Landing, landing, landing, landing page, one-page site, langing page, one-page, selling site, landing page.
So many names, even completely perverted ones, of the same thing. The point is that almost no matter what you do, you need such a site.
Well, since it’s needed, then let’s solve the issue of creating it. Make a landing page yourself? After this article - no question!
Moreover, it is correct, meaningful, and hits the target. As they say, you can make your cherished selling landing page yourself.
Just in case or stage 0
It is usually said that one-page sites are created to sell or get a person’s contacts online, but in fact there is a much wider range of tasks here:
- Receive new requests for goods/services;
- Increase brand awareness;
- Inform about the provision of goods/services;
- Provide advice on services;
- Receive resumes from candidates;
- Attract partners, dealers, representatives;
- Provide access to the service;
- And so on.
Before you start creating, you need to remember that you cannot try to sell a product and attract dealers on one site. And all because these are different tasks, which means different landing page.
Important. Before creating, you need to clearly define the purpose of your landing page. And remember - there should be one goal.
Let this reduce the reach of potential people, but increase the effectiveness of the page, which will justify everything financially.
STEP 1 - Donate or make it yourself
At this step, you need to determine which of the two solution options you will choose.
What to do... What to do
And they will be selected based on your financial and time resources. Let's look at each of them with their pros and cons.
Constructor
Once, one client wrote a complaint to us after receiving the site. Its essence was that we did not take a lot of money justifiably.
It all looked very strange, because he had already familiarized himself with everything and signed the agreement. But we are not a poor company, so it is easier for us to let the client go in peace (not always) than to try to prove something. That's what we did.
And all this happened because he found a landing page designer on the Internet and learned that he could do everything himself, spending literally 5-6 hours on it, and paying no more than 1,000 rubles a month.
But you and I understand that you can assemble a “car” yourself, but how far will it go, how individual will it be, how much will it have the correct technical equipment...
We described in detail all the stages of creating a landing page with deadlines in the article.
Pros :
- Cheap. Very much so. 500-1000 rubles per month and you are the happy owner of a one-page website;
- Just. You don't need to think about layout, adaptation to mobile devices, connecting SMS notifications about new applications to your phone. All this is already there and done for your convenience;
- Fast. You can do and configure everything really quickly. Moreover, making changes will not be difficult either;
- Technical support. Do you have a question? They will answer you as quickly and thoroughly as possible. A huge plus;
- Free trial period. Now almost all landing page designers have a 14-day free trial period. Register and...
A little truth of life. “ 14 days of freebies! During this time, I’ll earn money with the help of a landing page on the designer and order a beautiful website from an agency,” they thought.
After 14 days, having barely managed to defeat the designer, having done everything wrong and not receiving a single order through the site, they realized that one-pagers were not working.
Minuses :
- Knowledge. You need to know which blocks to use, their sequence, etc.
Decided to take a look at your competitors? Great! But how do you know that your competitors have an effective landing page and show good performance?
- Design. If you are working with a designer for the first time, then you won’t be able to look at the landing page design at the end of the work without tears.
Even if this is not the first option. Don't expect a cool design that will go “Wow!”
- Limitation. The number of ready-made blocks is limited, as is their functionality. Design solutions are also not presented in the widest range.
Therefore, if you want a bird to fly out here when a person leaves an application (as if his application flew away to you with carrier pigeons), you can forget about such an idea.
Personally, we can recommend this landing page builder. We usually refer clients to them who are just starting out or testing a niche.
Freelancers
Let's get straight to the point and from experience. Finding a freelancer who will single-handedly create a selling landing page from scratch and on a turnkey basis is IMPOSSIBLE. Well, it's true.
It is possible to find individual specialists: a designer who will create the design of a future website, or a programmer who will put it together, but there is no monster who can QUALITY make a website inside and out.
By all the work I also mean such people as: internet marketer, copywriter, project manager. It’s simply impossible to be good at everything, physically, at least.
Therefore, the ideal way to work with a freelancer is when you analyze, collect, and prepare everything yourself.
And the designer and layout designer found on the freelance exchange simply implement it, and without any initiative.
Pros :
- Time. Both a plus and a minus. The benefit is that you take off most of the hassle of implementation. appearance and technical component.
