What is a Landing Page: how to create it yourself from scratch, examples + constructors

Hello! People who are interested in doing business on the Internet have probably heard the term "Landing page" at least once. Many even imagine what it is. But not everyone thought about the meaning of landing pages, but in vain, because this is a really effective method of promoting goods and services on the Internet. We will talk about this in detail in this article.

What is Landing page

Landing page - a one-page site that performs one specific task. Developers need to convey a clear message to visitors and encourage them to take some specific action. It is most often used in online sales due to the fact that it is able to focus the user's attention on one product and not let it go until the very end.

The Landing Page has several common names that can be found in different literature:

• Landing;
• Land;
• Landing page;
• landing page.

Landing pages are most often used to promote one specific product. Occasionally, a group of products is used that perform the same functions. The use of landing pages allows you to increase sales by 20-30% compared to regular online stores.

The main difference between landing pages and full-fledged sites is the scale. A landing page is a single page that contains only basic information. It does not contain additional blocks, links, a large amount of texts - everything that sites are full of and attract attention.

Distinctive features of landings

The main feature of Landings is the complete control of the visitor's attention. The work of landings in this regard can be compared with stores. There are certain zones, and a path along which store marketers lead their customers. In small stores, alcohol or vegetables are at the very beginning, so that a person makes his purchase, and on the way to the checkout through the main hall he manages to grab something else.

There are many more rules: fast-selling products take up much more space, little things like chewing gum should be at the end, etc. But the essence is the same - the client is led along a well-defined path, pushing them to make certain purchases. Approximately the same is done with Landing Pages.

The creator leads his potential buyer along the path that he himself has determined for him. No extra blocks of information, links and transitions, only something that can perform the action for which . At the beginning there is information, disclosure of the topic, a gradual push to perform one action, in the middle - an incentive to action, and at the end - a closure for any specific action, most often for the client to leave their contact details.

One-pagers are beneficial to use for:

• Selling one type of product;
• Wholesales;
• Promotions ;
• Sale of a unique product;
• Paid education;
• travel companies;
• Fitness trainers and salons.

They resort to when the client needs to provide either a lot of information, or to sell a lot of goods or services. Online stores are still in demand due to the fact that they contain a large number of goods, and, consequently, their sales are much better for one particular group. And one more online store is much easier to manage than 10-15 one-pagers.

In addition to sales, websites and landing pages can compete in the field of creating business cards. For companies without options, only full-fledged sites are suitable, because they should provide a lot of information, encourage cooperation and tell about themselves as a reliable partner. But for individuals, promotion through one-pagers is more suitable due to the fact that they are less demanding in terms of design, design and money than regular sites.

And yet, landing pages are much easier to close for a unique action than regular sites. The increase will be about 10-20% of the total mass of clients, which is quite good for relatively small investments.

So, you need to create a landing page when there is one or a group of unique goods or services on sale that you plan to sell wholesale or retail.

Basic rules for creating a landing page

Now about the most important thing. Basic rules for creating an effective landing page.

Only one item

Landing page development is carried out for one specific product. This rule is fundamental. Thanks to him, the number of sales from landing pages far exceeds the demand for similar products in online stores. When all the attention of the visitor is riveted to one product, he has no choice, no opportunity to think, choose or delay time.

Often, when there are several products on the site, the client gets lost in the choice, leaves himself some time to think, and after some time changes his mind and buys something completely different. Depriving the visitor of choice, we put him in a position where everything is decided for him.

Clear call to action

According to statistics, about 80% of potential customers are eliminated in the first 20 seconds after coming to the site. The reasons can be called different, but they have the same essence - the client did not understand what he needs to do. Accordingly, the landing page should initially have a call to action that could show the client what is being sold here.

The main mistake is the lack of a bright motivation for action. At the end of the landing, there should always be a closing of the client to perform a certain action. If the client does not understand this, then problems arise with the fact that the visitor is interested in the product, but he did not understand how to get it and went to competitors, who simply have a call and an explanation of the action on the site.

How to make your call to action clearer:

• Make a big red order button. Marketers conducted a study and found that the color red most encourages a certain action;
• Simply and clearly express thoughts on the site. The client, faced with complex structures, will quickly get bored and close the site;
• The absence of everything that can bring down attention;
• The specific benefits of using the product must be visible. And next to them is another red button for ordering goods.

Bright and catchy title

The first thing that catches the eye of the client is the title. The task of the landing page is to keep his attention, smoothly moving it to the right places, and at the end close it. But it all starts with the title. A good headline should point to the customer's problem and immediately provide a solution.

There was a great headline on a site that sold safe doors: "We Sell Peace of Mind." They clearly identified the client's problem, a security concern, and came up with a solution. It is according to this scheme that any landing page header should work.

