What should be on a sales landing page. Four required blocks of the main screen. with high conversion

Hello, dear readers of the blog site. Today we will talk about such an important thing as landing page, which is very often called landing page in a bourgeois manner (from English landing page— landing page). What is it and why is it so important?

Let's dedicate the current article to answering this question, and also consider in detail those points that are very important when creating landing pages, and consider all of this on specific landing examples page and the techniques that the best usability experts use to improve the effectiveness of landing pages.

What is a landing page and why is it so important?

Very often even with proper operation to attract the right people ( target audience) to your website (, etc.) you, as a business owner, will not feel any return on 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 very important point, which can significantly increase conversion (the number of purchases or registrations), because landing pages are designed guide the user to perform the target action as efficiently as possible. If you direct visitors from all advertisements, for example, to the main page of the site, you can catastrophically reduce the conversion and go down the drain.

The term “landing page” itself is derived from the English phrase “landing page”, which in translation means just the target, landing (landing) page. Landing pages are created not just anyhow, but taking into account the psychology of visitors. They must 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 won't 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 the perfect landing page?

Each landing page should be tailored for only one target (conversion) action - either subscription or sales. There is no need to be greedy, because the user’s attention will be scattered and the likelihood of him leaving will greatly increase (without choosing anything from the proposed options). It’s better to force clients to think and choose as little as possible - the path to the landing page should be straight as an arrow (obvious to him) and without any branches.
Must be present on the landing page call to action(with verbs in the imperative mood - call, buy, receive, come, etc.). Phrases should be short and motivating. For example, “buy now”, “get video course” or “subscribe and receive”.
They also rule bright buttons and arrows, creating an emphasis on them. Buttons in red and yellow shades work well, because they are noticeable and contain a call to action.
Well, arrows, as a rule, are designed to place even more emphasis on the button so that the user’s behavior on the landing page is as predictable as possible.
Sometimes they work very well animated buttons(but in any case, it will be necessary to test the effectiveness of certain elements of the landing page):
If the landing page uses(you can’t do without them on subscription landing pages, but they are also used quite often on salespeople), then make sure that they contain as few fields as possible. Ideally, the form should have only one field (for entering an email address), but for further communication (marketing) you will need to know the username, so two fields are the most common option. More fields can significantly reduce conversion. In addition, adding fields for entering a phone number or address makes users wary and can lead to abandonment of the target action.
In the article about I mentioned that Internet users do not read texts - they view them. And the most important thing in this regard is the title. If it is not there (or it is not highlighted accordingly), then this will greatly reduce the conversion rate. On landing pages Headings must be catchy so that the user is inclined to read further or immediately take a conversion action (subscription, order, call).
Your landing page should not only have calls to action and catchy headlines, but also argumentation of necessity subscription, purchase, order or call. In the case of a subscription page, this could be, for example, a short video with a description and content of the “freebie”, or the same thing can be presented in the form of a short list (list). In the case of a salesperson, this could also be a video with a product review, a list of the services you offer (including your competitive advantages).
Works very well on landing pages reviews from existing clients, buyers or subscribers (it is better if some contacts of those who left these reviews are indicated so that everything looks believable).
Also works well on landing pages before and after comparisons. This is not applicable for all topics, but in the field of weight loss, cosmetology, fitness and many other niches it can be used with high efficiency. For example, this is what a company providing restaurant services does.
The landing page can be quite long, but when viewing the first screen(this is the area of the page that is visible without scrolling) it should be completely clear to the user what exactly you wanted to tell him.
To stimulate subscribers or buyers of certain products (for example), you can use the option additional bonuses, which the subscriber or buyer will receive when ordering. When the user is on the verge of making a decision, it is precisely such “buns” that can tip the scales in your favor.
And, of course, it is worth emphasizing that “only here and only for a certain amount of time” 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 or form next to the timer. contact number. This will not always work, so you need to conduct tests (I’m thinking of writing a series of articles about conducting A/B testing - if you don’t want to miss it, subscribe to the newsletter), and it’s possible that such a simple and obvious method will allow you to increase the conversion of this landing page and more than recoup the money spent on promotion on social networks or contextual advertising.
Users also want to know who exactly is offering them this product, service, video course, etc., so it is necessary indicate information in the landing page about the author, store, company.
Naturally, it would be good to mention merits, achievements, and competitive advantages, but do not over-praise yourself, so as not to cross the line beyond which trust in the published information begins to decline.

Examples of errors that make landing unworkable

In addition to those things that help the landing page work more efficiently, it is worth listing common mistakes when creating landing pages, which can neutralize all the above “ear tricks”, and you will not get the desired result from advertising or promotion in social networks (or context).

Let me remind you once again that almost no one reads on the Internet (at least again open page), namely, views the information. If it turns out to be really worthwhile and requires more detailed study, then it comes to reading (in general, the same as with newspapers). That's why Don’t let your landing page become overloaded with information- this can disorient the user and cause a reaction of rejection even before the moment when he understands what is being said.
The text should be small, as concise as possible and filled with information, not water. A couple of paragraphs “about nothing” will cause the user a strong desire to close such landing page. Small font also doesn’t work well on a landing page. In general, its use is not necessary, because many words are not required to convey the essence.
Don't disappoint the user's expectations. If in an advertisement or in a post on a social network you talked about one thing, but when the user gets to the landing page they see 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 Landing creation Page":

About the standards that should be on it, about clickable buttons to lure customers and increase project conversion, and other ways to improve your own Internet project. On the Internet you can find a large number of standard landing pages that in no way attract customers with their usability. A person who visits a landing page becomes bored and uninterested, and soon leaves the site. There are a lot of such problems when, it would seem, the product itself is very interesting, but its delivery and presentation do not attract people in any way. How to create an effective landing page for a product and start making a profit from your project?

What is a landing page?

The term itself can be defined as a simple, ordinary landing page, which, as a rule, is dedicated to a specific product or service. This focus allows you to get greater conversion - visitor response, registration, purchase.