- Quality. The main plus. They will do one hundred percent better than you doing it yourself from scratch.
At a minimum, because they have experience and knowledge that you have in their field, let’s be honest, almost none.
Minuses :
- Responsibility. If the site does not work, then no one is to blame but you. Since you are the one who controls them and speaks as needed.
Search. You need special knowledge of where to look for them, how to assign tasks to them and... you also need to fill out a brief, show technical specifications, etc.
- Time and nerves. Time to find a freelancer, time to create tasks, time to make a landing page prototype, time to control. You will waste a lot of time and nerves.
Most of the freelancers are slobs (I apologize, but this is how it is), so delays in deadlines and periodic losses from communication radars will occur.
And this is the minimum you can expect when you want to make a landing page inexpensively.
- Money. You will have to fork out money, since a good specialist without “connections” costs quite a bit.
An average quality design will cost around 8-10 thousand, layout will also cost around this amount. Again, it all depends on the complexity of the project and the performers themselves.
- Scammers. The work is structured as follows: 50/50. Advance payment and then the remaining payment after completion of the project.
I don’t want to offend anyone, but among freelancers there are a lot of people who... do not take on the project after receiving an advance payment. Simply put, they get lost.
Now a little about payment: if you decide to work with a freelancer, I recommend the following payment scheme: make a 50 percent advance payment as a safe transaction (almost all exchanges have it).
And transfer the rest of the amount directly to the freelancer. In this case, you will overpay 15%, but you will protect yourself.
Lifehack. If a freelancer is going to scam you, then he will dissuade you from a safe transaction. This will be your signal.
Stage 2 - who and what?
The most boring (but most necessary) block in this article. It doesn't matter which way you go. You will make an effective landing page yourself or send it to a specialized agency. In any case, you need to know 3 things:
- Your target audience;
- Hunt's ladder;
- The insides of your company.
The only difference is that if you create a landing page alone, you will have to write and think through everything yourself.
The agency will give you to fill out a detailed brief, thanks to which they do the scheduling of the target audience and so on themselves. We, however, take a different route and fill out the brief ourselves, communicating with you via Skype.
We sincerely believe that this is the only way to get all the information, since it is possible to ask the following questions during the conversation. And such questions always appear.
The target audience
We have already written about defining the target audience, or even deeper defining the client.
This study will give you an understanding of who your potential client is, what fears, objections, and desires he has related to your product/service.
What should you put pressure on in a future landing page, what words to use, what images are best to insert. A simplified summary diagram looks like this:
The target audience Hunt's ladder
But what will knowledge of Hunt's ladder give? Just like the client’s avatar, it will provide the very structure of the future landing page.
I’ll tell you briefly, but in application to a one-page website, because very often business owners do not understand at what stage of awareness their potential client is (if you’re too lazy to read, then watch the video).
In short, before making a purchase decision a person goes through 5 steps/levels of awareness:
- Stage “Indifference”. There is no problem.
- Stage “Awareness”. There is a problem, but there is no solution.
- Stage “Comparison”. Options for solving the problem are compared with each other.
- Stage “Selection”. The solution option has been selected. Looking for products.
- Stage “Purchase”. Choice between product suppliers.
How can this complexity help you when creating a landing page? Let's look at each stage and how to proceed:
- Stage “Indifference”. You need to create the problem in the person's head first. Show that if he doesn’t/doesn’t buy it, then everything will be bad.
- Stage “Awareness”. You need to show in the first screens that there are different options to solve his problem.
- Stage “Comparison”. You need to convey that your solution is better than others, and for this you can make a comparison table, offer a product review, research results, personal consultation on selection, etc.
- Stage “Selection”. You need to show which offer is suitable for him, or rather in what form/package. To do this, we reveal more benefits of our products.
- Stage “Purchase”. You need to show, first of all, the benefits of working with your company, and only then talk about the product and that it is the best.
It seems that you don’t need this, but... For example, if a person chooses between buying an apartment and building his own house, then the landing page of the house should have a block explaining why a house is better than an apartment.
Package
You can roughly imagine what your website will look like in your head. And it’s good if you have a corporate identity or brand book (ideal, I would even say).
