Landing pages. “Killer” landing pages: three examples of effective landing pages Game landing page

You've probably encountered the creation and optimization of landing pages while promoting online projects. Developing a quality landing page is a critical component of marketing campaigns. This material will introduce you to three examples of cool landing pages, and will also show you the components of their success. But first things first.

Landing pages: definition, performance criteria

Effective landing pages meet the following criteria:

For a landing page to bring good traffic, it needs to be free of errors, which we talk about in the video.

Three examples of killer landing pages

There are no perfect landing pages, since static is one of the enemies of a good landing page. However, the examples below are very close to the ideal option. Let's take a closer look at them.

Content Rules landing page

American content developer Content Rules has created an effective landing page to distribute its e-book.

What Content Rules did right:

• Design

The landing page looks nice and simple. The headline attracts the visitor's attention to the conversion action (Download the book for free right now - this is an approximate translation of the headline).

• Photo

The only photo on the landing page is a preview of the e-book cover. This photo attracts the visitor’s attention and clearly demonstrates the product to him, but does not distract him from performing the necessary action.

• Brand power

The Content Rules logo increases the visitor's confidence in the quality of the product.

What can be improved:

It significantly increases the effectiveness of your landing page, as users can sign up for your newsletter within seconds.

What can be improved:

• Content

This landing page contains too much text that distracts visitors from the registration form.

• Design

ALM specialists should test versions of the same landing page with a simplified design. Reducing the number of information blocks and eliminating a lot of colors are ways to quickly improve the appearance of the page.

Windows Intune landing page

Microsoft uses a landing page to distribute a 30-day trial of cloud Windows service Intune.

What Microsoft company did it right:

• Review

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 the right job of attracting the right people ( target audience) to your website (, etc.) you, as a business owner, will not feel any return on it. 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 a very important point that 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 meet certain requirements. So how? create perfect landing page paige?

1. 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.
2. 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”.
3. 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):

   

4. 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 the 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. In addition, adding fields for entering a phone number or address makes users wary and can lead to abandonment of the target action.
5. 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).

   

6. 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 is formatted in the form short list(list). In the case of a salesperson, this could also be a video with a product review, a list of the services that you offer (including your competitive advantages).
   
   
7. 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).

   

8. 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.
   
   
9. 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.
10. 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.
11. And, of course, it is worth emphasizing that “only here and only for a certain amount of time” the user will have access to all this splendor (subscription, special price for goods, additional set 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.

12. 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).

1. 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.
2. 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.
3. 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 landing page templates, which you only need to slightly modify to suit your needs.

Again, testing and analysis of statistics, for example, will help you determine the best option (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”:

What is a landing page and what are its features? How to quickly make a cool landing page with high conversion? Which landing page builders are popular now?

Hello, dear readers! With you is one of the authors of the business magazine “HeaterBober.ru” Alexander Berezhnov.

And I decided so - I’ll tell you about landing pages, about the main techniques that I used to create them. I will give examples of good one-page sites. And each of you will draw conclusions for yourself. Agreed? Then let's begin.

The topic of creating a landing page is not an easy one, but it is very relevant and interesting. Knowing how to do this will help you make money. different ways, for example, like . Understanding this, you can start your own small business by simply selling goods or services through a landing page.

1. What is a landing page - an overview for beginners

Hundreds of articles have been written on the topic of creating landing pages. It’s difficult to cram all the advice and all the experience into one material. But I will still try to tell you about the most important thing regarding the landing page.

Landing is a one-page website or just a page, the purpose of which is to induce users to take some action: buy, subscribe, call, leave a request.

Landing page literally translated from English: “landing” or “landing page”.

You've probably seen such one-pagers on the Internet.

Why do they make landing pages:

1. They motivate well visitor to take the desired action.
2. They are quickly constructed. And they often cost less than a regular website. Another plus: you can create a landing page yourself.
3. Landing page is easy to redesign– improve, change, add missing information.

Landing pages are created for:

1. Product sales. For this purpose, calls are used: “buy”, “leave a request”, “call”.
2. Collection of information. Here visitors are offered: “subscribe”, “find out more”.
3. Software distribution- software sales.

