Landing page for a training company. Landing Page. Successful use of photos and customer reviews

Articles from a specialist of the level of Nadezhda Bogdanova are the happiness of the editor. Without exaggeration. There you are personal experience a person who creates sales every day effective landing pages or fixes non-selling and ineffective ones. Nadezhda Bogdanova is engaged in copywriting and audits of landing pages, mainly those with which contextual advertising specialists work.

Among her achievements:

• conversion of 12.5% ​​from cold traffic to requests for a service worth 50,000 rubles;
• after the audit, the application cost was reduced by 14 times in a highly competitive niche;
• creating landing pages for events of Brian Tracy, Radislav Gandapas, Irina Khakamada and other famous speakers.

For the last two years I have been hearing that landing pages have exhausted their usefulness, they are not trendy and no longer work. Even earlier, some marketers buried copywriting, and social networks, they say, are no longer the same, but I’m generally silent about contextual advertising!

Unable to live with the thought that none of the promotion tools work, I decided to revive at least the landing pages. Believe me, they can bring you money, despite the fact that the “doctors” diagnosed the landing pages with “complete cardiac arrest.”

I love to write something original, fresh and challenging, but when it comes to landing page mistakes, they are typical. And yet, no matter how much material is written on this topic, society continues to generate low-quality landing pages, so we’ll repeat it.

1. “I think it’s obvious!”

Let's go back more than 10 years ago, when I was an aspiring waiter.

One day a client came to the cafe and ordered soup, salad, dessert and coffee from me. I joyfully entered all this into the computer and brought the lady what they prepared first - coffee. The woman, to put it mildly, was upset and shouted that she planned to drink cappuccino with cake after lunch, and not before soup. And in response to my attempt to justify myself: “You didn’t warn me,” she replied: “In my opinion, this is obvious!” Since then, I have never brought coffee before soup and have noticed more than once that some people seem obvious what others can only guess about.

How does this relate to landing pages? The fact is that many business owners do not decipher things in the sales text that are obvious to them.

Now I'm working on a landing page for promotion specialists on Instagram. To the question: “What is unique about your services?”, they answered: “There are two of us, and most of our colleagues work on the project alone.” They think it's a cool benefit, but the target audience doesn't see much value in it.

I often see wording on websites along the lines of “come to us, because there are two of us.” How to make sure that every phrase of your text convinces the client to buy, and does not lie on the landing page as a dead weight? When talking about benefits, indicate what they will provide potential clients.

For example, there are two of us, which means that the development and creation of a content plan will be handled by a creative who is constantly improving as a specialist in this field, and by an advertising analyst who will find the most profitable ad options and settings. Now I’m writing this and I realize that I missed something else “in my opinion, obvious.” Well, let's enhance this advantage even more?

Two specialists are working on the project:

• the creative creates the content that is most attractive to the audience, which means that with the same flow of visitors, more people will become your customers;
• An advertising specialist creates ads to attract targeted visitors, analyzes and optimizes advertising so that you receive customers at the best price.

Before you run off to order promotion services from my clients, I’ll show you a clinical case that I found when searching for a dance school for myself by clicking on an ad. contextual advertising.

2. Lack or excess of specifics

Gone are the days when you could write anything on a landing page and still get sales.

Most likely, your competitors already guarantee that the client will start speaking English after 8 lessons, which stretch ceiling will be stretched in just 1 hour, and the film for cars will save 60 thousand rubles a year on cosmetic repairs cars. This is why non-specific offers (proposals) no longer work.

Above you see an example of a landing page that does not contain specifics. If you don’t have the desire to “welcome to the world of animated canvases,” I suggest you look at my version of the first screen of this landing page.

However, the trend to make specific headlines has its own specifics - the client’s benefit cannot always be expressed in numbers. For example, one of my clients created a headline using the 4Y formula and of course was very upset that these fancy copywriting things didn’t work.

But the reason for the non-conversion headline is not that 4U is a bad formula, but because when we come to the hairdresser, we don’t want twice as much attention after forty minutes. It’s enough for us to just become beautiful and well-groomed, right, girls?

