For DTC brands, product landing pages are where the conversion happens.
Your product landing page aims to persuade visitors to take advantage of an offer. Based on landing page best practices, it should feature message match, fit a 1:1 conversion ratio, and speak directly to each audience segment’s needs.
Four primary things come together to create a high-converting product landing page:
- The product
- The brand
- The copy
- The page design and user experience
The arrangement of these variables on your product landing page significantly impacts conversions.
How to optimize your product landing pages
While product pages fulfill one purpose and have the singular goal of convincing visitors to buy the product, everyone coming to the product page needs different conversion influences to motivate them to make a purchase.
For example, some people may need more social proof or images that illustrate customer satisfaction. Others might even want to see product bundles to get a complete package. For these reasons, it’s essential to design and optimize product pages based on different customer segments.
The Holstee product page is the perfect example of an optimized product landing page—the branding shines through on the product image, and the copy explains why users should buy the cards. Below the fold, visitors can find customer reviews and videos on how to use the Reflection Cards.
Let’s break down how to optimize your product pages for the different types of visitors coming to your product page.
How to optimize your product page for product-aware audiences
Product-aware audiences consist of prospects who know what you have to offer, but haven’t bought anything yet. They’re also familiar with your competitors’ offerings—they’re just not sure if your product is the best one for them.
To optimize your page for product-aware audiences, it’s essential to add everything they need to know to make an informed decision. The page should also respond to any potential sales objections, such as delivery dates, shipping fees, etc.
Add videos to show your items in use to help people visualize how different their lives will be if they click the “buy now” button. The page should also feature compelling product photography, reviews, and testimonials to add social proof and explain why your product is better than the other competitors.
The Kettle & Fire hero image features the raw ingredients in the broth alongside the box to stay true to their branding. Users can browse through the pictures to find nutritional information and ingredients.
There’s a review count at the top of the page for social proof, and users can choose between quantities and whether they want to subscribe to the brand and save $9.60.
Below the fold, the page has images showcasing how users can enjoy the chicken bone broth and customer reviews explaining how the broth has helped customers get healthier and stronger.
How to optimize your product page for skeptical audiences
Skeptical audiences are prospects who aren’t familiar with your brand or product. It’s best to show them lots of social proof and high-quality images to convince them to click the CTA button.
Draw focus to warranties and customer satisfaction guarantees to reassure skeptics. You should also add testimonials with headshots and additional customer information like age, profession, etc.
The Sheets & Giggles product landing page features “2798 customer reviews” and a risk-free return policy, alongside attractive product lifestyle photography and features.
How to optimize your product page for deal-hunter audiences
Deal-hunter audiences are prospects who appreciate a good discount and product bundles.
To optimize product pages for these audiences, it’s vital to showcase discounts and bundle offers. Tell them how much money they can save in the exact dollar amount when they hit the “buy now” button on the page.
The Vinomofo page has credibility points in the top bar of the page, and it also features a payment plan and an incredible 50% discount offer.
Start optimizing product landing pages for better conversions
Without a product landing page for each product and audience segment, you fail to provide the level of relevance needed to generate advertising conversions and a higher ROAS.
Don’t know where to get started with creating multiple product landing pages for each DTC brand? Consider Instapage.
With Instapage, marketers can create, optimize and personalize advertising post-click experiences as quickly and efficiently as they do ads. Start with Instapage now—sign up for the demo here.
