Landing page with high conversion. Requirement creation block. Creating a landing page

Many entrepreneurs are interested in how to make a landing page with high conversion. There is no secret magic here. Convincing an Internet user is based on the same principles as offline sales.

There is a law of form and content. In our case, it's design and content. Without in any way diminishing the influence of design, it is worth recognizing that, first of all, words convince a potential client. Not only text in pure form, as well as videos, infographics, photographs with explanations. How you present your product or service determines your sales.

Offer decides everything

The first thing that catches the eye of a landing page visitor is the title. It must be made beautiful large print, and its content is decisive. The essence of the title is an offer or unique trade proposal.

How are you different from your competitors? What value will your client receive? The answer to these questions is given by the offer. Clear, concise, convincing. Remember the famous 5 second rule? According to the results of numerous studies, this is how long it takes Internet users to decide to stay on a page or leave.

Ideally, the visitor’s reaction is similar to the words of a movie character: “I’m the one who came in successfully!” The minimum task is to scroll to the end of the landing page.

On high-converting landing pages, offers are similar in 3 parameters:

Specificity
Uniqueness
Value

Firstly, the visitor will not puzzle over what you offer.

Secondly, there should not be the impression that “everything here is like everyone else’s.” Template formulations do not sell.

Finally, main element offer - value or benefit for the client. It is measured not only in money. By benefit we mean a certain end result, a solution to the buyer’s problem.

Remember the classic story with the drill? A person buys a tool not for the sake of the tool, but to drill holes. The holes are needed to hang the picture. A painting is needed to create coziness in the house. Follow this chain in your product and sell comfort, not drills.

Bad example:

The offer is specific, with a hint of benefit (we will bring clients), but at the same time it is painfully standard. Today, thousands of agencies and individual craftsmen are setting up contextual advertising. The uniqueness is not visible.

A better option:

The value of this offer (4% conversion) with a money back policy. It is perhaps impossible to come up with a more accurate offer for this niche.

Another piece of advice: don’t try to “show off” at all costs. A unique offer does not mean unlimited creativity. As confirmation, here is the case of Danish marketer Mikael Ogard:

This is a page of the Fitness World network. Original headline: "You'll be more successful with Fitness World." Ogard changed it to: "Group fitness classes at a local gym" As a result, conversion increased by 38%. Simplicity beats creativity!

Give a strong benefit in the form of capture

In the preview, you explain why the user needs to leave their contacts. What will he get by performing the target action? The most common options for targeted actions:

Application for a free audit or consultation. Great for the IT sector, online advertising, and any consulting services.
free registration. Typically used by software services.
Application for a free catalog or price list. Applicable for large quantities of goods.
Application for cost calculation. Either a complex set of goods, or a service according to individual parameters (car repair).
Application for free measurement. Standard Themes: stretch ceiling, installation of doors, furniture to order.
Sign up for your free first lesson. Works in the educational field ( foreign languages, music, dancing, martial arts).
Gaining access to information. Applicable for subscription pages as part of email marketing. The user leaves his address, and you give him e-book, For example.

Discounts or gifts are usually offered as an additional motivator. The technique is ambiguous; if used unsuccessfully, it reduces user confidence. Because a strong proposal does not need a “flavor enhancer”; it is valuable in itself. Gift giving is increasingly perceived as manipulation. Therefore, check your niche for compatibility with free bonuses.

In some cases, it is advisable to place bulletins directly in the capture form, under the preview (we described this case in the previous article).

The CTA button is a “squeeze” of the main benefit in its purest form. Effective Summoning to action or is equivalent to getting what you want final result(example 1), or based on curiosity (example 2).

There are numerous debates about what type of lead form to use: hidden (there is only a CTA button on the view page) or open. There is no clear answer. See what suits your target audience best or test both options.

The following example is interesting because it explains what happens after you submit your contact information. This increases user confidence.

The secret trick of online psychology

The meaning of the technique is the subconscious desire of people to replace abstract data with their own.

In any case, the target action should be easy, with a minimum number of fields in the lead form.

Talk as much as possible about the client, not about yourself.

High-converting landing pages focus not on the characteristics of the company or product, but on the benefits of the client. Many pages use the blocks “About us”, “Our advantages”, “Why choose us”, “How we work”. The information in them is given in principle to the point, but for some reason I want to hang a medal on the chest of the author of the text.

Imagine yourself in the client's shoes. What would he like to get from your product?

Something like this:

Often all you need to do is change the headline “Why Choose Us” to “What You Get.” The feeling is completely different. Remember that customers don't care about your achievements. They want to solve their need.

