What Makes A Good Product Landing Page - Season 3, Episode 2 Of The Digital Prosperity Podcast
by Will Williamson on 27-Aug-2017 14:00:00
A landing page is the first page that someone arrives on your site. Now if you’ve got a website that sells products or services online, quite often these landing pages are your product pages themselves. On an ecommerce website, you have lots of different types of pages. You have information pages. You have your home page. You have category pages, which list the various different products and you will have the product pages themselves.
The Basics Of A Good Landing Page
So what is it that makes a good landing page for products? Well, there are certain basics.
The first, the starting point is the photography. You should have a really good photo of the products so that people can really see it in fine detail and ideally zoom in so they can really have a good close look. So you need to have professional photography and high resolution photos with the functionality that people can click and zoom in, particularly on certain types of products, clothing for example, and electronics. So people can really see the product in great detail. Ideally, you would have several photos. You want to basically give people as much of the experience of physically holding and touching and seeing the property first-hand as you can on the web.
So photography is very important. You need to have clear pricing so that the price is clear and it’s easy to understand. You want to have a clear, bold call to action. You don’t want people hunting around, trying to find the “Add to Cart” button or the checkout button. It needs to be big and clear and obvious.
If there are options that come with your product, those need to be clear and they need to be easy to use. So you don’t want to give people too many options. But you also want to give enough flexibility. So things like colour choices, size options, delivery options, etc., those should be very clear and very easy to use.
You also want to make sure on your product landing pages that there are certain basic pieces of information that are clear and easy to see at a glance without having to read through the description to get them. So that might include things like size or dimensions, technical information, whether it’s in stock or not, expected delivery time, that type of thing. Of course there should also be some kind of summary description.
Now all of those things, the description, the call to action, the photo or photography, the basic information, all that information should be above the fold. In other words, you should not have to scroll down to get any of that information. It should all be visible.
What's The Problem With A Lot of Product Landing Pages?
Now, the problem with a lot of product landing pages is that is where it stops, which is fine for some people. But there’s a lot of people, when shopping online, that really want to do their research and do their homework and not just about price. They want to really understand the product.
Increasing Conversion Rates
So where you will increase your conversion rates is by having further more detailed information as people scroll down the page. So you might want to have a much more in-depth and thorough description. A short summary description that appears above the fold and then a much more in-depth description.
You might want to include a Q and A and have the ability for people to ask questions, almost like a forum style, that you can then answer or you might want to have a frequently-asked-questions section that answers the questions that most people ask about that particular product.
It is really good to have some kind of reviews section or a testimonial section. People often look for reviews now when making product purchases. So they can live on your website or they could be pulled in via a third party site, someone like Trustpilot, Feefo, someone like that, so that people can see it. This product has been rated 4.5 stars out of 5 and here are some comments from people that have bought it before. There could be alternative choices to the products, which is a really good one. If people are perhaps unconvinced whether this particular version is the right product for them, you could give them three or four choices of similar products from your site that they might also want to consider.
Now that should be towards the very end of the page because ideally you want people to make a decision and purchase the product that they’re on. But giving that choice and helping people browse around the other related products is a very good way of doing it. But then with related products comes add-ons. So when buying a box of chocolates, you might want to give people the option of having an add-on to add a greeting card or to have the box of chocolates gift-wrapped. Like the order options, they should be very clear and very easy to use and inviting, attractive, because those things can significantly increase the average order value of your site.
Consider Using Videos
One further thing to consider in terms of the extra information that you want to give people is video. So video is massively underused in ecommerce websites and it’s an area of great potential. It could be something that differentiates your site from your competitors. The video, if you’re selling clothing, you could have a catwalk video, showing models actually wearing the item in question and showing how it would look with a more complete wardrobe. If you have a technical product, you could have a video of someone showing how to use it and how it works. You could have a video of someone opening the box with the product, taking it out and actually reviewing the product.
So those types of videos would make a big, big difference to the success of your product landing page.
Anticipate & Answer Objections
Overall, the key thing is you want to be able to anticipate the reasons why people might not purchase the products and answer those objections. You want to give people confidence, give people trust, make sure people feel there’s no risk. Make it seem easy. All of those things reduce the resistance. At the same time, you want to make your product appear as attractive and valuable as possible. You want to sell the benefits in the description and in the copy and in the video. Also you want to help people make the right purchasing decision for them, understanding that people are not necessarily experts in your products and services and sometimes people need more information, sizing guides, how-to guides, etc., that they can read.