Only selling text

Landing page design is very important. But the text still comes first. It is for him that the gaze of a potential buyer first of all clings. It is after reading it that the main impression of the product is created. And it is with the text that the creation of the landing begins.

In order to, you need to either use the services of a good copywriter, or write on your own, through trial, error and editing.

To create a good text, you need:

• Create a portrait of the target audience. Gender, age, needs, hobbies, fears, aspirations, etc. You need to answer as many questions as possible about a potential buyer. This is done so that you can take advantage of the buyer's weaknesses and show that the product can help him;
• Engage the visitor in a dialogue. This is even more difficult than drawing a portrait. Despite the fact that the text on the one-page will be a monologue, you cannot let the client get bored just by reading the text. It is important to speak with the client, and preferably in the same language.

Internet marketing gurus continue to state that text is one of the most important components of a good landing page. Even large pages can be quite lively and attract customers if they contain competent text. You can not give the visitor the opportunity to get bored, switch attention or change their mind. It is necessary to leave him on the same wavelength, gradually answering his questions, working out objections and calling for action.

No need to be afraid of large texts. For unique and expensive products that are rarely found on the market, voluminous descriptions are what you need. They must answer all the questions about the product, the company and encourage the client to buy the product. Informativeness of the text is the main component.

Proper text formatting

It is important not only to write a good text, but also to design it. It is important that the font color is neutral in relation to the background and the visitor's eyes. Bright, small and oversized letters are not suitable. Suitable tones of medium brightness and fonts with 18 pt.

Some one-page creators sin with too flashy advertising. A lot of capital letters, exclamation points at the end of some sentences and other "advertising" of this kind makes you think that something is wrong here. And regulars on the Internet are often afraid of large type, because it symbolizes a rise in tone.

Therefore, text design also needs to be given a lot of time and effort.

Landing page design and structure

Minimalism is in fashion. This statement also applies to landings. In order to purposefully and without distracting attention lead the client along a pre-arranged corridor, you need to draw it up correctly, without excess water and any details that distract from the main task.

The main task of landing and design is to draw attention to certain words. It is necessary to focus on the benefits of the product, the reliability of the company and the commission of a targeted action by the client himself.

Do not forget that buttons in bright colors (most often red) increase conversion by 12-15% compared to less provocative tones (for example, green).

Landing page relevance to the search query

It is also quite an important indicator that will directly affect the number of customers who came through advertising and bought the product. Accordingly, if in an advertising banner or search query there is a watch of a certain model with a 50% discount, then this watch should be on the site, and with such a discount.

Deadline

A fairly common scheme that forces the client to decide as quickly as possible is the limitation of the timing of the sale of goods. Often, false phrases are used for this that the product will end soon, discount timers, and so on. Anything that can make it clear to the client that the product will soon run out of stock, or the profitable offer will end.

This is another way to get a potential client to take a certain action and close it. So, the visitor decides the opportunity to think for a large amount of time, he is less likely to change his mind, and as a result, the probability of a purchase increases several times.

Handling customer objections

Of course, all salespeople are taught that not every customer is a customer. And it's really true. You should not chase every site visitor who believes that the product is expensive, unreliable, or something like that. But at the same time, a good landing is required to work out all potential objections.

Objections are worked out most often in two directions: the validity of the price of the goods and the reliability of the seller. And if there are often no problems with the price, because there is a “limited offer”, which was mentioned above, then with the reliability of the seller, constant doubts will have to be dispelled.

The easiest way is to let the products be tested for a few weeks. But this method does not work if sales of anything other than programs and training materials on the Internet are carried out. But you need to convince the client that the company is a model of reliability. Reviews, official details of the company, directions, and so on are good for this. They make it clear that these are not scammers, but a very real registered legal entity.

No complicated forms to fill out

One of the biggest rookie mistakes. Sometimes in a landing page they make such an inconvenient form to fill out, which completely discourages the desire to order a product, even if you already like it. In order to make life easier for your potential client, you just need to ask him to leave the phone, and then after that call him, clarifying all the questions by phone.

Also, do not forget that mobile traffic dominates in many areas. And on a mobile phone it will be very difficult to fill in many required fields in the application. That is why you need to use a minimum of information from the client, and only by contacting him, clarify the details.

The main thing to remember is that the best landing pages were created far from immediately. They are the work of constant analysis and selection of the best strategy for promoting a product or service, and a constant method of improving sales.

TOP-5 Landing Page Builders

Or entrust this business to professionals - the choice of everyone. Each of these methods has a number of pros and cons, but only on your own you can understand how to work with advertising, sales analysis and changes in the design or text of the landing page.

