As an entrepreneur launching a new product or service, you need an effective way to capture leads and drive sales. Building a high-converting product landing page is one of the best ways to achieve this goal. With the right landing page, you can showcase your offering, highlight key benefits, and convince visitors to take action. However, creating an impactful landing page from scratch requires significant time, money, and technical skills. If you're looking to build a high-converting mobile landing page in minutes, check out our article on how to do so with Unicorn Platform's easy-to-use drag and drop builder and pre-designed templates.
About Building High Converting Landing Pages
To build a high-converting product landing page, there are a few key steps you should follow:
First, focus on your value proposition. Clearly articulate the key benefits and solutions your product offers to customers. Use persuasive language and imagery to convey how you can help solve their problems or meet their needs. Your value proposition should be prominently featured at the top of your page.
Second, highlight your product’s key features and functionality. Use visuals like screenshots, graphics, and short videos to demonstrate the product in action. Explain how each feature will benefit the customer and make their life easier. Group related features together under descriptive subheadings.
Third, include social proof like testimonials, reviews, case studies, or media mentions. Build trust and credibility by showing real customers or industry experts vouching for your product. Select quotes and stories that speak to your target audience and the benefits you want to highlight.
Fourth, have a clear call-to-action like a “Buy Now” or “Start Your Free Trial” button. Place your CTA prominently on the page, preferably above the fold so visitors see it immediately. Make it visually compelling so it stands out and visitors feel compelled to click.
Fifth, optimize your page for search engines and conversion. Use keywords in your page title, headers, and content. Make sure your page loads quickly and all elements are mobile-friendly. Track key metrics like time on page and conversion rate to see how you can improve.
By following these steps, you'll be well on your way to building a high-converting product landing page. Keep testing and optimizing to better reach and persuade your target customers. With a persuasive value proposition, robust feature descriptions, social proof, an eye-catching call-to-action, and strong SEO, you'll turn more visitors into customers in no time.
Choose a Template on Unicorn Platform to Get Started
To quickly build a high-converting product landing page on Unicorn Platform, follow these steps:
Choose a pre-designed template. Unicorn Platform offers professionally designed templates optimized for product landing pages. Select a template in your brand’s style to save time. Customize the template by adding your images, text, videos and calls-to-action.
Focus on your product imagery. Include high-quality photos of your product from multiple angles. For software or mobile apps, include screenshots showcasing the key features and user interface. Place your product imagery prominently at the top of the page.
Highlight your product’s benefits and features. Use headers, bulleted lists, and paragraphs to outline how your product solves customer problems. Explain your key features and specifications in an easy-to-understand manner.
Include social proof. Add logos of well-known companies that use your product, quotes and testimonials from satisfied customers, media mentions of your company, awards or certifications you have received. Social proof builds trust and credibility.
Add a strong call-to-action. Place eye-catching buttons or links at multiple locations on the page, especially below each product section, encouraging visitors to buy, download or subscribe now. The call-to-action should stand out and drive visitors to convert.
Review and optimize. Check for any issues with formatting, spacing or accessibility. Get feedback from colleagues and make any needed changes. Analyze performance metrics to see how you can improve page conversion rates over time through A/B testing different versions.
With an effective product landing page, you can highlight your offerings, build excitement and drive more conversions and sales. By choosing a template and focusing on visuals, benefits, social proof and calls-to-action, you'll have a high-performing landing page up and running in no time.
Pick Your Hero Image Wisely
The hero image is one of the most important elements on your landing page. It is the first visual impression visitors will get of your product or service, so choose it wisely.
Select an Image that Resonates with Your Audience
The hero image should visually represent your key selling proposition or value and resonate with your target audience. If your product appeals to designers or creatives, an artistic photo may be suitable. For a B2B SaaS, an image portraying business or technology may be more appropriate. Ensure the photo is high quality, evocative and aligns with your company's brand image.
Place Key Copy Over the Image
Overlay the photo with a headline, subhead and call-to-action that tell visitors exactly what you offer and what you want them to do. For example, “The only tool your business needs to drive growth” followed by “Boost your sales and optimize your marketing in one place. Start your free trial today.” This helps capture attention and directs visitors to take the desired action.