So one very good thing to think about is having a product-by-product comparison chart, so that people can evaluate a product like by like, and see which one is the better one to meet their particular needs. Those things help people make a purchasing decision.
Technical Points
Now there are a couple of technical bits that I will include as well because a good product landing page should also have SEO built into it. One thing to consider is the URL structure. What is the URL? It is the domain name of that particular page, it should include the product name and the product name itself should be in a way that someone would search for it.
So rather than calling it “product 314,” you want to call it “red widget” if it’s a red widget because that’s how people would search for it and the URL of the page should be yourwebsite.com/redwidget. Then you also want to make sure there’s a unique page title that has been written for that page. That’s a unique Meta description written for that page so that if Google is looking at the page, you can see that if someone is searching for a red widget, this page is highly relevant and the title and description explain what the product is and what it’s about in brief. So that if someone saw it in Google, they would understand it and want to click on and read more about it.
Another final factor to consider from an SEO perspective – and this is a common one with ecommerce websites – is when you have products that appear in more than one category, you end up with what are effectively duplicated pages and that can be a problem. Those duplicated pages can end up competing with each other resulting in none of them doing as well as they could. You can do something called “canonicalization” which is when you tell Google which one of those three versions of the page is the primary one and it lets Google know that those other two versions are basically the same page.
Summary
I hope this is useful for all of you that have an ecommerce website or are considering an ecommerce website. Of course all of these tips, they are just as relevant if you have a product landing page that is not ecommerce. You still want to go into that same level of information, answer people’s questions, be thorough with it, because then you win those people that want that further information. If you only provide the basics, then you will be cutting the conversion rate significantly! For future questions, please send them to podcast@jdrgroup.co.uk.
- Inbound Marketing (SEO, PPC, Social Media, Video) (807)
- Strategy (350)
- Marketing Automation & Email Marketing (180)
- Sales & CRM (176)
- Website Design (157)
- Business Growth (145)
- Hubspot (123)
- Lead Generation (109)
- Google Adwords (97)
- Content Marketing (91)
- News (46)
- Case Studies (43)
- Conversion (43)
- Ecommerce (36)
- Webinars (30)
- SEO (22)
- Events (19)
- Video (17)
- LinkedIn Advertising (15)
- Video Selling (15)
- AI (13)
- Software training (13)
- Niche business marketing (11)
- The Digital Prosperity Podcast (10)
- Facebook Advertising (6)
- August 2025 (14)
- July 2025 (14)
- June 2025 (5)
- May 2025 (19)
- April 2025 (15)
- March 2025 (13)
- February 2025 (13)
- January 2025 (8)
- December 2024 (2)
- November 2024 (4)
- October 2024 (21)
- September 2024 (4)
- August 2024 (8)
- July 2024 (14)
- June 2024 (16)
- May 2024 (25)
- April 2024 (15)
- March 2024 (18)
- February 2024 (5)
- January 2024 (10)
- December 2023 (6)
- November 2023 (10)
- October 2023 (13)
- September 2023 (12)
- August 2023 (14)
- July 2023 (13)
- June 2023 (14)
- May 2023 (15)
- April 2023 (13)
- March 2023 (14)
- February 2023 (13)
- January 2023 (15)
- December 2022 (13)
- November 2022 (6)
- October 2022 (8)
- September 2022 (22)
- August 2022 (15)
- July 2022 (13)
- June 2022 (16)
- May 2022 (14)
- April 2022 (16)
- March 2022 (17)
- February 2022 (11)
- January 2022 (8)
- December 2021 (6)
- November 2021 (7)
- October 2021 (11)
- September 2021 (10)
- August 2021 (7)
- July 2021 (7)
- June 2021 (4)
- May 2021 (4)
- April 2021 (1)
- March 2021 (3)
- February 2021 (5)
- January 2021 (4)
- December 2020 (7)
- November 2020 (6)
- October 2020 (5)
- September 2020 (9)
- August 2020 (18)
- July 2020 (17)
- June 2020 (17)
- May 2020 (10)
- April 2020 (21)
- March 2020 (24)
- February 2020 (21)
- January 2020 (12)
- December 2019 (23)
- November 2019 (12)
- October 2019 (14)
- September 2019 (16)
- August 2019 (15)
- July 2019 (13)
- June 2019 (6)
- May 2019 (8)
- April 2019 (4)
- March 2019 (2)
- February 2019 (2)
- January 2019 (2)
- December 2018 (3)
- November 2018 (24)
- September 2018 (11)
- August 2018 (9)
- June 2018 (3)
- May 2018 (6)
- April 2018 (14)
- March 2018 (12)
- February 2018 (16)
- January 2018 (15)
- December 2017 (15)
- November 2017 (18)
- October 2017 (23)
- September 2017 (19)
- August 2017 (28)
- July 2017 (27)
- June 2017 (25)
- May 2017 (18)
- April 2017 (17)
- March 2017 (16)
- February 2017 (17)
- January 2017 (14)
- December 2016 (21)
- November 2016 (27)
- October 2016 (25)
- September 2016 (16)
- August 2016 (20)
- July 2016 (19)
- June 2016 (14)
- May 2016 (20)
- April 2016 (24)
- March 2016 (22)
- February 2016 (28)
- January 2016 (27)
- December 2015 (28)
- November 2015 (19)
- October 2015 (9)
- September 2015 (12)
- August 2015 (5)
- July 2015 (1)
- June 2015 (10)
- May 2015 (3)
- April 2015 (11)
- March 2015 (14)
- February 2015 (15)
- January 2015 (12)
- December 2014 (2)
- November 2014 (23)
- October 2014 (2)
- September 2014 (2)
- August 2014 (2)
- July 2014 (2)
- June 2014 (7)
- May 2014 (14)
- April 2014 (14)
- March 2014 (7)
- February 2014 (2)
- January 2014 (7)
- December 2013 (9)
- November 2013 (14)
- October 2013 (17)
- September 2013 (3)
- August 2013 (6)
- July 2013 (8)
- June 2013 (4)
- May 2013 (3)
- April 2013 (6)
- March 2013 (6)
- February 2013 (7)
- January 2013 (5)
- December 2012 (3)
- November 2012 (2)
- September 2012 (1)
Subscribe by email
You May Also Like
These Related Blogs

How To Boost Your Landing Page Conversion Rate In 5 Steps
Landing pages are a critically important aspect of digital marketing. They play a huge part in driving conversions for your business. Creating more le …

5 Ideas For A Great Website Landing Page
Website landing pages are an important element of a B2B content marketing strategy. They form an integral, permanent part of your website and address …

What A Landing Page Should Have to Encourage Conversions
Landing page design needs to optimise every last detail to maximise conversions. When the focus of your page is lost, you risk losing a valuable lead, …