10 Best Practices for Ecommerce Product Landing Pages

1. Make the Offer as Easy to Understand as Possible

First impressions are critical in e-commerce. You only have a few seconds from when someone lands on your page to capture their attention. Therefore, ensure the customer can understand your offer immediately.

Key Tips:

• Clearly state the main benefit of owning your product as soon as they land on the page.
• Avoid making visitors scroll down to figure out what your product does.

2. Sell Only One Product Per Page

Focus on guiding your visitors to take one clear action per page. If it's a product page, the goal should be for them to buy that single product. If it's a lead generation page, the goal should be for them to opt in.

Key Tips:

• Don't clutter the page with multiple products; this can confuse and overwhelm the customer.
• Use retargeting ads to showcase your entire product catalogue later.

3. Optimize Your Buy Box

The product page is the most important page on your website, and the buy box is the most crucial element on this page. If you're not an experienced e-commerce marketer, consider using tested templates.

Key Goals for an Effective Buy Box:

• Simplify the Sales Pitch: Succinctly restate the primary benefits of your product.
• Cross-Sell and Upsell: Offer additional products or accessories, upgrades, or bundles.
• Overcome Final Objections: Emphasize your money-back guarantee or free shipping.
• Get the "Add to Cart" Click: Use a standout button colour to increase the likelihood of a click.

4. Keep Your Copy Short & Sweet

You don't need extensive sales copy to create a winning sales page. Product photos, sales videos, and customer testimonials can often be more effective.

Key Tips:

• Demonstrate the ownership benefits of your product in concise paragraphs.
• Leverage multimedia elements to complement and enhance your copy.

5. Make Your Text Easy to Read and Skimmable

Short and punchy paragraphs are easier to read than large blocks of text. This improves readability and helps convey your message more effectively.

Key Tips:

• Limit paragraphs to three sentences or less.
• Choose fonts and sizes that are easy to read and visually appealing.
• Avoid making prospects squint to read your product descriptions.

6. Include High-Quality Product Photos

Visuals play a crucial role in e-commerce. Aim for at least eight different photos showcasing your product.

Key Tips:

• Use real images of your product in action, featuring real people.
• Avoid Photoshopping your product onto stock images.
• Encourage customer photos as a form of social proof.

7. Design for Visual Appeal and Usability

The overall design of your product landing page should be visually appealing and user-friendly. A well-designed page enhances the user experience and keeps visitors engaged.

Key Tips:

• Use a clean and uncluttered layout with plenty of white space.
• Ensure your design is responsive and looks great on all devices.
• Maintain a consistent colour scheme and typography to build brand recognition.

8. Utilize Customer Testimonials and Reviews

Customer testimonials and reviews build trust and credibility. Featuring positive feedback prominently can reassure potential buyers and drive conversions.

Key Tips:

• Highlight testimonials that mention specific benefits or features.
• Include star ratings and review snippets near the buy box.
• Use photos or videos of customers for added authenticity.

9. Add Clear and Compelling Calls to Action (CTAs)

Your CTAs should be clear, compelling, and strategically placed to guide users toward making a purchase.

Key Tips:

• Use action-oriented language that tells visitors exactly what to do.
• Place CTAs in prominent locations, such as near the buy box and at the end of the page.
• Ensure your CTA buttons stand out with contrasting colours.

10. Start Simple, Then Add Complexity

While fancy tricks and popups might offer short-term boosts, they can hinder long-term growth. Begin with a simple, clean page to establish a performance baseline.

Key Tips:

• Start with a straightforward version of your page.
• Gradually add complexity and use split A/B testing to determine what works best.

By following these ten best practices, you can create compelling and effective product landing pages that convert visitors into customers. Focus on clarity, simplicity, and visual appeal to ensure a positive user experience and drive sales.