Landing page and sales funnel

Funnelsales is the process of selling a product/service. At each stage of this process, a portion of people are eliminated - potential clients of a commercial company. We have a separate article on our website about.

The sales process through a landing page looks something like this:

• 100 people saw a link to the landing page;
• 40 users followed the link;
• 10 people submitted an application;
• 2 people bought the product.

Out of a hundred - two sales. Return – 2%. This is a good option. Not perfect, but not a loser either.

A sales funnel looks like an inverted kitchen funnel: a wide base and a narrow neck.

The widest part is the transition to the page. At this stage, we test the operation of contextual advertising, messages on social networks, and publications on other sites. Determining CTR.

CTR– the ratio of the number of clicks to the number of impressions. Measured as a percentage.

The middle part is the application. We analyze the effectiveness of the landing page - its design, text part.

The narrow part is processing applications and sales. Here we evaluate the work of living people - operators, managers.

When analyzing a landing page, another indicator is calculated - EPC.

EPC– this is the average earnings from one thousand landing page visits.

The higher the return rate, the higher the effectiveness of your advertising campaign.

In what cases is it necessary to create a landing page?

Below we will consider a number of cases when you may be faced with the need to create your own one-page website.

You will learn what a landing page is, what it is needed for, what is its use, and whether you can do without such a landing page in your advertising.

We will also discuss all the targeted actions that can be added to the landing page. Finally, let's look at the structure itself. This will be very useful when you need to create a landing page. So let's start figuring it out!

It is also called a landing page or landing page (LP) or Landing page. This is the website page that the user goes to after clicking on an advertisement (it can be some kind of banner or just contextual advertising).

The purpose of such a page is to adequately meet the user who is interested in the advertising message. That is why special requirements are imposed on such pages, which allow maximum .

We also need to try to make this user perform a specific target action.

Thus, the landing page is the face of our company on the Internet. Thanks to this landing page, the user receives information about the product, service, company and the quality of the product. He also receives information about service methods (for example, warranty and delivery).

Accordingly, if the Landing Page is of poor quality, then we will not move to the third stage. The third stage is the successful completion of a transaction or ordering a service. If the landing page does not meet the requirements that are placed on it, then such a page will never become a guide to making a successful sale.

It is important that the user does not stray from the path that we build for him. Now a lot of specialists are writing about this and more and more certain companies are offering various services for the development and creation of landing pages.

And this is no coincidence! After all, the use of such capture pages allows you to greatly increase the effectiveness of advertising on the Internet.

Why are landing pages needed?

Below I will list the main tasks that any landing page on the Internet should perform. It doesn’t matter what is sold or offered to the user. These tasks apply to absolutely all topics.

1. Encourage you to take the target action

The first question that may arise is why not send users directly to your main website after advertising. Indeed, you can do it this way. The capture page can act as a page on the main site.

However, you need to take into account that on the main site there are usually some large headers at the top, various blocks and a navigation menu. And as a rule, such elements of the main navigation are very good at distracting a person.

And the task of landing pages is to encourage the user to take a targeted action. Moreover, it is desirable that there is only one target action on one such page.

Look carefully at the screenshot. This is a sign from the sales page of a foreign company. Look how many different arrows there are in different shapes and colors.

However, they only show one action (the Donate button). As we can see, there is a clear indication of what needs to be done.

Accordingly, from the capture page you need to help the user complete the target action (purchase, orders, and so on).

2. Prevent the user from being distracted from the offer

Landing pages are also needed to prevent the user from getting distracted. Look at the bottom screenshot of the “Your Computer” course landing page. This is an online computer literacy course. Here is a third of the Landing Page.

Also note that there are no links here. This is right! Here it is advisable not to use any external links. I'll tell you a secret! There is only one link at the bottom of this page that points to technical support.

Here again, the main task is to prevent the user from being distracted from our offer. That is, to prevent a person from going somewhere using some unnecessary link. Therefore, it is advisable to remove links from landing pages.

And look at the picture again. Here we have a clear target action “start learning”. There is a subscription form where the user must enter his email and a large “Start training” button.