Keep it Simple
Avoid cluttering the hero image with too much text or multiple CTAs that distract or confuse visitors. One headline, a subhead for context and a single call to action are typically sufficient for an effective hero image. The remaining details and benefits can be outlined in the sections below.
Mobile-Friendly and High Resolution
Ensure your hero image displays properly on all devices, especially mobile. It should be a high-resolution photo (at least 1920x1280 pixels) that looks crisp on high-definition displays. For responsive design, the image should resize proportionally on smaller screens so no important elements are cut off.
By following these best practices, you can create a compelling hero image that makes a great first impression, resonates with your target audience and encourages visitors to engage further with your landing page. An impactful hero image, combined with a persuasive headline and call to action, is a key ingredient for high conversion.
Write a Compelling Headline and Subheadline
To create an effective product landing page, you must have an compelling headline and subheadline. These two elements are the first things visitors see and determine whether they engage further with your page or bounce.
Write a Compelling Headline
Your headline should capture the key benefit or most exciting aspect of your product in a few compelling words. Some options include:
- “Do [main benefit] in [short time period]”
- “The [adjective] way to [main benefit]”
- “Introducing [product name]: [main benefit]”
Keep your headline to 6 words or less for maximum impact. Use power words like “revolutionary,” “amazing,” or “incredible” to pique interest. Most importantly, focus on your ideal customer and the main problem your product solves for them.
Follow with an Engaging Subheadline
Your subheadline expands on your headline by describing your product in a concise and enticing way. For example, if your headline is “Do your taxes in under an hour,” an effective subheadline might be:
"Our easy-to-use tax software cuts through the confusion and gets your taxes done fast so you can get back to living your life.”
In 2 sentences or around 50-70 words, highlight your product's key features and benefits using simple but compelling language. Explain how it specifically helps your target customers save time, increase revenue, decrease costs or improve their lives.
Keep your headline and subheadline above the fold on your landing page so visitors see them first. These two elements work together to capture attention, communicate your value proposition, and motivate readers to keep scrolling to learn more about your offer. With an irresistible headline and subheadline, you'll turn more visitors into engaged prospects and paying customers.
Highlight Your Product's Key Benefits
To convert visitors into customers, you need to clearly articulate your product's key benefits. Focus on how your product can positively impact their lives and businesses.
Increased Productivity
Explain how your product saves users time and effort. For example, highlight how your tool streamlines workflows or automates tedious tasks. Quantify the time savings and productivity gains to demonstrate the impact.
Cost Savings
If your product reduces costs for users, emphasize the potential savings. For example, note how much money users can save per month or year by switching to your product. Back up any claims with case studies or data.
Improved Performance
Does your product help users achieve better results or outcomes? For example, discuss how your product can increase sales, boost conversion rates, or strengthen customer satisfaction. Use data, statistics, and customer stories to support these performance benefits.
Enhanced Experience
Discuss how your product improves the overall user experience. For example, explain how your tool offers an intuitive interface, simplified setup, personalized features, superior support, or an enjoyable experience. Highlight what makes the experience superior to competitors.
Increased Revenue
For products aimed at businesses, focus on the revenue impact. Explain how your solution can directly increase sales or revenue for customers. Discuss the revenue potential and provide examples of how much other customers have generated. Revenue-oriented benefits strongly motivate business buyers.
To summarize, keep your product's benefits concise but compelling. For each benefit, provide concrete examples, statistics, data, or stories to help visitors understand the true value your product offers. With a clear view of the key benefits, visitors will be primed to convert into paying customers.
Include Powerful Social Proof
To build trust and credibility, include powerful social proof on your landing page. Social proof refers to evidence that other people have found your product useful or trustworthy. This could be:
Testimonials: Feature enthusiastic comments from current customers about their experience using your product. Keep testimonials concise, specific, and highlight the key benefits. Attribute the testimonial to a real customer along with their name, title, and company.
Case studies: Publish in-depth stories of how a customer succeeded by using your product. Explain the challenges they faced, the solutions they implemented, and the results they achieved. Case studies are very persuasive and help build trust in your brand.
