Landing Page vs PDP Feature

Driving Paid Traffic To A Landing Page vs. Product Page: What Is Better?

Deciding where to drive traffic starts and ends with understanding the customer journey. In this article, we answer one of optimization's most frequently asked questions, providing tips, examples, and more.

Imagine you click an ad on Facebook for a spiffy set of binoculars. The ad claims they are perfect for bird watchers like yourself.

The link sends you to a product page on an ecommerce website. You see the same binoculars but no mention of birds. It seems like a great device, but you wonder what makes them suited for bird watching.

Since you only visited the site to learn about the binoculars’ bird-watching advantages, you leave the page in frustration.

This misalignment between the marketing campaign and the destination page happens all the time. Shoppers often fail to find what they expect because a traditional product detail page is simply too general.

For these cases, we need landing pages. They’re similar to product detail pages, but they have a different purpose. They certainly don’t replace the product page. Both of these pages work together to create a high-converting digital experience.

Landing Page vs. Product Page

Landing pages and product detail pages are both important parts of your digital experience. This is true whether you run an ecommerce store, media platform, SaaS, or any digital product where you want visitors to take some kind of action.

However, these tools each serve different purposes, so they shouldn’t be used interchangeably. Knowing when to use each in the customer journey will make all the difference.

What is a Product Detail Page?

A product detail page (PDP) is the page of an ecommerce website where individual products are showcased in detail. The content of this page is designed to educate the customer on this specific product and provide all the information they need to make a purchase decision.

Landing Page vs Product Page: product page for a bag

A well-optimized PDP is an important part of the marketing funnel. It builds trust, eliminates friction, and makes shoppers more comfortable about buying. It also improves the shopping experience and encourages repeat visits.

In our experience, the best PDPs include the following key elements:

  • Clear and concise name of the product.
  • A description of the product, highlighting its key features, benefits, and unique selling points.
  • High-quality images from multiple angles.
  • Videos demonstrating the product’s use or its features.
  • The price of the product, including any discounts or special offers.
  • Ratings and reviews from other customers.
  • Technical specifications such as size, weight, color options, and materials.
  • Information on product variants (e.g., different colors or sizes).
  • Real-time stock status.
  • Prominent buttons like “Add to Cart,” “Buy Now,” or “Add to Wishlist” to encourage conversions.
  • Suggestions for similar or complementary products.

What is a Landing Page?

A landing page is a page designed to complement a marketing campaign. It’s where visitors land after interacting with off-site marketing techniques like ads, affiliate links, and social media posts.

A landing page is focused on driving customers further down the funnel and may not be geared toward one product. They provide education and information in the context of the marketing campaign.

For instance, if the campaign is directed at dog lovers, the landing page should speak directly to dog lovers, even if the product is applicable to different kinds of pets.

Oura Rings is a great example of a product landing page. It’s informational and targeted toward tech enthusiasts who also care about style. (They have traditional product detail pages as well.)

Oura ring landing page vs product page

What is the Difference Between a Landing Page and a Product Detail Page?

The major difference between a product detail page (PDP) and a landing page is context.

Visitors usually arrive on a product detail page from a category page. There’s a heavy shopping mindset at play here. Visitors are specifically looking for products and comparing options. It doesn’t align with a specific campaign, so it doesn’t target a specific audience segment or problem.

A landing page, however, is “landed on” from an external site (or email). Since visitors will view the content through the lens of the marketing campaign that brought them to the page (usually reading from top to bottom), it should match the campaign in terms of target audience, tone, and offer.

This means you can customize the content of a landing page based on visitors’ reasons for arriving. You can lean in on whatever angle you used to get people to the page in the first place.

Landing Page vs. Product Page Comparison Chart

Feature/AspectProduct Detail PageLanding Page
PurposeShowcase individual products in detailAlign with specific marketing campaigns
Target AudienceGeneral, broad audienceSpecific segment based on a marketing campaign
Content FocusProduct details, features, specificationsEducation, benefits, and context relevant to a campaign
Key ElementsProduct name, description, images, videos, price, ratings, reviews, technical specs, stock status, add-to-cart buttonsBenefit-focused headline, audience-specific images, clear call-to-action, educational content
MediaHigh-quality product images, demonstration videosLifestyle images, explainer videos
Conversion GoalAdd to cart, buy nowVaries (e.g., capture email, direct to product page)
SEO OptimizationGeneral keywords, structured data for productsKeywords related to campaign, SEO for landing page content
NavigationIncludes site navigation, links to other productsMinimal to no navigation, focused on call-to-action
Call-to-Action“Add to Cart,” “Buy Now”Clear, straightforward actions (e.g., “Download My Guide,” “Sign Up Now”)
PersonalizationGeneral product informationCustomized content based on campaign targeting
DistractionsPotential for browsing and distractionsDesigned to minimize distractions

Do Landing Pages Convert Better Than Product Pages?