Use hypnotic words

These are words that subconsciously influence a visitor to your landing page to make a positive decision. Short list:

Imagine
Because
For free
Present

Of course, everything is good in moderation, and you shouldn’t shove them into every sentence.

Avoid formulaic language

You're probably aware of junk phrases like "growth company." In fact, you can add definitions to them that are used on every second landing page:

Fast
Qualitatively
Professionally
Reliable
Inexpensive

The fact is that each person has his own ideas about speed, quality and price. Therefore, never draw conclusions about the product for the client! Let the user decide for himself how profitable your offer is based on specific facts.

You can put any phrase that doesn’t make sense on the same “to be fired” list. For example, " Complete solution problems of your business", "Simple solution complex tasks"or "Achieve success with us." They apply to hundreds of niches and do not say anything about the uniqueness of the offer.

Secret trick

Replace every adverb and adjective in your text with its opposite meaning. If it turns out to be absurd, then feel free to throw out the weed words.

For example: “Professional specialists will repair your car quickly and efficiently.” The opposite option: “Untrained specialists will repair your car slowly and disgustingly.” Agree, it's absurd.

Here’s how you can write: “Each specialist has at least 8 years of experience, and the senior mechanic completed an internship in Formula 1. We provide a 2-year guarantee for any type of auto repair.” Facts and only facts!

Prove what you claim

Also handle facts carefully. Unjustified statements are subconsciously read by Internet users as falsehood and manipulation. Remember David Ogilvy's legendary expression, “The customer is not an idiot, it's your wife”? Therefore, promises taken out of thin air mercilessly kill landing page conversion.

For example:

Igor Mann would be jealous. Yes, whatever - it’s time for Dan Kennedy himself to give up his coaching training and become an apprentice to the guys.

If possible, instead unnecessary words take a photo or video of your product in action. Finally, post reviews from your customers.

Use only real reviews

Some entrepreneurs approach reviews in the spirit of “we’ll write it ourselves or ask a copywriter.” Did you know that fake reviews reduce conversions more than false facts? Sometimes it gets ridiculous: people discover their own face on some landing page under a fictitious name.

The task of every company that creates a landing page is to guide the user to a conversion action. According to the rules of consumer behavior, a potential buyer goes through 5 main stages: attention, interest, desire, action, satisfaction/dissatisfaction. But what kind of landing page scheme and block structuring will provide maximum return? Today we will try to understand this issue.

Any marketing campaign must begin with identifying the unique characteristics of the brand. It is necessary to clearly formulate how the product you offer differs from the solutions of competitors. Naturally, it is not necessary to invent everything from scratch: as a rule, the program has already been defined before the design of the web resource begins. If this moment was missed, then this is your first priority.

We recommend dividing the offer into several simple components, then describing why clients should choose you. A correctly formulated title and subtitle prevent the client's questions, eliminating all doubts.

Unique selling proposition landing page is contained in the title. We offer the following solution to express the USP as fully as possible:

main headline - laconic, attractive, selling;
a subtitle is appropriate when it is necessary to clarify and clarify the main offer. A subheading is often used to shorten the main heading.

A simple example from LPgenerator:

You can use this and other templates as a basis for creating your first landing page in:

Logo, company name, contacts

Let users identify you - be sure to place your company logo on the landing page. If your brand is popular or at least vaguely familiar to the visitor, this will increase their level of trust.

The presence of contacts is very important, even if there are enough communication elements presented on the page. Accommodation current number telephone, as well as real address is another tool of trust, because the visitor understands that they are working on the project ordinary people, available for communication, and they are waiting for the call without hiding.

Having figured out where he ended up and seeing your offer, the user will wonder how to purchase your product or service. That is why home page should be designed with a contact block, and most often a CTA button “Order a call” is placed here.

Introducing an example finished layout, where as many as two logos of companies presenting their services are placed. Even without being the main elements, logos definitely attract attention. On the right side of the page there is contact information, and just below there is a button offering a consultation:

Product/service demonstration

The purpose of the landing page is to demonstrate the product/service, as well as to make the site visitor feel as if he is personally testing the product. There are several ways to achieve this goal:

photograph - use large image for the header background, and then reveal the details with other thematic illustrations;
video - traditionally, users trust such content more.

Here's a good layout that combines both of these techniques:

Brand benefits

Detailed descriptions of the buyer's benefits from working with you (and, possibly, unique differences from competitors) must be present on the landing page.

