294. How to Increase eCommerce Conversion of Your Best-Selling Product

While there are many different ways you can increase conversion, today, I want to talk about the use of landing pages; more specifically landing pages for your best-selling products. 

Now, if you have a really wide product assortment, you’re not necessarily going to be creating landing pages for every one of your items. But if you have a few stand-out items, a special holiday item or bundle, or even just one evergreen item that you’re well known for and still makes sense as a focus for the holiday, then a landing page might be a good idea. 

And when I say landing page, I’m not talking about the traditional landing page you would see for an information product or some suss supplement. Think of this as a product page on steroids that is positioned to sell one product to one customer for one specific reason. 

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When to Use Landing Pages

Landing pages are often used for paid advertising so that you can ensure the problem, solution, or product position you’re highlighting in the ad, is then the main focus of the page itself. 

For example, let’s say you sell a women’s fragrance and you wanted to run ads. Well, that’s two different audiences and two different messages. To ensure you give the customer the best possible experience, you might consider creating two separate landing pages for this so you can reinforce the message from the ad onto the page. 

But even if you’re not running ads and you only have one main message, you can still use this strategy. 

Bleame, the crystal hair remover, uses this strategy for its product page.

While the top half of the page above the fold looks like a traditional eCommerce product page, you’ll see a lot of additional information as you scroll down. 

What to Put on a Product Landing Page

Well, every great landing page has some standard sections that you’re going to want to include. Which we’re going to walk through. And whether you’re going the landing page route or the extended product page, route, the structure is going to be the same. The only difference is going to be the content that you have above the fold.

The only difference might be what you have above the fold. 

For example. If you’re going for the extended product page, then the above-the-fold content is going to be the same as the rest of your product pages

You’ll have great imagery and product videos, you’ll highlight key features & benefits, you’ll display your star rating, and have your add to cart button. 

If you’re going the landing page route, instead of having a product name, you might focus on a headline that speaks to the outcome the customer is looking for, with a subheading to expand on your unique selling proposition. 

From there you’ll want to dive deeper into the features and benefits of the product. For every feature you include you’ll want to ask yourself, so what? What’s in it for the customer? Explain how each feature solves the problem or helps the customer get the outcome they’re looking for. 

You can also include any icons to represent your unique selling proposition. For example, free shipping, easy returns, cruelty-free, etc.

Then you go into more details about the product if you need to whether that’s specifications, explainer or lifestyle videos showing the product in action. Maybe you want to insert some storytelling here. 

That leads perfectly into any reviews or social proof or user-generated content you have. 

Then you can go into any guarantee you might have or trust badges you want to display, such as money-back guarantee, additional payment options, etc. 

Then you can go into any FAQs. Include both product-specific FAQs such as how to use it, and anything more general such as shipping or returns questions. 

At the bottom of the page, you’ll want another call to action so they don’t have to manually scroll back to the top. This could be a sticky add-to-cart button, or just an anchor link that brings the customer back to the section with the add-to-cart button. 

Now, you don’t necessarily have to have all this content in the EXACT order I laid it out. You definitely want all these elements though and you want to make sure it flows and feels natural throughout the page. 

An Example Landing Page as a Product Page

Let’s walk through a real example. Bleam, a crystal hair eraser uses a landing page structure on their product page.

So above the fold, it looks like a traditional eCommerce product page. We’ve got a carousel of images on the left, with our product on the right. 

The images show the product with feature callouts on the actual image, before and afters, screenshots of comments from social media, etc. 

Then on the right, we have reviews, the product title, a call out of an award they one, and the price. 

Under that is a super short and sweet description – Shave armpits, legs, face, and bikini area – without painful waxing or razor cuts ever again! 

Then we’ve got a few bullet points, 2 variant options a single product or a 2-pack and then the add to cart button. 

As you scroll down, they have their payment icons, call out free shipping and returns, and then have a few accordions to answer some common questions. 

Again, all pretty typical of an eCommerce product page. 

As you continue to scroll, there’s a section that scrolls through a bunch of user-generated content and reiterates their review stars. 

Underneath that is a few demonstration videos that show you how to use it on different parts of the body. 

Next we have a before and after slider photo with some feature call outs such as easy to use, long-lasting, travel-safe and slows hair growth. 

Then we have more social proof along with some feedback scores. For example, 95% said the appearance of strawberry legs improved. 

Then they have more reviews and before and after photos. 

Under that, there is an us vs. them section where it compares the Bleame to shaving and waxing. 

Next they highlight their risk-free guarantee, followed by their generic review block, FAQs, and a final reminder of how easy it is to buy from them with free shipping, 30-day guarantee, and easy returns. 

Mind you, throughout this page there are numerous headlines that speak to their ideal customer and the outcome they’re looking for, there are calls to action sprinkled throughout the page in different sections, and there is a sticky add-to-cart bar that appears once you get past the first add-to-cart button. 

Now, if you didn’t already notice while I was reading through what was included on this page, there is A LOT of repetition. You see the features and reviews called out in the images of the listing, but they’re scattered all over the page. You’ve got their guarantee mentioned multiple times in multiple different formats. You’ve got directions in photos, in written form, in video. 

It’s the same exact information just presented in different format to appeal to all types of shoppers. Some people are going to skim, some are going to scroll, some are gonna scroll through all the photos, while others are going to read all the words. No matter how someone chooses to consume content on this page, all the elements we discussed will be there for them to see. 

So even if you THINK you don’t have enough content to fill up a landing page like this, that’s probably not the case.

So what are your next steps? First, start thinking about what your main product / marketing focus is going to be for Q4. Ask yourself if there is a particular product that it would make sense for you to build out a page like this for. Of course, doing this for your best-selling items is always a good idea. If you have a holiday specific product that you bring back each year; this might also be a really good idea. 

While it is going ot be a bit of work upfront, the idea is that the page will really do the selling for you. 

And if you have multiple best-selling products that you want to do this for, you don’t have to do them all right now. Start with whatever your number one best seller is and then you can build out the rest early next year. 

By the time you get to mid-September, you don’t want to be working on any projects. At that point, you have to be geared up for list growth in October and going live with your Holiday marketing campaign on or around November 1st. Once you get past that mark, it’s just sell, sell, sell. So make sure you don’t over-extend yourself due to any FOMO you may have developed while listening to this episode.