What about the benefits of your product or company as a whole? And several dozen more questions that you need to answer before moving on to creating a prototype and website.
Because the right questions form the right answers, which you take and package into your website. This stage will help you take all the most valuable things in your company and show it off.
So that you get the essence, here is an example of 10 questions that will help you better/deeper understand your company and your product, and serve it “with a wonderful sauce”:
- Formulate 3-5 “reasons why it is objectively more profitable to buy from you rather than from competitors.”
- What production features do your company have?
- Do you provide internal staff training?
- Compare the product with similar products. State the advantages and disadvantages.
- Who is the person or persons of the company?
- What bonuses are you willing to give to clients when purchasing large amounts?;
- Describe in detail the stages of working with the client from the first contact to completion of the work.
- Tell us about financial conditions work (prepayment, installments, deferment of first payments, product loans, discounts, products for sale, redemption of illiquid assets, etc.).
- What publications exist about the company or from the company? (expert comments, interviews, TV show judges, columns, articles).
- Your clients are stars.
STAGE 3 - Prototype
Finally we got to the most interesting part. Now we will create your future website.
Or rather, for now, how to make a prototype yourself, but at least this is more interesting than just describing the target audience.
Step 1. Prototype structure
A prototype is the structure and sequence of blocks of a future landing page, which you can easily build from the selection criteria and objections of your target audience.
The best way to do this is as follows: take a sheet of paper and write down a sequence of blocks/meanings. It looks something like this:
- A cap;
- Company benefits;
- Catalog;
- Own production;
- Stock;
- Team;
- etc.
You and I are the ones who prescribe the blocks, but we must also not forget about the two classical structures by which any promotional material and the landing page is no exception:
- (products/services);
- PmPHSA (infobusiness). Stands for Pain, more Pain, Hope, Solution, Action (pain, increased pain, hope, solution, call to action).
So that you don’t rack your brains on how to convey one of the selected meanings and make your life much easier when creating a prototype yourself, this article will help you.
To create a successful one-page website for selling your own product, a smart solution would be to first study working landing page examples. Is it easy to create such a page yourself? Let's consider what distinguishes beautiful and actively selling landing sites.
What is a landing page
Landing - what is it? This is the name for a one-page website where customers are offered some kind of benefit: a discount, a promotion, unique products. Landing does not always aim to sell products. Sometimes such pages contain an application form, by filling which the client gets into the database or orders an information call from the company manager.
Most companies have already appreciated how much landing sites help in marketing. One page solves one problem. Landing pages should not be overloaded with additional information. Their main goal is to motivate customers to respond to a call to action.
The advantage of a one-page website over full-fledged online stores is the specificity of the offer. A clear statement of benefits helps to successfully convey to clients the benefits of cooperation (purchases, applications).
Of course, all Internet users have seen such pages. Practice shows that this is really effective marketing tool. In conditions of general information overload, landing pages pleasantly delight customers with minimalism, style and clarity of wording, and the absence of unnecessary advertising and spam.
A beautiful landing page is an important online marketing tool
Examples of the most beautiful landing pages
What makes a landing page beautiful? At first it may seem that there is no clear answer to this question, because each user understands beauty in his own way. But in fact, a landing page is a tool for which there are quality standards. To see successful examples, visit the following sites:
- Designed to move.org;
- Evr.st;
- Grooveshark.com;
- Hipstamatic.com;
- GiftRocket.com.
The best landing pages have a similar structure and features. People like different website design options, but the success of a landing page doesn’t lie in pretty pictures. Key features of attractive one-page websites:
- minimalistic but stylish design;
- clear wording, no vague phrases, a lot of specifics;
- list of benefits (the client immediately understands what he will receive if he responds to the offer);
- convenient application form, without unnecessary information ( The best decision- only the buyer’s name and contacts);
- the presence of a call to action, an incentive to respond (“call”, “find out details”, “request a call”);
- honesty (landing page should contain only relevant and factual information);
- optimization for search engines (the presence of popular queries in the text of the site raises it in the ranking search engines).
