How To Make A Product Page That Converts

Lead generation landing pages are the superstar sales team for your online business.

For each Landing Page that you create, you can choose to also create a Thank-You page by clicking the + icon next to the name: It will inherit the styles from your main page, but after that you can customize each one separately with new images, text, and colors. As you know, the product page plays an essential role in eCommerce website. You have to develop product pages in a right way in order to decrease the abandon rate as well as boost sales. Thus, you need to follow these guidelines to create product pages that convert to outperform your competitors. Aim to make your prospects’ somatosensory cortices light up. Use lively language. Alliteration is one of the easiest ways to make your product description copy shine. Take a look at the last sentence of ModCloth’s description here: “Check out this dashing design in a host of other haute hues!”.

Even while you're sleeping, they're out there beating the pavement 24/7, drumming up leads and growing your audience.

It isn't an easy job, either. Your landing page has to effectively perform the entire sales process in only a few seconds, grabbing visitors' attention and convincing them to sign up for your offer.

That's a lot to ask of one little web page.

Lead generation landing pages are easy to attempt but difficult to perfect. Pouring all your creative energy into crafting a superb landing page, only to watch your hard-earned visitors leave without signing up, can be pretty demoralizing.

Success requires walking a fine line between getting the information you need and overwhelming potential leads. Every element needs to work seamlessly to convert visitors into subscribers.

Fortunately, improving your lead generation landing pages and optimizing your conversion rate isn't difficult. Let's take a look at some simple conversion rate tips we've found that can help you create better landing pages and boost your conversions.

So what are lead generation landing pages?

Landing pages tend to come in two primary flavors:

  • Click-through landing pages
  • Lead generation landing pages

Click-through landing pages are designed to “warm-up” or qualify visitors before they buy a product or subscribe to a service. Click-through landing pages come in all shapes and sizes. Blog posts, white papers, product descriptions, and case studies all work well as click-through landing pages.

Lead generation landing pages, on the other hand, are single-purpose pages where you give something valuable away for free—like an ebook, newsletter, email course, or worksheet—in exchange for visitors' contact information.

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ConvertKit landing pages were designed by world-class pros to be fully customizable and give you the quick data to improve your conversion rates and grow your business.

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Lead generation landing pages aren't about sales

The point of your lead generation landing pages isn't to close any deals.

That'd be like me asking for your hand in marriage 10 minutes into the first date. Thanks, but no thanks.

You might not be asking visitors to pull out their wallets quite yet, but you are asking them to make a “transaction.” But instead of trading money for products, they're swapping their valuable contact details (and permission to follow up later) for the information you're offering.

That initial “transaction” is a vital part of the sales process for many businesses. For consultants, coaches, course creators, and other high-value products and services, generating and nurturing leads is a crucial part of the sales process.

No leads, no sales.

Now that you know why lead generation landing pages are so important, let's dive into some practical tips for boosting your conversion rates.

10 tips to increase your landing page conversions

No matter what kind of online business you run, the core elements of every landing page are the same. Here’s what landing page wizard and VP of Marketing at Common Thread Collective Aaron Orendorff has to say:

The industry doesn’t really matter. What matters is that your landing page is written directly to real people with real problems in search of real solutions.

At the end of the day, people are people. We all have universal desires as well as universal fears. It’s always about finding the pain — the hell — your audience is experiencing (right now). Leaning into that pain. Bringing it to life. And then delivering your solution as the answer — the heaven.

So being real with your target audience is the key to unlocking more conversions. What does that look like in practice?

#1: Set one goal and eliminate distractions

You should design every landing page with a single goal in mind. The goal you choose is crucial—it should be the smallest possible step that visitors could take down the path to becoming a customer or client.

Some common goals you might choose for your landing page:

  • Subscribe to your newsletter
  • Download a free guide
  • Follow you on social media
  • Schedule a call
  • Sign up for a webinar

Every single element on the page should have a role to play in moving visitors closer to achieving that goal. That means removing any potential distractions, alternate paths, and secondary CTAs.

Navigation and outside links should all be left off your landing pages. These options all give users an easy chance to leave your landing page without converting, so they should be left off your landing pages.

Heat mapping software Crazy Egg's landing page does a great job of guiding visitors toward their goal of creating their first heat map. Visitors have only one option, and that's to enter their website URL to generate their first heat map and create their account.

Apart from creating their first heatmap (and perhaps enjoying the delightful illustrations), there's nothing else visitors can do on the landing page. Simplicity is the key to improving conversions.