A positive feature of such a page is the way it provides the future buyer with basic information about the product in a concise but extremely informative form. Very often, multi-page sites lose this feature, filling their pages with water that is absolutely unnecessary for the client. In this situation, any landing page pursues a clear, defined goal. The variations of such landing page goals are very different.

Why do you need a landing page?

Landing Page helps to present any business as a unique structure that does not imitate anyone else. With its help, you can not only present your products temptingly and vividly, but also lure potential clients. Adapted to modern standards The landing page will not allow any site visitor to leave without clicking the registration or purchase button. The site, together with contextual advertising, will help you make the visitor want to purchase a service or buy a product. Today, a landing page is one of the best options for increasing conversions. This is the most effective marketing tool for successful transactions with clients.

Who needs a Landing page?

Who needs to create a page like this first:

entrepreneurs who have a number of unrealized ideas and unused products;
novice businessmen who have already tried themselves as an entrepreneur, but could not find their target audience or niche.

So, if you are planning to realize yourself in business and achieve heights in selling your products, then you should definitely start by creating a landing page.

Page structure

Various agencies specializing in creating landing pages are usually able to present absolutely various templates such pages. The structure of a landing page is usually the same; the pages differ only visually and in content.

Landing page title

The title should directly contain the name of the landing page itself and, in fact, the branded product. To increase conversion, we recommend that page headings are not too long and are filled with context that encourages action. This needs to be taken into account when creating a landing page - plan a place for the “Buy” or “Register” button.

Information about the service being sold

It is necessary to present your individual product in an optimally informative and catchy way, to reveal all its features and prospects. The page should use as many marketing tools as possible to motivate users to leave contact information or browse the site in depth. For example, we recommend using calls to action more often to increase user engagement.

Feedback on work and direct communication

On any website, reviews should be on the main page of the project. Absence real reviews users - this is the most missing block on the main landing page.

The website should have the opportunity to ask a consultant a question immediately or request a call back. We recommend that, taking into account behavioral factors, in order to avoid irritation and inconvenience to customers, add a callback and chat widget to the site, but do not make it intrusive.

Calls to action and social media form

The main marketing tool is the visitor's call to action. The landing page should have motivating headlines. In addition to blocks with a call to action, we recommend writing button names like these to motivate the user to click them. For example, “get a consultation” instead of “order a call.” From a marketing point of view, it is beneficial to place an offer on the site to receive free and useful material in exchange for contact information. For example, a lead magnet. This could be a call to get "10 free and effective advice" The material can be used to motivate the purchase of the main product.

The option for placing social networks on the page should not be difficult to access. To get more clicks social media, place them in a visible place. Most landing page agencies believe that having social media also increases the credibility of your landing page.

Types of landing page

As noted earlier, despite the standard structure, most landing pages differ in appearance from each other. As a rule, even the visual form of a page depends on the goals that it pursues in its activities.

Currently, there are about four types of Landing Page, namely:

long page - long landing page;
short page - short landing page;
one step - one-step landing page;
two step - a two-step landing page, where on the first page interest in the service is established, and on the second there is a call to action.

It's worth noting that the success of a Long and Short page depends on how carefully you talk about your own product or service. Another thing is the choice between the two outer pages; here the choice can be made based on your desire to create intrigue.

Creating a landing page

The practical significance and basic structural units of a landing page have already been discussed; now let’s move on to the most interesting part, namely creating your own landing page.

Now absolutely any computer user has the opportunity to create a landing page quickly and without special skills. There are many courses, step-by-step instructions, and most importantly, services specialized in creating landing pages that provide a lot of excellent templates and website builders for free use. The options for creating landing pages provided by services and courses do not require users to professional fundamentals programming and are lured by favorable pricing policies.

Select a template

In fact this action is the main, and sometimes the most difficult, for the landing page creator. The website background is like a reflection of your product. And even more so, when a beginner ends up on various template exchanges and sites specialized in this, he simply drowns in various options proposals. There are ready-made wedding templates that immediately contain countdown widgets gala event and a timer for sending invitation messages.

There are templates that are immediately focused on entrepreneurial activity, widgets are already installed on them feedback and direct chat consultations, links to social networks are integrated. Moreover, many of these exchanges have special “all-inclusive” packages, which offer the purchase of a ready-made business project, that is, a fully configured and functioning Landing Page that is 100% ready to launch your product. All that remains for the young entrepreneur is to start making money on this landing page.

Specialized exchanges attract many clients thanks to:

a wide range of ready-made landing page templates;
economical prices;
monthly guaranteed support system;
convenient and quick transfer of the project into the hands of the entrepreneur.

Filling with information blocks

The next step in creating a landing page is content. After required template will be found, you need to start filling the landing page with information, contact details, reviews, benefits and transaction guarantees. The landing page structure involves several information blocks.

Of course, the chosen template option is unlikely to suit absolutely everyone. The best resource for working, modeling and structuring ready-made solutions is WordPress. This resource will help you adapt your page to all existing standards, make the landing page structure neater and more pleasant in terms of usability.

Let us note once again that you need to pay due attention to the headings on the page. Using typical button names has no effect on conversion. The correct names of the buttons will help not only understand what will happen when pressed, but also motivate you to do it. For example, it is better to write “Get the perfect furniture” than “Order furniture.”

You can use 4U headers to increase conversions and attract potential customers. Headlines written in this format can significantly double your conversion rates. They are suitable for both the main page and individual blocks.

It is very important at the first stages to add a “Get a call back” button to the “sticky” menu of the site into the landing page structure so that it is always in front of the user. This way he can order a call at any time, at any stage of getting to know a product or service.

And remember that parts of the landing page should not be overloaded and difficult to understand. It is necessary to increase the space between blocks so that the most important blocks occupy the entire screen. This will allow the user to concentrate on studying the information.

Landing page hosting

The first step is to register the domain of your landing page. This can be done through specialized resources or registrar sites. It is worth considering carefully this issue. Hosting is the center of the functionality of the entire landing page scheme. That is why we advise you not to special attention Not free hosting. If you seriously decide to engage in entrepreneurial activity and attract potential clients with the help of your landing page, you need to work only with paid domains. Since landing pages are mostly undemanding technical resources hosting, then the most basic and economical tariff may be completely suitable for you.