The article presents examples of sites with good landing pages. Study them and develop your own one-page websites for products and services. We can highlight some general recommendations. The page should be harmonious and attractive to the eye. Do not use acidic or irritating shades. It is advisable to limit yourself to 2-3 primary colors and stick to pleasant contrasting tones. All images on the landing page must be of high quality.
Harmonious color combinations, clearly described benefits and convenient placement on the screen are signs of a successful landing page
Examples of actively selling landing pages
A sales landing page is the goal of most online marketers. It is important to make a one-page website not only beautiful, but also attracting customer traffic. What features will help turn an ordinary landing page into an actively selling one?
The key feature is the obvious benefit. The faster the buyer understands that he is being offered truly favorable and fair terms of cooperation, the faster he will make a purchase. Therefore, in the offer of the page you need to indicate the cost of the product or service. If possible, you need to compare it with competitors’ prices and be sure to focus on the difference (for example, “5,000 rubles cheaper than competitors”).
A good option would be to use a question-answer format. Users often search the Internet for information in the form of a question. For example, “how to choose a dress for prom.” Use popular wording in the landing page title and you are guaranteed good traffic(if, of course, the site really offers a solution to the issue).
All important information should be placed on the first screen: the faster the user grasps the essence of the offer, the faster he will respond
What should the landing page structure be so that you receive more orders and spend less money on advertising? Over the years of practice, I have developed a simple formula of 9 blocks. It will help you quickly write out a scheme and get a ready-made selling landing page.
In this article we will look at different options for one-page websites - from “classic” to “modern”. The most interesting thing is that the elements will be almost the same everywhere.
In short, warm traffic is when people purposefully search for what you offer. Or if you are recommended to them by someone they trust. If these two options are combined together, then the traffic becomes simply “fiery”.
If we show our advertising to those who know nothing about us and have never thought about buying our product, then we are dealing with cold traffic. For example, we set up a VKontakte target, which is shown to all members of the group “You’re showing off, I’m in heels.” And this advertisement leads to a landing page with an offer to urgently buy women’s perfume “Brave Bitch”.
Yes, theoretically, this product may be of interest to members of the above group. However, they don’t trust us at all because they come from regular commercial advertising. And besides, five minutes ago they didn’t know anything about the “Brave Bitch” perfume. Accordingly, here we are dealing with “icy” traffic.
So, returning to our sheep. The more traffic you bring, the shorter the landing page should be. And vice versa - the colder the audience, the longer the landing page should be made. With the second, I think it’s clear. If the audience doesn’t know us or our product, then it’s harder to sell to them.
Accordingly, we need to write more text and provide more arguments to convince them to place an order. In the case of warm traffic, any Additional Information It will only get in the way.
If you make a long landing page for a warm audience, you risk losing more than half of your customers. People will scroll and fall off, scroll and fall off. To prevent this from happening, you must immediately provide the minimum information that is necessary to place an order, and limit yourself to 1-2 screens.
What is this “minimum required to place an order”? This is what we will talk about now.
Four required home screen blocks
The main screen of your landing page is what visitors immediately see as soon as the page loads. If we ignore the talk about traffic temperature, the conversion of your landing page depends 80% on how the main screen is made. By the way, for a short landing page it will be practically the only one.
Ideally, a visitor should get all the information they need right on the home screen. And place your order directly from there.
What does a person need to place an order?
- Confidence that he is offered exactly what he was looking for
- Something that will put you above other competitors he was considering
- Contacts for communication
These are the three elements you need to place on the main screen of your landing page. The main place - the headline in large letters - should be a short and clear description of what you offer.
If your visitors need iPhone repair, just write “iPhone repair in Moscow”. If they are looking for sushi delivered to their home, then there is also no need to insert your company’s logo and name in the most visible place.
I understand that you spent a lot of money and time on this logo. That you lovingly nurtured the idea of a logo and pecked at the designer’s brain to make him do it the way you wanted. That the name of your sushi delivery company “Shining Path” was also chosen for a reason. That it symbolizes light on the one hand, and the path on the other.
But your potential clients don’t care. First of all, they are interested in the question - WHAT can I get here. WHO is offering this to me is the second question, and it must be answered later.