Examples of targeted actions on Landing Page

Landing Page should encourage the user to take a specific target action. What actions can we place on such a page:

• Purchase(adding an item to the cart). For online stores, LP can act as a product card or category page. On the product card page, the target action will be “add to cart” or immediately “purchase”. On the product category page, the target action will be a transition to a specific product. In fact, for online stores there is no need to create additional landing pages. In principle, they are already ready. At the same time, it will be useful for online stores to create landing pages with various promotions. For example, a good technique would be to collect a database of email subscribers of your clients. That is, you offer some kind of gift, bonuses, or perhaps a discount and at the same time ask email user. Further with your help you will increase the number of sales. In this case, LP can be used to collect your subscription base.
• Order a service. The next action could be ordering a service if we are talking about the B2B segment. Accordingly, the landing page must be prepared in advance. It should describe all the benefits of a particular service. There must also be a clear, targeted action (for example, order a service or calculate a budget).

• Order a call back. This is when there is a special form on your website that clearly states “Leave your details, we will call you back.” Typically you will be asked for your name and phone number.
• Download price list. This is when the landing page has the ability to download a price list. Such a download must be accompanied by a request for some data (for example, name, phone number and company name). Only after this the user will be able to download the price list.
• registration on the site. Such a targeted action can be on some portal, social network or in online games. Here, too, a landing page is created that invites you to register on the site in order to continue using the services of this site. This scheme is very well used in online games. That is, first the user registers and only then gets access to the game itself.

Capture page structure

Now let's look at the structure of the capture page:

• title- this is one of the most important elements in the landing page. Its main goal is to attract the user’s attention and interest him. The title must be catchy. That is, after reading it, the user must show a desire to further study the information on the page. The headline is usually placed at the very top, and this is where your acquaintance with the company begins.

• themed picture(video) - what is there? If we are talking about some kind of design in the B2B business sector, then it is advisable to post a picture that will show people (for example, engineers) involved in design. For example, an engineer draws something on large Whatman paper or discusses it with work colleagues. In general, the thematic image should follow the theme of the capture page and, to some extent, support the title. That is, when a person reads the title, he should look at the picture, after which a kind of thematic mosaic should be assembled. Why is it important to post a thematic picture or video? Because we all think in images. This is the principle of how our brain works. Accordingly, imaginative thinking is characteristic of people. Therefore, the thematic picture should speak about what is offered on the Landing Page. For example, if we have a page for sales of land plots or cottages, then there should be a picture showing a cottage. Moreover, if we propose the construction of wooden houses, then the picture should show exactly a wooden house. The purpose of a thematic image is to create an image in the user’s head that will go very well with the overall theme of the landing page.

• lead form— there is such a thing as lead generation. This is attracting potential clients. Lead is an interested potential client. This is a user who is interested in information about a product. Such a person is, in principle, ready to purchase a product or order a service. A lead form is a form for obtaining user data. If we offer some service or product on the landing page, then we may ask the user to enter some data. Everything in the online store is quite simple. The lead form is an order form. When a user wants to buy some product in a store, he must enter, for example, his name, phone number, delivery address, and so on. This is a form of collecting data about the user to perform some targeted action. If we are talking about ordering some service (for example, in the B2B sector) and you want to order such a service, then enter your data in a special form. Later, the sales department will work with this data, or the user will then complete the ordering process. So the main purpose of the lead form is to collect the necessary data about users.

• call to action(Call-To-Action, CTA) - usually this is some kind of bright button that clearly shows what needs to be done on the capture page. Remember, in the above example I was looking at the Donate button. This is precisely the call to action. That is, the main purpose of the call is to show the user what needs to be done. The call to action should be clear, understandable, and it should stand out clearly on the page itself. There should be graphic contrast and differences in size. This way the user will understand that they need to click on this button.

• benefits and benefits- of course, in order to convince the user to take some targeted action, you need to explain why he needs it. What is the benefit here and what advantage is observed. You need to convince the person that your company's products and services are the best. The persuasion can be text that is placed on the page in the form of small abstracts or some kind of lists. For example, you can write why it is beneficial to work with you. Next, you begin to list these benefits: this is a 100% guarantee, compliance with all terms in the contract, cash and non-cash payment, and so on. In general, you need to explain to the person why he should do business with your company.