Thus, paid tools have a greater number of functions, so it is advisable to use them if you need to implement a product. Free services are suitable for testing demand for a service or product. Remember that only conducting tests and an endless search for opportunities to develop your own project will help you achieve a conversion of 30-40% and successfully sell on the Internet. And differently in modern world with his crazed competitive struggle, it won’t work.

What should be the structure of a good landing page that turns guests into buyers? This is not the simplest, but it is an extremely important question. In the pursuit of powerful conversions, the structure of the sales page is critical. Let's talk about the main principles of building a Landing page , typical mistakes and main blocks.

Give the benefit in the title

Write simply and briefly

Blocks - blocks, but the text itself should be in moderation. People read little. Today, brevity has, in fact, become one of the selling elements of a landing page. A copywriter must be able to emphasize the advantages of a thing (or service) in a few simple words.

The web page guest will not be read. It will quickly scan the text! Write simply. A drawn-out, complex text will instantly work against the product, no matter how wonderful it may be.

Limit your choices

Again, the simpler the better. Maximum simplicity of actions is one of the ways to increase conversion. The right landing page structure should take this key factor into account. Limit possible choice. Registration in 1 click. . One natural call to action.

Eat important principle: how more action you ask to do, the less likely they are to be done. People don't like difficult choices.

Show 2-3 possibilities - a person will easily choose something. Provide 8 options - the guest will feel discomfort and leave.

Remove unnecessary elements

Remove everything that doesn't work. Landing Page high conversion consists of iron-necessary elements. Look at the prototype. Are there any unnecessary menus or buttons? Are there any left links? If you find it, remove it immediately.

The guest's precious attention should not be captured by anything other than the advertised product. The structure of the working landing site resembles a straight section of a railway - you can’t turn right or left.

Place a convenient subscription form

Another embodiment of simplicity. To subscribe you need a minimum of information - just your name and don't ask for anything more. People are reluctant to share their personal information. The structure of a sales text for a landing page usually includes a large, visual subscription form.

It should stand out well among other blocks on the landing page. If your landing page is quite long, duplicate this form again or place a scroll button at the very bottom of the page.

Don't forget about brand design

When developing a landing page, you should not forget about the distinctive design of the brand. It is important. Corporate colors, fonts, logos - all this should be uniform. This way people will begin to recognize your brand faster.

Typical structure of a sales landing page:

A headline that attracts the target audience. This also includes a subtitle that helps you understand the essence and benefits of the offer, as well as an image of the product itself and corporate logo companies.

Call-to-Action. This critical block is usually repeated several times. Call-to-Action is often given in the form of a stretch across the entire width of the web page.

List with bullets (small schematic icons). Well illustrates the key advantages of a product (or service).

Separate digital block. Ideal for visual presentation of any quantitative information.

Carousel. A dynamic block used to display customer reviews or product design options.

Block for closing objections. This vital block is most often isolated. It is given in the form of answers to natural questions (concerns and anxieties) of the target audience.

Tariff block. Set if the buyer needs to choose from 2-3 different tariffs.

Feedback form. It is better if it contains no more than 3 fields to fill out.

Footer. The final element of the landing page, in which you can place general information about the company.

With high conversion?

Navigable menu - the visitor must focus on only one offer.

Links to your corporate website - a guest may simply get distracted and forget about a specific product.

Distracting illustrations that are not related to the advertised product.

The font is too small and difficult to read for people with low vision.

Buttons and links like “click here to learn more.” The structure of a good landing page

implies scrolling instead. Scrolling down is always better than a button to go to the next page.

The volume of an ideal landing page follows from 3 main factors:

Buyer's level of interest. It's one thing when the client is already warmed up. A cold, weakly interested guest is something completely different.

The degree of trust in the brand itself and the products it produces. It is much easier to promote a long-known brand.

Prices of goods (or services). The more money you need to spend, the longer it will take to persuade the buyer.

Short landing pages of 1-2 screens are better suited for relatively cheap, simple products, or products that immediately evoke strong positive emotions (for example, jewelry for women). It's much easier with them.

Longer landing pages are used for expensive and technically complex products.

Check the quality of your landing page

The structure of an ideal landing page is built on fairly strict principles. They have been tested many times in practice. Of course, these are not the laws of the Universe. You can apply different landing page structure schemes and test them objectively. A real test is the best adviser.

However, before reinventing the wheel, it doesn't hurt to test your landing page against these principles. It is quite possible that such analysis will help increase conversion. Create your dream landing page and get big profits!

Unlike other Internet resources, the landing page itself is a marketing channel. Read our article about how to create such pages and receive a flow of orders with their help.

You will learn:

What elements should a landing page consist of?
Which landing page development option to choose.
What determines the price of creating a landing page?
What should it be perfect landing page page.

A landing page (landing page, sales page, landing page, capture page, entry point, etc.) is designed to ensure that its users turn into buyers by placing an order, subscription or purchase.

Who needs a landing page and why?

Why do you need a landing page? The answer is simple: to increase sales. Sales through such entry points increase by about 20-30% compared to conventional advertising sites.

Initially, the landing page was developed in the United States of America by marketing specialists. This happened when online stores began to gain momentum in sales. Naturally, in such conditions, competition has increased significantly. It was she who became the impulse thanks to which landing pages appeared.

In Russia, the use of landing pages began relatively recently, but nevertheless this process is quite active and is gaining more and more popularity.

There are several categories of companies that using landing page will be most useful in your work. First of all, in this list it is worth mentioning those companies that deal with:

sales;
wholesale sales;
network marketing;
production of various types of products;
info-entrepreneurship;
sales of unique high-value products;
sales of training courses;
tourism business;
provision of services (SPA salons, fitness clubs, etc.).