The trend we have seen across our clients is that sending traffic to a landing page is better for the user journey and, therefore, a strong tactic to increase conversions.

This is due to the alignment between the landing page and the marketing campaign. If a paid ad claims the product helps busy parents save time, and the landing page says the same, the visitor is reassured that the product meets the ad’s promise.

Conversely, product detail pages have lower conversions because there’s little connection between a paid ad and the page’s content. The visitor is left to figure it out for themselves.

“It’s all around context for the visitor,” says Jon McDonald, founder of The Good. “The visitor is not going to know everything about your product or your brand as well as you do. Sending them to the product detail page is making too many assumptions. [You’re assuming] that the consumer will figure everything out for themselves, and that’s just not true. So sending them to a dedicated landing page will increase your conversion rates.”

Can I Use a Product Page as a Landing Page?

Yes, but we wouldn’t recommend it. It’s best to have unique, dedicated landing pages for specific marketing efforts. This lets you align the landing page with the campaign’s goals and the customer’s journey.

Should I Drive Traffic to a PDP or a Landing Page?

Typically, you should drive traffic to a landing page. This lets you align the page with the audience who sees the off-site message. This connection improves the odds that the visitor will be educated and properly primed by the landing page content and purchase the product.

Even so, there are exceptions to every rule. You may choose to send traffic to a product-specific landing page or a product page based on what a shopper is searching for.

For instance, suppose a shopper searches for a “podcasting microphone.” In this case, the shopper needs education because they don’t know what they want to buy yet, so you should link them to a landing page that’s optimized for “podcasting microphones.”

But if the shopper searches for “Shure SM7dB Dynamic Microphone,” it’s a safe bet that they’re past the need for information and are ready to buy. You can send them right to the product page.

The same is true if someone searches for a model number. That person knows what they need, so it’s best to get out of their way by putting as few barriers between them and the sale as possible.

As you can see, it is all about creating a seamless customer journey and moving shoppers through your funnel. In most cases, that means sending paid traffic to a landing page.

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How to Create and Optimize Landing Pages

Now that we’ve covered the benefits of driving paid traffic to landing pages let’s walk through some best practices to help you craft landing page designs that create a great user experience and push your visitors down the sales funnel. We’ll also show off some landing page examples.

Define Your Goals and Target Audience

Before you start building a landing page, it’s important to understand exactly who you’re creating the page for and what you want to achieve.

Keep in mind that a dedicated landing page doesn’t just sell products. It can capture leads through an ebook, webinar, or demo sign-up or thank visitors after they make a purchase or subscribe to your email list. Define what your page should accomplish before you build anything.

Note: For the sake of this article, we use a lot of product-focused landing page examples, but your goals may vary.

Then, consider your audience. This target audience might include your entire customer base or just a segment of it. This should be the same audience you use in the aligned off-site marketing campaign.

Refer to your internal data to familiarize yourself with the page’s audience. Make sure you understand the types of words and images that are most effective for those people.

Create a Benefit-Focused Headline

Without a doubt, a compelling headline is the most important element on your landing page. This bit of copy should focus on benefits, not features. You aren’t necessarily describing the product; you’re explaining how the visitor’s life will be better with it.

Again, refer to your repository of knowledge about your customer to find the perfect words to suit their unique situation for your landing page headline.

Creatorpreneur is an effective product landing page example here. Notice how it uses specific words in the headline and subheading that appeal to its audience, like “creative,” “scale up,” and “sustainable growth.”

landing page example

Match Images and Copy to Your Audience

Unlike a product detail page, where you show stark images of your product, your landing page offers the freedom and space to get more creative.

This is the place to use images and video to form a human connection. Use big lifestyle photos, explainer videos, and full-width hero images. A relevant video can increase your conversions by 86%.

Most importantly, match your media to your copy. If your headline and supporting text refer to athletes, your pictures and videos should include them as well.

It’s no surprise that Apple’s MacBook Air landing page is top-notch. It’s full of large, powerful images and clear language that appeals to tech-loving creatives. An image doesn’t do this page justice, so make sure to visit to explore the interactive elements.

Apple landing page vs product page

Keep the Important Information Above the Fold

Visitors are more likely to stay with your page if they see the most important information right away without having to scroll. We refer to this section using an old newspaper phrase: “above the fold.”

What goes above the fold? Your headline, value proposition, clear call-to-action (which could be a button or form), and usually some kind of media that helps the visitors connect with the content.

Peloton smartly keeps all of the important information right at the top. The call-to-action sends you to a product detail page (that’s also worth checking out).

peleton bike landing page

Let Them Buy If They Want

The call-to-action on a landing page typically links to a product detail page, but some visitors may decide to buy while they are still on the landing page. For these people, it’s smart to give them a shortcut by offering an “add to cart” button somewhere on the page.