• elements of trust— these are the elements that provide the user with an opinion about the company itself. The more trust, the more likely a person is to perform the target action. Elements of trust can be . Thus, the user does not need to prove anything and invent for himself how true the information is. You just need to look at customer ratings. Also included in the elements of trust is information about guarantees. This also increases trust, and therefore the conversion itself. The media can also be an additional element. Pay attention to the example above. When I showed the example of the landing page “ My computer"then there, in the right top corner The media block is located. If such a company is the most famous and many people write about it, then the degree of trust the client has in this organization also increases.

So, that's all for me! Now you know what a capture landing page is and what its benefits are for creating. You also know what targeted actions can be created on such capture pages.

Well, don’t forget about the structure itself, which is also very useful when creating beautiful landing pages.

Considering the landing page as a regular one-page website, you should not expect anything from it high conversion. Yes, in its structure the landing page is a one-pager. But it has a number of functions, features and properties that require a different approach to development.

What is a landing page and its tasks

To get a more accurate idea of ​​the marketing tool that is a landing page, you should start with its definition.

A landing page or landing page is a web page posted on the Internet, the main goals of which are:

• Gathering the necessary information about the target audience.
• Selling a specific product or service.
• Getting to know a new brand.
• Distribution of new software.

The purpose of a landing page is to push the user to take a certain action, which, in turn, depends on its purpose.

In practice, everything is not as confusing as it seems. First, let's determine in what cases it is used. In Internet marketing, there are three situations for using landing pages:

1. When the conversion rate of the company's main website is low.

Conversion is the ratio of website visitors to buyers. If there are many more users coming to the site than orders, the conversion rate will be low. Therefore, advertising works well, unlike the website.

When there are no resources to create a new site, a landing page is used. There are two reasons for this:

• development is cheaper than creating a new website;
• Quality has .

Therefore, it is beneficial for entrepreneurs to use it for business, but only as an additional or temporary marketing tool.

1. When launching a new product.

For a new product to generate a good level of sales at the start, advertising alone is not enough. Let's say that after viewing the user clicked on the link and ended up on the main website of the company. Will he look for it in the catalog and collect all the necessary information? No – it’s long and difficult.

Landing page allows you to concentrate all the buyer’s attention on one product and, thereby, emphasize its uniqueness. Moreover, in this case, you can save on development costs and use the main page of the site as a landing page.

1. To solve a specific problem.

Marketing tasks in e-commerce can arise simultaneously and be short-term in nature. To adapt a website for them requires time, which sometimes does not happen, and a lot of money. Therefore, it is more advisable to use a one-page website.

But you should not perceive the landing page as a universal sales tool. She's more likely additional tool, “working” only in conjunction with other communication channels: contextual advertising, e-mail newsletters, etc.

Types of Landing Pages

In accordance with the tasks, there are 4 types of landing pages. Each of them has an individual structure and characteristics. Having decided on the marketing task, the type of one-page website is selected by default.

Click-through Page

The first and simplest type of landing page, the goal of which is to get 1 click. This is where its characteristic feature comes from: the button is its only dynamic element. Everything else is text and graphic content that encourages the user to click on it.

Lead-capture Page

A lead capture page or Lead-capture Page is created for closer interaction with the user. In order for a person to spend time filling out a form with contact details and personal information, he needs to really be “hooked.” To achieve this, the design, content and unique selling proposition are more carefully worked out. But at the same time, the content should not distract from its main element of the page - the lead form.

Squeeze Page

If in simple words To characterize this type of landing page, it is similar to the “you tell me - I tell you” scheme. That is, her task is to get email address user, but not just like that, but in exchange for something. For example, for a discount or access to information of interest. This technique is very common in Internet marketing; it allows you to easily and quickly replenish your customer base for mailing.

Selling pages

It is clear that sales pages should sell, but how? The answer depends on the specifics of the product. Sales pages do not have a universal template. They can be: both short and long; both short and detailed; both rich and light.

For example, to sell a new product from a popular brand that you don’t need to introduce the buyer to, one page without scrolling is enough. And, conversely, to sell an expensive product of an unknown brand, more information will be required to be placed on the landing page, which automatically increases its size.

If an entrepreneur is not sure which format of the sales page will give the greatest conversion, A/B testing is used. This reduces the time it takes to promote a product and saves money on using ineffective landing pages.