When talking about the intended purpose of a landing page, it is worth specifying exactly what actions such pages encourage. So, sales pages help the user:

made a purchase of goods;
submitted an application for a free consultation;
purchased a service for compiling various types of computational operations;
subscribed to any mailing list;
registered and took part in the promotion;
left a request to receive.

It's just short list operations that may result from the operation of the landing page. In fact, it can be continued, for example, by introducing real estate transactions and much more.

The Internet as a marketing channel is very popular these days, but many sites and pages are like twins, and therefore the landing page is the component that attracts attention and on the basis of which potential clients draw conclusions about the company itself, its methods of work, and products . Moreover, landing pages facilitate not only the purchase of goods, but also the receipt new information, for example, they can redirect the visitor to training courses.

Main types of landing page

Sales page.

Those pages that are aimed at selling a product are usually called selling pages. Based on this, main feature Such landing pages can be called their maximum information content, because in order for the user to make a purchase, he must receive comprehensive information about the product or service offered to him. Thus, the text posted on the sales page can be quite voluminous in order to most fully reflect the essence of the offer and all its advantages.

If we're talking about about a product or service that is inexpensive and well known to a potential client, then it is better to reduce the amount of information.

The minimum text size in this case is two thousand characters, and the upper limit can exceed 10,000 characters.

The main goal of selling pages is to call for a purchase, but the number of monotonous calls should also be dosed depending on the scale of the landing page (one for small ones, two or three for large ones).

Lead generation page.

A page created on the principle of lead generation (Lead-capture Page) searches for potential clients and collects their contact information. Such landing pages do not provide the ability to switch from them to other resources - on the contrary, marketers make every possible effort to fully focus customers’ attention on the information posted on the lead-generating page. If the tools to influence the user are chosen correctly, then the acquaintance with such a page will end with the client entering his data in a special form.

As for the text placed on lead-generating landing pages, it is also of a selling nature.

Subscription page.

What's the point this kind landing page? It’s simple: with the help of such pages, a client database is formed, after which each subscriber receives, say, an address Email letters are sent containing any special offer or gift bonus.

These landing pages work well information sphere. The algorithm is such that, upon reaching such an entry point, the client gets acquainted with information regarding any training program, after which he sees an offer to receive a free trial lesson. To do this, you just need to indicate your e-mail and wait for the corresponding material to be received.

In this way it is carried out automatic subscription, which allows you to use all Internet marketing tools to work with these clients in the future.

One click page.

The simplest mechanism of action is found in Click-through Pages. Such landing pages are equipped with a CTA button (or a call to action button), when clicked, the target action is carried out.

The text placed on such pages provides customers with information about the sales offer, the merits of the product and the benefits that can be obtained after purchasing it. It is also important to justify the call to make a purchase right now - the client must see his benefit.

In general, the main feature of a one-click landing page is the presence of only one tool through which the calling action is carried out.

Elements that make up the landing page structure

In order to get the desired result from landing page work, it is very important to select the right tools when creating them, as well as work out all the smallest details.

A well-built landing page should contain the following components:

Main title. Its task is to capture the user’s attention.

Subtitle. It is necessary as an explanation to the main heading in order to finally link the client’s interest to the page.
Content. This is direct information in text form that the client should receive about the advertised product. Before writing a text, you should carefully study the characteristics of those for whom it is intended to achieve maximum impact, using appropriate terminology and conceptual apparatus. In any case, the text should be constructed according to a simplified principle, without the use of complex speech structures. They look very advantageous various images, graphs, tables.
Photo gallery. To create the most complete picture of the product offered, it is worth placing its photographs on the page.

Advantages. To win the attention of potential clients, it is appropriate to give full description presented product or service, telling about its advantages, specific features and uniqueness.

Customer Reviews. This information inspires confidence among users, but this technique should not be abused - to achieve desired effect It is enough to place just a few responses on the landing page. Moreover, this method works when selling both goods and services.
Call to action. This is one of the most important mechanisms for promoting your products, explaining in detail what steps you need to take to purchase these products.
Price. It is very important to create the idea that the offered price is very profitable for the buyer, emphasize that it is inexpensive, and pay attention to the presence of a discount (for example, you can indicate the old price and the new one).

Creating a hype around product shortages. IN in this case It is worth using concepts such as special offer, limited edition product, temporary bonus promotion And so on.
Guarantees. The client’s confidence in the full support of the purchase, its quality and certification, and the ability to get money back contributes to his desire to make a purchase.
Button. The CTA button should contain a call to a specific action, for example, buy, get, install.
Bonuses, gifts. In addition to the product that the landing page is aimed at promoting, you can add related products.
Answers to frequently asked questions. To prevent questions from arising, it is worth posting on the page background information, based on what other shoppers were most interested in.

This is an approximate scheme for constructing a landing page. Adjustments can be made to it depending on the customer’s goals and what is being promoted with the help of each specific home page products.

How to create a selling blog and attract 290 thousand subscribers

How does landing page development work?

Option 1.Using free landing page samples and generators.

You can find it on the Internet great amount programs designed to create entry points. This option is the most economical, but it is important that the landing page generation process is supervised from start to finish by professional marketers and designers.

Option 2.Attracting specialists.

To get good results at a low price, you should contact specialists. By dividing the areas of activity between professionals (copywriter, designer, programmer and marketer), you can get a highly effective landing page. However, there is a certain risk associated with choosing insufficiently qualified specialists.

Option 3.Contacting outsourcing agencies.

In this case, we are talking about ordering the development of a landing page from professional firms that bear full responsibility for market analysis, the overall design of the project, the choice of tools, and ways to achieve the goal. Moreover, such agencies themselves determine the marketing channels for promoting the created landing page and the mechanisms for launching the project. Thus, we can say that upon receiving an official order from you, the agency will generate a turnkey landing page and provide you with an already working result. The undoubted advantages of this option are significant time savings and efficiency, however, it will cost several times more.

Option 4.Introduction of full-time positions responsible for creating a landing page.

To create a high-quality landing page and then obtain maximum results, it is optimal to recruit specialists in copywriting, design, marketing and software into your staff. This approach is the most expensive of those presented, but it is the one that guarantees maximum efficiency.

