn together with your touchdown web page, the higher.
Increase Your Credibility
A very good product touchdown web page must be easy, efficient and most of all, interesting. Consider including some social proof similar to buyer testimonials about your product to offer your model a credibility enhance.
Bring In Leads
Of course, you need a potential buyer to do what your CTA copy suggests. Remember, anybody who arrives at your product touchdown web page already has some curiosity in what you’re promoting. The copy must be one in every of, if not the ultimate step in changing them.
How Do Product Landing Pages Differ From Other Types of Content?
Product touchdown pages are totally different from different web entities similar to blogs, pillar pages, eBooks and various forms of content material. Let’s go into a number of frequent examples and the way they differ.
Yes, many blogs have a transparent CTA able to convert the reader. But a weblog takes a distinct method for a probably dissimilar viewers. Product touchdown pages are particularly about promoting a product to somebody who’s already proven curiosity in it. Blogs are usually extra academic in nature and infrequently usher in individuals who wish to be taught extra a couple of matter — not merely a services or products. If there’s ever a point out of a product in a weblog, it’s within the CTA, if in any respect. So whereas product touchdown pages are about conversions, blogs are supposed to enhance a model’s authority in a specific matter.
Pillar pages are one of many first pages your viewers goes to after they want details about one or a number of topics. They’re primarily a type of content material hub. If your web site is a tree, then pillar pages are the heartwood of your website, with many branches resulting in totally different areas for explicit inquiries. This sort of web page is available in a number of varieties, similar to providers pillar pages, useful resource pillar pages and high-value content material pillar pages.
For an incredible instance, break down the construction of this pillar web page on key phrase analysis. The very first thing you’ll most likely discover is that it’s lengthy. It needs to be as a result of it mainly solutions all you should find out about key phrase analysis, with frequent hyperlinks to different sources on the location that go into additional element about subtopics.
In any state of affairs, it’s clearly not a product touchdown web page. A product touchdown web page is comparably easy, to the purpose and laser-focused on making conversions. People additionally don’t wind up at pillar pages the identical manner they do product pages — pillar pages are sought out by those that need an in-depth understanding of one thing, whereas touchdown pages are for folks curious about a product.
eBooks are long-form items of content material advertising and marketing that go into nice element a couple of topic associated to the model. They’re much like pillar pages in that they are usually longer than product touchdown pages, however pillar pages attempt to reply a variety of questions at one time. eBooks can have CTAs like different types of advertising and marketing they usually’re focused towards individuals who wish to be taught extra a couple of explicit product or topic.
However, identical to the earlier instance, they are usually far too lengthy to make efficient product touchdown pages. Yes, they are often centered round a product and are for many who wish to be taught extra about it, however an eBook is extra prone to be the tip purpose of a conversion. It’s not unusual for a weblog or product touchdown web page to result in downloading an eBook.
Product Landing Page Examples
OK, so we’ve talked about what product touchdown pages are and aren’t. And by now, it is best to have a powerful understanding of what the purpose of a product touchdown web page is.
It’s time to offer you strong examples of efficient product touchdown pages and pick the most effective practices utilized in every.
Scroll a bit and also you’ll discover the opening paragraph:
Notice how completely easy and easy the language is. With one fast overview, it is best to have a good suggestion of what the product affords and a few of its core options. But there’s extra than simply copy to take a look at: There are additionally colourful, eye-catching summary designs and animations that outline the model’s identification. Continue down the web page and also you’ll discover extra options being demonstrated. It even has sound and interactive components that encourage you to interact with its providing.
I didn’t go to this product touchdown web page instance for something aside from analysis causes, however even I couldn’t resist taking part in with the splendidly aesthetic toys the web page lays out so that you can pattern. It’s skilled, it’s eye-catching and it’s enjoyable.
Yes, we’re largely speaking about B2B product touchdown pages, however that doesn’t imply you possibly can’t borrow classes from a model that’s virtually well-known for its advertising and marketing. As you’ll immediately work out by clicking on Apple’s product touchdown web page for its AirPods Max, this product is a set of headphones meant to enchantment to audiophiles and Apple followers.
Check out how Apple-y this web page is. The exceptionally fundamental, black-and-white design and shade scheme scream simplicity, high quality, performance and all the pieces else that makes Apple, Apple.
