Unlike a standard landing page, those designed specifically for products serve as a web page that allows you to promote and sell a particular product or service. These landing pages are typically used in marketing campaigns to drive traffic and encourage conversions; this is done by providing information, as well as persuasive content about the product.
More than that, a product landing page differs from the standard format because it is specifically optimized for conversions. Conversions refer to the particular actions taken by a user that can be considered valuable, such as making a purchase, downloading an app, or watching a video.
These landing pages typically have a clear and concise headline that highlights the main benefit or value-proposition of the product, as well as adding in compelling visual elements – such as images or videos – that showcase the product.
The landing page also includes a call-to-action (CTA) that encourages visitors to take a specific action. The CTA is usually displayed prominently on the page and may be repeated multiple times throughout the content to increase its visibility. This is a valuable first impression and a method to generate hype, even after the product or service has been available for some time.
Examples of Product Landing Pages from Great Brands
To take advantage of a robust product landing page, you should learn from the best. This sentiment is especially important in digital marketing. If you want to create a spectacular product landing page, allow these top brands to guide you by example:
Airbnb
Airbnb’s product landing page for their Experiences service is a great instance of clear messaging and eye-catching visuals. The page highlights the advantages of booking an Experience with Airbnb, such as unique local insights and personalized recommendations. The page also includes customer testimonials and a simple booking form, making it easy for visitors to convert. It doesn’t bog down viewers with too much information, but it also doesn’t leave them wondering about the value this service can offer.
Slack
Slack’s product landing page (using its entire service as the product) is another winning example of clear messaging and strong visuals. The page showcases the benefits of using Slack for team communication, with a focus on productivity and collaboration. The page also includes customer badges, a screenshot of their product dashboard, and a clear call-to-action to start a free trial.
Peloton
Peloton’s product landing pages for their fitness equipment is a great illustration of how to showcase a product’s features and benefits through visuals and video. The pages usually include high-quality images and videos of the equipment, as well as detailed descriptions of its features and benefits. The pages further include customer testimonials and a clear call-to-action that matches the cost against other Peloton products and encourages visitors to buy the product.
Apple
Apple’s product landing pages are consistently well-designed and effective. Their pages typically feature large images or videos of the product, as well as detailed descriptions of its features and benefits. The pages also include customer reviews and a clear call-to-action to buy the product. The overall design is in-line with the brand’s normal visuals and styles, but emphasizes new features and flourishes to make the new releases seem enticing and cutting edge.
By reviewing these examples and comparing them to your own product or service aspirations, you can decide how to tailor your product landing page to suit your business vision. Be sure to stick to the main rules – clear, engaging, visual, and persuasive – but also focus on making it in-line with your brand’s normal iconography or personality. By maintaining your design and identity, you can stay faithful to best practices, while still helping your page stand out from the rest, leaving a good first impression on viewers.
