Four required blocks of the main screen. Landing pages are about savings or efficiency

In a new post in the “Question and Answer” section, Vladimir Polonik, CEO of the Q-page.com service, will talk about everything related to landing pages. For blog readers, Vladimir has prepared a small FAQ with 10 questions that are most often asked by people who are faced with the need creating a landing page.

1. What is a landing page?

Landing ( landing page, selling page) is a special page to which visitors from an advertising campaign come in order to later convert into your customers.

2. Landing page and business card website - are they the same thing?

The landing page and business card site have common feature- they consist of one page. But a business card website does not have the elements that are inherent in landing pages, and, therefore, does not achieve the same effectiveness. Simply put, a business card website is an outdated term and an outdated approach to presenting information about a company online.

3. What elements increase the effectiveness of a landing page?

First of all, it is the presence of a clear and noticeable call to action. This is a form or button with which your visitor sends you a request. Other elements include juicy photos, high-quality headlines, and trust triggers (what confirms the quality of your offer). These can be certificates, diplomas, reviews (in text or video format).

4. If I already have a website, do I need a landing page?

If you bring users from any type of advertising, then you should try landing pages. At the right approach And correct setting you will be able to convert large quantity of people. That is, getting more customers for the same money.

5. Landing as the main site: myth or reality?

If you don’t plan to “grow” your website for years, then yes, a landing page is suitable for almost any type of business. Landing pages rank poorly in search results search engines, therefore from the point of view SEO is better create large multi-page websites. But, interestingly, we had clients who achieved first positions in search results even with landing pages. But these were topics with very low competition - something like “selling ropes in Dofinovka.”

6. A good landing page - how much does it cost to develop?

It all depends on your task and the time you are willing to spend. If you are not ready to devote time to this yourself, then it is better to order a landing page from an agency. An individual (not template) landing page will cost from 500 to 3000 dollars (depending on the agency). If you (or your employee) are ready to devote time to this (and significantly reduce the cost of creating a landing page), then a good option is a landing page builder. The cost is much lower - from 10 to 50 dollars per month, plus the tariff will most often already include hosting (page storage), a system for receiving applications, and so on. If you want to further reduce the cost of creating a page, you can try making a landing page yourself based on one of the ready-made templates. In this case, you need to have technical skills, or devote at least several hours, or even days, to this. Ready template can cost you about $10 (without hosting and accepting applications).

7. Is it possible to create a landing page for free?

Can. But as with many free things, there will be some downsides. For example, there will be someone’s advertisement right on the landing page. Or the landing page will load slowly. But the most important thing is that such a landing may require a much larger investment of time (yours personally, one of your employees, or a friend whom you asked to help). As a result, if you calculate the cost of your time, then such a landing page may not be free at all :)

8. Landing pages are about savings or efficiency?

A unique case - about both. If you have a big advertising budget, then you can save on the cost of attracting customers. Due to the high landing page conversion, the cost per buyer will be lower. If the advertising budget is not very large, then you can use the landing page as an addition to your main website (or even to replace it) to create pages for new products/services/promotions faster and cheaper.

Read more about how sales pages can help a business in Vladimir Polonik’s interview for the Netpeak blog.

9. In what case is a landing page not suitable for me?

It used to be fashionable to think that landing pages were suitable for goods or services that needed to be sold quickly. That is, for high-speed sales. In fact, now landing pages are often used for a variety of niches - from repairs to registration of foreign passports, from selling apartments to renting bicycles. Naturally, when it comes to complex or expensive products, the purchase does not happen immediately on the landing page. In the case of renovations, the target action is “call a specialist to calculate an estimate,” in the case of apartment sales, “make an appointment to visit a construction site,” and in the case of many products, you can offer visitors to “order a specialist’s help in choosing a wardrobe” or “consultation with a specialist.” . In answer to the question, I would still note that you should think carefully before making a landing page for very complex services, where the decision to order takes a lot of time. For example, when it comes to complex insurance or financial services, or, for example, about large industrial sales. For such things, it would still be better to have a website that would describe the history of the company/factory, present the mission and have many articles for study.

10. How do people find out about my page?

The sources are the same as in the case of a regular site. The only difference is that you will not be able to fully use the capabilities of SEO. Although the landing page has the ability to specify Title, Keywords and Description, all other things being equal, it will lose in SEO to a site that has a lot of pages and content. But the landing page will show better conversion for all other types of advertising. You can place a link to your landing page in the same way as you place a link to a website - in in social networks, email newsletters, contextual advertising, even on business cards and billboards.

