Today, there are a huge number of Internet marketing methods in order to attract a user to your web resource with the ultimate goal of increasing sales efficiency. An important tool that achieves multiple goals is the Landing page.
Landing page is a one-page website (landing page), the main purpose of which is to perform a targeted action by the user on the page.
To still understand what a landing page is, you need to understand how the Internet promotion of web resources occurs. When promoting goods or services on the Internet, companies must go through a series of stages from website development to its promotion (SEO, contextual advertising), which consume a lot of resources. And, in order to understand whether the promotion of the project is successful and whether it makes a profit, some important parameters are monitored, such as conversion, which reports the number of targeted actions performed on the site (registration, news subscription, purchase of goods and services). For such purposes, landing pages are used.
Landing page advantages:
increasing the effect of contextual advertising
the ability to quickly analyze demand
the first sales in a short time
affordable development cost
fast loading and processing of data
active promotion of the business on the Internet
increase in profitability
simple split testing.
The massive use of the landing page is justified by psychology: in order for the user to take a useful action, it is necessary to make sure that all the information is at their fingertips, while making as few clicks as possible.
Due to the huge popularity of landing pages in different categories of goods and services, it is customary to divide them into:
Product. The main purpose of a product landing page is to entice the user to purchase the company's product. This type of landing must include a photo of the product, a description and brief information about it. In principle, the product landing page is in many ways similar to the product page of an online store (product card), only it is more detailed, colorful and focused on customer motivation. It is also necessary to implement the Buy button with the product order form and information on the delivery and payment of the product.
Services. In many ways, this landing page is similar to the product one, except that it offers to order not a product, but a service. Instead of a description of a product, the landing page for selling services describes the features of the services provided, and instead of the "buy" button, it sends the contacts of specialists where you can find out the features of the service provided.
Subscribed landing page. A popular type of landing page due to the fact that the user does not need to buy a product or service. Here, the user is usually offered a news subscription of the company, after which they become a potential client of the company. As a rule, in order to get subscription traffic, the landing page should have some kind of bonus for the user in the form of a free online course or a gift to each subscriber. Getting something for free always prompts you to take a small, useful action.
Brand landing page. A rather rare type of landing page because not every company can afford the additional costs of maintaining such a page. A brand landing page will contain a direct call to action. The main purpose of such a page is informational. Here you can find information about new products, popular products, innovative models of the company's products, thereby attracting the attention of users.
increasing the effect of contextual advertising;
the ability to quickly analyze demand;
the first sales in a short time;
affordable development cost;
fast loading and data processing;
active promotion of business on the Internet;
increase in profitability;
simple split testing.
In relation to other types of websites, the creation of a landing page from a technical point of view is not difficult due to its small size. Here you need to understand that more time is spent not on the development itself, but on its design, content and ease of use. Each element of the landing page is of tremendous importance in the user's decision to take useful actions.
The presence of the following rules can guarantee you a huge amount of traffic to your landing page, namely:
Unique selling proposition. Always list only one product or service. This is the point of creating a landing page cause if you fill the page with a huge amount of options, the user's attention will be scattered and they will not be able to make a choice.
Design. Here, in principle, everything is clear. The unique and colorful design of any Internet resource always lures users and can keep them there for hours, which in turn not only gives you potential customers, but also increases the behavioral factors of the landing page ranking in search engines. Here it is necessary to highlight 2 important components of the design, these are the presence of a call to action and the concentration of attention on the necessary elements. For example, "buy" can be placed in a visible place for the user by previously highlighting it with a bright, but not very provocative color. The main thing is to not overdo it, and in most cases such moments are achieved by tests.
High quality images and videos. If you have an info product, use the Video FAQ or some good quality examples. This will inspire even more trust.
SEO content. The placement of texts should not only be pleasant for the user to read, but also comply with the rules of the search engines, in order to obtain additional organic traffic, namely, the text of the landing page should be:
rich with keywords for which you want to get traffic;
easy to read;
Call to action.
Forms. This is a necessary element of any web resource where the user can enter their contact information (mail, phone number) in order to find out more detailed information or order a product.
Reviews. Placement of reviews on the landing page is necessary so that the users entering the site understand that the web resource is 'alive' and there is activity from the company's customers who discuss products and share their impressions of the purchased products. It should be borne in mind that reviews should be posted only if you are confident in the quality of your products, otherwise you may lose your audience due to low-quality products.
Bonuses. As mentioned earlier, rewarding the user for performing a useful action on the site always helps to make your audience loyal, which will certainly affect at least the site traffic. For example, you can offer a free consultation when you sign up or a gift when you buy through a landing page.
Information about the company. Users trust more the company that honestly and openly provides their contact information. You should post brief information about the activities of your company and active addresses, contact details, mails.
Still have questions on the topic? Contact the Studio Webmaster specialists and get a free qualified consultation. We have been creating landing pages for all types of businesses since 2008.