#2: Grab visitors' attention with your headline

Once someone hits your landing page, you have only about 15 seconds to grab their attention and let them know whether you're offering what they need. Your landing page headline needs to let readers know how your offer will benefit them immediately.

While writing attention-grabbing headlines might sound painful, it's not all that difficult. Landing page headlines tend to work best when you follow one of three principles:

  • Ask readers a question related to your product
  • Promise the reader useful information
  • Explain how the reader can reach their goals

Let's say you're a freelancer creating a landing page for a free email course that teaches other freelancers how to grow their client base. Based on our three headline principles, you might choose headlines like:

  • Tired of waiting for clients to come to you? (asks a question)
  • Avoid the top 7 mistakes freelancers make when finding clients (promises useful information)
  • How to fill your client list in the next 30 days (without working for peanuts) (explains how to do something)

Each of these headlines would work well for the same product—pick your favorite one and try it out.

Check out our headline on the ConvertKit home page—it explains the benefits that customers get from the platform—growing their audience—without getting lost in the details of email marketing.

How

SEO tool Moz is another excellent example of a landing page headline, challenging visitors to up their SEO game by signing up for their software.

#3: Use imagery that reflects your offer

Great visuals instantly express what you're all about and build trust with visitors. It takes 2.6 seconds for a user's eyes to land on the area of a website that most influences their first impression. But, users spend an average of 5.94 seconds looking at a website's main image.

It's why so many online creators start their landing pages with high-quality, relevant visuals or photos. People buy from people, not companies. Starting your landing pages with a photo lets visitors put a face to your name, and makes them more likely to convert.

It's why Pat Flynn of Smart Passive Income includes his photo and signature right in the middle of his home page.

If you don't want to be the “face of the company,” don't worry. You can always find free stock photography from thousands of regular contributors on Unsplash or Death to the Stock.

#4: Solve a pain point with your lead magnet

Most landing page visitors won't give up their precious email address unless you're offering something of value in return. Offering a free lead magnet, like an email course, downloadable guide, or recorded webinar can help build trust with your visitors and increase conversion rates. Once they've signed up, you can then nurture subscribers and provide more value through your email sequences.

To choose a valuable lead magnet, start by doing some research to find out something people in your audience want or need. Start small—readers should be able to put your free information into action straight away. If you can't think of a topic idea, we have a whole collection of lead magnet ideas you can choose from. You can even create multiple lead magnets and test to see which is the most popular.

You can use ConvertKit to upload your lead magnet files and connect the corresponding email sequence to your landing page. That way, people who sign up on your landing page will automatically receive your lead magnet the minute they sign up, like this landing page from managed WordPress host Flywheel.

Offering multiple lead magnets can be a great option, but each landing page should offer just one incentive. Multiple offers on your landing page could decrease conversions by 266%, so remember: one landing page, one offer.

#5: Make your body copy enticing

The debate about whether long landing pages are better than short pages has been raging for years.

When it comes to generating leads, though, it isn't the size of your landing page that matters. It's how well it addresses your audience's needs, according to Joanna Wiebe, founder of CopyHackers:

There's no point in saying “long copy always beats short copy”… or “long copy doesn't work on me”… or “web users will only tolerate short copy”…

Rather, your page needs to be as long as is necessary to make the argument that will address the prospect in their state of awareness. If you don't know how aware they are, you need to find out in order to shape your argument.

Your body copy should talk directly to your ideal customer:

  • Speak to readers in the first-person and use words you'd use in a real conversation.
  • Keep your paragraphs short—two sentences is a good target.
  • Use subheadings, bullet points, bolded words, and white space to break up long blocks of text and make your copy easier to digest.

Time tracking app Noko's (formerly Freckle's) landing page has some killer copy. The headline speaks directly to their customers' biggest pain point—finding a time tracking app people want to use. The body copy speaks directly to their audience, explaining the problem (and the benefits customers see after solving that problem) before selling the software itself.

Check out Noko founder Amy Hoy's case study on how she improved conversions by 240% just by improving her landing page copy.

#6: Keep forms as simple as possible

Just like your landing page copy, the signup form you use should depend on the goal of your landing page. Both long and short forms can perform equally well. The form length you choose should depend on whether you're looking to generate lots of potentially less-qualified leads, like for an email newsletter, or a small number of highly-qualified leads, such as webinar viewers or coaching calls.

