Examples of high-converting landing pages. Examples of three high-converting landing pages. Avoid formulaic language

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

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

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

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

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

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

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

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

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

Why do they make landing pages:

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

Landing pages are created for:

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

Landing page and sales funnel

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

The landing page sales process looks something like this:

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

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

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

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

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

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

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

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

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

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

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

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

Case 1. Low conversion (sales) of the company’s main website

When a website shows a low conversion rate, that is, customers leave without purchasing anything. And there is no money to create a new working large website.

Calculation example: 300 people visited the site in 24 hours. Subscribed to the newsletter - 12 users. The conversion will be: 12 / 300 * 100% = 4%.

The average conversion of sites in zone.RU is 0.5%. Landing conversion rate is 5–10%. These numbers hide the whole truth about why entrepreneurs love to sell their goods and services through one-page websites.

Case 2. New product launch

When you run New Product and want to show it in the most at its best. When you need to focus contextual advertising on a new product.

Case 3. Solving a specific problem

When you need to solve a specific marketing problem. And the company’s main website is not suitable for this.

Creating a landing page without in most cases will help increase sales.

Just having a landing page will not attract a ton of customers right away. In fact, landing is just a tool. Even the most sophisticated drill will not drill a hole in the wall until you pick it up. So it is here.

For the page to work, you need to “turn it on”.

To do this, you can take the following steps:

Launch contextual advertising to your one-page website.
Launch e-mail newsletter based on a pre-collected subscriber base. In the letter, briefly describe the properties of the product and add a link to the landing page.
Advertise a product on forums, partner sites, message boards. Add a link to the page everywhere.

It is a mistaken belief that a landing page can be the only place of communication between business and audience. If a company does not blog, does not develop its presence on social networks, or does not use email marketing, the landing page will be ineffective.

Case Study
The young man became interested in the offer of the Kverti company. The guy has never heard of this company before, and therefore is looking for evidence of its existence. Visits the company’s website and blog, joins a group on social networks.
He was convinced that the company was working. The blog content is constantly updated. On social networks, admins quickly respond to user questions. The client returns to the one-page page and makes a pre-order.
Now ask yourself a question: what would the guy do if he didn’t find traces of “Kverti” on the Internet? If the entire existence of a company began and ended on one single landing page. Would he order their product?

Takeaway from this example: use auxiliary tools to enhance the effect of sales through your one-page website.

2. How much does it cost to create a landing page and what does the price of a one-page website depend on?

The price of creating a landing page depends on whether you order one-pager or do it yourself.

The first option is expensive. Freelancers charge from 100-200 USD. for work, design studios – from 1,000 USD Cool agencies – from 5,000 USD
The second option is “almost” free. If you involve a programmer or copywriter in the development, if you use a paid template as a basis, the price of this method will be from 20 to 1,000 USD. and even higher. For a better understanding of prices different types websites and landing pages, read our article.

If you decide to order a landing page, you will be asked to fill out brief– a special questionnaire: answer questions about what you would like to see on the site.

Your answers will be the basis for the contractor when determining the price for the work.

The more “tricks” and “bells and whistles” you want to see on your one-page website, the more expensive the landing page will cost.

The price will depend on:

unusual structure and unique design will cost 7 00 USD;
contextual advertising and its setup – from 100 USD per month;
text from a good copywriter - 50-100 USD, from an excellent commercial writer - from 1,000 USD;
unique pictures and icons (not downloaded from stock) – that’s at least another 100-200 USD.

In addition, the landing page price is influenced by analysis target audience, selection of key phrases, testing page structure, constant monitoring, etc.

I've come across landing pages whose conversion rate was 50–60% . That is, every second visitor left their details or sent an application to purchase a product. The secret to such great returns was two factors:

The page was visited mainly by the target audience - that is, people who were interested in this product.
The developers adhered to the traditional rules of creating an effective landing page.

I will tell you about these rules.

Tip 1. Place one product on your landing page

If they fail to hook you, the reader will not reach the treasured “buy” button.

Follow these rules:

Focus the client's attention on one thing.
Tell him about the benefits of only this version of the program.
Offer him a discount on one product.
Get him interested in sending out newsletters on a specific topic.

If you place ten products within one screen, the visitor’s attention will be scattered. He will scan the entire page. Perhaps he will pay attention to a huge discount or some funny picture. And then closes the tab. In five seconds he will have forgotten about your existence.