Checklist for a good page

Before creating several versions of a one-page website for A/B testing, you should familiarize yourself with its required elements. Checklist for a landing page - 8 mandatory elements it must contain. Internet marketers can create checklists of 50 or even 100 items for themselves, but there is a constant minimum that it must include.

Checklist for a good landing page:

A cap

The header refers to the top part of the first landing screen, which contains important information about the company – logo, contact details, opening hours, title. They can also be duplicated at the end of the page if a long landing page is used. A slogan and a CTA button can also be added to the header.

USP (unique selling proposition)

On the landing page, the unique selling proposition is written in one sentence, which should catch the eye. Don't get too creative in your approach to the task. The USP is clearly formed so that without much effort it is clear what exactly the company offers.

Advantages

This part of the page describes the USP more fully, or more precisely, its advantages. The benefits are presented in a separate block containing a list of 3–5 points. The writing guidelines remain the same: the main thing is brevity and clarity.

Media content

Media content is represented by a photo and/or video of a product or service. If the landing page is promoting a product, take several general photos of the product from different angles, as well as its individual elements. When it comes to a service, it is important that the user visually evaluates the process of its implementation.

Reviews

The reviews section “warms up” the client’s trust. Young developing companies have problems with them due to lack of experience in the market. Therefore, they resort to buying reviews, which only alienates potential customers. If it is not possible to post people’s real opinions about the company, it is better to exclude this section altogether.

Feedback form

Form feedback or the lead form should be placed in several sections of the landing page - at the beginning and at the end. Because some people just need to look at the headline, others will study the entire landing page. In order not to miss a potential client who is ready to leave his contact information, but is still a little hesitant, the feedback form should be within a second’s reach. This doesn't give him extra time to change his mind.

Target action button or CTA button

The CTA button, like the lead form, should be placed in several sections of the landing page. They should have different names, but lead to the same target action. For example, “Order”, “Buy”, “Get a consultation”. Repeating the same word over and over again creates a feeling of intrusiveness, which only pushes customers away.

Footer or footer

The landing page should have a logical conclusion, which is what the footer is. Footer is the lowest part of a one-page website, containing:

• Legal address of the company.
• Contact details.
• Social media buttons.
• Links to the main site.

Information about the company must be comprehensive. Otherwise, the buyer will doubt whether to trust this company or not.

9 landing page elements that grab attention

After determining the general structure of the site, attention is paid to its details. A landing page is a one-page website where the maximum time a user spends usually does not exceed 8 seconds. Then he either buys or not. Therefore, when creating it, careful consideration of all elements, even minor ones, is required.

9 Important Landing Page Details:

Strong headline

For a headline to be “strong” it must be catchy but short. It should not contradict the title of the contextual advertisement that brought the user to the landing page. Yes, it is difficult to meet all the criteria in one phrase. But it depends on it whether the user continues viewing or not.

Compelling subtitle

The first subheading usually follows immediately after the heading. It should be a logical continuation of it, complementing the main idea of ​​the landing page. Sample: if the title is “Loan up to 50,000 rubles for any purpose,” the subtitle could be “Without certificates and guarantors.” Thus, the key idea is not only complemented, but also strengthened.

USP

The USP is the central and most important part of the landing page. It should be formed by the company even before the page is developed and answer the client’s two main questions - why do I need this and what will I get from it.

What should NOT contain a USP:

• Description of the company.
• Links to external sources.
• Possibility to choose between several products.

These are the 3 main mistakes that are usually made when developing a landing page. When creating a USP, you can use the classic “problem-solution” diagram.

Confidence indicators

Trust indicators are “beacons” that encourage the client to trust the company. Every user has a negative online shopping experience. This forced them to learn to distinguish a bona fide seller from a scammer. Hence the task is to prove to the client that everything here is fair and safe.

Indicators of trust include:

• Reviews about a company or a specific product.
• Guarantees.
• Awards.
• Links to the main website and social networks.

People are very wary of one-page websites because they are often used by fly-by-night companies. Therefore, the more mentions about a company online, the better.

Primary call to action button

The main CTA button is located at the very beginning of the landing page. It should be as visible as possible and clearly reflect what it is needed for. The call to action is clear - “Buy”, “Order”, “Start”, etc. Marketers recommend avoiding red CTA buttons when creating a landing page. You can make it noticeable without bright colors using contrast.