Either way, avoid discouraging them from completing your form by only asking for the bare minimum information you need. Use dropdowns and checkboxes where you can, and make form fields optional to give visitors flexibility. Your form also needs to stand out from the rest of your design—use bold colors and contrast to make sure visitors don't ignore or miss your form.

Design tool InVision has an excellent form flow for their training webinars. Visitors first choose a date and time for the webinar they'd like to attend. Visitors are only shown the registration form after they select a time. The registration form is simple, consisting of three required fields for first and last names and email, as well as a handful of optional fields.

It's an elegant form, designed to maximize conversions.

#7: Build trust with visitors

Since online businesses often aren't able to interact with customers and clients in person, building strong relationships with your audience is hugely important. After all, trust means conversions, and conversions mean customers.

There are a few different tactics you can use to build trust on your lead generating landing pages. Social proof goes a long way—testimonials from audience members can help strengthen your messaging and prove your worth to new visitors. Adding a friendly photo thumbnail and name to the testimonial can also boost conversions, like these testimonials from customers of event planning service Bizzabo.

Another great way to build trust with visitors and boost conversions is by being transparent. Let your readers know how much you'll care for their online safety by writing up a privacy policy and providing a link from every landing page.

#8: Create a killer call-to-action

The language you use on your call-to-action button has a surprising effect (both good and bad) on your conversions. Your CTA button copy should relate to your audience—think about what your prospective leads would say or think, and use language they'll connect with. Try to avoid generic words like “Submit” or “Sign up”–instead, use trigger words like “you” or “my” to help increase conversions.

Expert copywriter and founder of CopyHackers, Joanna Wiebe, recommends thinking of CTAs not as a call to action, but instead as a call to value. While calls to action amplify the action of moving forward, calls to value emphasize the value a visitor will see by moving forward.
Here’s Joanna:

A call to value is best for people before they’ve decided to buy; it reinforces the value of the offering and works toward convincing the prospect.

A call to action is best for people once they’ve decided to buy; they already understand the value, so it’s time to stop selling and just make it as frictionless as possible for them to give you their email addy or credit card deets.

The action you offer on your CTA button might be “Download my free conversion guide,” but the value you’re offering to visitors is to “triple your subscribers with these free conversion rate tips,” so the CTA copy you test might read “Start growing your subscribers.”

How to make a product page that converts pdf

Check out this landing page from online training site Treehouse. Their CTA button, “Claim Your Free Trial,” ticks all the right boxes. It's reader-focused, direct, and the word claim creates a sense of urgency.

#9: Keep up with your marketing funnel

Remember, your landing page is only the first step in your sales funnel. Once visitors sign up, make sure you're maximizing your conversions by nurturing leads through your email marketing.

For each new landing page you launch, it's worth taking a quick look at your marketing funnels. Check whether your emails are up to date, and make sure new subscribers are following the correct automation sequences.

Luckily, ConvertKit's landing page builder makes this step easy.

How to make a product page that converts textPage

New landing page subscribers are seamlessly added to your mailing list. You can automatically tag and segment new subscribers entirely on autopilot. It's easy to add an incentive for new subscribers and connect it to your landing page or set up advanced visual automations to ensure new subscribers always get the right emails at precisely the right time.

#10: Measure your results and make improvements

Even the best copywriters and designers don't get their landing pages right the first time. And since you can't improve what you aren't measuring—every landing page should be set up to track conversions.

There are tons of different analytics tools out there you could choose from, but Google Analytics is the best choice for most online creators. Google Analytics is a powerful tool, and it's relatively easy to set up on your site. And if you're using our landing page builder, you can set up conversion tracking on your landing pages in only a few clicks.

Remember, analytics are only valuable if they help you make better decisions and improve your conversions. Tools like Optimizely, VWO or Google Optimize make it easy to split test (or A/B test) different variations of your landing page. You can change headlines, imagery, long versus short copy, and calls-to-action to see which combinations bring the most conversions.

Improve your landing pages and boost your conversions today

Your lead generation landing pages might be superstar salespeople who work without rest, but improving their performance still isn't the easiest thing to do. It takes research, time, and experimentation (and sometimes a little luck) to create a lead generation landing page that converts.

But if you're patient and persistent the results are worth the effort. If you're looking to create better landing pages and convert more leads, ConvertKit's landing page builder is a great place to get started. And it's free!

Words are extremely powerful. You can use them positively as words of encouragement or if used poorly, they can be destructive and harmful. And this is true for any eCommerce store, words can directly impact your customer engagement, conversion, and your overall bottom line.