First, we used a succinct commercial headline designed to “grab” the customer immediately after entering. Now we need to get ahead of the visitor’s question “Why do I need this?” Here it is important to find a balance between information content/volume, and not “spread your thoughts down the tree,” since the specifics landing page does not allow this.

We find suitable examples in:

Offer description

On the landing page it is also necessary to show the real value of the offer and provide a list of services that the customer will receive.

Here is an example of another template from:

Mutual communication

Lead form

A potential buyer should be able to easily find the field feedback among other content of the Internet project. We will now talk in more detail about where to place such a form.

Right or left? Our answer is on the right. Many experts argue that this way you can get more requests. The reason is simple: the Western world reads from left to right, and the lead form located on the right side of the page seems to be the logical conclusion of the offer. If you place it on the left side, then it looks more like an unreasonable imposition of action.

You can see for yourself: the vast majority of one-page website layouts in Photoshop are made according to the principle described above.

Now let’s talk about where the optimal place for the lead form is: on the first screen or after the “fold line”. The answer came from expert Michael Aagaard from ContentVerve. He conducted an entertaining split test: he compared two versions of the field layout. The first option is above the “fold line”, the second is below.

The results revealed that the second option increased the conversion rate by as much as 304%.

Experts made the following conclusions. The main parameter that determines the placement of an offer that is competent in all respects is the structure of the landing page. If the page needs to be detailed, then require instant active actions- stupid. Give necessary information and the ability to evaluate benefits.

Adding a custom lead form to your landing page is very easy. To do this, you can use the ready-made sections constructor:

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 ensure 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’ll just scroll through, admiring the parallax effect, and before you know it, you’ll 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 popular service setting and achieving goals. First, go in and see how it works, and second, appreciate the design that represents movement towards the goal. Combined with the very competent filling of the blocks, it really motivates you to do everything that was planned, but put off 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 it seems to us that there was an information overload in a couple of blocks, 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 don't potential clients give out information beyond measure: a few blocks are enough, but worked out as beautifully and informatively as possible, which inspires trust.

I am still collecting a collection of examples of good landing pages. Russian-speaking. All three pages belong to the same studio. This studio’s portfolio included video reviews from site owners, from which it follows that these landing pages have a high conversion rate of 11-16%.

I don’t indicate the studio only because I plan to scold them a little and they might be a little ashamed :)

As usual, if you click on the landing page thumbnail, you can see the entire captured page. Nearby is a link to original page, but it may already be changed.

Claims to visual design no page. Everything was done well. She, perhaps, can even be used as an example. And use it as a template.

But there are serious complaints about the studio’s understanding of the essence of the landing page. The potential buyer is offered a choice All Nokian tires available in stock.

That is, no traffic segmentation is supposed to be done. At least on the page itself. While it is obvious to anyone that owners of Daewoo Matiz and Toyota Land Cruiser Prado are interested in different tires.

Essentially, the buyer is asked to make a choice based on price and serial number: which is better than Nokian Tires Hakkapeliitta 7 for 3,030 rubles or Nokian Tires Hakkapeliitta 8 for 3,250? The landing page does not answer this question, which means the conversion of this page suffers.

Well, completely unacceptable grammatical errors on landing pages:

Errors undermine the credibility of the business, and therefore worsen the conversion rate on the landing page. Speaking of trust. The landing page designer completely forgot that a company without a physical address is less trustworthy.

But the promotion is well designed: the size of the discount is clear and the reason for the deadline is transparent – it’s the season.

Example of a landing page for a consulting company

Example of a landing page for a consulting company

I don’t want to comment anything here. It's simple visual material how No need design the first screen of the landing page and how necessary select facts to fill it with information. I don’t understand how the same studio can allow such variation in quality.

A tracing paper with a free call within Russia indicating the usual, i.e. toll number, is incredibly upsetting.

Example of a landing page for selling bean bag chairs

An example of a landing page for selling bean bags

Almost perfect landing page. I’m not afraid of this word – a masterpiece of emotional marketing. When visiting this page, the only emotion that arises is: wrap up two, maybe together with a model girl :) This is despite the fact that I absolutely certainly did not plan to buy a pear chair.

Of course, this page is not without its shortcomings. I won’t repeat myself about mine.

And I won’t even repeat the idea about the inadmissibility of multiple choices on the landing page. I said everything I wanted when reviewing the landing page with tires at the beginning of this note.

I'm talking about something else now. Look at the photo of the bag that is on sale and is called the Camedy XL chair best price. And now to a photo of a bag with the name “Oxford” pear chair:

Bag, what's your name: Pear Oxford chair or Camedy XL chair?

