DTC Landing Pages

DTC Landing Pages

6 DTC Landing Page Examples to Help Showcase Massive Value & Drive More Revenue Per Customer

Want to increase return on ad spend (ROAS) and get more shoppers attached to your brand? Try using landing pages over product pages. In this post, we look at six DTC landing page examples—alongside templates and conversion tips.

Sending paid ads and cold traffic to standard product pages is like asking someone to marry you on the first date—most people aren’t going to be interested.

Yet, many DTC store owners make this mistake. You see, product pages fall massively short when it comes to:

  1. Showcasing your overall value proposition
  2. Positioning your product as a solution to a specific problem
  3. Getting shoppers sold on (and attached to) your brand mission

What’s the fix? DTC landing pages.

Well-designed landing pages can better educate your target market on a product’s value and benefits—resulting in higher average order values (AOV), better brand affinity, and, ultimately, increased customer lifetime value (LTV).

This guide will share what DTC landing pages are and how they differ from product pages. We’ll also cover what it takes to create a DTC landing page that works, real-life examples, and give some DTC landing page templates to help you quickly get started.

What is a DTC landing page?

A DTC landing page is a specific webpage on your DTC online store designed with a single goal—to convert visitors into leads or customers. Visitors typically “land” on a landing page after clicking from sources like social media, paid ads, email, etc.

Although commonly mistaken by many DTC store owners, product pages aren’t the same as landing pages.

Product pages are the standard pages where you educate visitors about a specific product. These pages' content is usually generalized and intended to inform an audience.

On the other hand, a DTC landing page does more than educate or inform. For example, a landing page can focus on your value proposition, storytelling, product benefits, reasons to buy from your brands, etc. 

A landing page’s content is designed to sell a solution to a problem and prompt visitors to take action to increase conversions.

Let’s now see what it takes to create an effective DTC landing page 👇

Anatomy of a good DTC landing page

Since landing pages have a specific goal, it’s crucial to set them up in a manner that increases the chances of achieving said goal.

Here are the key components that make up an excellent DTC landing page.

DTC landing page best practices

  • Start with a strong hero section. A hero section is that part of a website visitors see first before scrolling downwards. It’s this section that creates an impression. Your hero section should feature bold headlines, eye-catching images, a sticky bar, and a call-to-action (CTA).
  • Highlight your value proposition. Hundreds of other DTC online stores are fighting for target customers' attention and money. So, once you have the chance to grab a visitor’s attention, it’s crucial to tell them why they need to try your product or service. You don’t have to be overly salesy with the value prop; instead, focus on highlighting the benefits visitors can enjoy.
  • Showcase social proof. Instead of tooting your own horn, show what others say about your brand. 89% of consumers read online reviews before buying any product. You’ll be selling yourself short if you don’t include social proof or reviews on your landing page, you'll be selling yourself short.
  • Use engaging copy. What you say on your landing page can often determine whether a visitor will take action. To increase the chance of conversion, you’ll need to employ excellent copywriting—using words that spark emotions and persuade people to take a desired action.
  • Set up comparisons vs. competitors. A comparison section on your DTC landing page further convinces visitors of your products' unique value. The comparison table should paint your brand well and show what you do better than your competitors.
  • Optimize your calls-to-action (CTAs). Although your landing page has a single goal, you should have multiple CTAs throughout the page that nudge people toward that goal. It’s best practice to use conversational copy on these CTA buttons and phrases that cause visitors to feel the fear of missing out (FOMO).
  • Utilize urgency or scarcity. Encourage shoppers to act now by incorporating limited-time offers or scarcity marketing into your landing pages. In other words, make people feel like they need to buy now before the offer expires (urgency) or inventory runs out (scarcity). Just make sure your offers are genuine—shoppers can spot fake countdown timers a mile away!
  • Upsell/cross-sell at the right time. Maximize order values by recommending related products at the right time. Typically, this means waiting until a shopper has added the initial item to cart—then using on-click cart upsells, in-cart cross-sells, and post-purchase funnels.

6 DTC Landing page examples

Looking for inspiration to create a landing page for your DTC store? Here are six examples from real DTC brands that can help you.

1. Caraway DTC landing page example

Many people who want a non-stick pot or pan are primarily concerned about whether it contains harmful chemicals.

Caraway addresses this issue using a bold landing page headline, “Quality cookware without the chemicals.” Surely, their visitors’ minds would be at rest now:

DTC landing page examples: Caraway
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The hero section of Caraway’s page also does a couple of other things right. 

You’ll notice a sticky bar at the top of the page offering $100 off orders. There’s also vibrant imagery that showcases the different cookware visitors can get.

But that’s not all:

Under the headline is another reminder of the “$100 off” offer, along with a 4.9/5 star rating that serves as social proof. Still, in the hero section, Caraway uses a distinct “Buy Now” CTA button that prompts visitors to take action.

Right below the fold, as visitors scroll, they’re presented with Caraway’s value proposition and a couple of excellent reviews from well-known publications:

Caraway social proof section

Next is the shop section, which showcases some Caraway cookware, gives details about the product, and another CTA button that aims to make visitors buy a cookware set.