Which landing page builder to choose: review of popular developers

From 2012 to the present day, a website builder such as WIX has gained enormous popularity in the post-Soviet space. It is used all over the world and has earned the trust of millions of users. This resource helps you quickly and efficiently create landing pages using ready-made templates, the number of which has already exceeded 400 samples.

WIX has all the conditions for fruitful work: unique templates, an easy-to-use interface, a variety of necessary tools, including SEO-oriented. In addition to the popular free service, there is also paid services, allowing, for example, for reasonable price disable pop-up ad blocks. Thanks to the WIX generator, you can create high-quality and effective landing pages. However, it also has a drawback - it is very difficult to create a website adapted for mobile devices.

uKit

The next resource worthy of attention is uKit, created by the same developers as Ucoz. There are also many available here ready-made forms and samples divided into 25 thematic categories. From others useful functions It should be mentioned the ability to create externally similar pages that have differences in content, as well as the ability to use a variety of widgets. But the “Promotion” function deserves special attention, which will automatically analyze and make a conclusion whether your landing page is ready for launch. The only thing that may confuse users is that uKit cannot be used for free on permanent basis. Only the first two weeks of work - the introductory period - are not paid. For subsequent work, it is proposed to pay for services according to one of three existing tariffs (the cost varies from 200 to 600 rubles).

lpmotor

This generator is designed specifically for creating a landing page. By 2017, Russian users had created about 400 thousand entry points using this constructor. As for tools and functions, the resource offers 46 thematic templates that can be used to create your own landing page with an individual image.

There is also a toolkit for detailed development of all structural blocks of the page, such as main content, customer responses, CTA buttons and even synchronization electronic wallets. The automatic analytical system, which is designed to record statistical data on the performance of your landing page, deserves special mention. Here you can only design a landing page for free, and all other functionality is available only after paying for one of the tariffs. The initial price threshold is 300 rubles.

lpgenerator

Also specializing only in creating landing pages, lpgenerator is a program for professionals. There is a much larger number of templates and features available here, both in free access, and in a store where you can purchase the required tools. When accessing this program, anyone can design up to 50 start pages, place many widgets, link several wallets and receive statistical data. Prices on this resource are an order of magnitude higher than on those already mentioned: from 5 thousand per standard template up to 30 thousand or more thousand rubles for a unique one.

The same applies to tariffs: the most a budget option costs approximately 1700 rubles. A free trial period of one week is provided.

Bloxy

This designer offers a choice of 100 designed templates. We also provide you with several already completed samples. However, anyone can create a landing page based on their goals and needs.

Among the functions available, it is possible to synchronize electronic wallets, duplicate pages and collect statistical data on the results of the page.

Choose a designer should be determined by your goals and needs. The budget you have and your skill level also play an important role. information technology. Based on this, it is better for beginners to choose Wix designers, uKit and similar ones, as for professional users, profile resources such as lpmotor, Bloxy and lpgenerator are suitable for them.

How to test a landing page and other website pages

There is no universal recipe for creating an ideal website and promoting it. But to create the website of your dreams, you need to test it regularly. This will help you find out how clear the purpose of the site is to users and how quickly they can find necessary information. Do more tests on changing web pages, make original decisions, listen to advice and, most importantly, constantly experiment.

The editors of the electronic magazine “Commercial Director” tell in detail how to test the landing page and other pages of your website. Find out about this in the article at the link.

How much does a landing page cost? and what does the price depend on?

The cost of creating a landing page depends on many factors, in particular on whether you will do it yourself or contact specialists.

Creating a landing page yourself will require minimal investment. So, by resorting to the help of a specialist (copywriter, web designer or programmer) or using a unique template as a basis, you will spend from 20 to 1000 USD. e. (in some cases more).

If you decide to order an entry point from third parties, you will have to be prepared for significant expenses, since minimum price For such work, freelancers range from 100 to 200 USD. e., professional studios they charge from 1000 USD. e., and famous outsourcing agencies – from 5000 USD. e.

More details about the prices for creating Internet resources are described in our article on creating your own websites.

When officially ordering a landing page, you will need to fill out a brief, i.e., enter into the appropriate form all your wishes regarding the future entry point, which will affect the determination of the cost of the work. Using all kinds of specific tools when designing a page will increase its price.

You can highlight specific items that affect the cost of work. These include:

unusual structure and unique design - approximately 700 USD. e.;
setting up contextual advertising – from 100 USD. e. per month;
professionally created content: from a copywriter – 50-100 USD. e., from a commercial writer - from 1000 USD. e.;
unique graphic images (pictures and icons) – in the range from 100 to 200 USD. e.

There are also a number of other factors that determine the cost of your landing page. They include collecting data about potential clients, their subsequent analysis, test launch of the page, etc.

What should an ideal landing page be like: 10 rules for creating

To create a landing page that brings real results, you need to follow a number of rules:

Rule 1.One page – one product.

This is the most important rule that should not be broken. After all, it is much easier to achieve your goal, namely selling a product, if the buyer’s entire attention is focused on it. A situation that actually deprives the user of choice, does not give him time to think, leads to the fact that a landing page in sales works much more efficiently than an online store.

Rule 2. Specific call to action.

Accurate instructions are one of the keys to a successful landing page. The call to action should be clear and understandable so that the client has no doubt about what he is being asked to do. This approach will increase the number of page visits that result in a sale.

Violation of this rule will lead to the fact that even the client for whom your offer is relevant may not make a purchase because he does not understand how to do it. To avoid such situations, one of the final points of the landing page’s impact on the user should be the concentration of his attention on the call to a specific action.

To ensure that the call leaves no doubt, you should adhere to the following algorithm:

When creating a CTA button, you should play with the combination of color and size. It has been proven that a large red button is the most effective impulse to take action;
do not use complex speech structures, use simple and understandable sentences when creating information content, which will help focus the client’s attention on your offer;
exclude the placement of any distracting elements on the page;
It is important to focus users’ attention on the obvious advantages of the product and the benefits for customers in the event of purchasing the product or service offered. Next to this item there should be another big red button encouraging you to purchase the product.