The user visits the site. The first thoughts that come to his mind are: where did I end up, why am I here? If he doesn’t find an answer in the next few moments, you will lose the client.

According to statistics, 80% of potential buyers leave the page in the first fifteen seconds. And here are the main reasons:

They didn't find what to do here. The site does not have a specific call to action: “subscribe”, “order”, “find out more”, etc. Remember, if there is no “big red button” on the screen labeled in a simple word“buy” - this is a bad landing page.
Visitors do not understand what is offered to them here. They are irritated by dozens of details splattered on each other, flashy gifs and continuous Caps Lock. Awkward elements compete for the visitor’s attention, distracting him from the main thing – making a purchase or subscribing.

These tips will help you increase sales of your product:

Our everything– a rectangular red button with a capacious verb in the center. Place it not only at the end, but also at the beginning of the page.
Be clear. Speak directly: what the user must do and what he will get for it.
Remove everything that distracts from the main idea. Incomprehensible graphics, neutral pictures, stupid headings, left buttons, huge banners advertising other people's products.
Convince the visitor with an example of the exclusivity of your product. When praising a product, use more numbers and comparisons. Place a red button next to the belief.
Show specific benefits, that the client will receive from using your offer.

But don't be overly passionate in your desire to intoxicate the client. Excessive pressure and an overabundance of advertising conditions only makes readers nauseous.

Tip 3. Use selling headlines

Selling fluorescent lamps? Here's the headline: "Save energy 4 times more efficiently."

Do you invite fatties to the fitness center? Hit the heart: “Who else wants a TV star figure?”

When laying out headings, be sure to use h1 and h2 tags. If possible, include them key phrases– those words and phrases by which clients will find you through a search engine.

Tip 4. Write high-quality selling text

The text is the first priority. Until you have a fully formulated proposal, don’t even think about ordering a landing page design.

For the text to be first-class it is necessary:

First- know who the person is who needs your product. Create a portrait of your “ideal buyer.”
Second- read books about marketing and sales psychology.
Third- be able to involve the client in a conversation. Even if this conversation is actually a monologue. Imagine what questions arise in the interlocutor’s head. Write your answers logically into the text. Write until you tell everything about the product. And don't get hung up on the number of characters.

I noticed how internet marketing gurus like to criticize big landing pages. If you take a closer look at the object of criticism, it will become clear that they condemn tedious and uninformative texts. For some reason, critics avoid interesting and worthwhile long landing pages.

Don't be afraid of large texts if:

The product is complex and unfamiliar. The client will have to chew on every advantage of the product. Provide many examples to prove its benefits.
The product is expensive. To get a response, you will have to use all the superpowers of the landing page - reviews, guarantees, cases, discounts, post-warranty service, gifts.

Statistics
70% visitors won’t even read the halfway point of your tortured landing page. Don't blame yourself. Try to grab the attention of others 30% – that’s not bad either.

Tip 5. Avoid aggressive advertising!!!

How do you like three exclamation point at the end of a sentence? Maybe we should have added CAPS LOCK?

These things are a sign aggressive advertising. A normal person looks capital letters and three exclamations causes panic attacks: “They want to sell me some nonsense,” “This again intrusive adware!”, “I always said that the Internet is a garbage dump.”

And for good copywriters, editors, content managers, this is also a sign of parochialism, unprofessionalism and sometimes, excuse me, idiocy.

I also recommend excluding the following cliches from the text: “flexible system of discounts”, “leader in the field”, “ high quality And low prices", "vast experience", "individual approach". Without regret, delete all crude and unsupported phrases.

This stage is very important for the successful promotion and sale of goods and services.

Let's get straight to the rules:

Readable font – 16 point. I recommend: Georgia, Open Sans, PT Sans, Arial, PT Serif, Clear Sans, Garamond.
Up to 80 characters per line.
Every 3-5 lines – a new paragraph.
Every 2-4 paragraphs – a new subheading. Subheadings should be composed in such a way that the reader, after skimming over them, can easily understand what is being said.
Required: lists, quotes, tables.

Consider which path the visitor’s gaze will follow. When all the elements are in place, a person easily perceives information. And if the client understands your product, there is a chance that he will immediately buy it.

Use visual navigation: arrows, icons, pictures. Attract attention with contrasting shades: highlight the headings in color, use a red (yellow, orange, green) button.

A relevant landing page is a page that meets the user’s expectations.

Another example
If the user clicks on the banner “buy new iPhone with a 10% discount”, then on the landing page there should be an offer specifically to buy this phone and with this particular discount.