The other day a client who had high-quality landing page and before contacting me, he wrote that after putting the price in the headline, the conversion increased by 4.6%. And one of my first cases - reducing the cost of an application by 14 times, was also based on adding specifics to the client’s proposal.

3. It’s not clear what we’re selling

It was a week before Easter, the promotion dedicated to the Orthodox holiday failed, crashing loudly, and no one could understand why the landing page was not working.

The customer was selling a wonderful themed photo shoot for newborns, with live rabbits, chicks, appropriate decor and beautiful costumes for babies. But all this expensive mi-mi-mi was called “Easter cards” on the landing page.

The fact is that the client planned to design the photographs of children taken at this session as postcards that could be sent to relatives in honor of the holiday. And the target audience thought that we were selling ordinary postcards for 5,000 rubles, and thought that this was a little expensive.

After the audit, the customer managed to recoup her advertising and landing costs within a week, but the only evidence of my triumph that remained was the comment of a colleague who worked on this project as a related specialist.

So I’ll have to show you an example of another landing page to illustrate the “it’s not clear what’s selling” problem.

Look at the screen above and think about what product is being sold on this landing page, you can write options in the comments (answer “ ready-made solutions" is not accepted), and I will not reveal the intrigue.

4. Missed the pain points and needs of the target audience

I call this a “journalist’s mistake” because the first client who first came to me for an audit with this problem ordered a text from a certified author.

This is when you read and think: “Wow, how beautifully written!”, but you don’t feel like buying it. The reason is that copywriting is primarily about analysis. target audience(target audience) and creating an offer that is attractive to potential buyers, and not just: “Our product is wonderfully good.”

To be fair, it should be said that this mistake with the target audience is often made not by journalists (many of them have learned to successfully write selling texts), but by customers who write for themselves, or by a copywriter who has not worked deeply enough on the audience of the product.

For example, in the screenshot above it is proposed to undergo labor safety training, which is necessary so that enterprises do not have problems in the event of an inspection. But despite the fact that customers use the product to avoid trouble, the landing page offers them a guarantee of business success, which is more likely to confuse people than lead to a purchase.

A case from my practice: a customer came to me - a psychologist, the author of a training course teaching communication using diplomatic techniques. On the landing page it was written something like “Master of Communication. You walk into a room and everyone is happy to see you.”

We phoned the customer and came to the conclusion that the target audience is working people family women who have a hard time with conflicts and do not know how to defend their point of view, so they decided to change their positioning in accordance with the expectations of the target audience.

Unfortunately, I don’t have conversion data after the audit, but this customer soon came to me for landing pages for a webinar and training on developing money thinking.

5. We don’t pay attention to competitors

You can already feel the fierce competition on the Internet and it will only intensify, so not analyzing the websites of companies that sell the same thing as you before creating a landing page is a big mistake.

I hope you realize that your potential clients (especially if they come from contextual advertising) open several similar sites at once and often choose the most profitable proposition. Therefore, if your landing page looks like the screenshot below, the chances of selling something are close to zero.

Now let’s look at part of my marketing analysis for this niche, which reflects the main offers of competitors.

Just one question: would you prefer one of the proposals collected in the mind map or the “cosmic increase in orders”?

6. We do not evaluate the degree of warmth of traffic

This is an advanced option for strengthening the selling text, because even experienced colleagues sometimes come up with the question “Why doesn’t the landing page work?”, and their mistake is precisely in the wrong structure. Knowing where and for what queries (or targeted advertising settings) visitors will come to the landing page, you can understand what information they expect to see and provide it on the landing page.

An example from my practice - barcode scanners were sold through Facebook, or rather were not sold, and so the business owner came to me for an audit.

I have seen advertisements, they contained a message in the spirit of “Take your business to new level”, but when clicked, the person was taken to a landing page with the text “Buy barcode scanners”, that is, the landing page did not correspond to the advertisement. Therefore, I suggested to the customer that the landing page be completely redesigned, and this is what the first screen looked like after my work.

The conversion of this landing page was about 1%; this case is indicative of the fact that even enormous efforts invested in developing a sales page do not always produce colossal results. However, it is obvious that on Facebook it is difficult to find the same guy who needs barcode scanners right now, even if you set up advertising based on business interests.

7. “Your mother!”