There is no visual difference, but the names are different! Emotional marketing turns off the logical perception of information, so the conversion of the landing page is quite high. But such puzzles still make a picky buyer wonder: is it worth opening your wallet?

And now the most important mistake this landing page. I bet you didn't even notice it during a quick inspection. Take a closer look at one of the options for using the advertised product and at the product itself being sold on promotion. For your convenience, I have placed them side by side:

The advertised product on the landing page does not match the product being sold!

It is not difficult to see that the girl is sitting on a huge cushion chair. But they sell a bean bag chair at a special price. And it is quite obvious that it is physically impossible to sit on a pear the way a girl sits on a cushion chair. Moreover, this pillow is not among the 5 other options for frameless chairs offered to choose from on this page: there are only 3 more options for a pear chair, a round ball and a square ottoman.

This means that some attentive page visitors will notice the difference immediately. And they won't buy a pear. Or they will buy it, realizing that it is not a pillow.

But some buyers will only be able to detect the substitution when they unpack the ordered product. As a result, the store's reputation will suffer.

But the landing page itself is very, very good!

Plus

From the author: I salute you. In previous articles you could read a lot useful information about what a landing page is, selling text, conversion, etc. In this article, I would like to summarize and collect as many tips as possible on increasing conversion on a landing page or in an online store.

As you know, conversion is measured as a percentage. The higher the better. IN in this case It will not be possible to go deeper and say exactly what conversion value is optimal.

Because if you sell apartments, then 0.3% can be a good conversion, but if you sell flowers, even 5% can be a bad result. And the product/service category is not the only thing that influences optimal indicator conversions.

It is very important to understand the point that it is impossible to get a good conversion by optimizing just one thing. But it is obvious that by improving a number of factors, you will increase your conversion 100%.

Spend some money on good design. And yet without good design it's much harder to sell anything. If you expect big profits, it is better to give 10-30 thousand to the designer and get an excellent unique design.

Develop a website/landing page, optimizing it as much as possible for the required purposes. This is actually quite a broad point and there is a lot that can be discussed here. There's also a lot technical nuances, which you don’t have to delve into if you pay a specialist to develop the project. But still have at least the slightest idea about these. requirements you need, so you can check the quality of the development. Actually, I won’t tell you about all the parameters, but only about those that can most influence the conversion:

Development for the required purposes also means that libraries and plugins that are not needed will not be connected to the site. Again, this will improve speed.

Optimize website usability. Work on this begins already at the design creation stage. Remember that your goal is to simplify the client’s path to order as much as possible and create as few barriers to conversion as possible. For example, simplify the order form as much as possible, provide convenient menu, place several forms on the landing page, etc.

Clearly formulate your USP so that you can use it later in your sales text. USP is a unique selling proposition. The fact of the matter is that for many entrepreneurs it is not unique and looks something like this: “buy our product, it’s good.” And you need to think carefully about your USP and make it as attractive as possible.

Create high-quality selling text based on the USP. First of all, today we are talking about conversion on a landing page, and selling text is always used there. You can write it yourself if you already have some experience in this matter, or you can order it from a copywriter.

Selling text should always be based on the USP and revolve around it.

Create a feeling of reliability in the user. For this you can use different techniques: place your company’s phone number and address on the landing page, provide customer reviews, social media pages. networks, show partner sites.

Don't lie. It’s better to let everything you post on the landing page be truthful. Why? To be honest, many buyers before your landing page saw a lot of others, where there were also laudatory reviews and a lot of other noodles that they tried to unnoticed to hang on their ears.

Believe me, neutral feedback can often have a better impact on a person than overly laudatory feedback.

Several examples from real landing page advertising that reduce conversions

It's time to look at a few examples of how flaws in a landing page can reduce conversions. I will take these examples from my practice, because I have seen thousands of landing pages.

1. You go to the landing page and for a few seconds you only see the browser trying to load it. On the first screen there is a full-screen image (not optimized), which takes 5-6 seconds, or even more, to load. It is worth understanding that many people still do not have access to a fast Internet channel and downloading even a few megabytes can take them much longer.

I once analyzed landing pages by downloading a couple from the CPA network. So, just the pictures in total sometimes weighed more than 10 megabytes. Not only were they not optimized for the web, they were very often large sizes than necessary.

For example, a 3800 by 1900 image that was used for the background could actually be reduced to 1500 by 750, and then optimized. The output is an image that is about 10 times smaller than the original one.

