Landing page: typical mistakes when creating the first screen. What is a landing page and how should it look like What is the name of a landing page on the Internet
Most owners of private businesses, various services and small organizations understand how important it is to conduct business online. Creating a website and maintaining a page in social networks is now part of the marketing strategy of any company.
But few companies and organizations know how to make the most of the opportunities that the Internet gives them. Building a website is certainly a key part of working online, but you can achieve much more with additional features. Creating landing pages is one of those possibilities.
What are landing pages for?
The landing page (landing page, or landing page) looks the same as the site, but it works a little differently. In online marketing, landing pages serve a specific purpose—downloading apps, signing up for subscriptions, buying products, and so on. Unlike the purpose of the site, the landing page serves only one clearly defined purpose - to convince users to perform one specific action.
What does it mean?
In terms of content, a landing page should only have one idea. It should convince the user to perform the target action and explain the benefits of performing this action.
The design of such a page should be built around this action and nothing more. This also means that the design should not draw too much attention and distract users from the main goal.
The ultimate goal of the page is to get the user to click on the button. Both the design and text of the page should reflect this.
The landing page, as the name implies, means literally one page. You can split it into several sections (as in this example) or add galleries with dynamic content (as below), but it should be only one page and preferably not too long.
Headings, subheadings, buttons, and pictures should convey the main idea of the page in a compelling and effective way.
How do landing pages work?
For a landing page to fulfill its role, you need to drive traffic to it. This can be done in several ways:
Create a targeted PPC campaign ( PPC) in search engines, which will link to landing pages.
Submit your landing page to your subscribers.
Optimize your content landing page so that search engines can find them in organic (free) search.
All of these methods are good for driving traffic to your landing page, but then you'll need to think about where to direct users after they've landed on your page. We've said before that the ultimate goal of a landing page is to convince users to click, but where should that click take them? Will they go to the shopping cart? On the registration form? To an internal page of your site? Think carefully about the next step and help users complete it in one click.
Creating a Landing Page in the Wix Builder
If you think that landing pages can help you in your online promotion, don't wait and create one right now. At Wix, you'll find a variety of ads designed specifically to help you get as many clicks as possible. Choose a theme or design that the best way convey the style of your activity, and then add your photos, texts and links.
Perceiving the landing page as a regular one-page site, you should not expect high conversion from it. Yes, in its structure, the landing page is a one-page. But it has a number of functions, features and properties that require a different approach in development.
What is a landing page and what does it do
For a more accurate idea of the marketing tool that is the landing page, you should start by defining it.
A landing or landing page is a web page hosted on the Internet, the main objectives of which are:
- Gathering the necessary information about the target audience.
- Selling a specific product or service.
- Introduction to a new brand.
- Distribution of new software.
The task of a landing page is to push the user to take a certain action, which, in turn, depends on its purpose.
In practice, everything is not as confusing as it seems. First, let's define in what cases it is used. In Internet marketing, there are three situations for using landing pages:
- With a low conversion of the company's main website.
Conversion is the ratio of site visitors to buyers. If there are many more users coming to the site than orders, the conversion rate will be low. Hence, the ad works well, unlike the website.
When there are no resources to create a new site, a landing page is used. There are two reasons for this:
- development is cheaper than creating a new site;
- Quality possesses.
Therefore, it is beneficial for entrepreneurs to use it for business, but only as an additional or temporary marketing tool.
- When launching a new product.
In order for a new product to give a good level of sales at the start, advertising alone is not enough. Let's say after viewing the user clicked on the link and got to the main website of the company. Will he look for it in the catalog and collect all the necessary information? No, it's long and hard.
The landing page allows you to concentrate all the attention of the buyer on one product and, thereby, emphasize its uniqueness. Moreover, in this case, you can save on development and use the main page of the site as a landing page.
- To solve a specific problem.
Marketing tasks in e-commerce can arise simultaneously and have a short-term character. To adapt the site for them, you need time, which sometimes does not happen, and a lot of money. Therefore, it is more expedient to use a one-pager.
But do not take the landing page as a universal sales tool. It is rather an additional tool that "works" only in conjunction with other communication channels: contextual advertising, e-mail mailings, etc.
Landing page types
In accordance with the tasks, there are 4 types of landing pages. Each of them has an individual structure and features. Having decided on the marketing task, the type of one-pager is selected by default.
click through page
The first and simplest type of landing page, the goal of which is to get 1 click. This is where its characteristic feature comes from: the button is its only dynamic element. Everything else is text and graphic content that encourages the user to click on it.