Create your own landing page not only for each marketing campaign, but also for each traffic source. For example, clients come from the social network VKontakte - this should be reflected on the website.

90% of buyers think before they buy something. People are afraid of fraud and fear for their safety. Many people do not want anyone to know about their purchase. Fears give rise to objections: “I’m afraid of losing money,” “I don’t believe that the price can be so low.”

Since you cannot personally reassure the client, take care of the answers to their objections in advance. Formulate convincing arguments and insert them into the text.

I'll give you some hints:

1-2 week money back guarantee."If you don't like the product, we'll refund your entire investment."
Offer to try the product for free.“A 2-week trial period will help you decide.”

Such marketing moves have been and remain relevant when creating landing pages.

Be careful with deficits. Few people now believe in countdown timers. Moreover, when the counter is constantly updated when the landing page is reloaded.

Be smarter. Indicate the quantity of remaining products. Constantly and manually update information. The user must see that the goods are being dismantled.

Make the buyer think so
“Yesterday there were 74 microwaves with a 50% discount, this morning there were 23, and by lunchtime there were only 7 left. We need to take it urgently!”

Tip 11. Convince the user that you are reliable and safe

Place trust elements close to the call to action.

Use social media buttons– tweet feed, likes on Facebook, list of subscribers in a group on VK.
Post reviews with links to people or the company that left them.
Display awards and certificates. Documents should open in full size and easy to read.

Tip 12. No complicated forms to fill out.

The data entry form itself does not cause unpleasant emotions in visitors. The majority of your target audience is ready to interact with you. If necessary, they will write their name, occupation and e-mail.

The difficulties begin when, at the registration stage, users are asked to talk about their lives in more detail. I advise you to postpone the moment of closer acquaintance until later - when the visitor confirms the fact of registration.

Another problem is a complex captcha.

Captcha- a pop-up form in which the user enters a set of characters (numbers and letters in blurry pictures), confirming that he is not a robot.

Everyone is stuck over deciphering symbols, solving puzzles and riddles. Therefore, not everyone passes the test - about 30-40% will close the tab and immediately forget about your offer. Forget about captcha. Leave it to your competitors.

This advice brings the essence of all previous paragraphs. Order a simple Landing page.

The page should be:

Without unnecessary graphics and text
With a proposal to perform only one action: buy one product, subscribe to one newsletter, and so on.
Looks free, spacious and not overloaded

The ideal landing page is a logo, a clear title and a button. If your product allows you to create a one-page website in a minimalist style, use it.

4. What is better: order a landing page from professionals or make a landing page yourself?

The command needed to create a landing page from scratch:

Marketer. Develops a strategy. Forms a proposal. Tests the results. Creates a website prototype.
Copywriter. Writes texts. Creates headers.
Web Designer. Based on the prototype, he makes a layout. Implements special effects.
Front-end developer. Programs and typesets. Tests the landing page display on different devices. Sets up the form feedback, call button, etc.
Director, specialist contextual advertising. Analyzes semantic core. Picks up keywords. Sets up contextual advertising.
Manager. Supervises the work. Calculates the payback of the project. Makes key decisions.

The services of six specialists will cost you from 3,000 USD. This is the price for a landing page that will work.

If you plan each stage of work correctly and find in advance good people– the landing page will be ready in 2-3 weeks.

Now let's move on to the second one - "independent" option .

If you are an “ordinary” person, you will most likely fail in programming, design and layout tasks. There is nothing left to do but download the finished one free template or use a paid landing page constructor.

You will have to take on the work of a copywriter, manager, contextual advertising specialist and marketer. Here rough diagram actions:

Come up with an idea. Formulate a proposal - a message to the audience who needs your product or service.
Break your idea down into logical blocks. If you ask a question in the first block, the second or third block should be the answer.
Develop a teaser*– picture or text. Make it catchy and concise.
Work on the main text. Here you will act as a copywriter.
Come up with headlines. It is desirable that they are not heterogeneous and form a story.
Call to action. On your selling website you should have the phrases and words “order now”, “call”, “subscribe”.
Get into design. Choose a suitable landing page template. Edit it to fit the structure you came up with. Look for photographs and illustrations in stocks. Or take a camera and shoot the material yourself.
Launch the landing page. Set up contextual advertising.

Hard? But it's free! True, you will spend a lot of time on this: probably no less than 4-5 weeks.