Secondary call to action

A secondary call to action is needed for Long-page landing pages. The rules for its design are the same as for the main button. To prevent the call from seeming intrusive, you should not oversaturate the landing page with buttons and use different text for them that describes the target action.

No navigation menu

The navigation menu allows site visitors to randomly move around its page. This shouldn't happen. The client must go through everything and independently come to its successful completion.

Photo and video

Photos and videos are sure to attract the buyer's attention, since he must visually evaluate what he is buying. They are placed as separate elements or collected in a gallery with graphic material. The main thing is that the product ultimately meets expectations. Therefore, you should not overdo it with image processing.

Capture form or lead form

Even if a whole staff of professional marketers worked on the landing page, this will not force the client to fill out a form consisting of 10+ fields. Therefore, to capture a lead, it is enough to know his first name, last name and e-mail address. Everything else can be learned through closer interaction with the client through targeted mailings.

A/B testing

A/B testing is effective method marketing research by changing key elements of the site. If a company is faced with the task of increasing landing page conversion, then split testing is the first thing to start with.

When creating test versions of the main site, change:

• Design elements.
• Text content.
• Structure.
• Arrangement of elements on the page.

A/B testing is carried out through Yandex.Direct services and Google Analytics. It compares different versions one of the listed elements. You cannot analyze completely different versions of landing pages, since this does not make it possible to draw conclusions based on the testing results. Therefore, all elements are tested separately in a predetermined sequence.

If you need to conduct research on your own, when developing hypotheses, it is recommended to review ready-made split test cases. This will save not only time, but also money.

How to promote a landing page?

You shouldn’t hope that users will somehow end up on the landing page themselves, so you need to immediately decide on the channels for its promotion. Traffic can be driven by both paid and free methods. But the more traffic sources are attracted, the more effective the advertising campaign will be.

PPC campaigns and contextual advertising

The abbreviation PPC stands for Pay per Click. Accordingly, a PPC campaign is a system of marketing activities that includes advertising with payment for one click. These include contextual advertising in search engines Google and Yandex.

Contextual advertising is placed through services Google AdWords and Yandex.Direct. They allow you to customize ad impressions based on many parameters of the target audience (gender, age, interests, etc.), which significantly improves the quality of the click.

When publishing an advertisement through Yandex and Google services, the ad is placed in a specially designated place for it - on one of the 5 lines above the results search results, or to the right of it. The exact position depends on the ranking and quality of the ad.

• Clickability().
• Relevance of the landing page and ad text.
• Compliance with advertising formats.
• Adaptation for mobile devices.
• Landing page quality.
• Keyword matching.

Due to the fact that the analysis also takes into account the state of the landing page, the most effective campaign will be the one where the landing pages are adapted for contextual advertising services. Efficiency also depends on the set of keywords and negative keywords. After all, it depends on them how relevant the ad will be to the interests of the target audience.

Advertising on social networks

• The greatest loyalty of users to advertising.
• Targeting capability.
• High user activity.
• Moderate cost.

Targeting is an advertising mechanism through which users who fit specified parameters can be identified from a general group of people. Using targeting, you can configure advertising campaign according to the gender, age, location and even music preferences of the target audience. The main thing is to have a clear understanding of the client.

Its cost can be calculated both per impression and per click. The maximum bid is set by the advertiser himself, after which the ad is put up for auction. The higher the bid, the more often it is broadcast on the social network.

Email marketing

Mailing is a reliable and proven way to interact with potential clients. It is suitable for promoting a landing page. But only if there is an established address base. Spam will not bring any effectiveness, but on the contrary will create an unpleasant impression of the company.

To promote a landing page, you will need to create a separate letter that will push the user to the target action - clicking on the link. While there is no such thing, you can simply add a link to the landing page in the signature of your main letters to clients.

Guest blog posts

The good thing about guest blog posts is that it's absolutely... free channel communications. But the difficulty is that it is not always possible to place a link to the landing page in the text so that it looks appropriate and unobtrusive. Therefore, they are most often added to article captions.

How much does a landing page cost: factors influencing the price

The cost of a landing page is an absolutely ambiguous value. Firstly, it depends on who will develop it. Making a one-page website is not difficult. Possessing necessary information, you can create it yourself. It will be much cheaper than ordering a landing page from a design studio.