Lead Capture Page
The lead capture page or Lead-capture Page is created for a closer interaction with the user. In order for a person to spend time filling out a form with contact details and personal information, he needs to be really “hooked”. To do this, the design, content, and unique selling proposition are being worked out more carefully. But at the same time, the content should not distract from its main element of the page - the lead form.
Squeeze Page
If we describe this type of landing page in simple words, then it is similar to the “you give me - I tell you” scheme. That is, its task is to get the user's email address, but not just like that, but in exchange for something. For example, for a discount or access to information of interest. Reception is very common in Internet marketing, it allows you to simply and quickly replenish the client base for mailing.
Selling pages
It is clear that selling pages should sell, but how? The answer depends on the specifics of the product. Selling pages do not have a universal template. They can be: both short and long; both short and extended; both rich and light.
For example, to sell a new product of a popular brand that does not need to be introduced to the buyer, one page without scrolling is enough. Conversely, to sell an expensive product of an unknown brand, more information will be required to place on the landing page, which automatically increases its size.
If the entrepreneur is not sure which format of the selling page will give the highest conversion, A / B testing is used. This reduces the time to promote the product and saves money on using an inefficient landing page.
Good page checklist
Before compiling several variants of a one-page site for A / B testing, you should familiarize yourself with its mandatory elements. Landing page checklist - 8 required elements that it must contain. Internet marketers for themselves can make checklists of 50, and even 100 items, but there is a constant minimum that it should include.
Checklist for a good landing page:
A cap
The header is the upper part of the first screen of the landing page, which contains important information about the company - logo, contact details, opening hours, title. They can also be duplicated at the end of the page if a long landing is used. A slogan and a CTA button can also be added to the header.
USP (Unique Selling Proposition)
On the landing page, a unique selling proposition is written in one sentence, which the eye should cling to. Don't get too creative with the problem. The USP is formed clearly, so that without much effort it is clear what exactly the company offers.
Advantages
This part of the page describes the USP more fully, or rather, its benefits. Benefits are documented in a separate block containing a list of 3-5 points. Recommendations for writing remain unchanged: the main thing is brevity and clarity.
Media content
Media content is represented by a photo and / or video of a product or service. If the landing page is promoting a product, take a few general photos of the product from different angles, as well as its individual elements. When it comes to a service, it is important that the user visually assess the process of its implementation.
Reviews
The reviews section “warms up” the client’s trust. Young developing companies have problems with them due to lack of experience in the market. Therefore, they resort to buying reviews, which only repel potential customers. If it is not possible to post people's real opinions about the company, it is better to exclude this section altogether.
Feedback form
The feedback form or lead form should be placed in several sections of the landing page - at the beginning and at the end. While some will only need to look at the title, others will study the entire landing page. In order not to miss a potential client who is ready to leave their contact details, but still a little hesitant, the feedback form should be within seconds. This does not give him too much time to change his mind.
Target action button or CTA button
A CTA button, like a lead form, should be placed in several sections of the landing page. They should have different names, but lead to the same target action. For example, "Order", "Buy", "Get a consultation". The repeated repetition of the same word creates a feeling of obsession, which only repels buyers.
Basement or footer
The landing page should have a logical conclusion, which is what the footer is. Footer (footer) - the lowest part of a one-page site containing:
- Legal address of the company.
- Contact details.
- Social media buttons.
- Links to the main site.
Company information must be complete. Otherwise, the buyer will doubt whether to trust this company or not.
9 Landing Page Elements That Catch Attention
After determining the overall structure of the site, attention is paid to its details. A landing page is a one-page site where the maximum time spent by a user usually does not exceed 8 seconds. Then he either buys or he doesn't. Therefore, when creating it, careful study of all, even minor elements, is required.
9 essential landing page details:
Strong header
For a headline to become “strong,” it must be catchy, but concise. It should not go against the title of the contextual ad that brought the user to the landing page. Yes, it is difficult to meet all the criteria in one phrase. But it depends on it whether the user continues browsing or not.
Persuasive subtitle
The first subheading usually follows immediately after the heading. It should be its logical continuation, complementing the main idea of the landing page. Sample: if the title is “Loan up to 50,000 rubles for any purpose”, the subtitle can be like this - “Without certificates and guarantors”. Thus, the key idea is not only supplemented, but also strengthened.