Let's look at a table of ways to get a ready-made one-page website.

5. Popular landing page designers - TOP 3 best

The popularity of landing pages gave impetus to the emergence of a number of website builders. I will now tell you about several - Russian-language and the most popular.

Constructor 1. “Flexbe” (flexbe.com)

- a very simple and reliable landing page builder. The free version is valid for 14 days - enough time to understand whether the designer is convenient and suitable for your business.

Most cheap tariff– 750 rubles per month. This amount includes: one domain, 10 pages, 250 SMS notifications, technical support, your Mailbox and other “goodies” up to free domain in the zone.RU.

The most expensive tariff is 3,000 rubles per month. This is an unlimited number of domains, as many pages as you like, 1,000 SMS notifications, and so on.

The downside is that you won’t be able to create something incredibly cool. A no-frills Flexby tool set.

The advantage is incredible speed. In 10 minutes I created an acceptable one-page website. It looked good on mobile device screens.

Constructor 2. LPgenerator (lpgenerator.ru)

Let's imagine that you have already downloaded the template you like. What do you have hosting and Domain name. What to do next?

Landing page installation instructions

A few simple steps on how to install a one-page website:

Go to your hosting provider's website. Go to your account control panel.
Find root folder website (it must be empty). The name of this folder is the domain you purchased in advance.
Click the download button, in the window that appears, select the archive with the template.
When the archive is copied to the domain folder, click the “Unpack” button next to it.
Wait 20 seconds for the operation to complete. Refresh the page.
Landing page installed!

To edit the landing page, go to the root folder of your domain and search for required file. Change text, pictures, insert videos. You can learn this: read a couple of articles on the topic - and go ahead, make money.

7. Real examples of working landing pages

About 15-20 years ago, landing pages were created for impulse purchases. In the old days, people were still influenced by acidic colors, crazy GIFs and other rubbish. Now we have become more discerning: we pass by empty promises, we trust a calm tone and convincing evidence.

“Those” days have passed, but there are still people who believe that a landing page should be “screaming.” I created this section to convince them otherwise. Here are examples of landing pages. Let's look at their pros and cons and understand why they work.

Example 1. Master Climate - a company for the installation and sale of climate control equipment

www.masterclimat.pro - we made this site with a friend when we were still studying.

The site has a clear structure and a pleasant design in the “ventilation and air conditioning” style. Also implemented on this landing page Adaptive layout, that is, the site adapts to any screen size, including mobile devices.

Example 2. Alfa-Bank vacancies

www.job.alfabank.ru - we scroll through the site and see how a young man’s career starts at Alfa-Bank. After some time, having looked at the tempting visualization, site visitors finally see the letters. The page contains decent text – its quality is no worse than an animated picture.

A description of new vacancies is posted right on the surface, and an opportunities section is published. For applicants - a small and very simple form.

Action button: at the top there is a small and barely noticeable “send resume” button - this is a minus; at the very bottom of the page there is a bright link “view vacancies” - this is a plus.

Globally, you can make money on landing pages in three ways:

Creating landing pages to order, that is, being a web studio, designer or manager of the entire project, having found the right team.
Using one-page sites as intended, that is, sell goods and services through them.
Doing lead generation. Leads - contacts of potential clients. These are “warm” applications that can be sold to target companies. For example, you can create a landing page “Sliding wardrobes in Samara”, drive traffic to it and sell the generated applications to the companies that manufacture these cabinets.

Which method to choose is up to you to decide. In the first case, you will receive money from clients who need the sites themselves, and in the second - the money that landing pages will bring from sales to end consumers.

9. Conclusion

The truth is, people are tired of landing pages. They are tired of the same tricks - countdown timers, crazy discounts, " unique offers", static reviews that have not changed for 2-3 years.

To prevent visitors from closing your landing page, make it unconventional. No, you can use templates, but fill them out wisely. Don't lie, don't chase fleeting benefits. Think about the client and his needs.

Let's summarize:

Landing- This great tool to attract new subscribers and buyers.
Don't rely only on the landing page. To communicate with your audience, develop other areas - blog, main website, groups on social networks.
You will always have time to order a landing page. So try to do it yourself first. Ready-made templates and designers will help you with this. All that remains for you is to develop a marketing strategy, write text, and set up contextual advertising.

At the end of the article, there is a video on the topic of making the perfect landing page:

I wish you good luck in business, launch your landing page and increase your sales!