Press mentions: Highlight any media coverage of your product or company. This could include news articles, blog posts, podcasts, or video features. Press mentions, especially from well-known publications, establish your credibility and authority.
User stories: Share stories of how real users apply your product to solve problems or achieve goals. Explain who the users are, their challenges, how your product helped, and the outcomes. User stories help visitors envision using the product themselves.
Metrics and numbers: Include metrics and statistics demonstrating the success and scale of your product. For example, number of customers, percentage of renewal or upgrade rates, reduction in cost or increase in revenue for clients. Hard numbers provide social proof at scale.
Logos: Feature well-known company logos of clients or partners that use your product. Established brand logos convey instant credibility and trustworthiness. But only display logos if you have explicit permission to do so.
Social shares and followers: Highlight the number of social shares, likes, and followers on platforms like Facebook, Twitter, and LinkedIn. Large numbers indicate your content and product resonate with many people. But only showcase honest, organic numbers.
Using multiple forms of genuine social proof helps establish credibility and build trust in your brand, product, and landing page. The more proof points you have, the more persuasive your page will become. But never fabricate social proof or use misleading metrics, as this will damage trust and hurt your brand reputation.
Keep Your Text Short and Impactful
To maximize the impact and effectiveness of your landing page, keep your text succinct and compelling. Focus on brevity and clarity in all written content.
Headlines
Craft catchy yet concise headlines that capture the product or service’s primary benefit or key differentiator. Aim for no more than 2 to 3 short sentences or a single compelling phrase of 6 to 8 words. Headlines should be sizeable, around H2 level, to draw attention.
Bullet Points
Use bulleted lists to highlight key features, benefits or points about your offering. Keep bullets to 1 or 2 short sentences with an active verb and compelling language. Numbered lists can also be effective for showcasing a clear sequence or process. Limit the number of bullets to 3 to 5 per section.
Paragraphs
Write short paragraphs of 2 to 3 sentences. The first sentence should draw the reader in, the following sentences provide supporting details or examples, and the concluding sentence reinforces the key message or takeaway. Leave empty space between paragraphs for easier readability.
Brevity
Be concise in all text, avoiding unnecessary words and complexity. Get to the point quickly while still effectively conveying your message. Use simple words and sentence structures for the widest appeal and comprehension. Your landing page copy should be scannable, with ample empty space, as visitors want the key details fast.
Calls-to-Action
Place highly visible calls-to-action, or CTAs, throughout the page to spur visitors to take the next step, whether signing up, buying, or contacting you. Use action-oriented language for your CTAs like “Get started today” or “Learn more now.” Ensure your CTAs stand out with color, size, and placement. Track how well your CTAs convert to determine the most effective wording and positioning.
\n\nKeeping text optimized in these ways will boost the conversion rates for your landing pages and drive more of the results you want, whether that is sales, signups, or social shares. With a compelling yet concise message, you can turn more visitors into customers and clients.
Include a Strong Call-to-Action
To maximize the conversion potential of your landing page, be sure to include a prominent call-to-action (CTA). Your CTA should be a clear and compelling button or link that encourages visitors to take the desired action, such as purchasing a product or signing up for a service.
An effective CTA will:
- Use action-oriented language: Words like “Buy Now,” “Subscribe,” or “Get Started” convey a sense of urgency and encourage the visitor to convert immediately.
- Stand out on the page: Make your CTA large, brightly colored, and centrally located so visitors notice it right away.
- Clearly state the benefit: Explain how the visitor will gain or achieve something by clicking, such as “Get Your Free Trial” or “Buy Tickets Now - Best Seats Available.” This taps into the motivation for their visit.
- Match your overall message: Ensure your CTA is consistent with the content and visuals on the rest of the landing page. If you’re promoting a professional product, a casual CTA like “Give it a go!” may seem out of place.
- Lead to a conversion-optimized page: The page visitors land on after clicking your CTA should make it as easy as possible for them to complete the conversion, with minimal distractions or barriers.
- Be mobile-optimized: Your CTA must be easy to click or tap on mobile devices. Include padding around the button and ensure any text is large enough to read on small screens.