USP
The USP is the central and most important part of the landing page. It should be formed by the company even before the development of the page and answer the two main questions of the client - why do I need this and what will I get from it.
What should NOT contain USP:
- Description of the company.
- Links to external sources.
- Possibility to choose between several products.
These are the top 3 mistakes people usually make when designing a landing page. When creating a USP, you can use the classic “problem-solution” scheme.
Trust indicators
Trust indicators are “beacons” that encourage the client to trust the company. Every user has a negative online shopping experience. This forced them to learn to distinguish a conscientious seller from a fraudster. Hence the task is to prove to the client that everything is fair and safe here.
Trust indicators include:
- Reviews about a company or a specific product.
- Guarantees.
- Awards.
- Links to the main site and social networks.
People are very wary of one-pagers, as they are often used by one-day companies. Therefore, the more mentions of the company in the network, the better.
Primary call to action button
The main CTA button is located at the very beginning of the landing page. It should be as visible as possible and clearly reflect what it is for. The call to action is clear – “Buy”, “Order”, “Start”, etc. Marketers recommend avoiding red CTA buttons when creating a landing page. You can make it noticeable without bright colors with the help of contrast.
Secondary call to action
A secondary call to action is needed for long-page (long) landings. The rules for its design are the same as for the main button. So that the call does not seem intrusive, you should not oversaturate the landing page with buttons and use different text for them that describes the target action.
No navigation menu
The navigation menu allows site visitors to randomly move around its page. This should not be. The client must go through everything and independently come to its successful completion.
Photo and video
Photos and videos are sure to attract the attention of the buyer, as he must visually evaluate what he is buying. They are placed as separate elements or collected in a gallery with graphic material. The main thing is that in the end the product lives up to expectations. Therefore, do not overdo it with image processing.
Capture form or lead form
Even if a whole staff of professional marketers worked on the landing page, this will not force the client to fill out a form consisting of 10+ fields. Therefore, to capture a lead, it is enough to know his first name, last name and e-mail address. Everything else can be learned through closer interaction with the client through targeted mailings.
A/B testing
A/B testing is an effective method of marketing research by changing the key elements of the site. If the company is faced with the task of increasing the conversion of the landing page, then split testing is the first thing to start with.
When creating test versions of the main site, change:
- Design elements.
- Text content.
- structure.
- The arrangement of elements on the page.
A/B testing is carried out through Yandex.Direct and Google Analytics services. It compares different versions of one of the listed elements. It is impossible to analyze completely different versions of landing pages, since this does not make it possible to draw conclusions from the testing results. Therefore, all elements are tested separately in a predetermined sequence.
If you need to conduct a study yourself, when developing hypotheses, it is recommended to look at ready-made cases of split tests. This will save not only time, but also money.
How to promote a landing page?
It is not worth hoping that users will somehow wander to the landing page, so you need to immediately decide on the channels for its promotion. You can get traffic in both paid and free ways. But the more traffic sources are involved, the more effective the advertising campaign will be.
PPC campaigns and contextual advertising
The acronym PPC stands for Pay per Click. Accordingly, a PPC campaign is a system of marketing activities that includes advertising with pay per click. These include contextual advertising in search engines. Google systems and Yandex.
Contextual advertising is placed through Google AdWords and Yandex.Direct services. They allow you to set up ad impressions according to many parameters of the target audience (gender, age, interests, etc.), which significantly improves the quality of the click.
When publishing ads through Yandex and Google services, the ad is placed in a specially designated place for it - on one of the 5 lines above the search results, or to the right of it. The exact position depends on the ranking and quality of the ad.
- Clickability().
- Landing page and ad text relevance.
- Compliance with ad formats.
- Adaptation for mobile devices.
- Landing page quality.
- Keyword match.
Due to the fact that the analysis also takes into account the state of the landing page, the most effective campaign will be the one where the landing pages are adapted for contextual advertising services. The effectiveness also depends on the set of keywords and negative keywords. After all, it depends on them how relevant the ad will be to the interests of the target audience.
Advertising in social networks
- The greatest loyalty of users to advertising.
- Possibility of targeting.
- High user activity.
- Moderate cost.
Targeting is an advertising mechanism, thanks to which users can be selected from a general group of people who fit the given parameters. With the help of targeting, you can set up an advertising campaign according to the gender, age, location, and even the musical preferences of the target audience. The main thing is to have a clear understanding of the client.