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. Below is a link to the original page, but it may have 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

Example of a landing page for selling bean bag chairs

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 at the 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

We continue our review of landing pages with high conversion rates. Some companies turn to non-standard solutions when developing landing pages, as we could see in the previous article “Best Practices.” Landing Page with high conversion. Non-standard examples" ( and ), others resort to more traditional methods, which we will talk about today.

21. Test regularly

We have already mentioned the blink test, but you shouldn’t limit yourself to it. Whether you're split testing or using , you should always try to improve your landing page consistently. high level, experimenting with specific elements.

Test everything and make the process systematic. The list to study includes: headline, subheader, colors, main image, call to action button text and its placement, main message, acquired benefits, USP, offer text, thank you page, inclusion places... We can go on forever.

It is important to remember: most split tests end in a negative result. This is not bad if you started with a hypothesis that can teach you something if it fails.

So don’t be afraid to fail—take it and test it again.

Speak the language of your audience to make your offer more understandable and convey your unique selling proposition to customers as clearly as possible. Marketers often think that the headline they choose speaks for itself, but the subheading often provides more specific details. Avoid this by keeping your header super simple, even if that means swapping out your landing page title and subheading.

Additional tip: To add clarity, test variations of headlines that include a question, a list of customer benefits, and Loss Aversion elements.

Here are the results of the study on the wording of the title:

Question (control): “Do you love betting on sports? We, too"
First control option (benefits): “Do more money on your bets - get free advice."
Second control option (fear of loss): “Stop losing money on your bets - get free advice”

What result? The clearer the better. The first option brought an increase in conversion by 41.14%, and the second - only by 11.03%.

23. Nothing superfluous in the message and design of the CTA button

Be specific and refrain from using common words in the text of the button, such as “Continue”, “Next”, etc. Eliminate any ambiguity, any potential ambiguity and unnecessary options, making users think.

Here's an example of a button on Netflix's website where they've proactively answered any worrying questions about what's going to happen next, how to cancel, and how obligated you are to accept the offer. The CTA even includes a time frame:

The most an important part your one-pager should stand out due to contrasting colors, positioning of elements, clear calls to action and prominent buttons. Even if the lead form is at the end of a long landing page, it can still attract attention.

Tip: choose specific color for the CTA button and hardly use it on the rest of the page space. If you still want to include this color somewhere else, use the text of the call to action itself, thus extending the “ color effect» buttons:

The only ones painted in Blue colour the elements here are the CTA text and the background of the button itself

When creating landing page ads, make them similar: keywords, images, colors, headlines, font size and type, brand presentation and the gut feeling it gives. This way you will adhere to the principle of consistency. Otherwise, upon entering the landing page, your visitor will be confused and lost - it will seem to him that he clicked on the wrong thing advertising window.

... and the landing page - each part of them matches up to the comma.

25. Build trust

Here you will be helped by reviews and logos of client companies, recommendations, guarantees, phone numbers and other types social proof. The main thing is not to exaggerate or distract too much. In previous articles, we talked about how some information can cause negative thinking.

If your content appears realistic and trustworthy, people will consider you to be a reputable company, which will help visitors decide to connect with you.

A worthy example of how you can build trusting relationships:

Well presented here famous brands, and it’s hard not to trust such a presentation.

Money back guarantees work quite well, as in this example:

100% guarantee. Satisfied customers are our #1 priority. If you're not completely happy with your purchase, simply return the socks to us and we'll issue a full refund or exchange them for a different style/color. No questions asked, no hassle

Thus, you will not lose the attention of visitors and they will not leave the page. without waiting for it to fully load.

Walmart.com conducted a test that proves the importance of this factor:

If the page loading speed increases from 1 second to 4, there is a sharp drop in conversion rates. But for every second of acceleration of this process there is a 2% increase in conversion

Brad Smith, a marketing specialist and regular contributor to the Unbounce blog, succinctly describes 11 ways to speed up loading times:

Clean up the code.
Minify HTML & CSS.
Use .
Use fewer redirects.
Change the location of the scripts.
Don't use too many WordPress plugins.
Update your hosting.
Resize your images.
Compress the images.
Use CDN (Content Delivery Network) for images.
Use external hosting, where possible.

27. Use KISS

No, not these guys :)

This is the well-known marketing principle of simplification, code-named “Keep-It-Simple-Stupid,” or KISS. Use a minimum amount of content on your landing page and keep it as simple as possible. We have already said what needs to be taken into account a certain degree inertia of visitors and reduce the amount of effort required from them when viewing your landing page. Everything should be easy and obvious.