I call this series of errors “Holy crap!” because this is the cry that escapes me when I see such shortcomings on a landing page.

What could it be?

• Crooked or ugly design.
• Inconvenient usability (difficult to buy, it is not clear what needs to be done on the site).
• There are too many calls to action that pop up every now and then on the landing page, as well as giant counters and other “hysterical” elements on the landing page.

You could see an example of unsuccessful design above in the screenshot with the sale of paintings on silk, and below is another nugget for your collection of chaotic design.

Personally, I think it’s unfortunate on this landing page that it’s difficult to read the name of the training, the text is located literally everywhere - on the sides, top, bottom, and even on Radislav himself, and the spice of this design is given by 3 colors of fonts of different sizes.

I found an example of asymmetrical design and inconvenient usability (too many fields in the capture form) on the website of a children's football school when I was studying competitors and affiliates of the acrobatics school.

The other day I went to the landing page and closed the pop-up windows for about 15 seconds to understand what was underneath them, but of course I didn’t remember the address of this site. I am categorically against such an attack on the client and believe that for most sites a chat and a pop-up window with a promotion is enough, and this can be done carefully and tactfully.

So, we have sorted out 7 typical mistakes on landing pages and ways to fix them:

1. Explain anything that may not be clear or obvious to your customers.
2. Promise in the title specific benefits or results.
3. Conduct a “mom test”: show the landing page to someone far from your business and ask “is it clear what is being sold?”
4. Study your target audience and create offers that are interesting to them.
5. Try to create offers that are not inferior to those of your competitors.
6. Understand what expectations the audience comes to your landing page with and meet them.
7. Make sure that the design or intrusive additions do not spoil the effectiveness of high-quality sales text.

Friends, I tried very hard to write this article, and I hope you will apply my recommendations for strengthening your landing page, and not postpone them until better times. And all I can do is wish you high conversions, happy clients and increasing profits. I keep my fingers crossed for you!

The other day I was preparing a webinar on landing page conversion for the eTutorium service. The moment turned out to be good to collect several interesting finds or chips: I came across some of them on other people’s landing pages, others we used ourselves, and some of them were told about by colleagues.

Let me make a reservation that I am against the thoughtless use of any chips. At first - good offer, Then - good text, then the chips. But if you have the first and second, perhaps my findings will be useful to you. By the way, they are suitable not only for landing pages, but also for multi-page sites.

Successful use of photos and customer reviews

The point is that you don’t just give customer reviews with photos, but select bright types and play with photos with reviews directly in the text.

It turns out that photos and reviews are not in themselves, but illustrate what is written. And they illustrate not in the general block of reviews, where they will get lost, but directly after the fact: here is the thesis, here is a photo of a bright character, here is an argument in the form of a review.

I found an example of such a landing page at Megaplan:

We have not yet tried to integrate reviews, photos and other text so tightly. But sometimes we put similar emphasis on landing pages.

Our clients believe that planning is important.

First person result.

If you want to test whether such an element really makes your landing page selling, you can put additional button target action next to such a review and set up goals in the metric so that you can see which button is clicked. Well, A/B testing of options with and without photos will show the conversion in comparison.

Guide elements

These are various kinds of arrows, gestures and even glances directed towards the CTA element (order/subscribe button) or other block that you want to pay attention to.

Perhaps you have noticed: if in your presence at least one person is looking intently somewhere, most likely you will look there too. This also works in the example of a landing page.

I once found an interesting study online: they demonstrated heat map(it shows the visitor’s path through the site) with different image options.

Here is an option where the baby is looking at us:

The eyes of site visitors are drawn to the child’s face.

But let's change his position - the child looks at the text:

We see that users are now also paying attention to the text.

Well, a classic of the genre is the use of ordinary arrows on landing pages:

Do you think this is trivial? Tests say that visitors don't think so.

More interesting option found by Business Youth. In the photo are the authors of the articles. Obviously, it is difficult to select such photos so that everyone will look at the subscription form. We usually don't take profile photos. But the character in the central and largest picture is looking directly at the shape, see?

I wonder if everyone looked at the form, would the conversion rate increase?

Negative reviews

We recently tested the site (I will share the results with you later). Among other things, people noted the abundance of positive reviews on the corresponding page - and not a single truly negative one. This may cause mistrust.