Its cost can be calculated both per impression and per click. The maximum bid is set by the advertiser, after which the ad is put up for auction. The higher the rate, the more often it is broadcast on the social network.
Email marketing
Mailing list is a reliable and proven way of interacting with potential customers. It is suitable for landing page promotion. But only in the case when there is an accumulated database of addresses. Spam will not bring any efficiency, but rather create an unpleasant impression about the company.
To promote the landing page, you will need to create a separate letter that will push the user to the target action - clicking on the link. While there is none, you can simply add a link to the landing page in the signature of the main letters to clients.
Guest blog posts
The great thing about guest blog posts is that it's a completely free communication channel. But the difficulty is that it is not always possible to place a link to the landing page in the text so that it looks appropriate and unobtrusive. Therefore, most often they are added to the signature to the article.
How much does a landing page cost: factors affecting the price
The cost of a landing page is absolutely ambiguous. First, it depends on who will develop it. Making a one-pager is easy. With the right information, you can create it yourself. It will be much cheaper than ordering a landing page from a design studio.
When creating a landing page with your own hands, you will have to spend money on:
- Paid template. Price - from $ 10 to $ 1000;
- Copywriter. The cost of services is from 1,000 to 50,000 rubles;
- Programmer. Payment depends on the complexity of the work, on average - from $ 50 to $ 1000.
When ordering a landing page, the preliminary cost will be estimated based on the brief. A brief is a technical task that reflects what exactly the customer wants to see on his website. It contains questions not only about the appearance and structure of the site, but also about the features of the business, the target audience, etc.
When ordering, the cost of a landing depends on:
- Complexities of structure and design.
- Costs for contextual advertising and its settings.
- The quality of the selling text.
- The uniqueness of media files.
Another point that can "weight" the cost of creating a landing page is the popularity of the agency. Often, customers pay not so much for the work, but for the "name" of the famous studio. Although today freelancers are doing a good job with this.
13 Rules for Creating a Selling Landing Page
Each specialist has his own recipe for success, which has been perfected over the years. But such recipes are built on the traditional rules for creating a Landing page. It is thanks to them that their greatest efficiency is achieved.
Rule 1. One landing page for one product
The straight road is the surest way to the goal. If the landing page offers several products or services, this makes it difficult for the client to focus on completing the target action.
Therefore, when the seller deprives him of such a choice, he by default increases his success. Hence the main task is to focus the client's attention on one thing.
Rule 2. Clear call to action
If the user has landed on the landing page, he must understand within 5 seconds what he is doing here. To do this, you do not need to force him to scroll through the page to the end or look for the “cherished” button. The call to action should be clear and concise.
- Place several large buttons on the page with a call to action.
- Briefly and clearly explain to the user what he should do and why.
- Remove everything that distracts attention (unnecessary pictures, videos, ads, tables, etc.).
- Show the benefits of purchasing the product.
It is also necessary to distinguish between the clarity of the call and the imposition of a targeted action. Excessive pressure will turn the customer away from the purchase.
Rule 3
In fact, the USP formed into one sentence is the selling headline. Excessive creativity in this case is superfluous. For example, if a company sells home exercise equipment, a good headline would be: “Stop Wasting Money on the Gym! Professional fitness equipment is now in your home.
When forming headings, you also need to enter keywords in them. A one-pager is unlikely to get into the TOP-10 of search results for a relevant search query thanks to them. But you need to remember that contextual advertising matches the content of the landing page.
Rule 4. Selling text
The whole sales process depends only on the text. Neither the design, nor the structure, nor the bright pictures will convince the client to spend their money. Therefore, he needs to pay special attention.
To write a sales text:
- Realistically present the features of a potential client (his needs, character, preferences).
- Know the psychology of sales.
- Be able to engage a person in an imaginary conversation.
Information should be brief, clear and to the point. But if the product is expensive or unfamiliar, do not be afraid of large texts. Anyone who is really interested in buying it will read it to the end.
Rule 5. Do not use aggressive advertising!
Before writing a sales text, you need to stick two keys on the keyboard: CAPS LOCK and an exclamation mark. And this is not a joke. Despite the fact that all Internet marketing and copywriting manuals say that sales texts written in capital letters and containing countless exclamation marks only SCARE customers away, they still appear on the network with enviable frequency.
You should also avoid household and corporate stamps. Such as: “a team of professionals”, “quickly and efficiently”, “solving problems for business”. A good selling text is more facts, figures and specifics.
