You need a pixel-perfect product landing page if you are going to convert visitors coming to your dropshipping website into customers.
What is a product landing page, and why should you care in the first place?
Before we answer that, you must understand what a landing page is. A landing page is a page a visitor, well, lands after clicking a link.
For example, if you search for “Sell The Trend” on Google and click on the first link, you will land on our homepage – that is a landing page.
Does that mean every page on the web can pass for a landing page? Not exactly!
From the marketing perspective, a landing page is meant to do just one thing: get visitors to take action. This action could mean signing up for a service, trying a product, clicking through to another page, etc.
Here’s a good example of a landing page from Airbnb.
The page is free of the regular top navigation bar. Also, there is a conspicuous “Try hosting” button in the above-the-fold section of the page. The button is also added in different parts down the page. You can check out the rest of the page here.
Apparently, the goal of Airbnb is to get people to try hosting their apartment with them.
A product landing page is a lot similar, only that it has a specific purpose: to persuade visitors to buy a product.
Designing a product landing page that converts is both an art and science. But not rocket science.
In this post, you will learn what a product landing page is in deeper detail. You will also learn what makes for a great product landing page. We will share helpful tips for creating a stunning product landing page.
Let’s dive in!
What is a Product Landing Page?
As we earlier highlighted, a product landing page is a conversion-focused web page designed to convince visitors to buy a product.
Often, it is packed with buying-centric elements such as a “buy now” or “add to cart” button, an enticing product description, product reviews, testimonials, etc.
Also, more often than not, it is free of a navigation bar, minimizing the chances of visitors moving away from the page.
You must have seen product landing pages a lot of times. Have a look at this one; it’s a product landing page for a sneaker shoe on AliExpress.
Notice some of the interesting elements on this page:
- A concise product description that makes you want to buy the shoe right away.
- Product price – it’s right in front of you.
- Product image
- Shipping information
- Buy now and add to cart buttons
Interestingly, all these elements are positioned at the above-the-fold section of the page. The above-the-fold section of a page is the part you see as soon as you land on the page, without having to scroll down.
Did you also notice that that page doesn’t have the categories pane present on AliExpress’s home page?
It is definitely not a mistake but an intentional omission done to keep customers focused on the page without navigating away.
Here are some notable reasons why designing a great landing page for your dropshipping business is important.
- A visitor that clicks through your ad expects to find useful information about your product and possibly buy. A good product landing page should serve that purpose.
- When designed properly, a landing page can create excitement and a sense of urgency with your visitors and make them want to buy right away.
- Potential customers looking to buy your products, naturally, will have doubts and misgivings. A well-constructed landing page should be able to clear up these doubts.
Enough said about product landing pages already; let’s see what makes for a good product landing page.
What Makes a Good Product Landing Page for Dropshippers
Certain elements need to be in place for your product landing page to stand a chance of converting visitors into customers. Most importantly, they need to be positioned rightly, else your product landing page won’t convert.
Here are some of them:
Clear and Enticing Headline
Every good product landing page starts with a clear and enticing headline. A good headline tells a potential customer what a product is all about in seconds.
Also, it allows a prospect to see the potential benefits of using the product.
Look at this product landing page from Inspire Uplift, a dropshipping store that deals in beauty and wellness, baby supplies, fashion accessories, etc.
You will notice an attention-grabbing, descriptive headline right at the top of the page. From the headline alone, you can tell that this is baby stuff.
Two enticing phrases have been weaved into this headline to make it catchy and compelling: adorable and plush. These phrases are so compelling that they will make you fall in love with this baby pillow.
Aside from being enticing and compelling, the headline is bold and elaborate. Inspire Uplift did this to hook your attention in an instant.
Did you also notice that every vital information you need about this baby pillow, including the “Buy Now” button, are positioned in the above-the-fold section of the page? This means you buy the product without having to scroll an inch down the page.
Descriptive and Informative Product Description
A product headline is sometimes not enough to give prospects a good reason to buy a product; it needs to be backed up by a descriptive and informative product description.
Simply put, a product description is a short marketing copy that encapsulates the features of a product and the benefits of using it.
A good product description focuses mostly on the benefits and features of a product.
Have a look at this description from Bluecrate, a dropshipping store that sells personalized gifts.
This description is interesting and enticing to read. Bluecrate combines humor with sarcasm to make prospects see why buying this personalized pillow is a good bargain.
What’s more, it is brief and compact – that’s what makes for a good product description.
If you observe closely, you will notice tags relevant to the product have been added at the bottom of the description.
In summary, good product descriptions are short and sweet, mixed with storytelling, humorous, and unique.
High-Quality and Unique Product Images
Pictures, they say, are worth a thousand words.