28. Be mindful of readability

The content should not only be simple, but also easy to read. The right approach involves breaking up the text into numbered subparagraphs or bullets, segmenting it with visual inserts, and using a fairly large and readable font. It's also important to use images wisely and not make people read too much or for too long. The ideal length of paragraphs is 60-75 characters.

People read in in a certain order, moving the eye across the page in a sequence that resembles the letter F, so you should build your information hierarchy according to this feature. Check out these heat maps:

29. Keep the design clean

Remember the rules for using white space: remove all unnecessary things to help visitors see the main thing - your offer.

Here's an example of a clean, crisp design that walks the client through the entire potential process:

30. Be selective when it comes to images

Ideal (Hero Shot/Image) can do wonders for your conversion rate.

Always include a caption below the image, as text around the image traditionally has a high readability rate;
Use images that are relevant to the topic and not too attention-grabbing;
Compress images to improve loading times;
Use photos real people related to the intended geographic region;
Use a simple design - one product and one USP per page.

Wonderful sample from MailChimp:

The logo was turned into an active mascot - a very smart decision!

All people are constantly looking for some tricks and know-how. They are looking for interesting moves so that the result increases tenfold.

And as our practice has shown, if all this increases profits, then only in small amounts. When only the basics can truly change the situation. And as a rule, such topics always remain behind the scenes. And in vain! Time to change priorities.

Today's article will be devoted to the beginning - what is correct structure landing page with high conversion.

I know that I know nothing

If you have read up to this point and still don’t know for sure whether you need a landing page or not, then our article will help you.

It’s no longer a secret to anyone that a selling website (also known as a one-page website) is created not by the will of one’s own imagination, but on the basis of clear data based on analysis. That is, it's not so much creative work, how much is the exact calculation.

Therefore, I will add a fly in the ointment to this ointment. Namely, what needs to be done before creating new document called “Site Prototype”:

conduct ;
identify expectations, stereotypes, fears, pains and objections;
divide the target audience into segments and determine their selection criteria.

All these points are directly related not only to creating a landing page, they will be useful to you in many other aspects of your business.

Therefore, if you haven’t done this yet and, moreover, don’t know how, then run to study our blog as soon as possible.

Correct and selling landing page structure

After preparatory stage, the next thing our site will be built on is the “warmth” of traffic. Yes, well, everything will depend on it!

And content, and photos, and texts, and . Many people make a mistake at this point, but we’re not like that, are we? ;-)

A real find for those who are thinking about creating a landing page will be the so-called “”. The diagram looks like this:

Hunt's ladder

According to this scheme, the client must “mature” and go through all 5 stages from lack of need to readiness to buy. We discussed a specific example of how to use the Hunt Ladder in this video:

https://youtu.be/IF5hR2MLfX0

In order not to explain everything “on fingers”, everything below will be based on real events, namely landing example page of one of our clients – the carpet cleaning company “Clean Square”.

Conversion of the carpet cleaning company "Clean Square"

By the way, the average result of all traffic is 6% conversion to an application, which in their niche can be called a purchase. Is it a lot or a little? Read about it in our article

Well, let’s take a closer look at the “level of awareness” of traffic, after which you will understand why this is so important. Let's start with the first step, based on our client.

Stage 1: No problem

Clients do not know what a dirty carpet is and that it needs to be cleaned. Everything is great with them, like in a fairy tale, no problems.

To attract such customers and create a need in them, you will need to fork out money and be patient.

Most often these are customers who have just purchased it. Therefore, in this case, our entire site will be imbued with the PMPHS structure.

That is, your task is to heat up the atmosphere from the first sentence and tell them that the carpets need to be cleaned (treated after purchase).

Otherwise, bacteria appear there, which subsequently settle in your body and cause illness, even death.

In the context of carpets it sounds stupid, but in other areas it may well be appropriate.

Stage 2: Problem, no solution

People know that carpets need to be cleaned and that bacteria accumulate in them. But they don’t know any other solution other than washing it in the bathroom and drying it outside.

Use this information on your website that there is a solution to this unpleasant situation.

Namely, in the first half of the site, show your solution. It turns out that you can call a company that will come and do everything at home, or come, take it away and deliver it.

And here we show the solution only within the framework of our service. Not showing other solutions. What is the difference this stage from the third.