Before asking your question in the comments, read the rules of the “Q&A” section:

If you are interested specific examples, for clarity, insert screenshots into the comments. This will help you understand the issue faster.
Repeated questions that can be answered with one answer will be included in the post itself.
All questions that relate to any technical problems using the Q-page.com service are not considered here. You can ask them to technical support specialists.

In parallel with Vladimir Polonik, tricky questions from readers about the nuances of Internet marketing are answered:

Oleg Salamakha (CEO of the Serpstat service (ex. Prodvigator)). What you need to know about semantic core, keywords and types of requests.
Alexander Maksimenyuk (CEO of the Ringostat service). Questions about using Google Analytics, Universal Analytics and Yandex.Metrica.

Landing pages are designed to convert a visitor into a lead or straight into a client. A person who visits a sales page sees the end result, which subconsciously leads him to the action expected of him. Every mistake is a barrier for him. As a result: the consumer did not understand what was being offered to him, what or how to do in order to complete the order/purchase, did not catch the essence of the message, offer, and finally, simply felt discomfort in using the landing page and closed the page. Being an interested person in the purchase, he will find your competitor and convert, and you will be left with nothing. Therefore, even the most insignificant mistake in your opinion should be avoided.

Mistakes can be made at all stages of landing page development. The marketer has incorrectly determined the age of the target audience and its financial situation, and the content ceases to put pressure on the buyer’s problems, offering a solution. The images on the site were not optimized and the page took a long time to load - the client will not wait for it to load and will leave. These are a kind of strategic mistakes at the stage of creating a one-page website that must be eliminated. By the way, the terms of reference for the development of a website, in which such issues are analyzed by a specialist, help with this. But we will next talk about tactical marketing mistakes that are very often made on landing pages and repel customers.

Let's look at the mistakes found in landing pages and give recommendations on how to avoid them.

Lack of USP or its complete meaninglessness

Almost the most critical error for landing page is a unique curve trade proposal. Even worse is its absence. The first heading is a hook that catches the visitor and motivates to further scroll the page. Very often the following mistakes are made when creating a USP:

The unique selling proposition is not at all unique and frankly copied from competitors;
The headline does not reveal the value, benefit or advantage for the consumer, so he is not interested in the offer;
The USP is positioned incorrectly or is invisible to the reader;
The first heading contains unclear or abstract information and does not correspond to the text advertisement and is useless.

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 deduced 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 variants one-pagers - 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 give 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 the temperature of traffic, then the conversion of your landing page depends 80% on how it is made main screen. By the way, short landing page he 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 landing screen for the answer to the question - what we offer. When I was looking for examples of good landing pages for this article, I searched great amount 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 recruitment is underway for courses Chinese language. 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.

There is we're talking about 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 on 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. I’m actually sure that there is a separate place 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 it’s time 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 are more weak 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 practice 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 receive real plan 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. Good question only at 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. For all organizational matters you can answer the phone or make 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 visible 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 fast communication and a call to action (“Call now”)
Block 5 - List of regalia, designed as a 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 =)

Errors in building landing pages are a common occurrence.
This often happens due to ignorance of the technique of “seller-client” interaction in the Internet segment.

In this article, we have collected 12 mistakes that you should not make when creating a landing page, so as not to reduce conversion.

Mistake #1: Too much unclear text.

Yes, we all know that you can’t sell anything with pictures and that you also need competent selling text. But you don’t need to think that every word on the page pushes the client to buy. The situation is on a slightly different plane - at some point, a certain volume of words begins to exceed all possible limits, and the client, confused by the abundance of symbols that tell him absolutely nothing, leaves.

What to do?:

Reduce the amount of text to such a volume that you can skim through it in 1 minute. Minimize terminology, simplify delivery information by presenting it as a process using icons, and remove SEO text blocks. Remember - the client came to you, which means he will not be very comfortable seeing home page a lot of text with the words “buy a talking hamster MSK”. It’s better to place the text on other landing pages. This will be better for those who want to get acquainted with the work of the site in more detail.

Mistake #2: Lack of relevance.

The only reason not to change the content of the landing page is only if you sell Christmas trees in December. In all other cases, the site should “live” in current time, offering offers that can be tied to the timeline. Don't think that a year is too long. As an example, we offer typical promotions that can be seen, for example, on a website selling smartphones:

1. When you buy a phone, you get a case as a gift.
2. 15% discount for those who choose Samsung.
3. Minus 10% of the cost of the goods if you come to our office to pick up the goods.
4. Birthday celebrants receive a 20% discount upon presentation of a passport.
5. additional battery for half the price when purchasing from 5000 rubles.

What to do?

