One of the things that surprised me most was that out of the almost 3,500 brands I analyzed, only less than 200 drive paid social traffic to a custom landing page. That's less than 6%!
That just shows how much room for optimizing their campaigns there is.
In this article, I'll show you what the best DTC landing pages have in common.
1. Clear and compelling headline
The headline has a big impact on visitors scrolling down the page and keep reading. So if it's not compelling enough, users will bounce.
Surely is aware of the main objections of their target audience (non-alcoholic wine being tasteless) and addresses them right away in their headline.
Nick's headline encapsulates the two main benefits of their cookie kräms in one sentence.
Kencko uses its headline to instantly qualify their audience. If you consider yourself a busy person, such a headline will likely grab your attention. The subheadline does a great job at explaining why their smooties are a good fit for busy people.
2. 'Call to value' instead of a call to action
Using CTA copy that focuses on the value a user will get instead of the action she is supposed to take works best for convincing users before they’ve decided to buy.
Generation Tux uses 'Build your look' as their CTA copy instead of a generic and boring 'Get started' or 'Shop now'.
3. Microcopy removing FUD (fear, uncertainly, doubt)
Shoppers experience the highest levels of FUD before taking action, usually proceeding down the funnel, so clicking a CTA button. That's why it's best practice to place FUD-removing microcopy near call to action buttons.
Dyper uses a list of 5 bullet points mentioning their product's key benefits right below the CTA button.
MUD\WTR placed both free shipping info and subscription terms under their CTA button. Notice how the second message makes sure users feel in charge of the subscription terms and leaves no risk they will get charged for an unwanted refill shipment.
Infographics make the content more convenient to skim and easier to comprehend.
Use them to showcase key product features in an easy-to-scan way.
88 Acres uses an infographic to emphasize the zero-waste approach to manufacturing their brand has.
While it's a bit hard to imagine how a room filled with 10-12% of candle scent feals, it's clear to see from this infographic that Otherland's candles are twice as strong as their alternatives.
They're best used either as a product overview in the top section of PDP, at the bottom of the page to summarize what users just read, as well as within the product image carousel.
Just make sure not to overload the infographics with text. Use dedicated sections on the page to go into each feature's details.
5. Comparison charts
Display a comparison chart showing the superiority of your product either over a competitors' product or the current solution your audience is used to using.
Comparisons vs current solution help visitors understand how your product can benefit them in ways they weren't aware of as they were used to a more traditional solution.
Tenzo matcha does a brilliant job comparing their product with coffee, and not with other matcha products. Not only the audience of people drinking coffee is bigger but also the difference between Tenzo and coffee is more drastic than between Tenzo and their direct competitors.
Comparisons vs competitors will help you convert users at the bottom of the funnel - those who know they need a product like yours but are still undecided on the brand. A comparison table makes this decision so much easier than clicking between multiple tabs. It can be especially impactful for products with comparable specifications (e.g. electronics).
6. Founder story
Use a founder story to build a more personal connection with your audience.
People prefer to buy from other individuals and companies they like (Cialdini's liking principle), and who's story they identify with because of similarity or shared values.
A good founder story should talk about:
The issues or challenges that made the founder start the company.
How the company and products answer these issues.
What are the founder's and company's values.
How the founder's life has improved after starting to use his own products.
Dyper's founder describes the problems his product solves and what his brand stands for.
HopWtr's founder went a step further and recorded a video of him talking about how his product is a healthy alternative to beer.
7. Relevant certificates
If your company has any certificates, displaying them on the page can increase your trustworthiness. This is especially useful in food and health & beauty categories.
Here's MUD\WTR showing off their certs.
8. Satisfaction guarantee
There will always be some element of doubt in first-time purchasers' minds, no matter how good your product and website copy. So if you have a really solid product with very low return and complaint rates, you should consider offering a guarantee to further decrease FUD and derisk the purchase.
Surely not only offers a full, no-questions-asked refund but also explicitly says that customers don't even have to return the product. Such confidence sends a strong signal to shoppers who are not yet convinced.
9. FAQ section (that's actually helpful)
Use the FAQ section to answer any questions your users may have when considering a purchase.
Use all your conversation data (from email, livechat, in-person) to make sure visitors are not left with any hesitations before buying your products. It's better for the FAQ section to be on the long side than too short.
10. Compelling exit-intent offer
Even though everyone says they don't like popups, they still work and are a low-hanging fruit to increase your conversion rates and grow your email list.
Use an exit-intent popup to capture the traffic that's about to leave the site without converting. Offer a discount, free shipping, or get more creative and come up with something special that your target audience will find valuable.
Dyper offers a whopping 70% off if you order a 6-pack monthly subscription of their diapers.
Proper gives users a chance to win a free product for signing up to their newlsetter.
Aside from the traits mentioned above, all the highest converting DTC landing pages have these obvious best practice elements:
Clean design relevant to the product and audience
If you want to get some more inspiration for your landing page, here's the full collection of 300+ DTC landing pages.