Stage 3: There is a solution, we compare options

If your potential client is not yet at this stage, which is possible provided that you are selling a new or rare solution that people have not heard about, then you need to return to stages 1 and 2. But if the client is already at this stage, then he knows that:

You need to clean your carpet to extend its lifespan;
Prevention is necessary to avoid the accumulation of bacteria;
The carpet needs to be cleaned with special chemicals and equipment, and not with soap and a vacuum cleaner;
Even the worst stains can be removed.

That is, for queries such as “where to have a carpet professionally cleaned,” we can make a landing page comparing the pros and cons of our product and a car wash, self-cleaning, home visits of workers.

Since in in this case the client chooses between different approaches to get rid of the tasks that I wrote above.

Comparison with competitors

But you need to understand that these people are not yet ready to buy, they are quite “cold” and are still thinking:

- Maybe we should go to a car wash or do it ourselves?

Therefore, we make the first part of the site proof that our method is the best, and we make the second part with a hint that we are the right company to contact. And by the way, there is more such traffic on the Internet.

Step 4: Product selection

The client has decided that he wants to use the services of professionals in the field of carpet cleaning, but he does not trust any of them.

At this stage, prove that your company is the best and provides best conditions among all others.

This means that from the first minute of entering the site, our task is to convince that our company is the best. What are our advantages to all the advantages. That our conditions are worse than a boiled egg. You can, for example, do this using the before/after result block (of our cases).

Result before/after

Stage 5: Confidence and Intent

Clients who come with queries such as “clean square carpet cleaning” are looking for a specific company.

If you are not yet very famous, there will either be very few such requests or none at all.

Such clients, as they say, are “hotter” than ever. All they need to provide is our contacts and...

Where are you from?

Your head is probably in complete chaos right now after reading it, at least that’s how it was for me the first time.

And I wouldn't pay so much attention to it if landing structure page did not depend on Hunt's Ladder.

And in order to understand what level of awareness your client is at, you need to determine the sources of traffic before creating.

When a landing page is created from scratch, the answer is very vague, in the style of “Yes, we’ll try everything... Although, probably one thing, either targeting, or... We haven’t decided yet.”

Why is this so important?

1. . It will bring people who are at Stage 1 - 2. Rarely 3. And almost never 4.

That is, they are “barely warm” and before they buy, you still need to show, tell, and explain everything to them. So don't be fooled by expecting huge conversions.

Therefore, it is very important to pay enough attention to make it better than others.

Don’t forget that the structure of a selling landing page also depends on the price of the product - selling a more expensive product costs much more effort, which means making a longer and more emotional website.

Although, if you sell, say, premium cars, long text won't accidentally make your customer ripen before the sale.

Now you understand that professional performers offer you to create different landing pages for different channels attracting clients, not because they want to earn more, but because it greatly increases efficiency?

Example structure

Returning to our example. When developing the Clean Square website, we relied on “hot” keys and the same clients.

The task was to stand out from the crowd of competitors and hook the client. Therefore, the structure of a one-page page looks like this:

Title;
Benefits;
Advantages over competitors;
Comparison with services/analogues;
Example result;
Working conditions;
Cleaning stages;
Why they trust us;
Footer (map with address and contacts).

Lifehack. If you do the landing yourself, I recommend PlatformaLP. There are already ready-made templates with pretty good structures. This will make your life a lot easier ;)

Interfaces,

Usability

Surely you have already repeatedly encountered many landing pages and are tired of their aggressive behavior. Without even having time to read the headline, they immediately start asking for contacts from you. And if initially this technique still gave more or less good results, then every day it becomes more and more ineffective.

Visualization of typical aggression from the majority of landing pages

What happened?

To understand the reasons for the deterioration of conversion with this approach, you need to go back a little and understand where these forms came from in the first place.

And everything happened quite naturally. Most sites offered rather complex communication interfaces that required considerable preparation and patience from users. Ultimately, the evolution of interfaces reduced everything to a simple form: a name and phone number (or even just a phone number), by filling which users solved communication problems on the site and then they were processed by the manager over the phone.

The obvious simplification of interfaces had a positive effect on conversions and, like all good things, quickly spread across the Internet becoming a ubiquitous trend.

And everything would have been fine, but the natural desire of people to get more began to play a cruel joke on the simple form of contacts. This is how promotions, super offers, discounts and timers appeared that limit the action of all of the above and indicate one only correct action - fill out the form or die.