Change. Take a piece of paper and write down what promotions you can offer. Consider all holidays, discount opportunities, etc., then spread out all promotions and bonuses on an annual scale. Only in this case will it be possible to avoid New Year's offers of goods in February or the spring collapse of prices closer to September. The picture above is a typical case when a New Year's offer remains on the site for a very long time. long term(for reference, summer is already here).

Mistake #3: Selecting the wrong benefits.

The scheme with icons of special qualities of your company has already become traditional and in many ways understandable. But behind it lies a serious stage of work - finding out the special advantages that allow you to guarantee an influx of clients who will be interested in them.

What to do?

You shouldn’t guarantee your clients something airy-emotional that can’t be converted into material form (unless, of course, you’re selling helium balloons). It’s better to think about what the client will be pleased to receive by using your services. Free delivery of goods, a nice gift, a discount card - there are plenty of opportunities to hook a customer. You just need to know the approach.

Mistake #4: Falling traps on the client.

The golden rule: “One page - one trap” is already becoming a thing of the past, but let us still recall that too many elements with offers disorient the client, leading the site to the state of a bazaar, where sellers press the buyer from all sides with their offers.

What to do?

Get rid of the habit of “Sell everything at once.” The visitor is interested in the product - show him the product. The visitor is in doubt - win him over with one discount / one special offer.

Mistake #5: Copywriting leaves much to be desired.

This rule closely resembles the first one on our list. And here the owners of landing pages are faced with the task of finding the golden mean - when the text will be “just right”. It is with words that the path to the client is laid out. Beautiful pictures may follow each other for a long time, but it is the text content that makes the brain “want the product.”

What to do?

Contact a specialist if you don’t know what a “strike line”, “safe word” and “trap” are. Do not write texts yourself if you are not sure of their effectiveness.

Mistake #6: Too much information on the first screen.

Much has already been said about the importance of the “first glance”. Let’s just try to combine everything into one piece of advice - it’s better to have more free space, which implies “scrolling,” than a landing page with two screens with elements compressed into blocks. Remember that the first screen is an opportunity to point out the product with a beautiful photo and a few lines of text.

What to do?

Remove anything that might interfere with the sale of a product or service. Only correctly placed priorities on the page will help you receive an order. Trying to convey everything at once risks the fact that the eye does not have time to “catch” on the really important blocks, missing them.

Mistake #7: Deviation from generally accepted standards.

“You can’t get a client without cunning, ingenuity and originality” - to paraphrase a phrase from one popular movie, you can formulate a rule that is suitable for any landing page. However, this does not apply to site elements that have already been deposited in the mass consciousness as absolutely necessary, correct and acceptable.

Imagine a situation when, when buying a car, you discover that there is no steering column, and the steering wheel itself is sticking out of the front seat. What do you think then? “Hmm, this is unusual, but I don’t feel comfortable using it.” Most likely, you will choose another car, built according to the canons of the automotive industry.

Take a look at the picture below. Which website did everything so that an interested client could contact the company himself, without leaving a request to clarify necessary information? Which of the sites - the top one or the bottom one - is more loyal to the clients to whom it sells the service?

What to do?

Don't try to reinvent the wheel. If in landing pages it is customary to use a phone number for contacts in the right top corner– you shouldn’t try to move it somewhere else. The effect of such an “innovation” will tend to zero immediately after the first client visits the site.

Mistake #8: Demanding too much from the client.

Let’s put our hands on our hearts and admit to ourselves – it’s very difficult for a landing page to sell something to a client without a good seller. Therefore, in some cases, it only serves to form client base to bring a cold prospect interested in something directly to you. Then you don’t need to demand too much from the site visitor.

If you are not selling mother-of-pearl Mercedes GLKs, then we assure you that there are other people working in your niche. This means that a client who comes to your website should receive the maximum of his request with minimal inconvenience.

Pay attention to the picture below. This is what a website that covers tablets suggests a client do to find out the price. You even need to upload a photo of your tablet. For what?

What to do?

Let the client down as gently as possible so that he fills out only two fields - name and phone number. For 95% of cases, this will be enough to call the client back and clarify information about his order.

Mistake #9: Untrue customer reviews.

To say that such reviews “hit your eyes” is an understatement. At first glance it is clear that this was all done on a quick fix in the hope of “what if.”

What to do?

The design layout can contain any “fish words”. You can even write in blocks that “the product is interesting, beautiful and of high quality, and the delivery system is unsurpassed.” But at the stage of showing the site to the client, take care of reviews. Remove the appeal from a grateful client, get a letter with a stamp - if you are a serious company. Make links to social profiles buyers – if you sell consumer goods. And try to ensure that all profiles are with real photos. Avoid stock photos. You don't need it.

