Not all website pages serve the same purpose.
Let’s use Lomi as an example to compare three key types of pages:
1. Homepage: Telling Your Brand’s Story
The homepage introduces your brand, showcases its values, and serves as a gateway to the rest of your site.
Take Lomi’s homepage — it invites visitors to explore their mission, shop their products, preview the app, join the rewards program, and more. It’s designed to direct traffic to different areas of the site while reinforcing the brand’s identity.
Lomi Homepage: above the fold & below the fold
2. Product Page (PDP): Highlighting Product Features
A product detail page (PDP) focuses on a single product, delivering essential details like specifications, images, FAQs, and reviews. It’s where visitors decide if the product fits their needs.
For instance, Lomi’s Bloom product page provides a one-size-fits-all overview, from product specs to customer reviews, along with easy checkout options.
3. Landing Page: Tailored for Conversion
eCommerce landing pages are hyper-targeted. They’re crafted for specific audiences with a clear goal — to drive conversions for one specific offer.
Lomi’s Discover landing page aligns with its ad campaigns by educating visitors and presenting a singular, compelling call-to-action. The page isn’t meant for general browsing; it’s built to turn targeted traffic into paying customers.
Comparison: Product Page vs. Landing Page
| Aspect | Product Page | Landing Page |
|---|---|---|
| Purpose | Display detailed information about a specific product | Support a marketing campaign with targeted messaging |
| Target Audience | Broad, general audience | A specific, campaign-driven audience |
| Content Focus | Product features, specifications, and detailed information | Benefits, educational content, and campaign context |
| Key Elements | Product name, description, price, images, videos, reviews, ratings, stock status, and “Add to Cart” button | Headline, campaign-specific images, call-to-action, and value-driven content |
| Media | Product-centric visuals (e.g., photos, demos) | Lifestyle visuals and explainer videos |
| Conversion Goal | Drive purchases (“Add to Cart” or “Buy Now”) | Achieve campaign goals (e.g., collect leads, drive traffic) |
| SEO Strategy | Optimize for product keywords and structured product data | Focus on campaign keywords and landing page optimization |
| Navigation | Full site navigation with links to other pages and products | Limited navigation to keep attention on call-to-action |
| Call-to-Action | “Add to Cart” or “Buy Now” | Clear actions like “Sign Up” or “Download Now” |
| Personalization | Standard product details | Tailored content aligned with the campaign audience |
| Distractions | Potential distractions from browsing or exploring other pages | Designed to eliminate distractions for maximum focus |
Key Takeaways
- Homepages tell your brand’s story and guide visitors to explore further.
- PDPs focus on informing and converting visitors on specific products.
- Landing Pages are laser-focused sales tools, often unlinked from main navigation, optimized for a single purpose.
Landing pages are designed to move a visitor from interest to action in a way homepages or product pages cannot. By targeting the visitor’s origin and tailoring the message, they become powerful tools for conversion.
Leave a Reply