In our years of experience doing 1,000’s of single product websites for the biggest direct response marketers in the world, we’ve noticed a pattern. It comes down to the difference between rookies and professionals.
Rookies tend to focus on the creative too much: the fonts, the colors, the white space, and other aesthetic details.
Professionals focus on the things that actually impact sales: the marketing pitch and the offer. They launch quickly so they can drive traffic and then let metrics drive their decisions.
The first version of your website is a guess. It may be a highly educated guess based on years of experience, but it is still just a guess. You don’t know exactly which marketing pitch will resonate best with your visitors until you have visitors. You won’t know exactly which offer performs the best until you have visitors. So it’s important to drive traffic to your site quickly so you can start gathering these valuable metrics.
Read on to learn how to make a single product website (aka eCommerce landing page) in just one hour and start putting money in your pocket… like a pro.
Tips Before Beginning Your Site Build
Appreciate the Importance of Quality Visual Assets
Would you buy a product from a site that didn’t have low quality or blurry pictures? Every aspect of your site is an indication of the quality of your brand, and pictures showcase that quality more than anything else.
The bottom line: there isn’t a high-converting eCommerce site out there that has terrible photographs.
High-quality full resolution images allow for creative uses on the site, like full-width background images.
For example, if you are selling a water filtration system, you’ll want to include pictures of your system by itself as well as with a model using it or enjoying its benefits. The model should make the product more appealing, therefore resulting in a more attractive product and more sales, like the below water filtration system by AquaTru:
Bonus points to AquaTru for having additional high-quality, interactive graphics of the product’s specific benefits, such as what it removes from your water.
Below is another example of a product with lots of white space around it that also contains an inset of a model using the product. This is a blend of a traditional product photo along with a lifestyle photo that shows the product in use, the size and scale of the product in the home.
It should go without saying that you should take pictures of your product and focus on good lighting and various angles of the product, as we saw in the AquaTru example.
Some other tips for your website visuals:
- Serve images in AVIF or WebP format as per Web.dev (a division of Google) guidelines
- According to Google: “AVIF and WebP are image formats that have superior compression and quality characteristics compared to their older JPEG and PNG counterparts. Encoding your images in these formats rather than JPEG or PNG means that they will load faster and consume less cellular data.”
- JPEG 2000 is also a recommended photo format, popular for its high quality and compression properties.
- If you need a transparent background, use a PNG but otherwise avoid using PNG files
- Be sure to include images of every product variant (color, size, etc.)
Determine Your Story to Create an Experience
Another essential thing to consider is your story. The best websites are able to draw you in and create an experience that compels you to buy.
For example, the Ab Swing Pro website tells a compelling story with text and imagery:
- Ab Swing is fun and simple to use – just look at those smiling faces
- You will get a full-body workout
- You can work out at home – no need to travel to the gym
Never forget your customer is the hero of the website, not your product.
A great example of this is the difference between features and benefits. Features are the things your product has, like “padded feet,” but the benefit is how it impacts your customer, like how those padded feet won’t scratch your hardwood floors. Or the collapsible design is a feature, but the benefit is that you can store it away when not in use, thus not cluttering your house.
An old marketing adage that will help you create a story with text and imagery is this: Nobody wants a quarter-inch drill bit; they want a quarter-inch hole.
Give your customers a quarter-inch hole by efficient use of pictures and text like the images above. Your visitors are led down a path to believe that this product can give tightened and toned abs, buns, and biceps.
Perhaps the best brand to emulate, in terms of selling the sizzle rather than the steak, is Apple. Like we’ve outlined above, their website and sales pages are great at showcasing benefits over features.
Notice that Apple talks about how 5G is great, like downloading movies fast, streaming higher-quality video, and FaceTiming in HD rather than boring factoids like multi-Gbps peak data speeds and ultra-low latency.
Single Product Website Guidelines to Live By
OK, you have great assets on hand, and you know your story. As you build out your eCommerce website, you should follow a few steps. While the selling and promotion of one product may seem simple, there are many psychologies and website-related best practices that you should follow that we’ve learned over the years. Many of these techniques are already put into place with templates that have been tried and true.
Use an eCommerce Landing Page Template
One of the best ways to help your eCommerce site make more sales is to leverage a tried and tested template. There’s no reason to reinvent the wheel. Skip the guesswork and use pre-existing templates that are proven, such as Mojo’s drag-and-drop templates. Every Mojo template has seen millions of dollars in sales, is proven by 100’s of clients, and is continually optimized to provide the best possible starting point for a quick launch.
All you have to do is add your sales copy (your story!), images (those high-quality assets!), and a few other items to get up and running in around an hour. Once your site is launched, you’re able to tweak as you see fit and even A/B test different aspects of the landing page and offer.
Let’s recap. Start with a template (from Mojo) to:
- Get your product live quick
- Eliminate the stress and hassle of designing from scratch
- Reduce graphic design and web development costs
- Ensure a great mobile experience for your visitors
- Ensure you can focus on the critical details, like your story, and offer
Take a Mobile-First Focus
On most Mojo sites, 80% of the traffic is from a mobile device. If you want to capture those customers, your website has to use a mobile-first design.
Bottom line, make it easier for these mobile users to use your website with a mobile-first design, and you’ll get more sales.
Optimize the Top of the Fold & Your Call-To-Action
The top of the fold is the part of a web page that someone sees right when they land on it before scrolling. It gets its name from newspapers and the literal fold, where the day’s most important stories are displayed. Websites should follow this same time-tested best practice.