How To Make A Product Page That Converts

Today, you will learn how you can transform words into powerful content — writing product titles and product descriptions that can help you persuade your online shoppers into their path to purchase. The quality of how you construct your product title and product description can definitely make or break a sale.

Why Product Titles and Descriptions are Important?

In your product pages, you write for people. The main reason why you write product title and description is simply that people can use them to decide what products to buy.

So if you write confusing or complicated product titles and product descriptions, you might be jeopardizing your sale. In fact, 20% of purchase failures are caused by missing or unclear product descriptions. Moreover, if you write quality product descriptions, you can potentially increase conversion rates by up to 78%.

If you invest in writing your own unique and quality product titles and product descriptions, you are supporting your SEO practices too. Search engines love fresh and unique contents. If your products share the same product titles and descriptions, how will search engines distinguish one from the other?

How to write an effective product title and product description?

Remember, you want to craft quality product titles and product descriptions because you want to help your customers look for the right products and persuade them, eventually, into a purchase.

You can easily transform a bad product copy into a product title and description that convert by following our best practices below:

1 – Write just like your target audience

The foundation of a good product name and product description starts with your core: your customers. You should write in a manner that resonates with your target audience. Write in such a way that they understand. Your brand should be reflective of who your target audience is.

The best advice is to copy how they write and talk in a normal conversation.

What kind of word does your target audience would appreciate? How would you speak to a customer in a face-to-face interaction? What words are your shoppers using?

Try to incorporate their language and words into your product copy in order to get their attention and to convey your message more resoundingly.

Who is your product made for? A target audience can be a generation (millennials, generation z), a gender (men or women), a marital status (head of household, spouse) or a specific demographic for a group of customers.

When you understand how your target audience acts or behaves, you can invoke your product titles and descriptions more clearly and more effectively just like how Chubbies crafts their product titles and product descriptions in a clever and humorous manner that mirrors their millennial target market.

How To Make A Product Page That Converts Two

2 – Find the right format

You need to make sure that your products are properly named and formatted accordingly. This will increase the probability that they will be discovered by customers. The more people discovering your products, the higher the possibility of resulting in sales. But, we are not only talking about search terms or keywords here.

It is important to understand that the product’s category will heavily impact how you write the product title or description. For instance, a smartphone will have a more detailed information compared to a lipstick. With that in mind, we have the following elements and formats to consider when writing your product title and description:

Basic Format for a Product Title:

  • Brand Name
  • Variant / Color / Flavor
  • Size / Quantity: size refers to the size chart (small, medium, large) or unit of length (centimeter, inch) for clothing or accessory. Quantity is the number of units in a bulk package
  • Keywords: what an average searcher will type to search for a product

We’ve told you earlier that product category will directly impact a product titles format, here are few illustrations from Amazon:

Product CategoryProduct Title FormatExample
Cookware, CutleryBrand + Line + Size+ Product TypeSabatier Precision 14-Piece Stainless-Steel Knife Block Set
Tableware SetsBrand + Pattern + Product Type, AmountSpiegelau Authentis Collection Burgundy Wine Glasses, Set of 6
TelevisionBrand + Model Number + Product Type + (Color/Pack Size)Sharp LC-20E1UB 20-Inch LCD Flat-Panel TV (Black)

Basic Format for a Product Description:

  • Formatting (paragraph type, bulleted type, mixed)
  • Features
  • Benefits
  • Keywords

In a study conducted, the formatting of your product description will influence the perception of your shoppers toward the product. However, the rule of product description formatting varies depending on the product category.

In summary, the results suggest that a paragraph or a text format is recommended for techie products or specs-driven items like computers or smartphones. For bulleted type product descriptions, they gain more attention and people have a longer amount of time reading them compared to paragraph type.

3 – Find the right length

Some people say that in copywriting, the longer the better because you’ll have more words to sway your potential customers into buying. However, not all people like to read lengthy product titles or product descriptions, especially if they’re just written for no good reason.

Finding the right length for a product title and product description will help you get 51% more clicks. As a rule of thumb, follow the policy requirements of where you are listing your products. For example, Amazon has a clear policy of using 50 characters maximum for product titles as a general rule. However, some product categories allow longer product titles of not more than 200 characters, including spaces. For product descriptions, you are allowed to use 2000 character with a separate maximum of 500 characters for key features.

