Why your product page is the new landing page (if you’re running catalog ads)
This absolutely isn’t something that gets enough attention in the world of e-commerce and advertising - what happens after someone clicks your ad or comes over from your social channels? FYI - this is particularly important if you’re running catalog ads.
Here’s the thing, when you run a traditional ad, you can send people to a lovely, purpose built landing page. Something that’s been designed to warm them up, guide them through the benefits, show off your best reviews, and answer every question under the sun before they even think about adding to basket.
But when you run catalog ads (particularly on Meta) or you’re sending cold traffic via Instagram for example, you don’t get that luxury.
People don’t land on a curated landing page. They land straight on your product page.
Which means…your product page is now your landing page.
And if it’s not built to act like one? You’re paying for traffic that probably won’t convert.
I don’t see people give product pages enough time, like ever! So let’s unpack this.
Firstly, what are catalog ads again?
Catalog ads, aka dynamic product ads (DPA’s), pull products from your feed and show them to potential customers based on what they’ve viewed, liked, or might be interested in. They’re brilliant for retargeting, great for prospecting, and super easy to scale.
But they’re less flexible.
They send people straight to a single product, not to a custom page you’ve carefully crafted. So unlike other ad campaigns where you can build a more tailored funnel, this time your product page has to do the heavy lifting.
Why this matters more than you think
Most product pages were designed assuming the person browsing has already poked around your site a bit. Maybe they came from Instagram, maybe they’ve seen your homepage, maybe they’re already familiar with your brand.
But catalog traffic? It’s different. And the same applies to traffic coming from anywhere straight to your product pages.
They probably don’t know who you are.
They haven’t read your About page.
They’re landing on a product page cold, with no context. Whatsoever!
So your product page now needs to act more like a landing page, it has to:
Grab attention
Communicate value instantly
Build trust
Answer key questions/deal with key anxieties
And ultimately, convert that click into a customer
So what makes a great landing page (and why your product page needs these too)?
Here’s what your product page needs to do.
1. Lead with a bold, clear hook
The top of your page needs to answer:
What is this?
Who is it for?
Why should I care?
This is your angle, the continuation of the ad they just clicked. Your headline or first section should reflect what caught their attention. Don’t just say “The flower Mug.” Tell them, “the mug that keeps coffee hot for hours, and looks cute on your desk.”
2. Hit them with your best visuals
Your image gallery should:
Showcase the product clearly
Include at least one lifestyle shot
Show real life use (size, context, “what’s in the box”)
Ideally include a short video or GIF-style demo if needed
People shouldn’t have to guess what they’re buying, your visuals should do a lot of the talking.
Also, what people always overlook - your image gallery is prime real estate! Want to showcase amazing reviews, want to introduce people to your brand, want to show awards etc…you can create an image for all of that.
3. Copy that converts cold traffic
This is where so many product pages fall flat. They list features, not benefits. I’ve written an email about this before.
You’re not just selling a “BPA-free 500ml bottle.”
You’re selling, “the last water bottle you’ll ever need, leak proof, fridge friendly, and keeps drinks icy cold all day long.”
Make it emotional. Make it real. Use bullet points, bold text, and short punchy lines. And constantly ask yourself, “so what?” If the answer isn’t obvious, cut it. And remember it’s about them and not you.
4. Social proof is non-negotiable
Landing pages use social proof heavily, and so should your product page. Pull in the following:
Your best reviews (especially ones that echo your core angle)
Star ratings
Customer photos
Real quotes (“I didn’t expect to love this as much as I do!”)
Bonus points for logos of press mentions or influencers who’ve featured it
You could create a section like:
“Top 5 reasons customers love this product”
Use real reviews to back each one up.
5. Answer the big 5 questions
Every good landing page answers these. Your product page should as well.
What is this?
Why does it exist?
How does it improve my life?
Why is it better than the rest?
When will I get it/what if I don’t like it?
Don’t bury this info. Use
FAQs
Icons (in groups of 3)
“How it works” visuals
Shipping/delivery callouts near the add to basket button
6. Turn the ‘buy section’ into a mini sales pitch
When someone scrolls to the area with price and the buy button, you want this section to be:
Clear (“add to basket” not “Buy now”, it feels softer)
Helpful (delivery timeframes, refund policy, bundle options if applicable)
Persuasive (remind them of the benefit, “get it by Friday!”)
Use badges here like:
“BEST SELLER”
“LIMITED STOCK”
“NEW IN”
They work, they guide people’s attention and create urgency.
7. Add a “How it works” or “what’s inside” section
Don’t assume people know what’s in a box or how your product works. Even simple products can benefit from:
A 3-step explainer
A list of what’s included
A visual showing how to use or wear it
Cost per use breakdowns for value based items always work well too
This is essential for anything that requires a bit of education and understanding.
8. Reiterate trust, benefits and offer again
Think like a landing page:
Add a second credibility strip (as seen in…)
Repeat your top reviews further down
Include a “why choose us?” section
Add a comparison chart (your brand vs others if your product lends itself to this)
Drop a final offer reminder and CTA before the footer
This repetition helps slow scrollers stay engaged and gives you multiple chances to convert.
9. Optimise the email pop-up too
If you're sending ad traffic to a product page, don’t just show your regular “10% off” site wide pop-up. Instead you could:
Tailor the message to the product
Reference the offer they clicked
Delay it by 10-15 seconds so it doesn’t pop up before they’ve read anything
Make the value feel worth it (free gift, early access, etc.)
Some other tips:
Use icons for benefits instead of long lists
Make pricing and offers unmissable (bold, strike-throughs, contrast)
Design mobile-first, most catalog ad traffic is on phones remember
Keep pop-ups and navigation distraction free
Use sticky bars with current offers
Test variations using heatmaps or session replays
Use headings (H1, H2, H3) to guide skimmers
Product pages used to be the end of the journey, where people landed once they’d already explored your brand. But they’re now often the very first thing people see.
They’re no longer just a ‘buying’ page, they’re your pitch, your story, and your first impression all rolled into one.
So if you're running catalog ads and wondering why your ROAS isn’t where it should be, don't just look at your ad. Look at where it's landing - the whole journey needs to be considered.
Your product page is your landing page now. Time to treat it like one.