For those who want to create a landing on their own, but do not know how - top 5 designers:

№1: Let’s start with the most popular website builder – WIX. It is rightfully considered the most popular in the world. It is even actively advertised on the Russian market in the period 2012-2017, thanks to which it managed to become almost a monopoly in the field of rapid website development in the CIS. This is a free website builder that allows you to create landing pages using over 400 different templates.

Simple and user-friendly design, as well as interesting tools. It has a free plan that allows you to evaluate the main points of creation, as well as additional, paid plans that remove ads - from $ 8 per month. As for, then things are going pretty well here. Sites made with the help of this constructor are indexed quite well and go to the top. Of the minuses - a weak ability to make a site for mobile devices.

№2: A slightly less popular shareware constructor, from the creators of the legendary Ucoz - uKit. Just like WIX, it offers a large number of templates, which are divided into 25 different topics. Ability to use various widgets for free. There are specific themes for landing pages. One of the most convenient features that is useful not only for landing pages, but also for online stores is page duplication. With its help, you can create the same pages on one site (or several different ones), only slightly changing the content.

In terms of promotion, things are much better here. A very convenient feature is “Promotion”, which automatically calculates whether the site is ready for SEO. New users are given a trial period of 14 days, after which they need to pay one of 3 tariffs. The minimum is 200 rubles per month, the maximum is 600 rubles per month.

№3: Now specifically about the designers for landing pages. One of the most popular - lpmotor. In Russia, at the beginning of 2017, more than 385 thousand sites were registered using this constructor. The user is offered a choice of 46 highly targeted templates and the ability to build his own landing page with a unique design from 9 blocks.

It is possible to work through all the fields required for a good landing, such as reviews, calls to action, basic information, as well as link and synchronize e-wallets. Also, the system itself will automatically test the number of visitors, form a sales funnel and provide statistical analysis. In general, a very convenient constructor for those who want to quickly start selling. The free period applies only to the creation, in order for search engines to index the site, you need to choose one of the tariffs. The minimum amount of the tariff is 300 rubles per month.

№4: The following constructor is for landings only − lpgenerator. Multifunctional constructor for advanced users. There are many more templates to create in free access, while the site still has a store that allows you to buy various templates. The average price of a non-unique template is 5 thousand rubles, while a unique one will cost much more - 30 thousand rubles or more.

The service has ample opportunities, but a beginner cannot implement them all. Of the interesting points - the ability to run up to 50 landing pages, automatically connect all widgets and wallets, the ability to configure up to 5 options for one landing page and track the conversion for each. The prices are quite high - from 1700 rubles per month for the basic tariff. New users are offered a trial period of 7 days.

№5: And the last constructor in our list - Bloxy. Quite an interesting landing page builder with a base of more than 100 different thematic templates. There are a few common ones made quite attractive. Experienced users will be able to create their own landing page.

There is already a familiar opportunity to link wallets, test pages by creating copies, analyzing visitors, sales.

You need to choose a designer based on your needs and capabilities. For beginners, simple free website builders like wix and ukit may be suitable, but professionals should still pay attention to specialized services, and especially lpmotor, bloxy and lpgenerator.

Where to order a quality langing page inexpensively

There are many studios where you can order a landing page. Basically, you can go anywhere. But on our site there are specialists who will make the landing directly, without studio extra charges. As a result, you get high quality for a low price.

Examples of the best landing pages

Now let's look at specific examples about how. These will be landing pages of studios, with an average check of more than 120 thousand per site. It is to their level that we must strive in the future.

The first in line is the website of a company that sells fur coats in Dubai: “lamafurs”. The moment shown in the photo below deserves special attention. This is a kind of working out of two popular objections and fears of the client at once.

Quite an interesting landing in terms of optimization and construction of texts. There is a feeling that the site is conducting a kind of dialogue with the visitor, continuing to motivate him to buy fur coats in this particular store.

The next example in the list of landing pages is Media Training. A site that sells training for businessmen about public speaking. Two girls are learning to speak. The site no longer speaks to the client, but at the same time it tells everything in the language of clients - ordinary businessmen, without unnecessary pathos, but without jokes either.

This block of information deserves close attention. It tells about two leading girls. Bright colors speak about the taste of these ladies, and the original design allows you to get more information about each of them. Before choosing Irina, it looked like this:

The last, and most controversial of the sites of the top is "Zopokach". The creativity started right from the registration of the domain. Having met such at least once in the vastness of Runet, users are unlikely to forget it. Nevertheless, the name is not the strongest trump card of this land.

A perfectly matched picture and text that hit the most painful place is the real trump card of this landing page. Here is a prime example of how to create the perfect copy that could find a problem, push it, and force them to admit that it really is a problem. And again the same conversation appears in the language of the target audience. Simple, understandable, with a share of humor and vital irony over oneself - what the target audience needs.