4 – Persuade using features and benefits

The average customer attention span is more limited and more distracting than ever. This is why in order to pitch your product effectively, you should entice your customers with the copy that will actually assist them to find the right product. And the best way to do this is to always write the features and benefits of the products.

But, sometimes you still don’t know the difference between the two. A product feature is something that a product has or made of. It is the functionality that enables the buyers to do something. In contrast, a product benefit is the result that a buyer will get from using the product.

To write your product features and benefits that will drive your shoppers into conversion, you need to ask yourself with the following things:

How To Make A Product Page That Converts Text

  • What are your product’s basic attributes? Dimensions, materials, functions, etc.
  • Why should they use the product? Would it cure a problem?
  • How is your product better than your competitors? Would it cure a problem faster?
  • Where could they use your product? Home or office use? Indoor or outdoor?
  • When could they use your product? Birthday? Christmas? Summer?
  • How does your product work? This is for technical items.

5 – Answer questions and clear doubts

Every time customers shop for a product online, they are uncertain for a lot of reasons: is the product of good quality? Is the merchant reliable? How do I know if this is the right product for me? Will I receive the product on time?

Your product copy will help you answer a lot of questions in a customer’s mind, especially those that they fear and doubtful of. The reason is that shoppers will risk their money every time they shop online. The higher the item’s value, the higher the risk. You will see high-priced items like smart TVs and smartphones with lengthy and detailed descriptions. Again, because the more monetary value that a customer will spend, the more uncertainties and risks they will gamble.

Your product descriptions should be able to relay sufficient information. The lack or missing information could actually prevent the customers from successfully buying the product. Whenever possible, your product title and descriptions must anticipate all questions and doubts that shoppers would encounter. As a general rule, every shopper wants to know how the product will meet his or her wants and needs. So, start thinking about what the customer desires and requires to achieve.

6 – Help shoppers compare products

All shoppers do comparison shopping all the time. It’s either because they want to steal the best deal or get the most suitable product. Whatever the reason is, average shoppers visit three websites before making a purchase.

And this is where you get the opportunity can control the conversation. Given that people are already comparing you with your competitors, why not use your product descriptions to directly compare your product with that of your competitors? This way you can present the advantages of your product more.

This is also a good way to explain your products even more. Say, for example, your product is more expensive compared to your competitor. You can include the reasons why buying a higher priced product will be more beneficial in the long run versus purchasing a cheaper alternative.

Aside from directly comparing your products from your competitors, you can also use your product descriptions to compare your own products within the same product category. Office Depot, for instance, has a product comparison feature to quickly compare the characteristics and features of different products at the same time in a table format.

7 – Use storytelling

If a product isn’t converting, it’s likely that your product description is not resonating on the customer’s emotional level. You want to appeal to your customer’s emotions in order to successfully convert them. This is why using emotionally charged stories can help you increase the perceived value of a product making it more viable for purchase.

In 2009, a project called Significant Objects was created as an experiment. The goal was to resell inexpensive items on eBay and turn them into a profit by adding personal short stories as product descriptions. The products, bought for $1.25 apiece on average, were sold for almost $8,000 in total.

This project tells you that storytelling is a powerful technique in a highly converting product description. While product features and benefits are staples in product descriptions, it is good to note that they shouldn’t be dull and boring. You can take advantage of people’s imagination and turn it into something more engaging and entertaining to read.

A good example is Son of a Sailor’s product description. The product name was actually the namesake of a well-known person. They injected a short story of a person’s life and contributions and turn them into a product’s attributes. Here’s the narrative:

8 – Increase trust with social proofs

Whenever visitors enter your online store, they are most likely unsure about what to buy. This is why they visitors seek advice from other people before purchasing a product. They’re often more inclined to purchase an item that generated a high number of positive reviews or feedback.

How To Make A Product Page That Converts Word

And this is what exactly what a social proof is all about. If you put social proofs like reviews or testimonial into your product descriptions, you are adding trust and credibility to that product. That customer reviews will serve as evidence that other people have already purchased the product and they’re satisfied with it.

Write to Convert

How To Make A Product Page That Converts Pdf

When visitors shop at your online store, they don’t have the means to examine your product. They can’t touch or try it on. While visuals like product photos are important aspects, you’ve learned the power of writing product titles and descriptions to help shoppers look for the right products.

Construct your product titles and product descriptions to resonate with your target audience, appeal to your shoppers’ emotions, and answer important questions. But more importantly, don’t forget your main objective: sell your products and drive shoppers into conversion.

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