2. The product is advertised for delivery within Russia only. In the reviews block you can find reviews from people living in Kazakhstan and Ukraine. This defect is very easy to notice and can arouse suspicion among the visitor.

3. When entering the landing page, some element of the site does not work. For example, the timer resets countdown, the slider does not switch, the video you uploaded from YouTube is no longer available. There can be a lot of such problems, all of them affect conversion.

4. The text is not formatted properly. Sometimes, when you log in, you can see selling text on the site, but it is just a solid canvas, even without any special formatting. Few people want to read this.

5. Wrong colors. When one block is poisonous green, and the next one is bright orange, the visitor may close the page, since his eyes are more valuable to him than any of your products.

6. Defects in layout. When, when entering a landing page, you can see that one block collides with the second, and somewhere the order form has crawled halfway off the screen, there can be no talk of any good conversion.

7. Errors and typos. Many people don’t attach any importance to this, but it’s worth re-reading at least the headlines, because there’s a typo in meaningful title will not give your landing page credibility or your product credibility.

If the text has many errors, the user may think something like this: “Some illiterate schoolchild wrote this text and I should believe it? Well, I do not". It’s one thing to make a couple of mistakes in an information article that doesn’t affect sales, but it’s another thing to write an illiterate sales text, putting an end to your business idea.

8. Too complex shape order. IN Lately This is happening less and less, but still. You need to remember that on a landing page, a visitor is unlikely to agree to fill out more than 2-3 fields; it is better to ask him to enter his name and phone number, and agree on the remaining details over the phone.

9. Order form not working. Well, this is without comments, in this case the information simply will not reach you. That is, there may be orders, but you won’t know about it. Conclusion: always test the form yourself and check whether the data is received correctly.

10. Landing page is too big. Here, of course, everything is ambiguous. A large landing page is not always a bad thing. For example, if you advertise your information product or service on it, then you can describe it for a long time.

Still, it's better to know some measures because most people don't want to read a book about why they need to buy what you're offering. If your landing page consists of many blocks, it is better to make a fixed menu at the top with the main blocks so that a person can quickly go to them, rather than scrolling the page for 15 seconds in search of the desired section.

In other cases, when the essence of the offer is already extremely clear, it is better to limit yourself to a small landing page.

An Implicit Way to Improve Conversion

Essentially, a conversion can be considered when a user fills out an order form. But does this action directly bring money? No, because after this he still has a conversation with a call center employee, and in the end he may well refuse the product. It turns out that there was a conversion, but it didn’t bring any money. And you need conversions followed by confirmed customer orders.

So, you need to improve your customer calling as much as possible. Whether you do this personally, your employees or employees, on your part you need to take care of at least two things:

So that a call to a person occurs almost instantly after he fills out the form. If you call even after a couple of hours, the desire to purchase the product may by this time decrease significantly.

So that those who make the calls more or less understand the features of the product/service, can list the advantages and generally conduct an adequate dialogue with the client.

What else affects conversion or not everything depends on the landing page

Landing page will always be just one of the factors that shape conversion. You always need to keep some other factors in mind:

How to increase the envelope when everything is already optimized?

Everything will never be fully optimized. There will always be things that can be improved. If you've done everything you can but want to continue improving your CR, it's time to start split testing.

A split test is when you take the current landing page (copy it) and change one detail on it. After that, you pour approximately the same amount of traffic on both pages and see which one you end up on. better conversion.

Next, you take the best of the two options, change some detail again (this time another), again pour traffic and look at new results. Split tests are worth doing, of course, when you already have enough money to test your ideas.

For example, you can make a landing page for a narrower target audience. For example, only for male motorists. Accordingly, you must rework it significantly - replace pictures, slightly change the text, perhaps even colors, reviews, etc. That is, adapt the entire one-page website specifically for a narrow audience.

And this is just one idea for improving conversion, you can come up with your own.

Where can I see examples of high-converting landing pages?

You can look at many, many such examples in CPA networks. In particular, some of the largest are KMA.biz and m1-shop.ru. Just register with these aggregators and you will be able to freely view all offers and landing pages for them, respectively.

There are hundreds of offers in these networks; each one usually has several landing pages. I can give advice to look first of all at the landing pages of top offers, usually they are already maximally optimized and on them good conversion.

Epilogue

Well, I think I've said everything I wanted to say about improving conversions. Of course, all the tricks and secrets of increasing the envelope have not been revealed, but by optimizing even everything that was discussed in the article, you can raise the envelope significantly. And then, perhaps, you will come up with something of your own.