How to Build a Product Page for Maximum Conversion

An effective advertising campaign requires a product page on Google to ensure an optimal landing experience and maximum conversion. A product page that is not properly structured is likely to suffer from a low sales rate. Therefore, when building a landing page on Google for a product advertising campaign, you must adhere to some design guidelines that contribute to the conversion rate of a product page on Google.

A landing page for a product advertising campaign on Google is a single landing page, which is not part of a business website with a product catalog or an online store for selling products online, the purpose of which is to encourage surfers who came through sponsored advertising on Google to complete the purchase of the product advertised on Google.

Landing pages for advertising a product on Google focus on only one thing - maximum sales of the product. A product page on Google must focus exclusively on obtaining as many conversions as possible (purchases of the product) in order to obtain the maximum return for the investment in promoting the product for the product advertising campaign on Google.

While a single product landing page can achieve higher conversion rates than an internal product page of a large online store website, because surfers don't have the option to switch to other pages, this only happens if you build the landing page according to a number of design guidelines that lead to maximum conversions on product pages. In order to achieve maximum conversions in a product advertising campaign on Google, the landing page of the campaign must be built according to the following design guidelines:

Adaptation of the landing page to mobile

Mobile shopping is growing year by year. Smartphones and the technological advancement of mobile sites make it easy for surfers to purchase everything they want quickly and easily through mobile devices. On top of that, many studies show that mobile surfers are more likely to purchase a product on their first visit to the landing page of a product advertising campaign on Google.

Therefore, it is of the utmost importance to adapt the landing page of a product advertising campaign on Google in a responsive manner to mobile. A good browsing experience on the landing page via mobile will help maximize the conversion rate of the campaign, and ensure that as many surfers arriving via mobile will complete a conversion.

Highlighting the benefits of the product on the landing page

The landing page of a product advertising campaign on Google must of course include relevant content regarding the product itself, ranging from important information for the surfer to relevant professional specifications. But you should not rely on the fact that visitors to the landing page will actually go through all the text on the site, especially considering that most surfers decide whether to continue browsing a product page based on their browsing experience in the first 10 seconds.

As a result, it is very important to emphasize all the product's advantages prominently on the landing page. A landing page that is built in a way that prominently emphasizes the benefits of the product succeeds in encouraging the surfers to stay longer on the landing page to learn about the product, which ultimately increases the chances of completing the conversion of more surfers on the landing page.

A call to complete a purchase on the landing page

It must not be assumed that the visitors to the landing page know that they have the opportunity to complete a purchase on the page itself or that they are already ready to complete the purchase of the product as soon as they click on the Google advertisement. Some surfers will not realize that they can buy the product right now on the landing page, some surfers will not notice that there is a purchase option for the product on the landing page and some surfers will simply not rush to complete a purchase on their first visit to the landing page.

In order to avoid confusion among visitors to the landing page, to ensure that it is clear to surfers that the product can be purchased through the landing page, and in order to achieve maximum conversions on the landing page, it is important to include a clear and effective call to complete a purchase on the landing page.

Furthermore, many experts in the field of building landing pages on Google recommend including 2-3 different calls to complete a purchase on the landing page in order to encourage as much as possible the visitors to the page to complete a purchase. For example, include on the landing page a call to a primary action above the buy button such as "To buy the product - click here" and a call to a secondary action such as "Stock is limited. You should order the product as soon as possible".

Simple and easy conversion operation

If you managed to keep the surfers on the landing page and brought to their attention that the product can be purchased on the landing page, it is also desirable that the process of buying the product be simple and easy to perform. The easier the process of buying the product, the greater the chances that more and more visitors to the landing page will actually complete the purchase.

It is recommended to work with an advanced, secure and proper clearing system that can give visitors to the page a good browsing experience when completing the purchase of the product.

Visual aids of the product

Correct visual presentation of the product on the landing page can make a big difference in the conversion rates of the campaign. Consumers cannot hold the product they buy online, but they certainly want to see the product they are buying and get an illustration of the product in action. Visual aids allow the seller to present his product to customers.

As a result, it is important that the landing page of a product advertising campaign on Google includes many visual aids that present the product to surfers in a variety of ways. It is recommended to use high-quality images of the product from several angles, videos showing the product in action, images illustrating the size of the product, professional specification images, etc.

Urgency to complete a purchase on the landing page

Advertisers want as many surfers as possible to complete a purchase on their first visit to the landing page. If a large part of the surfers do not complete a purchase directly on the landing page, this lowers the page's conversion rates and requires the advertiser to run a remarketing advertising campaign at the same time.

An excellent way to increase the chances that more surfers will complete a purchase on their first visit to the landing page is by increasing the feeling of urgency on the landing page to complete the purchase of the product. You can increase the urgency to complete a purchase on the page by offering a discount on the product for a limited time, displaying the amount of remaining stock of the product, a countdown line on the landing page until the sale of the product ends, etc.

Recommendations from customers about the product

On the Internet there is a large number of marketers who sell products online, while some of them do not work to the highest standards. As a result, today's consumers tend to be much more skeptical about buying online. Many surfers hesitate to purchase a product from a professional web design company or brand they do not know.

Recommendations from customers help to lower this threshold of concern. Research shows that consumers place testimonials from customers who have tried the product at the top of the list of variables that influence their buying decision. It is recommended to display customer testimonials on the landing page of a product advertising campaign on Google, either through photos of testimonials or through reviews on social networks, in order to increase the conversion rate on the landing page.