Honestly, they're right. I know that some companies deliberately write negative reviews to themselves in order to dilute the “syrup”. We have not yet reached such zen, we are thinking about options for getting out of the situation.

But this is not about us, but about the fact that if you have negative reviews, you can use them. And not just use it, but improve your offer on the landing page by working off the negative. So, for example, like on the landing page for the Megabreakthrough course.

Emotions

The same idea can be presented in different ways. The same person can be photographed differently.

I’m not sure that it makes sense to use photos of happy people from stock photo sites on your landing page. They are the same type and have become boring. Although you can test it, maybe yours is different.

But, if there is a photo of you on the landing page, think about which photo will convey the desired emotion.

I found the photo below in one study on exactly this topic: the creators of the landing page carried out testing different options pages, the best landing page turned out to be the one where the “emotional” vocal teacher was published. After all, people learn to sing precisely in order to experience emotions. It is important to show them right away that it will be fun and cool.

Demo

If you have something to show people, show it.

This can be the process or result of your work in photos or videos.

Great format, like “Favorite Moments.” I came across this video on a landing page with an invitation to Denis Kaplunov’s training. The video shows the essence of the process, charges with emotions, inspires and shows that you really get more for your money.

We ourselves did not publish selected fragments on landing pages (but in vain!), but we posted an entire video tutorial (preliminary webinar). Those who came to the training noted the importance of this element - many decided to participate only after watching the webinar.

We looked, liked it, came.

Another experience we have are presentation slides from the training. Moreover, here I had the opportunity to verify that such a demo works and improves the landing page. The training did not sell: only five people signed up. I added just one element to the landing page: I chose demonstration slides from the training (there are twice as many of them as in the picture below). We assembled the group over the next two days. I’m not sure that our example landing page will always work as magically, but it’s worth a try.

We will definitely repeat this experiment with slides again.

"Basement" and P.S.

There are different algorithms by which people get acquainted with the text. Some people read from beginning to end. Someone jumps through the subheadings, stopping only where something interests him. And someone scrolls straight to the end to see what kind of offer there is.

Therefore, in selling texts you can play with postscript.

But on landing pages (and on other sites) there is such useful element, like the “footer” - the very bottom part of the site page. And so it can be played in such a way as to attract the attention and retain the reader, or maybe immediately force them to perform the target action.

We have already discussed what a landing page is, why they are good and for what purpose. basic principles lean. But despite the fact that there are a number of rules and techniques that will ensure the success of your website, it is wrong to think that developing a landing page is a template job, and a well-functioning page can be made in 5 minutes, just know, insert pictures and change texts. Of course it is creative process, and imagination, supported by an understanding of the behavior of your target audience, is only encouraged. Below we will present ten examples of non-trivial landing pages, as well as pages that provide high conversion.

1.Nest Thermostat

A very interestingly designed landing page dedicated to the sale of a room thermostat. Despite the presence of all kinds of technical data and descriptions of convenient functionality, the landing page is focused on the visual component - several photographs of the interior, as well as a brilliantly conceived and executed animation in the middle of the page evoke the feeling that after purchasing this device, your home will be no worse, than in the pictures on the Internet. Thus, Land sells not a thermostat, but comfort in the home, which is the client’s ultimate need.

2. Boy-Coy

The website of a design studio, after which you are unlikely to even want to look for offers from competitors. A four-screen landing page can convince you to contact these guys, even if you don’t read any reviews or a list of companies with which the studio has collaborated. Most likely, you will just scroll through, admiring the parallax effect, and before you know it, you will start entering your data into a nice feedback form.
http://boy-coy.com

3. Vodka “Valenki”

One more example beautiful landing page with parallax effect. A purely image page that does not force you to immediately make a purchase, but creates a positive image among the target audience. Please note that information about the quality of the product is presented in sufficient volume, but you can miss it while watching how beautifully the ice cubes float. Nevertheless, desired effect has already been achieved. This site is too beautiful to offer something of poor quality - this is the subconscious conclusion that every visitor to any tasteful site will have.
http://www.valenkivodka.com