Rule 6. Text formatting
The attractiveness of a sentence depends not only on the right words, but also on the readability of the text. Difficult-to-perceive information is suitable only for scientific and graduate work. The trade offer is read in one breath.
To make text easier to read:
- Use the correct fonts. Size - 16-18 pt, type: Arial, Calibri, Georgia, Clear Sans.
- Divide the canvas of text into paragraphs of 3-5 sentences each.
- Use subheadings after every 2-3 paragraphs.
- Highlight lists, quotes, tables, graphs.
Rule 7. Placement of text on the landing page
On landing pages, block text flow is most often used. The only thing they forget is to link the blocks together. The reader's eye should move along a well-defined trajectory, and not wander around the page. Blocks of text must be connected with arrows, lines, and other directional signs.
Rule 8. Meeting customer expectations
Deceiving the expectations of the client, you should not count on his loyalty. Therefore, the site should be developed for each advertising campaign individually. You can also separate users by traffic source using a dynamic landing page.
Rule 9. Argument in response to objection
When buying a product for the first time in an online store, the user, in fact, acquires a “pig in a poke”. He does not know how conscientious the seller is, what quality his goods are and how he will behave in a controversial situation. Give the client an undeniable argument in response to his alleged objections.
For this use:
- Warranty return period.
- Free trial versions of the product.
What really alerts the client is the prepayment. It is best to avoid it if possible.
Rule 10: Scarcity Effect
The fear of scarcity will work only if the USP has been correctly formed. Most often it is achieved with the help of countdown timers. But I must say that they are no longer as effective as 2-3 years ago. Therefore, you should be extremely careful with them.
Rule 11: Atmosphere of safety
In the gap between the call and the action, trust indicators should be placed. They have already been mentioned above. But it is worth mentioning that nothing should arouse suspicion in the client. Fake certificates, fake testimonials, broken links are all good reasons to close the landing page and abandon the purchase.
Rule 12. Lead Forms and Feedback Forms
Any form, regardless of the purpose, should contain no more than 5 fields. In addition, once filled, they should be easy to send. And if it comes to the feedback form, then there should be a quick response to the request.
When filling out the form, you must refuse to enter the captcha. It gets in the way of the implementation of the target action, and therefore not everyone is ready to overcome this barrier with abandon.
Rule 13 Simplicity
Simplicity is the main feature not only of the landing page as a whole, but also of its individual elements. Unnecessary pictures, incomprehensible graphics and buttons are best left for the main site. Here, minimalism is the seller's best friend.
Therefore, if there are doubts about the need for this or that element, the landing page, it is better to remove it. An overabundance of useless information drains far more customers from a sales funnel than a lack of it.
To track statistics, use the main services Popular landing page builders
With an abundance of online designers for creating one-pagers, you can try to put the learned information into practice. And it is not necessary to invest in it. Almost all popular Runet services offer new users a free trial period. Here's where to start.
Flexbe (flexbe.com)
The Flexby constructor is just right for beginners. It is simple and convenient, which allows you to create the first landing page even on an intuitive level. The test period of the service is 14 days.
| Starting | Business | Ultra | |
|
Price |
750 rubles |
1500 rubles | 3000 rubles |
|
Number of landings |
10 | 50 | ∞ |
| Number of domains | 1 | 5 | |
| Number of SMS notifications | 250 | 500 | |
| Additionally | – | A/B testingMultilandingGeolanding1 client subaccount |
A/B testing Multilanding Geolending 5 client sub-bachelors |
When buying a subscription for 1 year, a 30% discount is provided.
The set of tools of the designer is quite simple, so it is unlikely that you will be able to create something unimaginable. But for the development of landing pages in the style of minimalism, Flexby has no equal.
LPgenerator (lpgenerator.ru)
LPgenerator is a constructor for business both in terms of functionality and price. It offers a wide range of tools for creating landing pages from scratch, over 300 ready-made templates, as well as a wide range of additional features for selling landing pages.
When paying for a monthly subscription, the base tariff will cost 799 rubles. This cost includes the creation of 1 landing page, 1 domain, 3000 visits.
LPTrend (lptrend.com)
The LPTrend constructor offers to create your own landing page based on one of 61 ready-made templates. There is no development from scratch in it, but of the listed options, this is the most budgetary one.