Apple is aware of that if you happen to’re on this web page, you’re already within the product. So it lays out precisely what makes the AirPods Max stand out in its headline, which occurs to be the issues each audiophiles and Apple followers are likely to need: high-fidelity audio and high quality befitting the title of AirPods.
Scroll a bit additional and also you’ll see eye-popping, high-resolution animations of the product behind the qualities they put in massive, daring letters: “High-fidelity audio” is repeated, then “Stunning design with an exceptional fit,” emphasizing type and luxury. Scrolling additional permits you to work together with the web page: The extra you scroll, the extra product options are listed with extra ultra-high-resolution photos of the product.
Make it to the tip of the web page and also you’ll get comparisons of Apple’s AirPods choices, from the second-generation AirPods to their most premium providing, the Max. If you’re nonetheless uncertain at this level, Apple provides you different choices that could be a greater match for you. The graphic designs representing the totally different options allow you to simply distinguish between every product.
All the important options you’d need in a pair of over-ear headphones are listed out with brevity, precision and above all, type. Nothing is wasted on this product touchdown web page instance. It actually does present Apple’s model on the prime of its recreation. Heck, you might take away all of the phrases on the web page and also you’d most likely nonetheless be capable of inform it’s an Apple product based mostly on the distinctive model design alone.
As one of the crucial widespread instruments for key phrase analysis, Semrush is a family identify in content material advertising and marketing. It additionally has a killer touchdown web page.
Right out of the gate, Semrush tells you what you are able to do with it in its headline and instantly provides you an opportunity to attempt it out for your self.
Anyone with even the slightest little bit of curiosity may give their service a shot proper then and there.
Continue scrolling and also you’ll see a listing of main manufacturers that use Semrush, giving the product credibility. Amazon, Samsung and Walmart are some notable inclusions. Who wouldn’t wish to discover related success by utilizing the identical Web optimization merchandise they use?
Following that, you get extra particulars and options captured in a lovely shade scheme with a easy interface that encourages exploration of its core elements, from Web optimization to company options. Each part has a button that allows you to discover out extra: For Web optimization, there’s “Try SEO Toolkit.” Under Market Research, you possibly can see “Try Competitive Research Toolkit.”
Then you’ve received buyer critiques to additional enhance the product’s social proof. The web page actually desires to emphasise that it’s one of the crucial trusted units of providers for essentially the most profitable corporations on the planet. There are extra statistics in massive, daring letters that designate how many individuals use the product, what number of awards it’s gained as “Best SEO Software Suite,” and one other quantity that illustrates its particular reputation with Fortune 500 corporations.
At the very backside, you’ve received the CTA button in wonderful orange and white. It encourages you to attempt all its toolkits for 7 days. If you’re on the lookout for an efficient set of instruments to spice up your corporation, why wouldn’t you make the most of the supply?
At the center of Slack is a communications system for companies that may additionally implement different third-party apps similar to Google Calendar and Zoom. Especially helpful for distant work, Slack was the primary app of its form. Yes, there have been chat apps earlier than Slack, however none introduced your entire expertise collectively fairly like Slack did. So what makes Slack’s product touchdown web page stand out?
Just like Slack’s preliminary thought of being a complete communications app, the best way it presents its touchdown web page covers all of the bases and hits the correct components to make a really interesting touchdown web page.
The very first thing you’ll most likely discover is its two-toned headline on its signature purple background: “Great teamwork starts with a digital HQ.” Right away, you get a strong thought of what Slack is all about. There are a few key phrases to pick from this textual content: “teamwork” and “digital HQ.” It may simply be stated that Slack is about these two phrases, they usually appropriately stand out as one of many first components on the web page.
Alongside the colourful textual content is an animation demonstrating the product’s main perform, giving context to the phrases. You can see 2 totally different channels, with totally different folks doing business-y issues. It’s apparent it is a B2B product based mostly on the animation — one thing you won’t intuitively perceive if the textual content have been alone.
Then you’ve received a CTA button in a few side-by-side varieties, with 2 methods to enroll. These buttons are accompanied by a declare that places a very powerful half in daring: It’s free to attempt. Your eyes naturally learn the remainder of the textual content, which provides the vital fragment of “for as long as you’d like.”
What follows is all the correct components of a touchdown web page. Like Semrush, corporations with family names are put entrance and heart as companies that make the most of Slack for that candy social proof. This is additional boosted down the web page with daring statistics similar to, “85% of users say Slack has improved communication” and “86% feel their ability to work remotely has improved.” The breakdown of options together with “Learn more” hyperlinks all have animated illustrations to go along with them, exhibiting you the product in motion.
