As the acting product manager for the landing page of the most anticipated Canon Product, the EOS R5, where I had the honour to rally a talented team formed by a Designer, a Back End Developer, Producer and two outsourced Web-Flow Developers to create a highly dynamic product landing page that reflected the quality and ambition of the product it displayed.
My vision for in this landing page was threefold.
https://s3-us-west-2.amazonaws.com/secure.notion-static.com/3f402a25-3330-46f9-9bb0-502739e06c16/R5_Video_copy.mp4
<aside> ✅ Measuring the scroll of the page, we noticed that people scrolled farther down and that they were more engaged with this page than comparable traditional templates CMS pages.
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By the time I joined Canon, they had put a lot of work into implementing a content management solution that worked for all situations with any type of content. No development required. The trade off, when you work like this is that your flagship product will likely end up in a landing page that looks exactly like those products that are not first tier.
R6 Landing Page
If we hadn't worked on the EOS R5 landing page the way we did, then the page would have had looked exactly like the sister product launch, the R6; just different imagery and copy. And the messaging we wanted to deliver would have been lost.
<aside> ❓ How can we transfer the experience of unpacking of a premium product to a Landing Page?
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The first step was to ask key people what would be the best landing pages they have seen and why. I led a workshop that had members of the team present their landing pages and a brief overview of what they liked about it. People from the Product, Marketing and Design teams, and myself attended and contributed to this workshop.
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