Mistake #10: Wrong choice of target audience.

If you sell spare parts for heavy sea vessels, then it would be stupid to create a “Cart” and a one-click ordering system on the website. This is not the category of clients who buy quickly and emotionally. And, on the contrary, leading the client into the jungle of order pages when he is ready to pay for everything with electronic money will also be wrong.

What to do?

Explore yours target audience. Talk to its representatives. Find out how they would like to act if they were on your landing page. Focus primarily on people, on client requests.

Mistake #11: Lack of information about those who will fulfill the order.

Often the site looks too “detached” from the user - he does not see the living names of those who stand behind the product itself. For a certain category of clients, it is very important to find out about the team of those who will work with him.

What to do?

“Humanize” the site as much as possible. Do you offer free shipping– take the time to photograph the couriers. For the site this is a couple extra photos, and for the client - convenience. Take a team photo next to the logo. Or together with him. Show that you are not afraid to point out yourself, that you have nothing to hide. Don’t use photos of craftsmen from other services and don’t completely neglect to credit your team.

Mistake #12: The landing page is not tested on the target audience.

This lack of landing pages occurs when there are no “real people” among the intermediaries who are shown the page in order to see what they think. In the picture below - typical example. The designer created a website footer with contacts in a “revolutionary” style – with a picture. But for end user It is not this picture that is important, but the travel map, the route, the location of public transport and metro stops, the possibility of parking near the office, etc. At the test stage, this fact would undoubtedly become clear. But it wasn’t there, which means the conversion will decrease.

In an impressive list of 42 points, you will find pitfalls that others have not been able to avoid. By bookmarking it, you will avoid unnecessary material costs, regrets and wasted time.

All mistakes fall into two big areas - design and marketing message, and first we will look at the first of them.

Design

Mistake #1: Reducing the number of lead form fields too much

When does it make sense to increase the length of a form to multiple fields?

By being too intrusive, quickly and directly asking your audience for information (such as their contact information), you can create such an intimidating experience that visitors will simply run away from you. There is a better option to convince them to leave personal information— move such a request to the last fields and use . First, warm up your audience.

If you don't find the one correct information request form length, it can be a big mistake. PPC and CRO specialist at KlientBoost Jonathan Dane says that switching from a one-step landing page with three fields (name, email, phone) to a two-step page with 7 fields led to a 214% increase in conversion rates.

What to do: Create a landing page with multiple steps, starting with a non-threatening issue that is meaningful to the customer. In Jonathan Dane's example, the first step asks the visitor about the size of the artificial turf, the nature of the project and the need for installation (3 fields), only then follows a contact information form (4 fields)

You can start by asking something simple like postal code or project features. Fields next page if necessary, can be characterized by a medium level of threat to privacy, and last page will have the most high level(where you are interested in contacts).

Multi-stage forms perform well in advertising campaigns on lead generation, as they create initial leads, reducing the chances of scaring off the audience. As a rule, people who have already made some contribution once, even if it is extremely small, are more willing to complete the work they started.

Mistake #2: Not taking into account the geographical factor

Of course, not all promotion regions you target show the same results, and some may have a higher cost per conversion. How to handle individual locations and better control costs? Create new campaigns with Bid Modifiers targeting a specific region or even city.

You can access geographic area reports in AdWords by going to Dimensions, clicking View, and clicking User Locations.

Below is a photo demonstrating how negative bid modifiers are enabled at the regional level:

Luckily, almost everyone has reached an understanding of the importance of making a landing page or website accessible on a mobile device, but have you thought about an experience designed just for the mobile space?

Intentions, likelihood of distraction, and behavior vary from desktop to desktop. mobile version, so don’t assume that the same types of information and goals apply to both. Marketer Talia Wolf, of Conversioner and Banana-Splash.com, notes: “Although responsive design is much more better than nothing Overall, it does not equal an optimized experience for mobile visitors. The essence of responsive design is to make the desktop experience acceptable on mobile gadget, but it does not meet the specific needs of mobile users."

Communication tool Slack is a great example of an experience tailor-made for the mobile space. Here's their simple and beautiful "Lost Password" screen:

Long password? Is it difficult to type? Receive a magical link in your email that will sign you up in no time! Enter password / Send magic link

You can create a responsive design, and then say that your landing page or website is “optimized for mobile devices“, but this will only be an excuse.

Mistake #6: Using only one path

Believe it or not, having multiple conversion options for one CTA sometimes works better.