The cost of the starting tariff is only 500 rubles. And also there is an opportunity to use a free 15-day trial period. This builder is ideal for those who are at the initial stage in the development of landing pages.
Due to the abundance of demand, making money on landing pages is more than profitable. And there are several ways to profit from them.
Ways to earn money on one-pagers:
- Development from scratch. To create a turnkey landing, you will need a team. If it is possible to involve a copywriter, marketer and contextual advertising specialist, you can safely open a design studio or agency.
- Sale of goods or services. The ability to handle landing pages is an impressive plus for any business. Therefore, you can make money on a landing page by using it for its intended purpose.
- Lead generation. Lead generation is the collection of contacts of potential customers (leads). These same contacts can be sold to interested companies. The cost of 1 lead depends on the specifics and competition in the chosen niche.
- Courses for beginners. Knowledge can also be sold. If you have theoretical and practical skills in working with landing pages, you can organize your own courses for beginner webmasters.
For yourself, you can choose any of the above methods. I must say that especially enterprising people use their opportunities to the maximum and have income from each of the directions. Having gained professionalism, the amount of earnings will depend only on desire.
Dmitry Dementy 
You have probably come across the creation and optimization of landing pages while promoting Internet projects. Developing a quality landing page is one of the critical components of marketing campaigns. This material will introduce you to three examples of cool landing pages, and also show you the components of their success. But first things first.
Landing pages: definition, performance criteria
Effective landing pages meet the following criteria:
In order for a landing page to bring good traffic, it needs to have no errors, which we talk about in the video.
Three Examples of Killer Landing Pages
There are no perfect landing pages, as static is one of the enemies of a good landing page. However, the examples below are very close to ideal. Let's consider them in more detail.
Company Landing Page Content Rules
American content developer Content Rules has created an effective landing page for distributing their e-book.
What Content Rules did right:
- Design
Landing looks nice and simple. The headline draws the visitor's attention to the conversion action (Download the book for free now - this is a rough translation of the headline).
- Photo
The only photo on the landing page is a preview of the ebook cover. This photo captures the visitor's attention and visually demonstrates the product, but does not distract from the necessary action.
- Brand strength
The Content Rules logo enhances the visitor's confidence in the quality of the product.
What can be improved:
It significantly increases the effectiveness of the landing page, as users can subscribe to the newsletter within a few seconds.
What can be improved:
- Content
This landing page contains too much text that distracts visitors from the registration form.
- Design
ALM specialists should test variants of the same landing page with a simplified design. Reducing the number of information blocks and avoiding a lot of colors are ways to quickly improve the look of a page.
Windows Intune landing page
Microsoft is using the landing page to distribute a 30-day trial version cloud service Windows Intune.
What Microsoft did right:
- Review
Change the image on the first screen or "customize" benefits to the client, but what's the point if there is no interaction with the form?
Statistics show that in 20% of cases the reason for the insufficient conversion of the landing page lies not so much in a bad USP or lack of targeted traffic, but in a careless and ill-conceived completing the application form.
The visitor does not want to leave his contact details, "drops" the form and leaves. You are losing potential customers, and therefore income.
Why is this happening and how to increase application form conversion?
2 reasons for poor form "filling":
- incorrect application form
- its ill-conceived functionality
The article provides simple checklist with which you can easily analyze forms on landing page. For work, I recommend using 4 tools: click map, scroll map, form analytics and .
The application form must be visible on the first screen without "scrolling"
Explore scroll map. See if they hit basic conversion elements in the viewed parts of the page. Check your page on devices with different screen sizes. Pay special attention to the mobile version!
Check all browsers
Need to check how the application form works in all browsers, and it's worth testing separately! If the functionality is faulty, there will be no result, data for analysis and recommendations.
The number of fields must correspond to the task
Fig. 2 An example of an additional field that solves the client's problem
The rule is simple - pay attention ease of filling these forms:
- use hints (for example, a "mask" for phone numbers);
- make it possible to submit the form without filling in all the available fields;
- set adequate goals - for example, do not ask for a contact phone number on the subscription page if . Visitors will not fill in 5 fields just to get a demo or catalog.
Use different ways to get contact information
Start from the features of the product or niche. Give the opportunity to contact you by phone, e-mail or chat for a consultation. Consider customer behavior– it’s easier for someone to call right away and discuss the conditions, in some cases (getting a quotation) you can’t do without interacting with the form.
Closed or open form?
