Digital marketing should be at the heart of every product launch. After all, the internet is where most people spend their time. Just look around you – people are consistently using their tablets, smartphones, and laptops.
It almost seems as if folks would prefer to shop, communicate and work virtually than in real life. And businesses are taking advantage of this new viewpoint consumers have of the world.
Since fewer and fewer people are watching cable television, you have to bring your marketing right to them. And what better way to do that than with content marketing?
Roughly 51% of mobile users are reading content on the web compared to 42% of desktop users. Targeting both demographics would be the way to go. But the point is, content is the new way of promoting your products.
With a great product landing page, you can potentially boost your conversion rates. Just make sure the page loads quickly because one-second delay could result in a 7% drop in conversions.
But what makes a landing page a great one? If your product landing page isn’t performing well or if you’ve yet to build one, then this guide may help you.
Understanding the Fundamentals of a Product Landing Page
Sometimes, it’s the fundamentals people get wrong when developing a product landing page. Following the basics could be the difference between a good or terrible landing page.
For instance, one of the top rules of a landing page is to never send visitors to your home page. This will only distract them from the goal, which is to purchase a specific product.
If you’re promoting a new item, it would be best to create a product landing page filled with details, photos, and other key information. The goal is to convert visitors into customers, so you’ll need to nudge them along.
Offer a Consistent Experience
Next, you need to ensure the experience is consistent. For example, the ad should have the same tone, messaging and design as your website and landing pages.
Don’t Bore Your Visitors
Also, make sure you keep the content on this page interesting. You want to avoid turning your landing page into a winding infographic. Get to the points quickly, but without leaving out key benefits and details.
If you make it too long, you may run away your visitors.
Be Clear and Concise
This is especially important for your headline. You need to capture the attention of your visitors right from the gate. If it doesn’t, then why would they spend time reading the rest of your page?
Whatever you do, don’t oversell or over-exaggerate your headline. Consumers aren’t dumb and will see through your propaganda. And once they do, you’ll lose that prospect forever.
The same goes for the rest of the landing page, stay to the point, which is explaining the benefits of your product.
Segment Your Page for Different Visitors
Most products cater to different demographics, which is why it’s essential to create different versions of your landing page. This way, you have a better chance of connecting with that user and turning them into a loyal customer.
Your Product Landing Page Should Build Trust and Security
Aside from perfectly implementing all the juicy details about your new product, the landing page should also feel trustworthy.
There are scammers out there preying on unsuspecting consumers, so you’ll need to prove you’re trustworthy. There are different ways you can make your visitors feel secure in doing business with you.
For one, you can showcase your phone number where it’s easily visible. This makes your company feel more legit.
Second, you should stay away from using gimmicky sales tactics. Most consumers will see right through this and it’ll immediately turn them off and away. Avoid saying things like “Buy now and best deal ever.”
If it really is a great deal worth buying right now, then let your content speak for itself. Consumers are savvier today. So if you can prove the worth of your product in your landing page, then the rest is history.
Third, never use information that’s unverifiable. Making bold claims about your new product without any hard facts to back it up is a bad idea. Once people find out you’re lying or can’t prove it, then the backlash will be fierce.
Last, stay away from annoying pop-ups and pop-unders. This includes popups asking visitors if they really want to leave.
Optimizing Your Product Landing Page for Search Engines
If you’re running a long-term campaign, meaning you’ll be offering this product and promotion for months or years, then SEO is important.
Driving traffic to your product landing page will take a mix of organic and paid advertising. Paid ads on Google and social media can help drive traffic faster.
But you can’t deny the long-term and cost-effective benefits of using content marketing. This will take keyword research and careful implementation of those keywords into your landing page.
Link building is also necessary to make it easier for your audience to find it. This can be done using content written for your own blog, third-party blogs, and social media.
And if your product is sold locally, you should focus on ranking for local SEO. Here’s a quick look at some of the local SEO ranking factors:
- City and state used in the title of the landing page and throughout the content
- Click-through rate for your site (the more visitors the better)
- Inbound link quality and authority
- Product keyword used in the title and throughout content
- Load time for the landing page
- NAP in the schema markup for your landing page URL
What Does the Perfect Product Landing Page Look Like?
It doesn’t matter whether you’re using SEO or paid ads to drive traffic to your product landing page. Either way, you need to ensure your landing page is up to par or it won’t perform well.
So here’s what you need to do to perfect your product landing page.
Optimize the Ad Copy and Context
If you’ve decided to use pay-per-click marketing, then this is essential. It will help ensure you get as many of the right people seeing your ad as possible.
Keep in mind the language and context your audience uses when writing the copy for the ads.
Create Engaging Headlines
The headline for your landing page should also state your position and be engaging. You can backup the claim in your headline with a secondary headline.
Remember, be clear and concise with your unique selling proposition. Focus on your hard-hitting claim, so readers will want to click on your ad or link.
List All of the Product Features
Consumers today like to shop around for the best products. You can help them determine your product is the best by offering a detailed list of all the product’s features.
Focus On the Benefits of Your Product
While the features are essential for making a selection, there’s nothing more powerful than outlining a product’s benefits. The difference between features and benefits is that features don’t detail how it can help the customer.
For example, a smoothie can have berries, bananas, and vanilla. But the benefits may be that it improves sleep, energy and your overall health. Which one sounds more enticing?
Think of how your product can alleviate a problem or enhance their lives. Focus on that when you’re writing the different benefits your product offers.
Include a Location Map
If you operate locally, it’s a good idea to have a location map to help prospects find your business. You can also add a link to Google Maps, so users can use their mobile phone to direct them to your business.
Don’t Forget the Calls to Action
Your calls to action should be clear and powerful. Without it, your visitors may bounce away from the page without completing the task you wanted them to.
A call to action can ask visitors to call, buy, download, sign up, attend or do any other action you need them to complete.
As a rule of thumb, you should have a call to action placed near the top of the page and at the end of it.
How to Test Your Product Landing Page Performance
Hopefully, you’ve already set up your Google Analytics tools, so you can keep a close eye on your page performance.
But before you get high hopes, you’ll need to do some testing to see what will work for your landing page. Most people don’t get it right the first time around, so testing is an important step.
You can do this by split testing your landing pages. Create multiple versions of landing pages for your product. See which ones work the best and keep those up and running.
Consider Using Video
Over 500 million hours of video is watched on YouTube every day. That should give you some perspective on how popular video content is.
It also goes to show why adding video to your landing pages could boost your conversions. Consider making a product review video showing how to use it. This will give users the opportunity to see the product and its benefits in action.
Improve and Grow Your Conversions
What better way to do that than with Improve & Grow? We offer a variety of digital marketing services that help businesses get the word out about their products and services.
If you need help putting together a strategy for your product landing page, don’t hesitate to contact us!