Generally, it’s best to keep this option out of the way, perhaps in a sticky bar at the top or bottom or a slide-out sidebar. Notice how the landing page for Cowboy e-bikes has a sticky section at the bottom so visitors always have a path toward conversion.

cowboy e-bikes product landing page

Of course, this is only relevant if the page’s goal is to sell something. If you have some other goal, a link to purchase might be a distraction.

Include Social Proof

People prefer to buy from brands they trust, which is why social proof is such an important part of marketing. Case studies, testimonials, ratings, reviews, and even an indicator of the number of times a page was shared on Facebook can make people feel better about your products.

But not all social proof is equal. Some are more powerful, depending on the product and the audience. For instance, an endorsement from a basketball player on basketball sneakers is always going to ring louder than an endorsement from, well, anyone else.

The Dyson Corrale is a great landing page example. Notice how it uses three kinds of social proof: a rating system, customer reviews, and user-generated content from social media.

social proof example

Remove Navigation and Distractions

Typically, a landing page is not for browsing. The purpose is for the visitor to consume the content and then move forward in the predetermined direction via the call-to-action.

This means any other opportunities on the page to navigate somewhere else are simple distractions. It’s best to eliminate or minimize them.

This means no header, footer, sidebar, or navigation menu. You might decide to make your logo clickable on your homepage so visitors don’t get stuck, but otherwise, only the call-to-action should be clickable.

Use Straight-Forward Calls-to-Action

Your landing page should provide plenty of information for visitors, but ultimately its goal is to encourage them to take the next step. This means you need a call-to-action.

Your call-to-action will depend on the purpose of the page. Landing pages generally don’t sell products, but they can. In most cases, your landing page will send the visitor to a product detail page, capture their email address, encourage them to share, etc.

For the best conversion rates, use simple and clear language for your calls to action. Don’t try to make them clever or witty. Get right to the point. For instance, Medik8’s regime-builder uses a simple, clear, and impossible-to-miss call to action.

landing page vs product page call to action example

We also find it helpful to use the first person in your calls to action. It helps the visitor identify with the action better. Here are some examples:

  • Download My Free Guide
  • Grab My Webinar Seat
  • Choose My Subscription Tier

Finally, make sure your call to action fulfills its promise. If you promise a guide on the next screen, it must be there. Otherwise, you’ll lose all credibility.

Optimize for Search Engines and Google Shopping

Good SEO helps people find your pages through search engines. This is an important way to bring people to your page organically without spending money on ads.

Even better, you should optimize your pages specifically for Google Shopping. This can enhance your visibility and attract more potential customers to your site. Combined with a robust product feed, Google is more likely to display your products in their search results.

google shopping optimization

Here are some strategies to ensure your landing page is optimized for Google Shopping:

  • Include relevant keywords and key attributes (brand, product type, color, size) in your product titles and product descriptions.
  • Use high-resolution images that meet Google’s specifications.
  • Implement structured data markup to provide Google with detailed information about your products, including price, availability, and reviews.
  • Ensure that the information on your landing page matches the information in your Google Shopping product feed.
  • Design your landing page to be clean, attractive, and easy to navigate.
  • Ensure your landing page is device-friendly and mobile-friendly.
  • Optimize your page for quick loading.
  • Use clear, descriptive URLs that include relevant keywords.
  • Optimize meta titles and descriptions to improve click-through rates from search results.
  • Ensure your product feed is regularly updated to reflect accurate information.
  • Use tools like Google Merchant Center to identify and fix any errors in your product feed.

Test and Optimize Your Page

It’s important to optimize your landing page over time through iterative testing. Use A/B testing or rapid tests to determine which elements are working/not working and how your page can better reach its customers and goals.

Testing can also benefit more than a specific landing page, as you can apply what you learn to other pages on your site or your organization as a whole.

Consider Your User to Deliver the Right Digital Journey

When deciding whether to drive traffic to a landing page for a product detail page, it’s important to think about the user and their journey. Landing pages are the right choice when paired with marketing campaigns—such as paid ads—because they create a seamless experience for the user.

We typically recommend driving traffic to a landing page for a better, tailored customer journey. However, there are a few niche cases where it’s right to send traffic directly to a product detail page.

If you aren’t sure which is right for your unique situation, connect with us. We can help you optimize your visitor’s digital experience by building an optimization program that keeps you focused on what is proven to move the needle.

Learn more about our Digital Experience Optimization Program™.

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About the Author

Caroline Appert

Caroline Appert is the Director of Marketing at The Good. She has proven success in crafting marketing strategies and executing revenue-boosting campaigns for companies in a diverse set of industries.