Therefore, leave the main place on the main screen of the landing page for the answer to the question - what we offer. When I was looking for examples of good landing pages for this article, I looked through a huge number of one-pagers.
Almost all of them are either poorly or very poorly made. Here's an example of how a landing page opens for the request “courses” in English in Moscow".
As you can see, there is a lot of information here, which is easy to get lost in. In the center of the page there is a message that enrollment is underway for Chinese language courses. There is no indication that the courses are held in Moscow. And in general, almost all the information on the main screen is in this example- superfluous.
Theoretically, it should “involve” them in reading, and then somehow convince them to take courses with us. But in fact, a person would rather not waste time figuring out all these menus and go look at competitors. It doesn’t just open your site, right. A person enters a query, then immediately opens 3-4 suggested sites, and jumps between them, making a choice.
Here's an example a little better than the previous one.
Here we are talking only about English, there is nothing superfluous, there is a call to action and contacts for communication. True, there is also no clear description of the services offered. And also red text and a red button on a green background - “blood from the eyes.” Otherwise everything is fine.
By the way, there is one more mandatory element of the main screen - a visual image of your product. This also works as an explanation - what we offer. If we were selling the same sushi, then it wouldn’t be difficult to depict it visually. Finding a good and understandable picture for “English language courses” is more difficult. This is where the suspiciously smiling man with a heart made of a British flag came from. It's better than nothing.
Here's another example that I liked more than the others:
There is a clear description of what we offer, there is an image (albeit in the background). There is a contact for communication, and there is an offer - a discount. Let's talk a little more about the latter.
Let me remind you that we have 4 required elements for the main page. We have already discussed the first three: 1. A clear description of what we offer; 2. Image of our product/service; 3. Contact for communication.
The fourth mandatory element is “detuning from competitors.” Thanks to this block, your potential clients should understand that working with you is more profitable than with your competitors. The classic version of the offer is to give a discount and write about it on the main screen. It almost always works well.
But there are other options. You can focus on delivering the product/service faster than others. Write specifically what/for what/how quickly you can do it. You can also offer a gift for placing an order right now.
To summarize everything that has been said about the main screen, look at this example.
Here the author of the landing page also clearly doesn’t really understand what he’s doing. Everything seems to be in place - there is a specific description of what is being offered. There is a visual image of the service (some kind). There is even an offer. Even two offers. No, even three... This is where the mistake lies. There are three offers/tunings here:
- 40-60% cheaper than dealer
- Maintenance of Renault warranty
- We fix it quickly/We work efficiently/It’s profitable to work with us
The last one is clearly unnecessary. In general, I am sure that there is a separate cauldron in hell for copywriters who write “we work quickly, efficiently, inexpensively.” These are completely empty words that do not carry any meaning for the reader. And here they also take up precious space on the main screen. Accordingly, there is no longer any room left for contact and calls to action.
I’m sure that if you just remove this “fast/high quality” and instead insert a phone number and “Call now”, you’ll get a lot more conversions.
So, with the main screen, I think it’s clear. Let's now deal with those who still decided not to call us right away, but scroll through our landing page below.
Three blocks for trust
Trust is everything and more. If you fail to inspire the required level of trust, they will not buy your product or service from you, no matter how profitable your offer is. Imagine that a shaved man with shifty eyes comes up to you on the street and offers to buy a red iPhone 7 for one thousand rubles? Super advantageous offer. However, you will most likely refuse it.
There are three blocks you can use in your landing page structure to create trust. This is how they are arranged according to the level of impact:
- Regalia
- Reviews
- "How we are working"
The strongest trust comes from “regalia” - official achievements that prove that you can be trusted. A little weaker - “reviews from our clients.” People don’t believe reviews because they too often see the same photos of people on different landing pages.
The weakest option for building trust is “how we work.” This is when we schematically depict - “Step 1 - You call us; Step 2 - You transfer money to us; Step 3 - We disappear in an unknown direction...” and so on.
Many people do not understand why this block is actually needed. And it is needed to show that every step of yours is thought out, calculated and verified. That is, in fact, so that the potential client begins to trust you more.
So, immediately after the main screen, insert the strongest block on trust - your credentials. This is where the time has come to answer the question “WHO is offering this to us?” And official regalia quickly creates the maximum level of trust.