4. Online store of teddy bears

Truly interesting landing pages can attract the attention of even people far from the target audience. See the example of a store selling huge teddy bears. The site is literally filled with interesting ideas and seems to be conducting a dialogue with the visitor, which ultimately, with a high probability, means a purchase.
http://medvedy.com

5. Smart Progress

Beautiful landing page for a popular service for setting and achieving goals. First, go in and see how it works, and second, appreciate the design that represents movement towards the goal. Together with the very competent filling of the blocks, it really motivates you to do everything that was planned, but was put on the back burner.
https://smartprogress.do

Examples of selling landing pages with high conversion

1. Production and installation of wooden windows

As you know, a landing page should not overload the visitor, but immediately give him something to grab hold of and fill out an application. We won’t argue, but some products require careful selection, and you can’t get away with just one or two blocks. The landing page for this window manufacturer followed the program to the maximum and touched on details that we don’t even think about when choosing windows. And although in a couple of blocks, as it seems to us, there was an information overload, this page is still good example big landing page.
http://goodwin-nnov.ru/

2. CASCO insurance

Another landing page with high conversion. The principle of converting a visitor into a lead is used here similar to the previous example - a calculator. We propose to evaluate how many parameters can be entered to select a policy, and how tirelessly this is done. The same can be said about the rest of the content of the landing page - it is extremely simple and clear, and all the benefits that a car owner wants to receive by insuring his car are described.

http://prostokasko.rf

3. Franchise of amusement aquarium machines

A good example of a selling landing page that ensures high conversion due to the fact that it clearly explains the benefits to a potential client, but also leaves intrigue and a desire to find out the details of the business plan that promises passive income. Our special praise goes to the designer.
http://morewishes.ru

4. Laptop repair

A good example of a landing page where relatively a large number of text (including the space it occupies on the main screen) does not create any difficulties for the visitor, but on the contrary, it looks organic and successfully describes all the advantages of the repair organization. Laptop repair services are urgent, so you should not give potential clients too much information: a few blocks are enough, but worked out as beautifully and informatively as possible, which inspires trust.

Quite often clients come to us with a desire make a landing page for a training, seminar, course or other educational event. However, this intention is not always justified, because often customers perceive such pages as some kind of miraculous tool that can sell even a frankly “empty” and useless product. Fortunately, this is not the case with the development we'll talk about today. This time, with the active participation of the customer, we tried to prove that a landing page for education can be not just selling, but useful and informative.

For those who for some reason find it inconvenient to use the link - several screenshots of the one-page website, after which we will talk about the features of this landing page and some interesting solutions used during development:

Chips and features

Fortunately for our customers, we are not one of those who use the same template or, moreover, page builder in every possible way :) We treat each selling page with the utmost attention, and therefore we are happy to tell you about some interesting features and the elements that were used in this particular case.

2. Online payment form

You can pay for the training course on the landing page, as they say, without leaving the cash register. For this purpose, a convenient form is built into the page, integrated with the service " Robokassa". With its help, the user can select the training package of interest and pay for it via a secure channel with one of more than a dozen different ways - payment card, various electronic money, through a bank, etc.

It is noteworthy that such a tool is very convenient for the service provider, because he receives instant payment notifications indicating the client's full name, address Email, phone number and other data.

By the way, the legal requirements are also taken into account when paying. At least, without consent to the processing of personal data and approval of the public offer, go to active actions the client will definitely not succeed :)

3. Course program

The program and detailed content of the educational product is what is so often missing on one-page websites. Their owners are so eager to SELL that they forget to talk about what exactly the training/seminar or even educational course contains.

Fortunately, we have at our disposal detailed program There was still an event, but if we decided to place it linearly, it would take up several screens of the page. Which, of course, is better not to allow yourself to do. Instead, when developing a landing page for the training, we did convenient 2-level course navigator, which contains all the important and necessary information, but takes up very little space.

And if the user still wants to get all the information on the course program on one page (for example, to print it out right away), the “Download course program” button will help him.

What's next?

In the near future, the landing page for distance education will begin to work as part of a contextual advertising campaign. On this occasion, we will be able to create and present to your attention another interesting case. In the meantime, read about whether SEO promotion of one-page websites is effective, using the example of another of our projects:

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