When creating a landing page with your own hands, you will have to spend money on:

• Paid template. Price – from 10 to 1000 $;
• Copywriter. The cost of services is from 1,000 to 50,000 rubles;
• Programmer. Payment depends on the complexity of the work, on average – from $50 to $1000.

When ordering a landing page, the preliminary cost will be estimated based on the brief. A brief is a technical specification that reflects what exactly the customer wants to see on his website. It contains questions not only regarding appearance and site structure, but also business features, target audience, etc.

When ordering, the cost of a landing page depends on:

• Complexities of structure and design.
• Costs for contextual advertising and its setup.
• Qualities of selling text.
• Uniqueness of media files.

Another point that can “heighten” the costs of creating a landing page is the popularity of the agency. Often, customers pay not so much for the work as for the “name” of the famous studio. Although today freelancers also cope well with this.

13 rules for creating a landing page that sells

Each specialist has his own recipe for success, which has been improved over the years. But such recipes are based on traditional rules for creating a Landing page. It is thanks to them that their greatest effectiveness is achieved.

Rule 1. One landing page for one product

The straight road is the most Right way to the goal. If a landing page offers several products or services, this prevents the client from focusing on completing the target action.

So when a salesperson deprives him of that choice, he increases his success by default. Hence the main task is to concentrate the client’s attention on one thing.

Rule 2. Clear call to action

If the user lands on the landing page, he should understand within 5 seconds what he is doing here. To do this, you don’t need to force him to scroll to the end of the page or look for the “cherished” button. The call to action should be clear and precise.

• Place several large buttons on the page with a call to action.
• Briefly and clearly explain to the user what he should do and why.
• Remove everything that distracts attention (unnecessary pictures, videos, advertising, tables, etc.).
• Show the benefits of purchasing the product.

It is also necessary to distinguish between the clarity of the call and the imposition of a targeted action. Excessive pressure will turn the client away from buying.

Rule 3. Selling headlines

In fact, the USP formed in one sentence is the selling headline. Excessive creativity in this matter is unnecessary. For example, if a company sells home exercise equipment, a good headline would be: “Stop Wasting Money on the Gym! Professional exercise machines are now at your home.”

When creating headings, you also need to include keywords. A one-page website is unlikely to make it into the TOP 10 of search results for a relevant topic. search query thanks to them. But you need to remember that contextual advertising matches the content of the landing page.

Rule 4. Selling text

The entire sales process depends only on the text. Neither design, nor structure, nor bright pictures will convince the client to spend their money. Therefore, he needs to pay special attention.

To write a sales text:

• It is realistic to imagine the characteristics of a potential client (his needs, character, preferences).
• Know the psychology of sales.
• Be able to engage a person in an imaginary conversation.

Information should be presented briefly, clearly and only to the point. But if the product is expensive or unfamiliar, do not be afraid of large texts. Anyone who is truly interested in buying it will read it to the end.

Rule 5. Do not use aggressive advertising!

Before writing a selling text, you need to cover two keys on the keyboard: CAPS LOCK and Exclamation point. And this is no joke. Despite the fact that all the manuals on Internet marketing and copywriting say that sales texts written in capital letters and containing countless exclamation marks only SCARES customers away, they still appear on the Internet with enviable frequency.

You should also avoid household and corporate cliches. Such as: “a team of professionals”, “quickly and efficiently”, “solving business problems”. A good selling text contains more facts, figures and specifics.

Rule 6. Text formatting

The attractiveness of a sentence depends not only on the correct choice of words, but also on the readability of the text. Difficult-to-understand information is only suitable for scientific and theses. The sales proposal is easy to read.

To make the text easier to read:

• Use the right fonts. Size – 16–18 pt, type: Arial, Calibri, Georgia, Clear Sans.
• Divide the text into paragraphs of 3–5 sentences each.
• Use subheadings after every 2-3 paragraphs.
• Highlight lists, quotes, tables, graphs.

Rule 7. Placement of text on the landing page

Block text is most often used on landing pages. The only thing they forget about is connecting the blocks together. The reader's gaze should move along a clearly defined path, and not wander around the page. Blocks of text should be connected by arrows, lines, and other directional indicators.

