How to create a high-converting product landing page

A product landing page is a crucial tool for converting visitors into customers, especially for e-commerce and SaaS companies. Unlike your homepage, which serves as a gateway to different sections of your site, a product landing page is focused on driving a single action - converting traffic for one specific product. Whether you’re introducing a new product or optimizing existing ones, having a well-crafted product landing page can significantly boost sales.

In this article, we’ll cover best practices for creating great product landing pages that convert, along with product landing page examples to inspire your own design.

What is a product landing page?

A product landing page is a dedicated page on your website that is focused on a single product or product line. It is specifically designed to guide visitors through the buying journey, with the goal of converting them into paying customers. The most successful product landing pages are optimized to highlight the product's value and benefits while providing a seamless path to purchase.

These pages typically include:

• A strong headline and subhead that immediately communicate the product’s key value proposition
• Clear product descriptions, benefits, and features
• Engaging images, videos, or graphics that showcase the product
• A prominent call-to-action (CTA) to encourage conversions

Best practices for product landing page design

To create a high-converting product landing page, you need to consider a few key factors. Here are some best practices to help you design the best landing pages for products:

1. Create a strong, benefit-focused headline

Your headline is the first thing visitors see, so it must capture attention and communicate the value of your product in one quick glance. A strong, benefit-focused headline draws the visitor in and makes them want to explore further.

For example, instead of a generic headline like “Introducing our new product,” try something more impactful like “Transform your workflow with our game-changing productivity tool.”

This immediately communicates the product's benefit, not just its features.

2. Use high-quality visuals

When it comes to product landing page design, visuals matter. High-quality images, videos, and graphics are essential for showcasing your product in the best possible light. Use product photos from different angles, close-ups of key features, and demonstration videos to give visitors a comprehensive view of what they’re getting.

Visuals should also be strategically placed to direct attention toward your call-to-action. For example, a video explaining the product’s benefits can be positioned near the CTA to encourage conversions.

3. Highlight the product’s unique value proposition

Every product has a unique value that sets it apart from competitors. This should be the focal point of your product landing page. Use concise, benefit-oriented copy that clearly communicates how your product solves a problem or meets a need. Don’t just list features; explain how each feature will benefit the customer.

For example, if you’re selling a SaaS product, instead of listing “Automated reporting” you could say, “Save hours every week with automated reporting that delivers actionable insights directly to your inbox.”

4. Optimize for mobile

With the rise in mobile shopping, it’s essential that your product landing page design is mobile-responsive. Ensure that images, text, and CTAs look good and function smoothly on mobile devices. A clunky or slow mobile experience can result in lost conversions.

Make sure the design is clean, and that buttons - especially your CTA - are easy to click on smaller screens.

5. Use social proof to build trust

Adding social proof like customer testimonials, case studies, or user-generated reviews can significantly increase your page’s credibility. People tend to trust recommendations from other users, so showcasing positive feedback can reassure potential buyers.

For instance, incorporating a section that says “Trusted by 10,000+ users” or including customer success stories can help convert hesitant visitors. Logos of well-known companies that use your product also serve as powerful endorsements.

6. Strong and clear Call-to-Action (CTA)

Your CTA is the driving force of your product landing page. It should be prominent, action-oriented, and easy to find. The best CTAs use direct, actionable language like "Buy Now", "Get Started" or "Claim Your Free Trial".

Position your CTA above the fold and repeat it in different sections of your page, especially if it’s long. The button should stand out with a contrasting color and large enough text so visitors can’t miss it.

7. A/B test different elements

Even the best product landing pages can benefit from continuous optimization. A/B testing various elements like headlines, CTAs, images, and form lengths can help you determine what resonates most with your audience. Small changes can lead to significant improvements in conversion rates.

By regularly testing different versions of your landing page, you can fine-tune the design and messaging to maximize conversions.

Great product landing page examples

Here are a few product landing page examples that effectively combine the above best practices

1. Shopify

Shopify’s product landing page is an excellent example of simplicity and focus. It uses a clean design, clear product descriptions, and a powerful headline: “Start your online store today.” The CTA “Start free trial” is prominently placed, and social proof is provided through customer testimonials and logos of well-known companies that use the platform.

2. Slack

Slack’s product landing page design is both functional and visually appealing. The page features a quick overview of the product’s core benefits, including a video that demonstrates how the tool works. Slack also uses strong, action-oriented CTAs like "Try Slack for Free" and backs up their claims with logos from major brands like Uber and Airbnb.

3. Apple AirPods Pro

Apple’s product landing page for the AirPods Pro sets the standard for visual storytelling. With stunning images and engaging copy, the page walks users through every key feature of the product while maintaining a focus on the product’s unique benefits like noise cancellation and spatial audio. The CTA is simple and action-oriented: "Buy Now".

Get creative

Designing a high-converting product landing page requires a strategic balance of engaging visuals, benefit-driven copy, and a clear user path. By focusing on these best practices - creating a strong headline, using high-quality images, leveraging social proof, and optimizing your CTA - you can create great product landing pages that drive conversions.

Take inspiration from the best product landing pages out there, like Shopify or Apple, and continuously test and optimize your own to see the best results. Your landing page can become a powerful tool in converting visitors into loyal customers.

Start your free trial of ConversionWax