The Ultimate Guide to Product Landing Pages

Quick Summary:

Nail your product landing page, and you nail your sales.

Because when a 1-second Google search floods buyers with millions of options, you need to stand out to sell.

How, then, do you grab attention? Make the buying decision-making easier? How do you showcase your product like the rockstar it is?

The answer: with well-curated product landing pages.

These pages are made to cut through the noise, make your product stand out above everything else and present them in the best possible manner.

Read on as we break down product landing pages for you and present several hand-picked product landing page examples for inspiration.

A product landing page is a web page created just to make a strong first impression about a product and urge them to take action concerning it, such as adding it to the cart, ordering a free sample, or anything else.

It becomes a visitor's first destination when someone clicks a link from the SERP page. Hence, it needs to convey all the necessary information simply and clearly.

A product landing page for an email marketing tool via Mailchimp

These pages typically include attention-grabbing visuals, concise and compelling copy, and a well-placed CTA button. Unlike your usual landing pages, product landing pages are purpose-built for businesses promoting or selling products.

How are these landing pages unique?

Product landing pages are quite different from general landing pages and product pages in many ways:

If we had to sum it up in one line, product landing pages are engineered to capture attention, communicate value, and guide decisive customer action.

The purpose goes far beyond just showcasing the product and presenting it in a desirable light. They dilute complex product information into digestible, emotionally reflective content.

Unlike regular landing pages which are made to be jack-of-all-trades, product landing pages are just concerned with selling a specific product. The sole aim of these pages is persuasion.

Product landing pages

Hidden behind every product landing page is a string of psychological principles. For one, it must instantly answer the visitor's implicit questions: What problem does this solve for me? and Why should I care?

This is achieved with a persuasive visual design, compelling copywriting, and user experience principles that encourage active engagement. Successful product landing pages don’t sell your product; they sell a solution, an experience, or a potential change for the user.

Your product landing page turns your marketing efforts into real customer action. It plays a critical role in grabbing customer attention, communicating your value proposition, and ultimately driving sales.

The benefits you enjoy with product landing pages include:

Product landing pages are versatile. You can use them to display everything, from physical stuff to digital services. Here’s what you can sell using landing pages:

Physical products

Product landing pages are a must for e-commerce businesses that deal in tangible goods. They create a focused, visually appealing pitch for individual items or collections. These can be consumer goods, specialty items or subscription boxes.

Digital products

For businesses with digital goods, product landing pages communicate the unique value of your product, such as e-books and online courses: Show buyers what they’ll learn or gain through snippets or a course outline.

Services

Landing pages for services lets you articulate what sets you apart from competitors.

Any successful product landing page uses carefully thought design, content, and strategy to convert visitors into customers. Key elements include:

Now, let’s take a look at some successful product landing page examples. We bet these will inspire you when you create your own high-converting product landing page.

1. Atoms

Via Atoms

The collaborative sneaker between YouTube legend MKBHD and Atoms Footwear was a big hit. And its product landing page is a lesson in persuasion. There is literally nothing to distract you from purchasing the product.

Clean product shots highlight the sneaker, and the hero section has been transformed into the storefront. It's only once you scroll down that you are greeted with product details.

The clever use of whitespace makes the product even more. And did you notice that the entire page is designed with just the colors of the sneaker, i.e. black and red against whitespace? That is the website design done right.

Scroll further and you will find high-impact social proof that instantly makes you believe that this is the real deal, trusted and worn by professionals. And the size selector cum purchase button is sticky; the focus is rightfully always on the product, not on its creator, although that is a big part of its appeal.

1. Framer

Via Framer

Now, let’s do a digital one.

Framer is a relatively new player in the website-builder category. Yet their product landing page establishes the product as an authority and one of the better platforms out there. The first thing you would notice is that the entire site is in dark mode.

This is a design choice. With the stark black background, product features, and CTAs in white stand out even more.

The next thing to note is the simple headlines and compact copy; these talk viewers through the features of Framwer and its unique selling point, which is a more simplistic site design workflow compared to its competitors.

The page makes good use of graphics and animations. This makes the page feel “slick,” kind of mimicking the experience one would get with the product. The lesson we can learn from Framer’s product landing page is not to overwhelm users, be it textually or visually, and instead, say only what’s relevant.

1. Onewheel

Via Onewheel

This one is a great example of a bold product landing page that is truly product-oriented. Unlike some pages that position the product as solving a problem, this one just highlights the product, high-performance self balancing bikes, as a fun, adventurous thing you’re missing out on.