Since you are using Landing Pages, which means you are likely to be interested in immediately communicating with your potential client. This means don't rely solely on lead form conversions: involve them in the process. phone calls and chats.

Simple availability telephone number on the page leads to an increase in the conversion rate, even if no one calls. In addition, you can use invitations to chat in the form simple question, which users can quickly respond to.

Different visitors are at different stages of the decision cycle. Some want to continue to remain anonymous, while others are ready to work with you.

Mistake #7: Chaos on the page

Mistake #11: Poor font choice

This error borders on unreadability of the text (error No. 11), inconsistency with the type of buyer (error No. 32) and ignorance of one’s own audience (error No. 34).

Make sure the font suits your audience's personality types and avoid inconsistency.

ClickLab decided to conduct a test regarding only the font design of its client’s site before testing everything else and settled on the second option:

So simple, but so effective: the tested version (on the right) outperformed the original (on the left)

Exit rates dropped by 19%, bounce rates dropped by 10%, and conversion rates increased by 133%.

Mistake #12: Slow download speed

You think your design is on trend, but chances are... appearance you have to sacrifice speed and usability. Don’t scare users away with yet another landing page that takes forever to load. They won't come back.

Check out this infographic from Kissmetrics on How Load Time Affects Everything Else:

Every second matters. Load time is one of the critical factors affecting page abandonment rates. The average user is too impatient to wait for it to load. slow page, and it can be understood. Observation: Slow page response results in higher bounce rates, as seen in the graph below. Vertical axis: indicator growth in percentage. Horizontal axis: boot time in seconds

The Kissmetrics blog also has the following findings: “The most common speed issues are due to images. They're too big. Too many of them. Their files are 3GB each, even though the dimensions are 150x150 pixels."

Please note that background videos can also slow down the page. Try testing your landing page with PageSpeed Insights from Google.

Mistake #13: Broken links

We think there is no need to describe this point in detail. Make sure all your URLs go to your intended location by going through the entire user journey on your site from start to finish.

Mistake #14: Too many links

Too many links means options overload and high distraction, causing your goals and call to action to get lost.

In the example below, there are so many links that the attention ratio is 60:1 - a very bad sign!

When people are clear about what you want them to do, they tend to do it.

Mistake #15: Navigation Bar

There is a good reason to eliminate navigation bar: It can distract users and serve as a direction they want to go when they click on links that don't align with your goals.

HubSpot's Diana Urban used one of their landing pages to conduct a study that found conversion rates increased by 16% and 28% for mid-funnel offers after removing the navigation bar and links:

Mistake #16: You don't say goodbye to footers

The reason is the same as described just above. Remove footers - they only contribute to the development of attention deficit disorder and distract people.

After visitors convert, you can use the free paths to say “Thank you!” or link to other pages of the site that reveal the essence of the proposal.

Mistake #17: Wrong Images

There are a trillion reasons why the images on your landing page could be better, more attractive, and generate more conversions.

Mistake #18: Images that are irrelevant to the rest of the content

The title should match the text, and the main image should match the advertising offer. Offering e-book, use her cover. Otherwise, the image will not add any value and will only distract attention.

The heroine of the ad (left) says that she wants to have a phone that her friends will envy. This is followed by points of the corporate offer and a call to find out even more details by clicking the button. But what does this have to do with Catherine Zeta-Jones?

Here's an example of a more suitable image:

This landing page relates everything: and the offer (“Start accepting credit cards today"), and a CTA button that allows you to get a free reader, and a picture with the reader itself for use on a mobile device

Mistake #19: Distracting Images

CrazyEgg provides two sample heatmaps: Despite featuring the same child, visitors' visual focus on the CTA was better when the image's hero was looking at the call-to-action button itself (second option):

You can avoid subconscious distraction by using photos with visual cues and focal points that you need.

Mistake #20: No Image

Images support your USP, so take the chance to convey it to users even more effectively:

Let your landing page “communicate” with the viewer;
Attract looks;
But don't delay moving through the page;
Stand out without harsh contrast;
Be expressive and encourage interaction.

Attention! An inappropriate image is worse complete absence thereof. In the HubSpot case, the lady on the right was too distracting, while the option without the picture attracted 24% more subscribers:

Mistake #21: Uncompressed Images

This, along with choosing the wrong image size, will slow down the process. Page loading speed will decrease and big number potential clients will leave without even seeing your one-page page.

Mistake #22: Using sliders/carousels

Carousels draw attention away from the main content, and in any case, people mostly click on the first image. 84% of visitors interact only with . The following are statistics from the University of Notre Dame:

In the next part we will talk about marketing message mistakes. Stay with us!