Rule 3.A bright and catchy title.

Users pay attention to the headline first, so it should attract and hold their attention. Ideally, the correct formulation of the title involves a simultaneous declaration of the problem and the method of solving it.

A striking example of a headline that works is “We Sell Peace of Mind,” a slogan developed by a company that sells safe doors. A title like this combines a problem - the desire to ensure security - and its solution - the purchase of a safe door produced by this very company.

Rule 4. The main thing is content.

Informative text is the key link of any landing page, because it is it that presents the product as fully as possible and reveals all its advantages. It is to the content that the page title switches the potential buyer’s attention.

You can create a working sales text either with the help of a specialist (for example, a copywriter or a commercial writer) or on your own, but in this case, repeated editing may be necessary.

You can write a well-constructed text by adhering to the following rules:

It is necessary to analyze the intended target audience and systematize the data obtained, taking into account the maximum number of parameters (including gender and age characteristics, area of employment and hobbies, concerns, preferences, etc.). This information will help to successfully combat customer doubts, justifying the importance and relevance of the purchase for them.
It is necessary to use techniques characteristic of dialogic speech: they will help to retain the attention of clients longer. It is important to use the language that is most understandable to users.

A high-quality landing page is always based on good text. What text can be considered literate? One that completely captures the visitor’s attention, prevents distraction, successfully works with doubts, answering the most current issues, and leaves no room for thought. This text is aimed at selling and, as a rule, copes with the task perfectly.

Don't worry about text size. A working text should most fully present the product, talk about its advantages and achieve the goal, namely making a purchase. The rule regarding content is: the more informative, the better.

Rule 5.Well-chosen design.

A well-written text will be even more effective if you choose the right design for it. There are no insignificant details in this matter; on the contrary, all the little things are important. First of all, we are talking about the size and color of the font, which should be harmoniously combined with the overall background and be comfortable for users to perceive. Experts advise using a range of medium-brightness tones and 18-point fonts.

Sometimes landing pages are fed up with increased expression, expressed in abundance capital letters, exclamation marks and other similar elements. But this technique produces the opposite of the desired effect - it scares away customers, so you should adhere to the principle of balance.

From the above, it is clear that design plays one of the most important roles in creating a truly working homepage.

Rule 6. Landing page structure and design.

As in many other areas, a sense of proportion and even minimalism are relevant here. The main goal of any home page is to capture the client’s attention, retain and strengthen it, create an idea of the deficit and achieve the goal, i.e., sell a product or service. But to achieve this goal, it is important to avoid gross mistakes and follow existing rules.

It is very important to focus the user’s attention on the benefits received from making a purchase, as well as the guarantees provided by the company, and then smoothly lead to the completion of the call.

When creating CTA buttons, it is better to use bright colors (red in particular), which will increase conversion. Subdued tones perform worse by about 12-15%.

Rule 7. The content of the landing page matches the search query.

In other words, if you stated on your landing page that you sell a certain brand of vacuum cleaners and there is a 35% discount on it, then when you go to the site, the client should see exactly this brand of vacuum cleaners with the previously mentioned discount.

Rule 8.Clear deadlines.

If you initially indicate on the landing page that the promotion is limited in time, this will stimulate customers to make a faster decision. Moreover, this information may not be true, but simply a marketing ploy, but awareness of the lack of time or the product itself usually works very effectively to increase sales.

A client placed in such conditions does not have time to think and have long-term doubts, and therefore the chance that he will make a purchase is much higher.

Rule 9. Dealing with client doubts.

Everyone who is professionally involved in sales knows that not everyone who has shown interest in a product is ready to purchase it. Very often, customers have objections that the product is expensive, not of very high quality, etc. There is nothing you can do about it, but it is necessary to prevent possible doubts, including on the landing page.

One of the main arguments when dealing with buyer doubts is the justification of the price-quality ratio. In combination with the declared promotion of a limited offer, objections to this matter are quite quickly and simply leveled out.

As for doubts related to the reliability of the selling party, they require more careful consideration. For curricula and courses the system works well test period or trial lessons. To increase the sales volume of all other goods and services, you should provide your details for free access, legal address and customer reviews. This principle of transparency will form the idea of the seller as a reliable and legal partner.

Rule 10. Simple and understandable forms for data entry.

The form for entering data should be extremely simple so that the process of filling it out does not cause difficulties and does not take a lot of time. Otherwise, the client may simply refuse to purchase the product. When developing a landing page, it is worth remembering that many users use mobile devices to surf the Internet, and this imposes certain restrictions on the ability to fill out voluminous questionnaires. One input field will be enough phone number client - this will allow you to call him back later and get all the necessary information in person.

Creation effective landing page Page is a difficult matter, based on trial and error. To achieve success in this matter, it is important to constantly collect statistical data and, based on them, make adjustments and improvements to your landing page.

Expert opinion

Without a USP, landing page does not work

Pavel Milovidov,

Head of Internet marketing agency Directiv

If you want to succeed and increase sales, you need to create your own special offer, unlike those already existing. To do this, you need to fit the entire essence of your sales proposal into a small phrase (about 6-8 words). This is what directly affects the results of your marketing activities.

There are three key formulas, the use of which invariably leads to the achievement of the desired results, namely:

1. The best for the price of the usual, For example:

“Professional American hair curlers at a Chinese price.”

“German ceramic knives of high strength at the price of domestic ones.”

“In three days we will ensure the completion and delivery of an order of any item at the cost of a regular metal supply.”

2. [Name of product], which [name the advantage], For example:

“An electric trimmer from the UK that will solve your garden problems effectively and quickly.”

"Ceramic knives that last twice as long as regular knives."

“Steel cases for Camel Trophy glasses that will protect your accessory from damage in any situation.”

3. [Indicate benefits] due to [name advantage] [product], For example:

“Double the quality of your lawn trim with a trimmer from the UK.”