- Test different options: Try variations of your CTA’s text, color, size, and placement to determine which combination yields the highest conversion rate. You can then make changes based on the results.
A compelling call-to-action is one of the most impactful elements on your landing page. Follow these best practices to create a CTA that effectively motivates your visitors and leads to more conversions. Continually optimizing your CTA through testing and iteration will help maximize its performance over time.
Offer a Free Trial or Demo
Offering a free trial or demo is one of the most effective ways to convert visitors into paying customers. When potential customers can experience your product firsthand, they gain a deeper understanding of its value. A free trial allows them to explore your product, experience how it works, and determine if it meets their needs.
Keep the Free Trial Short but Impactful
Limit your free trial to 7 to 14 days. This provides enough time for customers to get acquainted with your product but not too long that they lose interest. Focus the trial on your product's most useful and compelling features. Help new users get set up quickly so they can realize the benefits within the first few days. Send reminder emails during the trial to prompt them to take key actions.
Require a Credit Card to Reduce Abuse
Requiring a credit card for the free trial, even if you don't charge anything upfront, deters those with no real interest in becoming a paying customer. Let customers know at the start of the trial that you will begin billing them automatically at the regular rate once the trial ends, unless they cancel beforehand. This approach leads to higher conversion rates since customers have already provided their payment information.
Offer Live Chat and Support
New users will have questions as they explore your product. Provide multiple channels for them to get help, such as live chat, email support, knowledge bases, and video tutorials. Fast, helpful support leaves a positive impression and shows customers you value their experience. Address any technical issues right away to avoid frustration.
Send Conversion Emails and In-App Messages
Gently remind customers as the trial winds down that their subscription or payment is about to begin. Send a series of emails in the last few days of the trial highlighting the key benefits of your product. You can also display in-app messages for users still on the trial. These communications nudge them to convert before the trial expires.
A well-designed free trial allows potential customers to experience how your product solves their needs and establishes its worth. Focus on providing a valuable yet concise experience, helpful support, and strategic reminders to motivate visitors to convert into long-term customers. With an optimized free trial, you'll gain insights into how people use your product and build confidence in its ability to deliver results.
High Converting Product Landing Page Best Practices
To create a high-converting product landing page, there are several best practices you should follow:
Have a Clear Value Proposition
State the key benefit of your product or service in a simple, compelling way. This should be prominently featured at the top of your page. Use concise language that resonates with your target audience.
Showcase Your Product
Use images, videos, or interactive demos to demonstrate how your product works. Allow visitors to experience the key features and functionality. This helps to build interest and desire.
Build Trust and Credibility
Include client testimonials, case studies, reviews, or media mentions. Display any relevant awards or certifications. Add a team page introducing key members of your company. These elements help to establish your authority and expertise.
Keep it Simple
Avoid clutter and distraction. Use plenty of white space and a minimalist design. Focus on one clear call-to-action like "Start your free trial today". Don't overwhelm visitors with too many options or links.
Optimize for Mobile
With more and more web traffic coming from mobile devices, your landing page must be fully responsive. All elements should display properly on small screens. Large buttons and text also improve the mobile experience.
Drive Action
The ultimate goal of your landing page is to get visitors to take action, whether that's starting a free trial, purchasing your product, or scheduling a demo. Call the visitor to take that desired action by using engaging copy and eye-catching buttons. Make the next step in the process very clear.
By following these best practices, you can create a high-converting landing page that effectively markets your product and generates more leads. Focus on clearly communicating your value proposition, building trust, simplifying the experience, optimizing for mobile, and driving visitors to take action. With the right messaging and design, your landing page can become a powerful conversion tool.
Conclusion
As you've seen, building a high-converting product landing page is within your reach. With the right tools, a clear value proposition, and an optimized user experience, you can create a landing page that attracts, engages, and converts your target customers. Unicorn Platform provides all the functionality needed to get your landing page up and running quickly and affordably. Now you have no excuse not to start converting your website traffic into sales and growing your business. What are you waiting for? Get started building your optimized landing page today and watch your conversions soar.