But this is only if you choose them correctly, of course. It is most convenient to arrange regalia in the form of a horizontal list with infographics. Many landing page builders know that there should be drawn circles with numbers under the main screen. But they don’t know why exactly they are needed.
As a result we get the following:
Where there are circles with drawings inside, that’s where the regalia should, in theory, be located. But what we see in the example above is not regalia. These are all offers. “30% discount” and “from zero to Upper-Intermediate in 8 months” are not official achievements. This information would look great on the home screen.
And here good example of what a block with regalia should look like:
We have been working since 2007 - this is already a serious achievement. Although I would write “10 years on the market” so as not to force readers to count (and then I would tie the offer to a unique event - our company’s anniversary year). But overall everything was done well. The regalia really inspires confidence.
Here's another good example:
Here the “100% result” only let us down. This is also not a regalia, but an offer - “We guarantee 100% results or return your money.” But the first two regalia do their job.
Further along the landing page, you can additionally insert a block with reviews of your clients and the very same “how we work.” And if you successfully used the regalia, then these weaker blocks will work much better. And if you used the regalia incorrectly, then no reviews will help you. It’s not the era, the wrong period of time for people to believe reviews.
Above, we talked mainly about working with warm traffic - when people more or less know exactly what they need when they come to your landing page. What if they are completely cold? That is, they don’t really understand why they need what you offer? Then we need one more important block.
Requirement creation block
This element in the selling structure of the landing page is designed to “warm up” the audience if they don’t really want to buy what you offer. And let's look at some examples right away.
If you don’t bother at all, you can simply write down in text why what you offer is needed. Like this screenshot of a landing page selling tickets to some business forum:
Formally, this is a block for creating a need. However, it is poorly executed. A landing page works much better if every piece of information is beautifully designed with graphics. Here we have simple text that 90% of landing page visitors will simply scroll through without reading.
In addition, the description of the benefits itself is incorrect. Here's what we have:
- Speech by strong and successful Russian entrepreneurs
- Unique cases and practices and only from the practice of Russian companies that we can be proud of
- Living stories of ups and downs
- 2 days in a circle of like-minded people, people with wide open eyes
In short, complete nonsense. But the worst thing is that here we only have a description of the technical characteristics without indicating the benefits that these characteristics provide.
It's like writing "150 liter dual freezer fridge" and leaving it at that. But after each technical specification, we need to give an explanation - “And this means that there is enough space for all the products, and you don’t have to cram them in with your feet.”
The same goes for the characteristics from the example above.
- Unique cases and practices - which means you will get a real plan on how to act in your situation
- 2 days among like-minded people - which means you will find new partners who will help your business double this year
Well, or something like that. The main thing is to provide an explanation of why this or that characteristic is needed. Well, ideally, arrange it all graphically. For example like this:
Here, however, points are given for different products. And you will need to make 5-7 circles with drawings + technical characteristics + explanation of the benefits for one of your products. Then the demand creation block can be considered complete. And we will end our landing page with a “pressure” for those who still doubt whether to order or not.
"Boost" block
After reading our landing page, people will probably still have some questions and objections. We physically cannot describe everything on one page for everyone. To answer the main objections, it is convenient to use the “FAQ” block, that is, “Answers to frequently asked questions.”
Question/answer information is easy to read because it creates a sense of dialogue. Remember, in books, dialogues are always easier and more enjoyable to read than descriptions.
However, it is important not to fall into one common trap. Your “FAQ” is not needed to answer “questions”. It is needed in order to close objections.
Formally, this is a FAQ. There are questions - and there are answers. But most of the issues here are organizational. The only good question is number 3. This is the real objection - “Why should I choose your courses if I can study with a tutor?”
There is no need to turn the FAQ into a technical support forum. All organizational questions can be answered by phone or made a separate block on a large multi-page website. The task of the landing page is to sell and sell.
Prepare a list of 9-10 main objections to your potential clients and post the answer to them in the FAQ form. Then the “boost” block can be considered complete.
Summary
Let's now summarize all 9 blocks of the landing page sales structure.