"Improve the quality finishing works 1.5 times using a new laser level.”

“Simplify your work in a professional kitchen by 2 times with the help of a Unox combi steamer.”

In addition to these rules, you should remember that it is necessary to place the key phrase from the USP both in the content and in the title of your landing page - the so-called. "exact occurrence" rule. This marketing ploy can significantly reduce the number of rejections received and increase the conversion rate (by about 25%).

But don’t forget that the unique selling proposition should vary depending on the types of traffic.

Landing page promotion: 4 main ways

In the sale of goods and services, creating a landing page is just one of the techniques, which also requires promotion and advertising. There are several ways to popularize your offer:

Method 1. Appeal to a PPC campaign or contextual advertising.

The concept of PPC advertising refers to a method of advertising online in which the advertiser pays for each user click to go to the site. The total cost of this service is influenced by various factors, among which keyword insertion stands out.

The situation can be considered using the example of the two most popular providers of this type of advertising in our country: Google AdWords and Yandex.

Google AdWords Drives Expansion client base and allows you to raise the level of your business higher and higher. This service is designed to target your customers who are searching for specific keywords.

On each search results page, the provider allocates space for advertising, including yours. Typically, advertisements are placed above and to the right of the query results.

It is important that the content of the ad and the text of your landing page (including keywords and phrases, specifications etc.) corresponded to each other, because this is what determines the advertising quality indicator, which in turn affects the cost and rating of your ads. Moreover, a high quality score affects the reduction of the cost of the service and the promotion of your ad up in the ranking.

ratio of the number of clicks on an ad to the number of impressions (CTR);
landing page compliance;
compliance of advertising content;
compliance with the devices on which it will be viewed;
keyword matching.

It is quite logical that the higher the position of an ad in the ranking, the more users will see it and, as a result, view it.

The likelihood of success will be higher if you customize your sales pages for Yandex services.

An important condition for success are key phrases, when entered into search bar Your ad will be shown to users. The maximum results from this mechanism are obtained by those businessmen whose marketers were able to find key phrases that fully correspond to the needs of potential clients. Specificity is very important here: the more specific the keywords, the more users you will attract.

The next step is to determine the cost of each click; at the same time than high price You determine for each click on an advertisement, the more often it will be shown.

To cover the most more users and obtaining reliable statistical data, it is recommended to create not one, but many advertisements that will differ in content, keywords, calls to action, which will help take into account and correct mistakes and subsequently create the perfect landing page.

To convey information about your offer to the audience, it is logical to turn to the most visited resources, which of course are social networks (VKontakte, Facebook, Twitter, Odnoklassniki, etc.). In the advertising services of each of these platforms, it is possible to customize the visibility parameters of your ad, including indicating the gender, age, ideological, geographical, socio-demographic and taste characteristics of potential clients.

Studies have shown that the number of views for ads placed on the social platform Facebook is much higher (about 8-9 times) than for ads shown on regular websites and in mobile devices. Ad units on Twitter show similar performance indicators.

When starting to advertise on Facebook, the first step is to decide how much you are willing to pay to display your ads. This social platform operates an auction system, which suggests that those ads for which the maximum bid is assigned will be shown more often. In this case, the advertiser is given the choice to pay either for each click or impressions of his ads.

You can also always pause the display of your ads for a while, and also display them both on desktop PCs and on mobile devices.

Thus, the main opportunity provided by social networks lies in targeting - a mechanism that allows you to convey the necessary information to a specific target audience.

Most businessmen use this popular and effective marketing channel to maintain closer interaction with their customers through all kinds of mailings and subscriptions. The same method is also good for distributing landing pages, which can be sent either as separate letters or by attaching links to them to an existing mailing list.

Method 4: Posting on blogs.

Quite a popular way to promote advertising. However, direct links to your landing pages are not always appropriate, so it is worth placing them as an addition to the main guest article, at the end or as a signature. The main thing that determines whether users will or will not click on your link is the quality of your post: if the material is interesting, then the likelihood of viewing your landing page will increase.

Promoting your business on the Internet: how to increase your customer base

How to evaluate the effectiveness of a landing page

As already mentioned, after launching an entry point, it is important to collect data on the effectiveness of its operation, on the basis of which statistics should be derived and errors made should be corrected. A good landing page solves several problems at once, namely: it informs the client as much as possible, encourages and encourages him to commit specific action, fights the client’s doubts, anticipates possible questions and gives answers to them.

However, the reality and conditions in which commercial transactions take place competitive fight for clients, are very changeable, which means that you must be aware of the changes taking place, making timely adjustments to your advertisements. This is exactly why you need continuous collection of data about the performance of your landing page.

First of all, you should pay attention to such a characteristic as conversion.

Conversion is usually understood as the ratio of the total number of visitors to your website (in this case, the landing page) and the total number of visitors who completed the call. The higher the conversion, the higher the percentage of customers, and therefore the profit. Average Conversion rates on sites specializing in sales range from approximately 8-20%.

It's worth considering the factors that influence conversion. These include:

product quality;
the level of quality of the selling website;
client temperature.

What is meant by the term “client temperature”? In a selling environment, the client’s temperature indicates how ready the client is to make a purchase here and now. The gradation of customers according to this indicator is as follows: cold (who are not going to buy and do not give in to persuasion), warm (who want to purchase the product, but have doubts, for example, they are not sure which manufacturer to prefer) and hot customers who are ready to make a purchase based on your offer . These are the main categories of clients based on temperature. However, other varieties can be found in specialized sources.

Warm clients, even with a smaller number, as a rule, give a higher conversion than cold ones, which, naturally, affects your budget. But each company itself is able to target its offer to clients of a certain temperature, taking into account its financial situation and state of affairs at a certain period of time, and also raise the temperature of its clients, resorting to the help of various marketing tools(for example, graphic images, increasing the information content of content, etc.). If your landing page is built correctly, then the user may well realize the relevance of your offer for him and take an inviting action.

SEO marketing also helps increase conversions by increasing the frequency of your landing page appearing in responses to search queries.