In most cases, this is where the talent of the majority of landing page makers ends, which is why we have thousands of “landing pages” made as carbon copies, differing only in the size of the discount or the duration of the far-fetched promotion.

So what's the deal?

I already wrote in detail about the problem of template solutions that do not take into account the needs of the target audience in my previous article: and I recommend reading it before continuing to read this article and, even more so, trying to implement the technique described below. Since the application is even very good decisions in bad landing pages will not significantly improve conversion.

So, in the process of interface evolution, people came to a simple request form that gives higher conversions than previous ones known solutions. Developers began to massively apply this technology and improve conversion with artificial stimulants, gradually shifting the focus from content to targeted action. At some point, this shift completely replaced the content, leaving only the focus on the target action. I consider this moment to be a turning point.

If we draw an analogy from real life, then now the process of meeting a girl looks something like this:

"Hello. Sleep with me! My offer is limited. Only 2 girls per day. Look how beautifully I am dressed. I'm very technical. Do not waste my time. Sleep with me!”

Obviously, this dialogue is absurd and the guy would definitely get at least a slap in the face. So why are you sure that most landing pages that work exactly the same way should be effective?

Demanding without preliminary acquaintance contacts we only cause irritation to the visitor. And as before, such solutions only work well for discount seekers and clients who really care. The latter are usually indifferent to all the other tinsel and they will buy, even if they have to look for your phone in the whois domain. But there are few of them.

Anticipating cries of “But it works!”, I want to remind you that conversion is not just numbers in analytics. It’s easy to indicate in your portfolio after the next landing page delivered, “Here we achieved a conversion of 40%.” And how many of them became real clients? How many will return? How much money has the business lost by giving out discounts and gifts left and right? They usually keep quiet about this.

Magic pill

I’ll upset you right away - there are no magic pills, and you still have to think with your head.

In the process of long-term experiments, we came to the conclusion that before asking a person to perform the action we need, we need to communicate with him. In the context of the interface, well-known masters do an excellent job of this task.

Thus, on the landing page of a travel agency, when clicking on the “Find out current prices” button, the user sees not a form for entering a phone number, but a “virtual consultant” who asks him several clarifying questions: When do you want to fly out? For how many nights? Who will go?

And only after receiving answers to these questions, he offers to leave contact information, explaining what will happen next.
This approach, together with the content-oriented content of the landing page, gives a significantly better result without causing a feeling of aggression. And there is an explanation for this.

People, even wanting to receive a product or service, are mostly rather inert and in no hurry to leave their contacts. Not everyone likes to talk on the phone, not everyone has time, not everyone knows what they want. They use the Internet to solve their problems and it is quite natural to first satisfy their needs and only then ask for contact information.

It is the master who solves the needs (naturally, in conjunction with the rest of the landing page’s content). By asking the right questions, we help a person specify his intentions and thereby push him to perform the target action.

In addition to specifying intentions, this approach also works on an emotional level, predisposing the client to empathy and trust.

In one form or another, this solution is applicable to most niches and is used by us in such areas as “tourist services”, “plastic windows”, “plastic pipes” and a number of others.

The described example of using a wizard in a popup is only one of the possible interface solutions and it is not necessary to use only one. It is important to capture the very value of the approach: to help a person specify his intentions and instill a sense of trust.

For example, when designing a landing page for plastic pipes, we determined key action intention to receive a price list of products. While all competitors, when trying to get a price list, immediately demanded contacts, we went further and satisfied the need of visitors by sending them to a page where they can immediately download the necessary price lists. On this page, along with prices, we posted special form request, but as expected, the conversion on it was quite low, which cannot be said about price list downloads.

The magic was different. The number of calls after downloading price lists sharply increased compared to previous version interface, and their quality has increased significantly. If earlier, the manager had to communicate at length with the client and then still send him the price list, then in this case the communication was more constructive. Thus, we reduced the load on the call center and increased the overall conversion denominator. Although not in the traditional way.

Disclaimer

The described interface solution is only a tool and requires careful handling. I am not calling for the wholesale use of wizards and similar solutions anywhere and anyhow, but I am only pointing out that in addition to the harsh and ignoring the needs of visitors, the requirement to immediately leave contacts, there are other, softer and more effective solutions.

Stop producing clones. Learn to think about your visitors and finally solve their problems. And in gratitude, they will definitely carry out your target action and when the manager calls them, they will greet his call with a smile, and not with a demand to immediately and at all costs bring them this gorgeous “hamster” as a gift, which they were so generously promised on the landing page.