- Block 1 - Explaining WHAT exactly we offer (in the most prominent place on the main screen)
- Block 2 - Visual image of the product/service (also works to explain WHAT we offer)
- Block 3 - Offer/detachment from competitors
- Block 4 - Contact for quick communication and call to action (“Call now”)
- Block 5 - List of regalia, decorated horizontal list with icons
- Block 6 - Creating a requirement ( specifications+ benefits)
- Block 7 - Reviews (creating a secondary level of trust)
- Block 8 - How we work (creating a secondary level of trust)
- Block 9 - Boost (answers to the main objections of clients, packaged in the FAQ).
Save this article to your bookmarks to use when it’s time to create your next landing page. Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (extract from personal experience in 10 years =)
See you later!
Hello, dear readers of the blog site. Today we will talk about such an important thing as landing page, which is very often called a landing page in a bourgeois manner (from the English landing page - landing page). What is it and why is it so important?
Let's dedicate the current article to answering this question, and also consider in detail those points that are very important when creating landing pages, and consider all of this on specific landing examples page and the techniques that the best usability experts use to improve the effectiveness of landing pages.
What is a landing page and why is it so important?
Very often, even with proper operation to attract the right people (target audience) to your website (, etc.), you, as a business owner, will not feel any return on this. It seems that traffic is flowing, and the audience is target, but there are practically no sales or subscriptions (depending on what conversion action you chose as the main task in). Nothing works. What can be wrong?
Most likely, you forgot to think through and prepare landing pages, which are often called landing pages. What it is?
And this is very important point, which can significantly increase conversion (the number of purchases or registrations), because landing pages are designed guide the user to perform the target action as efficiently as possible. If you direct visitors from all advertisements, for example, to home page site, you can catastrophically reduce conversion and go down the drain.
The term “leading page” itself is derived from English phrase“landing page”, translated means just the target, landing (landing) page. Landing pages are created not just anyhow, but taking into account the psychology of visitors. They should grab you and not let go them until the very moment of purchase (or registration), because it will be extremely difficult to re-attract the visitor.
It's like a hook on fishing gear - it must reliably pick up and confidently hold the fish caught on it until the moment you fix it with a bait. If the hook (laying) is unsuitable or does not exist at all, then all your efforts from baiting, setting bait and other shamanic actions will go to waste. You will not achieve your final goal.
The landing pages themselves are either separate pages of an existing site, or one-page sites specially created for this purpose. In fact, once a user gets into it, it’s quite difficult to get out and he inevitably has to slide into it until he becomes your client. But this is ideal, and we will look at how to realize this ideal using various advertising tricks in the continuation of this publication.
Examples of landing pages
Depending on the goals you pursue, you can divide landing pages (landing pages) into several types:
12 steps to create the perfect landing page
You need to understand that the landing pages to which you will attract users from social networks (or from contextual advertising), must have a number of characteristics and satisfy certain requirements. So how? create the perfect landing page?
- Each landing page should be tailored for only one target (conversion) action - either subscription or sales. There is no need to be greedy, because the user’s attention will be scattered and the likelihood of him leaving will greatly increase (without choosing anything from the proposed options). It’s better to force clients to think and choose as little as possible - the path to the landing page should be straight as an arrow (obvious to him) and without any branches.
- Must be present on the landing page call to action(with verbs in the imperative mood - call, buy, receive, come, etc.). Phrases should be short and motivating. For example, “buy now”, “get video course” or “subscribe and receive”.
- They also rule bright buttons and arrows, creating an emphasis on them. Buttons in red and yellow shades work well, because they are noticeable and contain a call to action.
Well, arrows, as a rule, are designed to place even more emphasis on the button so that the user’s behavior on the landing page is as predictable as possible.
Sometimes they work very well animated buttons(but in any case, it will be necessary to test the effectiveness of certain elements of the landing page):
- If the landing page uses(you can’t do without them on subscription landing pages, but they are also used quite often on salespeople), then make sure that they contain as few fields as possible. Ideally, the form should have only one field (for entering an email address), but for further communication (marketing) you will need to know the username, so two fields are the most common option. More fields can significantly reduce conversion. In addition, adding fields for entering a phone number or address makes users wary and can lead to abandonment of the target action.