Rule 8. Meeting client expectations

By deceiving the client's expectations, you should not count on his loyalty. Therefore, the site must be developed individually for each advertising campaign. You can also divide users by traffic source using dynamic landing pages.

Rule 9. Argument in response to an objection

When purchasing a product for the first time in an online store, the user essentially purchases a “pig in a poke.” He does not know how conscientious the seller is, what quality his goods are and how he will behave in a controversial situation. Give the client an undeniable argument in response to his alleged objections.

For this use:

• Return guarantee period.
• Free product trials.

What will really alert the client is the prepayment. If possible, it is better to refuse it.

Rule 10. Scarcity effect

The fear of shortages will only work if the USP has been correctly formed. Most often this is achieved using countdown timers. But it must be said that they are no longer as effective as they were 2-3 years ago. Therefore, you should be extremely careful with them.

Rule 11. Atmosphere of safety

In between the call and the action, you need to place trust indicators. They have already been mentioned above. But it is worth mentioning that nothing should make the client suspicious. Fake certificates, custom reviews, broken links - all this is a fair reason to close the landing page and refuse to make a purchase.

Rule 12. Lead and feedback forms

Any form, regardless of its purpose, should contain no more than 5 fields. Additionally, once completed, they should be easy to ship. And if it comes to the feedback form, then there should be a quick response to the request.

When filling out the form, you must refuse to enter the captcha. It gets in the way of performing the target action and therefore not everyone is ready to overcome this barrier.

Rule 13. Simplicity

Simplicity is the main feature of not only the landing page as a whole, but also its individual elements. It is better to leave unnecessary pictures, unclear graphics and buttons for the main site. Here, minimalism is a seller’s best friend.

Therefore, if there are doubts about the need for a particular element, a landing page, it is better to remove it. An overabundance of useless information causes many more customers to leave the sales funnel than a lack of it.

Popular landing page builders

With an abundance of online designers for creating one-page websites, you can try to put the learned information into practice. Moreover, it is not necessary to invest in this. Almost all popular Runet services offer new users a free trial period. Here's where to start.

Flexbe (flexbe.com)

The Flexby construction set is perfect for beginners. It is simple and convenient, which allows you to create your first landing page even on an intuitive level. The test period of the service is 14 days.

When purchasing a 1-year subscription, there is a 30% discount.

The set of designer tools is quite simple, so it’s unlikely that you’ll be able to create something unimaginable. But when it comes to developing landing pages in a minimalist style, Flexby has no equal.

LPgenerator (lpgenerator.ru)

LPgenerator is a designer for business both in terms of functionality and price. It offers a wide range of tools for creating landing pages from scratch, more than 300 ready-made templates, as well as a wide range of additional functions for selling landing pages.

When paying for a monthly subscription, the basic tariff will cost 799 rubles. This price includes the creation of 1 landing page, 1 domain, 3000 visits.

LPTrend (lptrend.com)

The LPTrend designer offers to create your own landing page based on one of 61 ready-made template. There is no development from scratch, but of the listed options this is the most budget-friendly.

The cost of the starting tariff is only 500 rubles. There is also the opportunity to take advantage of a free 15-day trial period. This construction set is ideal for those who are on initial stage in the development of landing pages.

Due to the abundance of demand, earnings on landing pages are more than profitable. Moreover, there are several ways to make a profit from them.

Ways to make money on one-page websites:

• Development from scratch. To create a turnkey landing page you will need a team. If it is possible to hire a copywriter, marketer and contextual advertising specialist, you can safely open a design studio or agency.
• Selling goods or services. The ability to handle landing pages is an impressive plus for any business. Therefore, you can make money on a landing page if you use it for its intended purpose.
• Lead generation. Lead generation – collecting contacts of potential clients (leads). These same contacts can be sold to interested companies. The cost of 1 lead depends on the specifics and competition in the chosen niche.
• Courses for beginners. Knowledge can also be sold. If you have theoretical and practical skills in working with landing pages, you can organize your own courses for novice webmasters.

You can choose any of the above methods for yourself. It must be said that especially enterprising people make the most of their opportunities and have income from each direction. Having gained professionalism, the amount of earnings will depend only on desire.