How to Create High-Converting Landing Pages for Better CPG Brand Marketing Performance
If you’re new to consumer packaged goods (CPG) brand marketing and aren’t sure about the difference between a landing page and a website, know that it’s a very common question we get from our clients. Essentially, the difference lies in the intention behind them.
For example, a website serves as a catalog of a business’s products or services and introduces clients holistically to its mission and competitive advantage.
A landing page, on the other hand, is a stand-alone page with the focused objective of driving conversions. Unlike websites, which offer multiple navigation paths, landing pages remove those distractions and guide potential customers to take immediate action on a particular objective—be it a product purchase or an email sign-up.
Given the rapid expansion of retail media networks, CPG brands face more pressure than ever to provide a high-converting online experience, and landing pages are one of the best ways to do so.
The following advice is meant to help you navigate the power of high-converting landing pages and place you way ahead of your competitors in leveraging current CPG digital trends to your advantage.
Why Landing Pages Matter in CPG Brand Marketing
The CPG industry has evolved over the years from being solely retail-driven to embracing a more personalized direct-to-consumer (DTC) approach to marketing. In this context, businesses need to capture consumer attention with unique messaging to experience a decent return on investment from these marketing efforts.
Landing pages offer the ability to directly capture consumer attention through a hyper-focused, seamless user experience on a specific product sale. By eliminating distractions that could lead to confusion, landing pages nurture consumers’ attention on a particular product and desired action, making them ideal marketing tools for launching new products and running affiliate promotions.
Overall, whereas the homepage is meant to inform and nurture, the landing page converts with powerful calls to action.
As the CPG industry shifts to more effectively connect with its customers, landing pages are not only nice-to-haves. Still, they are becoming an essential part of branding that is much more responsive to customer pain points and needs.
Key Elements of High-Converting CPG Landing Pages
Simply creating a landing page is not enough. The landing page should be optimized properly so that it gets you results. This is how we advise our clients to go about it:
- Benefit-Focused Headline: Make an effort to write headlines that directly speak to the audience’s pain points or desires (think of building curiosity with a “hook”)
- Emotionally-Driven Copy: Storytelling is the best way to build rapport and emotional closeness with your audience. Tie your stories to a customer pain point and show your audience that you understand and empathize with their experience.
- Clear & Singular CTAs: Focus on one primary call-to-action that is easy to spot and that you repeat throughout your landing page. This clarity will reward you with higher conversion rates.
- Social Proof: Include customer reviews and testimonials to build credibility, especially if your business operates in the wellness, baby, or food products niches.
- Compelling Visuals & Video: Use video marketing techniques, such as demos, to showcase your product features and its many uses.
- Seamless UX: Make the landing page navigation process seamless with one-click features, clear and concise copy, and appealing visuals that make the buying journey seamless.
CPG Digital Trends in Personalization & Optimization
When it comes to CPG brand marketing, brands that understand the power of personalization will win in this new era of digital marketing. Personalization affords businesses a more powerful way to reach customers by speaking to their inner needs and desires.
By speaking their language, brands can empathize with their customers’ experiences and more easily earn their trust.
Data-driven optimization is one way that businesses can optimize their personalization campaigns. Tools like Dynamic Yield, Mutiny, and Google Optimize allow brands to use customer location, behavior, and traffic source data to deliver tailored experiences that significantly improve engagement and customer acquisition costs.
Next to having a compelling copy, the most effective personalization strategies include:
- Geo-targeting: This personalization enables businesses to showcase their region-specific products or services and customize content for returning visitors who have previously interacted with specific items.
- Source-based personalization: This type of data-based personalization customizes the landing page content based on where visitors come from, such as ads, influencer campaigns, email funnels, etc.
- A/B testing: This method of personalization is more experimental and tests which headlines, CTA colors, and offer types (such as discounts or free shipping) convert the best.
By leveraging real-time analytics for user behavior, CPG brands have a vast opportunity to refine their landing pages and improve their overall ROI continuously.
Integrating Landing Pages Into the CPG Funnel
For higher conversions, knowing how to use landing pages effectively should be an important part of your CPG brand marketing roadmap. Let’s discuss how the landing page is beneficial across all the buyer journey stages.
Top of the CPG Funnel
At the top of the funnel, landing pages can offer valuable content that engages and nurtures potential leads. This content can include blog posts, email opt-ins, or free reports that build awareness and trust of your products and how they can benefit the customer.
Middle of the CPG Funnel
In the middle of the funnel, landing pages are used to emphasize deals like discounts, promotions, or special offers. They aim to transition prospects from the awareness stage to the phase where they’re ready to make a purchase.
Bottom of the CPG Funnel
The bottom-of-the-funnel landing pages emphasize conversions by providing product details, happy customer reviews, and various purchasing options. These high-converting product landing pages are primed for sales and getting customers to take action.
Tools For Next-Generation CPG Landing Pages
To maximize your landing page conversions, these cutting-edge marketing tools can help you lower your overall marketing spending for greater ROI. We recommend embracing a few that you personally feel can increase your conversions and lead to customer loyalty.
Unbounce & Instapage
These platforms were created to help businesses A/B test their landing pages and optimize them for their direct-to-consumer campaigns. By adjusting your headlines, copy, and CTAs, you can quickly iterate which landing pages convert the best.
Shopify & PageFly
If you have an e-commerce Shopify site, it integrates seamlessly with PageFly, a tool that creates customized store pages without coding skills. It allows you to create high-converting landing pages that easily integrate with product pages and promotions.
Shoppable Media Platforms
Platforms like MikMak and Firework allow your business to create shoppable video content with interactive experiences that enable customers to shop directly from videos and live streams. The platforms boost engagement and make an easy buyer journey from the discovery to the purchase phase.
Retailer Landing Page Partners
Criteo and CitrusAd are advertising platforms that can help you create custom landing pages on big retailer websites like Walmart and Target. They offer brands the possibility to run highly targeted ads when shopping for related products. Since the shoppers never leave the retailer’s website, they experience more trust and a smoother purchasing process.
Pixel Tracking & Retargeting
Pixel tracking is widespread in e-commerce, as it allows brands to track user behavior on landing pages to discern where customers spend the most time and what may trigger their purchasing behavior. Using this knowledge alongside retargeting campaigns can help you bring back visitors who left the site and didn’t purchase anything.
These tools also tie in with lookalike audiences that can be created and targeted based on user behavior.
CPG Brand Marketing Services
If you’re looking to embrace the power of high-converting product landing pages for better conversions, we speak all things CPG at Idea Marketing! Having worked with some of the most recognizable brands in the industry, we are confident that we can elevate your brand to the next level of growth.
Get in touch with our web design experts and become our next success story!