Slack does an outstanding job of explaining its product and demonstrating it on the similar time. While there’s loads on the web page, it by no means feels prefer it’s too busy or that your consideration is distracted by one thing irrelevant. It all flows simply, and by the point you’re accomplished, you know the way to make use of the product and why making an attempt it for your self is a good suggestion.
This product touchdown web page takes what would possibly historically be conceived as a tame topic — web site information insights — and makes it cool.
The very first thing the web page factors out in its headline is what their product can do this typical information analytics can’t: “Numbers tell you what’s happening. Hotjar’s visual insights tell you why. So you can make the changes that matter.” You now know not solely what Hotjar does, however what makes it distinctive and why that issues — and it does all of that in three transient sentences.
Hotjar is aware of credibility is vital, so it makes positive to incorporate what number of corporations use it and a few massive names: Adobe, Microsoft and Nintendo are customers of this product.
This is all effectively and good, however that doesn’t actually provide you with an thought of how the product works. That’s why the subsequent part is designed to drag your consideration in, providing an animation of the product in motion. This a part of the touchdown web page is very fantastic: It’s colourful, interactive and — for a product that’s primarily visible information analytics and insights — surprisingly partaking. You can click on on the service’s particular person capabilities for additional data that’s offered with animations of the type of insights you will get.
For those that wish to find out about integrations with different providers similar to Google Analytics, the product touchdown web page helpfully factors that out, too. If you need extra particular details about the third-party purposes Hotjar will be applied with, there’s a hyperlink the place you possibly can discover extra.
Hotjar, clearly figuring out what makes an excellent touchdown web page and what folks wish to know after they arrive at one, provides buyer testimonials, addresses privateness options and features a massive CTA button on learn how to get began.
All in all, Hotjar excels in making its product appear thrilling. This is a considerable feat contemplating that it’s making an attempt to promote you on information analytics software program. It’s an particularly good contact that they provide a free Basic plan so that you can discover the product’s options in case you’re uncertain whether or not the product will give you the results you want. This could be useful in case you’re an particularly small firm and aren’t positive how you may benefit from information analytics but. But a free plan means you don’t have anything to lose.
Absurd Design is a service that gives illustrations to make use of by yourself web site. The product touchdown web page claims that the illustrations are a one-person present. But their touchdown web page is much from amateurish. In reality, it will get all the weather proper and nonetheless goes out of its approach to stand out on this listing.
Most notable about this web page is its shade scheme with copious quantities of white house. Only 3 colours are used: black and white with yellow accents in some areas. The model totally understands that it wants a beautiful and identifiable model shade palette to outline itself, and its minimalist graphics handle to be interesting and simple to recollect.
Seeing as it is a service that sells illustrations, you’ll naturally wish to see some samples. Not solely does the web page present them, however it does so in a manner that highlights every particular person piece and what makes it distinctive. For instance, the very prime of the web page has an enormous design resembling a birdhouse related to a wind-up field with legs subsequent to the headline. It’s, effectively, nothing if not absurd. But the touchdown web page is betting that’s precisely what you’re on the lookout for and are prepared to scroll extra.
The subsequent part actually emphasizes the artist’s technique with their illustrations: “In a digital era, we sometimes feel the need to interact with something more human that will make us appreciate both the beauty and the imperfection of something made by hand.” This textual content is accompanied by one other design that appears like a strolling knot with flowers popping out the highest of it.
One would possibly assume, positive, they’re good illustrations, however what can I do with them? That’s what the animation within the subsequent part is for. It options an “illustrations for” with altering endings to the phrase. For instance, it exhibits “landing pages,” “articles,” “apps” and “presentations.”
The firm is a one-person present, in order that they use this to their benefit by mentioning the exclusivity of being a member: There can solely be a most of 300 at any given time. This is adopted by the two plans you possibly can join — and the variety of seats left. The web page saves the proof of credibility for final, with its varied mentions on widespread platforms.
Absurd Design could be a small firm, however you wouldn’t know going by the distinctive high quality of its touchdown web page.
A Crucial Step To Successful Conversions Is an Exceptional Landing Page
Here, we’ve tried explaining each the science and artwork of product touchdown pages. Hopefully, these diversified examples will lead you to know what makes an incredible touchdown web page and encourage you to create one thing equally superb to your personal services or products.