The comparison table makes another case for Caraway’s product for visitors who aren’t yet convinced:

Caraway comparison table

Caraway uses short and to-the-point copy throughout that page to convey its value. The page also contains an excellent mix of sharp imagery and social proof.

2. Poo-Pourri DTC landing page example

Poo-Pourri draws visitors in right off the bat with its simple yet engaging headline that explains exactly what they do—help stop your bathroom from stinking up:

DTC landing page examples: Poo-Pourri
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Right before visitors scroll, they’re enticed with a time-limited 30% off offer. That the offer appears three times above the fold places more emphasis on it. Also, mentioning a limit will make unsure visitors take quick and decisive action.

The value proposition comes into view as visitors scroll through the page. The value prop immediately shows why anyone should choose Poo-Pourri while using copy that’ll bring a smile to the reader’s face:

Poo-Pourri value prop explainer

Poo-Pourri further tries to convince visitors by using this wall of reviews as social proof. The detailed reviews show how Poo-Pourri’s scents are always a delight:

Poo-Pourri reviews section

Seeing reviews like these from real people allows skeptical visitors to trust your brand more.

Poo-Pourri’s DTC landing page also features a shop section that explains the bundle offer in more detail:

Poo-Pourri shop section

Another great thing Poo-Pourri recognizes is that new shoppers tend to think "why do I need this when I can just buy a standard air freshener from a store?" So, there's a simple table comparing the Poo-Pourri product against this way of thinking:

Poo-Pourri comparison table

All-in-all, Poo-Pourri ticks a lot of DTC landing page boxes here. It's highly engaging and persuasive—and a page you should definitely think about modeling for your own ecommerce store.

3. Judy DTC landing page example

Judy’s landing page starts with a headline about its brand. A simple subheading follows that subtly communicates when a Judy prep kit might come in handy—in case of emergencies:

DTC landing page examples: Judy
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It's an extreme, yet highly effective example of FOMO copywriting at its best. Prepare for the worst now, and it could save your life at some point.

The hero section also features a sticky bar offer at the top of the page, a two-tap floating button that contains reviews from real shoppers, and a clear CTA encouraging visitors to explore Judy kits.

In line with the initial CTA, Judy showcases some of its bestseller products along with descriptions you’d find on a typical product page:

Judy shop section

For visitors who still haven’t made up their minds, the landing page goes on to describe Judy’s value prop and provide testimonials from real customers. Another excellent example of a highly persuasive landing page.

4. Bev DTC landing page example

Bev wastes no time presenting visitors with an offer once they land on its landing page:

  • Stick bar offer? Check ✅
  • Badge highlighting limited stock? Double-heck ✅✅
  • Headline emphasizing time-limited offer? Triple-check ✅✅✅
DTC landing page examples: Bev
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Undoubtedly, anyone who lands on this page would want to secure their own Bev pack.

Aside from playing into people’s fear of missing out, other components make the hero section of this landing page really well done. 

For instance:

The product’s benefits are crystal clear with phrases like “zero sugar” and “Can = less waste, more party.” Visitors are also reassured that they’ll get quality products considering that Bev has over 20,000 5-star reviews.

The page also describes Bev’s value prop and other forms of social proof.

Plus, the “Meet Our Founder” video is a nice touch that adds another layer of authenticity to help the brand build more trust with its audience:

Bev founder video

Another thing that makes this landing page interesting is the use of user-generated content:

Bev user-generated content

Here Bev shows different customers having a good time while enjoying a can of Bev with an inviting headline that reads, “This could be you.” 

5. Cuyana DTC landing page example

Cuyana is a minimalistic fashion brand that creates luxurious apparel and accessories. Its landing page also follows this minimalist design.

The area above the fold starts with a simple headline and a more in-depth sub-headline that lets visitors know what kind of brand Cuyana is:

DTC landing page examples: Cuyana
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Theres then a nice value prop "Why Cyana" section that gives visitors three reasons to shop from the brand:

Cuyana value prop section

Cuyana continues to use engaging copy throughout the landing page to persuade visitors and highlight its products’ benefits.

6. Sunbasket DTC landing page example

The stunning visuals and no-brainer offer on this landing page from Sunbasket are sure to catch the attention of most visitors:

DTC landing page examples: Sunbasket
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You’ve seen mouth-watering food plates. Now what? The landing page explains how Sunbasket works in four simple step:

Sunbasket how it works explainer

For visitors who are still trying to decide whether Sunbasket is for them, the brand goes on to list its value proposition and several benefits they stand to gain.

Finally, the landing page ends with many reviews from past customers about Sunbasket:

Sunbasket reviews section

These reviews are undoubtedly positive and can persuade visitors to become customers.

DTC landing page templates

Feeling inspired already? You can create your DTC landing using ConvertFlow’s landing page creator or Shopify page builder.

Don’t worry, you don’t have to start from scratch when creating. Just choose from some of these landing page templates and customize the look, feel, and content to match your brand and offers.

Here are a few templates to get you started:

About the author
Nathan Ojaokomo
Contributor, ConvertFlow
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Nathan is a content writer and marketer specializing in B2B SaaS. He's worked with brands like Foundation, HubSpot, CoSchedule, G2, Vimeo, Shopify, and more. When he's not writing about marketing, he's usually reading about it—and currently has an obsession with Eugene Schwartz.