When working with foreign sites, we are increasingly faced with a closed application form - a simple and understandable button in the "Start Now" style. But there is no clear answer as to which form works best. In the end, it all depends on how competently you built logical "leader" to the cherished button.
Rules for designing fields in a pop-up will be the same:
- Be Consistent. The form should be as simple as possible to fill out.
- Stick to order. Place the fields that are easiest to fill in first (for example, “name”).
- Formulate a clear benefit. Explain why does the visitor need to fill out the form And what will he get.
Fig. 3 An example of a good “lead” to a closed application form
Do not use template phrases!
Call for specific action
Get away from the wording "submit an application." Much better to make a button with a description of a specific result(for example, “get a quotation” or “calculate the cost”). Ideally, the text of the button should partially duplicate the "eyeliner".
Attract extra attention
Use graphic guides. The easiest option is to “free up” the space around the form and direct the visitor’s eye with a pointer or arrow. So the form will become more noticeable and will attract attention more strongly.
Make the Image (First Screen Photo Banner) Work for CTA
In the case when it is impossible to emphasize the form with graphic elements or make the button larger and more contrasting, “draw” the user’s attention to it through an image. Choose your photo wisely and direct the visitor's eye in the direction you want.
Fig. 7 The girl's gaze draws your attention to the form
Learn how users interact with forms
Application form analytics shows which fields are filled / not filled in by users. And Webvisor, due to its functionality, acts as a "big brother" that monitors the behavior of the visitor. If there was interaction with the form, but the data was not sent for some reason, it will show you what the problem was. In other words, it will help to understand at what stages of filling users have difficulties, which fields can be removed, and which ones should be supplemented with a hint for correct filling.
Thank the client This important
Think of the details! Well designed thank you page is not only a sign of respect for the client, but also conversion tool. Once again - move away from patterns! Get creative - instead of the standard phrase "Your application has been accepted", write something more personal, relating to you and your company. A “thank you” page, when done right, can be a good place to experiment.
conclusions
- The interaction with the form is the peak of communication between the landing page and the client. Before testing the conversion elements of your landing page, analyze your CTA forms by referring to our checklist.
- Check sending data from different devices And different browsers . Local bugs of individual versions happen much more often than you might think.
- Mandatory do form analytics in order to identify the fields from which customers leave, in order to understand why they leave and how to fix it.
- Before making changes and testing forms count the number of applications already received to get a real picture of the results achieved after making improvements.
Be fully equipped and stay ahead of your competitors. Conversion landing pages for you!
What is a landing page and what are its features? How to quickly make a cool landing page with high conversion? What landing page builders are popular right now?
Hello dear readers! Alexander Berezhnov, one of the authors of the HiterBober.ru business magazine, is with you.
And I decided this way - I will 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 start.
The theme of creating a landing page is not easy, but very relevant and interesting. Knowing how to do this, you can earn money in many ways, for example, how. Understanding this direction, you can start your small business by simply selling goods or services through the landing page.
1. What is a landing page - an overview for beginners
Hundreds of articles have been written on the topic of creating landing pages. It is difficult to “shove” all the advice, 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 site or just a page, the purpose of which is to encourage users to take some action: buy, subscribe, call, leave a request.
Landing page is literally translated from English: “target” or “landing page”.
You have probably seen such one-pagers on the Internet.
Why do landings:
- They are very motivating the visitor to take the desired action.
- They are quickly built. And they often cost less than a regular site. Another plus: you can make a landing page yourself.
- Landing page is easy to redesign- improve, change, add missing information.
Landing pages are created for:
- Product sales. For this, calls are used: “buy”, “leave a request”, “call”.
- Collection of information. Here visitors are offered: “subscribe”, “learn more”.
- Software distribution- sale of software.
Landing and sales funnel
Funnelsales is the process of selling a product/service. At each stage of this process, a part of the people - potential customers of a commercial company - is eliminated. We have a separate article on the site 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 left the application;
- 2 people bought the product.
Out of a hundred, two sales. Return - 2%. This is a good option. Not perfect, but not failing 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 work of contextual advertising, messages in social networks, publications on other sites. Determine CTR.
CTR- the ratio of the number of clicks to the number of impressions. Measured in 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 selling. 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 indicator of earnings from one thousand visits to the landing page.
The higher the rate of return, the higher the effectiveness of your advertising campaign.
In what cases is it necessary to create a landing?
Below we will consider a number of cases when you may be faced with the need to create your own one-pager.