- In the article about I mentioned that Internet users do not read texts - they view them. And the most important thing in this regard is the title. If it is not there (or it is not highlighted accordingly), then this will greatly reduce the conversion rate. On landing pages Headings must be catchy so that the user is inclined to read further or immediately take a conversion action (subscription, order, call).
- Your landing page should not only have calls to action and catchy headlines, but also argumentation of necessity subscription, purchase, order or call. In the case of a subscription page, this could be, for example, a short video with a description and content of the “freebie”, or the same thing can be presented in the form of a short list (list). In the case of a salesperson, this could also be a video with a product review, a list of the services you offer (including your competitive advantages).
- Works very well on landing pages reviews from existing clients, buyers or subscribers (it is better if some contacts of those who left these reviews are indicated so that everything looks believable).
- Also works well on landing pages before and after comparisons. This is not applicable for all topics, but in the field of weight loss, cosmetology, fitness and many other niches it can be used with high efficiency. For example, this is what a company providing restaurant services does.
- The landing page can be quite long, but when viewing the first screen(this is the area of the page that is visible without scrolling) it should be completely clear to the user what exactly you wanted to tell him.
- To stimulate subscribers or buyers of certain products (for example,) you can use the option of additional bonuses that the subscriber or buyer will receive when ordering. When the user is on the verge of making a decision, it is precisely such “buns” that can tip the scales in your favor.
- And, of course, it is worth emphasizing that “only here and only for a certain amount of time” will the user have access to all this splendor (subscription, special price for a product, an additional set of services). What's the best way to do this? That's right, put it timer counting down until hour X, when the given opportunity will be missed. Nothing stimulates a hesitant user to make a decision more than seconds literally running away before our eyes.
It would be a good idea to place a subscription, order form or contact phone number next to the timer. This will not always work, so you need to conduct tests (I’m thinking of writing a series of articles about conducting A/B testing - if you don’t want to miss it, subscribe to the newsletter), and it’s possible that such a simple and obvious method will allow you to increase the conversion of this landing page and more than recoup the money spent on promotion on social networks or contextual advertising.
- Users also want to know who exactly is offering them this product, service, video course, etc., so it is necessary indicate information in the landing page about the author, store, company.
Naturally, it would be good to mention merits, achievements, and competitive advantages, but do not over-praise yourself, so as not to cross the line beyond which trust in the published information begins to decline.
Examples of errors that make landing unworkable
In addition to those things that help the landing page work more efficiently, it is worth listing common mistakes when creating landing pages, which can neutralize all the above “ear tricks”, and you will not get the desired result from advertising or promotion in social networks (or context).
- Let me remind you once again that almost no one reads on the Internet (at least again open page), namely, views the information. If it turns out to be really worthwhile and requires more detailed study, then it will come to reading (in general, the same as with newspapers). That's why Don’t let your landing page become overloaded with information- this can disorient the user and cause a reaction of rejection even before the moment when he understands what is being said.
- The text should be small, as concise as possible and filled with information, not water. A couple of paragraphs “about nothing” will make the user strongly desire to close such a landing page. Small font also doesn’t work well on a landing page. In general, its use is not necessary, because many words are not required to convey the essence.
- Don't disappoint the user's expectations. If in an advertisement or in a post in social network You talked about one thing, but when the user gets to the landing page, he sees something else, then there is a loss of trust and the conversion rate drops sharply. It is very important to monitor this compliance.
Landing page design actually very important. If it is unfinished, made unprofessionally, or has a repulsive appearance for most users, then even following all the rules described above for creating a good landing page will not save you. If you yourself do not have the necessary skills and taste, or you do not have a designer on staff, then you can use numerous designers or ready-made templates landing page, which will only need to be slightly altered to suit your needs.
Again, determine the best option Testing and analysis of statistics, for example, will help you (often not everything is as obvious as it might seem). This way, you can track the completion of the target action and understand which landing elements contribute to increasing conversion, and which are distracting and need to be changed.
Do you have some more time? Do you want to spend it usefully? Then grab some popcorn, sit back and watch a two-hour master class “Step-by-step algorithm for creating a Landing Page”:
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