In Yandex there is a Wordstat service, and in Google - Google Adwords, which are designed to collect statistical data on the operation of websites and landing pages, and also allow calculations of conversion and profit.

Another popular tool for monitoring the effectiveness of a landing page is the sales funnel, the so-called. counting principle total number clients. Depending on the actions they performed, the sales funnel separately calculates:

the number of visitors who visited the page for the first time;
the number of visitors who completed the invitation action;
number of visitors who made a purchase.

You can add additional items to this list or, conversely, remove irrelevant ones. The principle of operation itself is important, which will allow you to build a fairly wide and informative sales funnel.

This mechanism will also allow you to see how many people dropped out and at what stage, and therefore will help you find vulnerabilities and work on mistakes, improving your landing page to maximum results.

The average funnel will look something like this:

the total number of unique visitors to the page is 150 people;
number of people who performed the target action – 30 people;
total number of buyers – 18 people;
total number of repeat sales – 4;
number of product returns – 1.

This information can be presented in the form of a table and display the percentage:

Thus, you can calculate the total income for the specified period, knowing the size of the receipts for the first sale and for the repeat sale. The sales funnel also allows you to identify weak spots in the landing page and increase the level of profit by making adjustments to them. In particular, this principle works well in increasing conversions. In addition to the indicated advantages, the funnel also performs a predictive function, helping to build a projection of the development of the financial situation in the future.

Best landing page: TOP 5

Example 1.designedtomove.org.

The website Designedtomove.org has a social orientation and was created to draw attention to the problem of a significant decrease in physical activity in modern society. Unlike the usual landing page, this page does not have a title and solid informative content. Of all the standard semantic parts, it contains several streamlined phrases and two CTA buttons: “Watch video” and “Download report.” With such a discrepancy with the canons, the page is unique and attracts the attention of an increasing number of users. The most advantageous call is “Watch video”, which attracts the attention of 99% of visitors who prefer to start getting acquainted with the landing page with it, and not with dry statistical data from the report. But the video is shot in such a way that it does not leave viewers indifferent, prompting them to press the second action button. Thus, we can talk about the high efficiency of this landing page.

Example 2.Online store of teddy bears (http://medvedy.com).

This website, which sells large teddy bears, is so unusual in its design and contents that it attracts the attention of even those who do not belong to the target audience of this company. Thanks to the creativity of marketers, landing page visitors feel like they are in a constant dialogue with the manufacturer, which is largely the key to success.

Example 3: Production and installation wooden windows(http://goodwin-nnov.ru/).

This landing page is as informative as possible, which is what makes it different from most similar pages. The creators understand that the client has the right to know all the nuances associated with the product he is purchasing, and they tried to present material about their product as fully as possible. There is an opinion that this landing page is a little overloaded with content, but it satisfies all the information needs of its target audience and shows very good results.

Example 4. CASCO insurance (http://prostokasko.rf).

A calculator is used here as the main tool to attract customers' attention. Customers are also given the opportunity to familiarize themselves with the variety of parameters that influence the choice of an insurance policy and the bonuses received by the car owner when completing a conscription action. The logistics of the landing page are built in such a way that it is absolutely impossible to get bored here. The conversion rate of this landing page is very high.

Example 5. Franchise of entertaining aquarium machines (http://morewishes.ru).

In simple and understandable language, the creators of this landing page tell their target audience about the benefits that the client will receive from cooperation with the company. But the key here is the element of understatement, which encourages you to learn more about the business that brings you passive income. This marketing technique, coupled with interesting design contribute to high conversion of this landing page.

Information about the experts

Igor Komov , founder and art director of Alchemia. Igor Komov graduated from the Moscow Architectural Institute with a degree in architectural environmental design in 2007. From 2007 to the present - head of the VANE design studio and art director of Alchemia. Alchemia is a manufacturer of designer jewelry. The brand was created in 2007. There are ten people on staff.

Pavel Milovidov, Head of Internet marketing agency Directiv. Directiv is a certified online agency that specializes only in complex markets. Helps manufacturers and wholesalers find customers online where they don't buy online. Founded in 2006. Staff - 26 people.

If you have ever tried to create a landing page, sooner or later you ran into the issue of its structure. With a huge selection of designers, it seems that creating a landing page is as easy as shelling pears. You just need to replace the preset pictures and texts with your own and voila - you're done.

This imaginary lightness. Before you create a landing page yourself or take ready template on the website, explore this list of block options available to you.

We described the blocks according to functionality, not by content. In other reviews, you can see the division of blocks into “reviews”, “removal of objections”, “USP”. Let's agree that we need to separate the content (content) and the form in which it can be packaged. We are talking specifically about form.

It is not always necessary to use all these blocks in one landing page. The order in which blocks are placed should not be determined by your aesthetic or other preferences, but by your character's train of thought. About this - in following publications, but for now, pay attention to the blocks.

Landing page header. First zone block.

As a rule, there is a logo, title and subtitle that briefly and succinctly convey the essence and benefit of your offer.

Full width CTA block (stretch)

Call-to-Action - a call to action can appear on the page several times, or can be separated into a separate full-fledged block, as in these cases:

Carousel

The block provides the ability to loop any visual or text content: from product images to reviews.

Text block

A block for different types of content: from the functionality of your offer to reviews. The text can be in columns and accompanied by a picture.

Gallery

Photo Collection: Places where your product, developer or user photos can be found.

Timer

You can count down not only the seconds until the end of the discount, but also the number of grateful users or achieved indicators.

List with shootouts

As a rule, sketchy pictures act as shootouts. A way to quickly and concisely present information and emphasize details.

Numbers

An excellent block for visually presenting any information that can be compared and quantified.

Video

Can occupy the entire width of the page or only part of it.

Map

It's not just showing on a map where your product is sold or where your office is located. This is a way to show a picture of your world.

Footer

Important functional element without which the landing page is not complete. Place for Last-Minute-Chance CTA.

Can be used to place logos of partners and sponsors. This increases trust, which is what the entire third part of the landing page is about.