A well-written, clear headline can tell potential customers what your product is about. A descriptive and informative product description can convince them why buying your product will make sense. But a high-quality image will give them a feel of your product.
And if prospects can’t get a feel of your product, they will most likely not buy.
As a dropshipper, how do you take high-quality images of a product you don’t store but only ship directly from a supplier to your customers? The logical thing to do is to take product images from the supplier’s website and use them on your site.
This approach might not always work for a couple of reasons. One is that if your supplier uses low-quality images on their site, using those images will hurt your business. Another reason is that your supplier might not always get all the angles of a product.
As such, it’s best to take images of a product yourself. And you can do so without breaking a sweat. How you may ask?
Order sample products of the products you want to dropship. Take pictures of them using a professional camera or a high-end smartphone. And you are done.
If possible, take a video of the products and add them to your website.
Features and Benefits
More often than not, people buy products to meet a need. And that need is varied.
Sometimes, it is the need to solve a problem or take away pain or discomfort. Other times, it is to find happiness, fulfillment, and satisfaction.
In some other cases, it is the need to belong. Remember when you bought an iPhone just because all your friends had one?
As a dropshipper, your job is to let your customers know why they need your product. And the best way to do this is by spelling out the features of your product and the benefits it has to offer.
How do you infuse features and benefits into your product listings in a way that they get the most attention?
One method is to add them to your product descriptions, just as Notebook Therapy does.
Another method is to create a separate tab and add your product features and specifications there. Here’s how Bluecrate did theirs.
Better yet, let your creativity flow. What matters is that you write compelling product features and benefits, and place them in a way that your customers can see them easily.
A product landing page is never really complete without some form of social proof. Social proof is, well, a proof tells potential customers if a product is worth buying based on the actions of other buyers.
For example, before buying a product on AliExpress or Amazon, you usually check the reviews and comments of other buyers, don’t you? Those reviews are a form of social proof.
Another example: if you want to buy, say, a camera but don’t know which brand to go for, your first instinct is to ask for recommendations from friends and people you trust, isn’t it? Those recommendations are a form of social proof, too.
Studies have shown that 80% of American shoppers seek recommendations before buying a product.
That said, displaying testimonials, reviews, ratings, and even the number of orders on your product landing page is important if you desire to convert visitors into customers.
AliExpress is very good at this:
Strong Contextual Call to Action
You would like prospects to buy your product after viewing your product landing page, wouldn’t you?
What better way to tell your prospects to buy than adding a strong contextual call to action button?
This can be a “buy now”, “add to cart”, or “checkout” button.
Whichever you choose, ensure it is compelling enough to make prospective customers want to click.
Additional Product Landing Page Tips
Here are some additional tips to help you create awesome, high-converting product landing pages that yield results.
Measure Page Performance
If you don’t measure how well your landing pages are performing, you might never know how and when to make adjustments to improve sales.
The important metrics to track when measuring the performance of your page include:
Conversion rate measures the number of successful sales you make against the number of visitors coming to your landing page.
For instance, if your page gets 1,000 visits a day and you are only able to sell 10 products, your conversion rate comes out at 10%.
Bounce rate measures the number of visitors that exit your landing page without actually engaging with it.
For instance, if 200 out of 1000 visitors exit your landing page almost immediately they land on it, your bounce rate is 20%.
Average time spent on page
If visitors are spending less time – say less than 1 minute – on your landing page, it’s indicative that there is something wrong somewhere. This is why tracking the average time spent on your page is also important.
Installing Google Analytics on your website will make it easy to measure these metrics.
Check What Your Competitors Are Doing
Sometimes, the best way to get good at something is by checking what those who are successful at it are already doing.
So, try to sneak up on your competitors and other successful dropshippers to see how they are optimizing their product landing page.
If your landing page isn’t converting as much as you want it to, rather than giving up, tweak a little.
Try using a different product image. Rework your product description, change your page layout, try a different color for your call-to-action (CTA) button, etc.
In essence, A/B test your product landing page to see which variation of your page will yield the best outcome.
Make Your Page Load Faster
Nothing irritates and annoys more than a slow-loading product landing page. By all means, ensure your page loads fast by using light-weight images and using a premium hosting solution.
Ready to get started
There you have it; tips for creating and optimizing your product landing page to supercharge your sales and double your profits. Create a product landing page in seconds using our dropshipping automation tool.
Creating optimized product landing pages is certainly not enough to make your dropshipping business grow. You need the right set of tools as well. You need Sell The Trend.
Sell The Trend is an all-in-one dropshipping platform that allows you to automate your dropshipping product research and other repetitive tasks, connect with suppliers within and outside the US, and lots more.
Also, Sell The Trend allows you to automate order fulfillment with ease. It comes with lots of marketing tools.
Ready to try out Sell The Trend to see how it will help your business?
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