Product landing pages are among the most valuable assets in a marketer’s arsenal. Unfortunately, they’re rarely taken advantage of because they’re widely confused with product pages. Both are necessary and valuable for any product-based business, but they’re not the same.
What is a product landing page?
A product landing page is a post-click web page designed to persuade a visitor to buy a product after clicking a paid advertisement. Based on landing page best practices, it features message match, a 1:1 conversion ratio, and personalization to its audience segment.
This is different from a typical product page, which can be accessed through a website’s navigation by shoppers across various intents. A product page does not feature a 1:1 conversion ratio, nor does it use message match or personalization. It is a generic page where organic traffic can purchase a product.
Comparing the two page types
Product pages and product landing pages are both necessary components for brands to have a successful online presence. They’re different, but purposely so. Together they work to convert different types of traffic.
A product page:
- Design: Since visitors are more likely to be browsing when they find these pages, the conversion isn’t their primary focus. Instead, the design includes more links, media, and information in general.
- Purpose: To inform browsers and move them further into the funnel.
- Stage: Higher funnel stage. Visitors to these pages arrive by browsing through the website navigation.
Here’s an example of a product page for a top shelf wine collection from online wine subscription service, Winc:
On the other hand, this is a product landing page for the same top shelf wine collection:
Notice the difference in page length and how conversion-focused the landing page is with CTA buttons for each respective wine. There’s also no footer navigation on this page.
A product landing page:
- Purpose: Conversion. Its singular purpose is converting visitors on the top shelf package. Meanwhile, the product page attempts to get the visitor to upgrade to top shelf while providing a browsing experience complete with Winc’s story, blog, affiliates, social media, etc.
- Design: Since its goal is conversion, this pre-cart click-through page includes CTA buttons for each wine, a more succinct design, and an offer created for a high-intent audience.
- Stage: Middle. This page is designed for a search campaign. Since the audience searched for an online wine subscription it’s clear they’re looking for a hassle-free wine subscription.
Why do direct-to-consumer brands need product landing pages?
There’s perhaps no industry where product pages are more necessary than in DTC. There are two reasons for this:
- A lack of traditional outlets: Retail brands benefit from selling their product online and in major outlets. DTC brands, since they market and sell their products, are highly reliant on their ability to generate business online.
- A lot of products and customer segments: DTC brands often have many products. And with many products comes a variety of customer segments. Individual product landing pages cater to each audience’s preferences and buying behaviors to maximize relevance and conversion.
Designing an effective product landing page
If you’re running ad campaigns for your products, you need product landing pages for them. These continue the personalized advertising experience–delivering highly relevant contextual content to the user while focusing on conversion. Here are the essential elements of an effective product landing page:
- Message match forms the basis for a relevant and trustworthy ad campaign.
- 1:1 conversion ratio keeps visitors focused on conversion.
- 1:1 Personalization ensures each visitor gets the most relevant experience tailored to them.
- Informational media, like infographics, images, and videos, can educate the visitor on the product.
- Concise copy can help persuade the visitor without wasting their time.
For both DTC businesses and their customers, product landing pages have significant benefits. Customers get a personalized narrative tailored to them, and with relevance comes a better conversion rate. Businesses enjoy high ROAS.
Create personalized product landing pages for all your segments
Without a product landing page for each product and each audience segment, you fail to provide the level of relevance needed to generate maximum ROAS. This is a goal only achievable with Post-Click Automation (PCA).
We want to offer you a complimentary analysis of your ad campaigns, including competitive insights against your top 5 competitors and the top sites in your industry. Our team will share insights on how we can increase your conversion rates, in addition to a comprehensive competitive analysis. We will review your campaigns to analyze your post-click health, compare your site against industry and competitive benchmarks, and identify the most effective opportunities to increase your ROAS. Request your analysis here.