Looking at these examples, we can make an unambiguous conclusion that the importance of text and presentation in a landing page cannot be overestimated. In 2 out of 3 cases, it was the text that was the guarantee that the visitor would turn into a buyer. If we add to this an excellent design and a masterful presentation of some points, we get a site with a fairly powerful conversion and high sales.

This list did not include one-page sites that sell any simple products. The reason for this is quite simple - they are rarely truly attractive and highly converting. They take more by quantity, not by the percentage of customers from visitors. This is why a landing page for a fitness trainer should be much better than the same landing page from a person selling watches.

But creating a good landing page is not enough. It is also important to monitor the indicators and respond in time to any changes in traffic, sales and bounces.

Landing page performance evaluation

As mentioned earlier, one of the main tasks after the creation of a landing page is to constantly analyze the effectiveness of its work. A good one-pager has to do a huge amount of work: provide the client with all the necessary information, close it to a certain action, answer unspoken questions, identify a problem, and work out almost all popular objections.

At the same time, you cannot rely on the fact that once you have set everything up, you can safely collect money for sales. Commerce on the Internet is developing at a rapid pace, and if earlier the creation of landing pages was something of an innovation, now it is, on the contrary, a ubiquitous phenomenon.

It is in order to constantly be in the trend and, more importantly, not to miss the benefits, you need to analyze the effectiveness of the landing page, monitor its main indicators, draw conclusions and act according to the analysis.

Site Conversion

The most important indicator of the effectiveness of a landing page is its conversion rate.

Conversion - the number of visitors who completed the target action, i.e. the number of all users who visited the site. Accordingly, the higher it is, the more customers will be closed, and the higher the number of potential buyers, and, accordingly, more income.

Simple example: 100 people have visited the site today. Of these, 10 took the required action - they left their contact details. As a result, the conversion of our landing page is 10%.

The average conversion rate on various selling sites is 8-20%.

The conversion depends on several reasons:

• Product quality;
• The quality of the site itself;
• client temperature.

If everything is quite simple with the first two, then the client's temperature raises a lot of questions. In simple terms, the temperature of the client is the state of his readiness to buy here and now. So, the cold client does not have a problem, and there is no way we can convince him otherwise. Warm has a problem, but not sure what exactly we can solve his problem. And the hot client perfectly understands his problem and its solution.

Each company must decide for itself how many customers it needs at any given time, and depending on the cost of advertising, you can choose the “temperature” of your potential customers and their requests, and in accordance with this, attract various visitors to the site.

The temperature can also be raised artificially by creating the desired effect using texts, pictures and videos. With a competent landing, the client himself must realize his problem and find his own solutions.

You can still increase the conversion with the help of SEO landing page promotion. By buying advertising, various links on third-party resources, bulletin boards, social networks, you can increase the importance of the landing page for search engines, and, accordingly, increase it in search results.

Using the Yandex wordstat service, you can analyze the number of requests per month, and using the conversion rate, you can calculate the number of closed visitors and roughly calculate the profit. Google has a similar service called Google Adwords.

Sales funnel

It is also a popular and effective method for assessing the quality of a landing page.

• Number of unique visitors;
• The number of visitors who completed the target action;
• The number of buyers.

Not always the sales funnel will be exactly like this. You can expand it, narrow it, look for additional links, remove unnecessary ones, and so on. Sometimes you can add to the number of buyers those who actually paid for the goods, subtracting from the buyers not the ransom. You can also add repeat sales, and you will already get a fairly wide funnel, which will narrow to a minimum by the end.

With this tool, you can keep track of people who "dropped out" at a certain stage. It allows you to analyze which of the stages should be improved, identify the main management errors and quickly eliminate them. To put it quite simply, with the help of sales funnel analysis, we gain knowledge about all the weak points of sales.

For example 100 people visit the site. 20 of them leave their contact details (perform the target action). Number of buyers - 12. Number of returns - 2. Repeat sales - 5.

This results in the following sales funnel:

If one check for the first sale is 1000 USD. e., for the second - 1500 c.u. e., then for one reporting period the income will be equal to 17,500 c.u. e. If, after analyzing the sales funnel, vulnerabilities are found, for example, low conversion for a “hot” request is 20%, then it can be raised to 25%. Then the number of customers who will buy is 15%, 13% of them will pay, and there will be 7% of repeat sales. And then the company's profit will increase to 22,500 USD. e. And this is achieved only by improving the conversion on request and more effectively closing the client to take an action.

In addition, we gain the ability to analyze traffic sources and choose the best option from them. It can also be used to predict financial results for future periods.

Landing Page is a great tool for online sales. It has a much higher conversion than the site, and also allows you to lead the client along a predetermined route. There is no recipe for creating the perfect landing page, but if you follow all the tips in this article, you can create an effective method for promoting your product or service.