As you design your website, consider what you want people to know about the product. Think of this space as a newspaper headline. It should immediately catch the attention to keep the visitor to combat our goldfish-sized attention spans.
This space should always include a call-to-action (CTA). The CTA should:
- Stand out
- Contain short, brief, and clear messaging
- Be a call to an action (“Order Now!!”)
- Be well-placed – it should be visible and flow with the page. If the page is one that you scroll, it should be in the top fold as well as in additional CTAs below. We’ll get to more on this later.
- Be appropriately colored – it’s best to have the CTA button contrast the rest of the page to stand out. But it should be a complementary color and not clash.
- Be sized just right. Not too big and cheesy, yet not something the visitor needs to search for.
Salon Step is a perfect example of a site that uses these CTA best practices:
- Visual appealing: Yes! The pink button CTA uses an excellent contrast of colors and simple messaging.
- Brief wording: Yes! “Order Now” CTA is a clear statement that is succinct and to-the-point
- Requests an action: Yes! “Order Now,” tells you what to do next.
- Clear CTAs: Yes! The pink contrast makes the eye follow the button.
- Appropriately sized: Yes! The CTA buttons are not hard to miss, but they are also not overwhelming.
For the most significant impact, use first-person language in your CTA. For example, instead of “Get Your Product Today!”, say “Get My Product Today!” This minor change personifies your message and gives ownership of the product to the visitor. Use first-person to increase your clicks by almost 25%.
Remember, it can take less than a second for someone to form a first impression of your website. If the top fold of your product website doesn’t catch someone’s eye, they won’t scroll down to learn more.
Use Social Proof like Reviews & Testimonials
You’ve picked a temple, the website is mobile-first, and the top fold is perfect. What’s next?
What is social proof?
Social proof is based on the idea of normative social influence, which states that people will conform in order to be liked by, similar to, or accepted by the influencer (or society).
Psychologically, human decisions are based, both consciously and subconsciously, on the beliefs and opinions of others. Therefore, when it comes to purchasing a product, things like testimonials are heavily weighted. In other words, social proof shortcuts the buying decision.
Common types of social proof include:
- User reviews and recommendations
- Expert opinions
- Celebrity endorsements
- A high number of social followers (this is associated with people liking your product)
- Certifications – these count as social proof, as it means an authoritative company found you worthy of their stamp of approval.
- Media endorsements. Magazine logos, etc.
Here’s a little social proof trick that we encourage our clients to use: use reviews that are consistent with your product’s story and benefits.
For example, SalonStep could have used reviews as social proof in place of their benefit statements, such as No Bending; No Stretching; No Expensive Salons.
The review could say, “Ever since I bought this product, I’ve managed to save $1,500 on salon fees.” This customer’s review could replace the current benefit statements and likely be even more impactful. Of course, this is a perfect example of an AB test you’ll want to run after your site has launched.
If you have reviews or testimonials, share them throughout the page. Give potential customers proof that your product works and will solve their problem.
Embrace Product Usage Shots
As mentioned, you should have some excellent photos to use on your site. But you should also include pictures of someone using your product, otherwise known as product usage shots.
Studies show that 75% of online shoppers use photos to decide whether or not they’re going to purchase a product. It’s important to see it in action, as 22% of returns happen because a product appeared different in person than it did in a product photo.
Take this example of Better Brella, for example. These photos show how the product actually works and its durability. Without these usage shots, the website would have to describe how Better Brella handles extreme weather. But with their product usage shots, it’s easy to see exactly how it works.
Like Better Brella, ensure the photos are high quality and consider editing them to help with the lighting and clarity. Add images throughout the sales page to break up the text and give customers a visual idea of how the item works.
Order Now! Order Today! Buy Now! Buttons Everywhere.
The most successful single product websites on Mojo have order buttons throughout the landing page. There’s always one in the top banner, in the top fold, and at the bottom. With rare exceptions, multiple order buttons result in higher conversion rates.
The purpose of your website isn’t just to inform your visitor about your product; it’s to convince your visitor to *buy* your product. And what better way to convey that message than provide multiple Order Now buttons?
What Not to Include On Your Single Product Website
If it won’t increase sales, you should leave it off of the website.
For eCommerce websites, remember that your page is not about you, it’s about your product’s ability to solve your customer’s problem.
Marketers often fall into the trap of “I can put as much information on here as I want because there’s no limit.” That’s a trap. Your message can easily become lost in all that superfluous and unnecessary content.
Now more than ever, attention spans are limited. Get to the point, and never include anything more than what’s absolutely necessary.
Other items to keep to a minimum are:
- Navigation menu: Leave out navigation menus, so the page has one sole focus: sales.
- Social media buttons: Negate any social media links or sharing buttons as not to distract from the sale.
- Outbound links: Keep people on your site. If they click on an outbound link, they may not come back!
- Footer: Like the navigation menu, the footer menu should also not include any distracting links.
So, How Will You Build Your Single Product Website in 60 minutes?
A single product website can be a great way to promote an individual offer without the distractions of your main site.
So, how do you build a single product website in 60 minutes or less?
Key takeaway: Keep it simple and have everything ready to go. Start by using a template that has been tried, tested, and perfected to optimize your conversions. All of the above tips are already implemented to start making money as fast as possible.
Mojo not only uses a responsive design, but our templates allow you to A/B test a variety of attributes.
Are you ready to hit the ground running and create a single product site? Learn how Mojo can help.