Behind the bold letters of the hero section, you’ll see an adrenaline pumping looping video that tells you how much fun you’re missing out on without this onewheel. This kind of messaging works for this kind of product because in reality, no one NEEDS a Onewheel. The appeal lies in the outdoorsy, quirky nature of self-balancing boards.

Scroll down below and you’ll see the different variants of the board, with pricing info of each. The focus still remains on the product. Striking product photography does its job here. This is a classic example of a no-frills, product-facing landing page.

1. Peloton Bike

Via Peloton

This one stands out with its beautiful dynamic animations and striking yet svelte product focus. The product does not immediately stand out, but instead is only subtly highlighted with the black on black theme.

This is intentional as it positions the exercise bike as sleek and futuristic. In a sea of bulky, ugly exercise equipment, marketing your product as sleek definitely makes sense.

The sticky shop now header makes a comeback here, with its bold red “Shop now” CTA button.The animations are really good, and with the looping videos and interactive page elements, they do a great job of highlighting the benefits of the gear upfront.

1. Columbia

Via Columbia

Columbia is a popular retailer of high quality outdoor gear, and their landing page makes this pretty obvious. The focus is strictly on positioning their gear as the only gear you need for outdoor adventures. There are separate store sections for different activity types, and even a finder to help you find exactly what you are looking for.

These kind of finders are extremely helpful when you’re selling many products that are seemingly the same and would be confusing to new visitors.

Notice how they entice new visitors with a 15% discount on first purchases? That’s a common strategy to attract users to buy stuff.

1. Branch Furniture

Via Branch Furniture

Being an organization, we know how difficult it is to find the right set of office furniture that fits your office space like a glove. Branch Furniture gets this, and you understand this right from the moment you land on their landing page.

It makes it clear that finding office furniture does not have to be a chore. It starts with the powerful headline “America’s most loved office furniture.” There’s weight to that statement. You don’t magically become loved by an entire country without doing something really right.

Branch is also pretty transparent about its operating model. Being transparent about your offering is always a good sign.

Other things we really like about this product landing page is the olive on white color scheme that lends it a modern look, easy and smooth navigation, and the comfortable layout—nothing feels out of place or forced.

1. H&M

Via H&M

We don’t need to introduce H&M to you. In fact, we are pretty sure you already own a few pieces in your wardrobe.

But unlike other fast fashion brands, H&M has a very functional and aesthetic site. Same goes for its product pages. Every product you click on is guaranteed to have a clean, focused product page.

This minimal approach is what we love most about them. The focus is strictly on the product. Lots of whitespace makes the product stand out above everything else. The overall result is a website that separates them from other fashion brands and makes them feel posh, elegant and refined.

1. Oura Ring

Via Oura

The effectiveness of smart health wearables is still up for debate, but one thing is for sure—Oura did one heck of a good job with their landing page. Just look at the smooth transitions, the beautiful dynamic blurry elements, concise but punchy copy, the gorgeous color scheme, the list goes on.

One thing we absolutely adore is how everything else on the landing page follows the beige, earthy color palette except the CTA button. It's BLUE! That makes it stand out so strikingly against everything else. Well played!

1. Aurate

Via Aurate

Since we were talking about Oura, Aurate also deserves a mention (they kinda do sound the same!). Aurate is a NYC based fine jewellery, and their product landing page is like their jewellery—radiant.

For each piece of jewellery, you are taken to a beautiful landing page that has everything you need to know about the piece.

We really like to tell you how much you are saving on a particular product with the indication of the fairer price compared to the retail price of the same product. Small touches like these have a big impact on how people perceive your product and your brand in general.

1. Apple

Via Apple

Last but certainly not least, we have Apple. You just don’t remain the most admired brand globally for 18 STRAIGHT YEARS without showcasing your products in the best possible way. Let’s take their Macbook landing page for example.

Just scroll through their site, and you’ll instantly know why. Smooth and buttery animations highlight how sleek and slim their laptop is. Scroll down and find every nugget of information you need to know about the product. For something as complex as a laptop, it’s not easy to list everything without sounding tedious.

Apple’s copy is fun, witty and doesn’t bore you with jargon. And we don’t even need to mention striking product renders, mixed with visuals of their products in real-life settings. They really know how to do their product landing pages well.

Next thing to note is the simple headlines and compact copy; these talk viewers through the features of Framwer and its unique selling point, which is a more simplistic site design workflow compared to its competitors.

Via H&M