home Internet Landing page: typical mistakes when creating the first screen. Everything you wanted to know about landing pages Company landing page

Landing page: typical mistakes when creating the first screen. Everything you wanted to know about landing pages Company landing page

When you have your own website, someone will definitely link to it. For example, a search engine from which the user will go to your site. Will he go and what will he see? This is an important question, because it determines whether the user stays on the site or leaves him immediately.

Landing page, landing page, landing page - what is it and how does it work? This is the very place where the visitor gets, using the link to your site. Something that will hook him and make him stay. Each site has examples of such pages.

Features of this page

How should such a page look on the site? Exactly the way you want to influence the visitor. The whole point of such a page is its maximum efficiency and rationality.

You need to manage to fit everything you need on it and not add anything superfluous. A clear understanding of the purpose for which the site was created will help you choose the right elements correctly.

If the landing page does not push the visitor to active actions, then it is worthless. What should the user do? If the site is in a format like mine, for example, and constantly appear on it, then the visitor must subscribe to updates.

The landing page of a virtual store pushes the user to immediately use it and buy something. Even a simple informational site with its active page can encourage the user to dive deeper into the advertised information.

Simplicity is the key to success

A clear and concise call to action will work much better than a piece of text, no matter how informative. You need to think about this first of all, at the stage when development is underway. You can find more tips on preparing and creating a site in.

The focus of the user on a specific action is important, so there should not be many such calls. Ideally one. No need to offer to buy anything or place additional advertising on the page where the visitor must register a subscription. To go to additional information it is best to place the buttons.

The right approach to design

header landing page should be simple and short. At the same time, its main task is to interest the user and make them stay on the page. Font size and legibility also play an important role in drawing attention.

When a page has a lot of additional text or explanatory pictures, this can turn off the user. Extra text and pictures overload perception. The ideal landing page can be almost empty, with a minimum of the most necessary elements.

A simple design is the best, in my opinion. To direct the user's gaze to Right place pages, use arrows or other guide pictures.

How to optimize

There are some tricks to optimize this page. To force the user to stay on the page longer, often go there.

Effective method attract attention without loading the user with additional activity. Flipped text, unusual color combinations, and other visual tricks also draw attention to themselves.

If the page should have fields to fill out, there should not be too many of them. Then the user will not be deterred by the routine need to fill them out. And you do not have to mess around with html layout for a long time.

I know " » there are many more useful advice on this topic.

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Landing pages are website pages designed for targeted visitors who clicked on a link. As a rule, these are users who got to the site:

from search engines;
with (teasers);
by links (recommendations) from other sites;
contextual ads.

The simplest and most common example of a landing page is a product card in an online store.

Figuratively, the landing page can be compared with a specific office in the clinic, where the patient gets on the referral without contacting the registry ( home page site).

The term "landing page" comes from the English landing page (literally, "landing page"). There are also names "landing page", "landing (page)", LP.

Landing pages are the basis of a commercial website

A visitor to a commercial site is a potential client, or better, a buyer, who has spent a lot of time and money to attract. Therefore, the "correct" landing pages should maximize the visitor to purchase. It is especially important to create high-quality landing pages when using . After all, such a visitor costs money, and a page that does not meet his expectations is a loss. Also, "came by ad", almost knows what he wants and is ready to buy something - so you should not keep him in the hallway or talk about the history of the company. The only information you need to provide is a product description, comparison, payment and delivery procedures.

The site visitor should not suspect that he is being forced to purchase the offered product. Therefore, the potential client is usually given "freedom of choice". Before making a purchase, he can get acquainted in more detail with the outstanding characteristics of the product (here you can also place minor disadvantages, for representativeness) or reviews of grateful customers. The main thing is that the visitor can perform all his actions "without leaving the cash desk", i.e. without leaving the landing page.

The main thing is to keep the buyer

In order not to frighten off the client, the design and content of the landing page should correspond to the specifics of the resource where he came from.

Landing page development features

Each product has its own landing page

Using contextual advertising and promotion in search engines each landing page is designed and optimized for a specific product (service). Site visitors and search engines do not like to poke around in long price lists, trying to find the right product on their own. If the client is interested in a wide range, then, most likely, he will hang in the state of "Buridan's donkey", not daring to make the final choice. Not the best way to respond to the frequent repetition of the brand or product name and search engines, evaluating this phenomenon as overspam.

Quality Landing Pages Are Expensive

Creating optimized, user-friendly and beautiful landing pages is a very complex and painstaking process. Each such page should correspond both to the specifics of the presented product and to the features target audience. To develop a high-quality landing page, manual labor of a web designer, SEO copywriter, optimizer and webmaster is required. When using non-automated contextual advertising, you will also need services and a content manager - after all, you will additionally have to create not only hundreds of ads, but also monitor their compliance with the promoted pages. For an objective assessment of the "corruptibility" of landing pages, serious companies maintain a staff of testers or use the services of third-party companies and online services (Google Website Optimizer renamed to Content Experiments).

It is much cheaper, faster and more effective to beautifully design and promote only the main page of the site - this is what some webmasters sin. As a result, the web designer shows the owner of the online store the exclusive "face" of the site, and the optimizer shows the counter of visitors going off scale. Having received a well-deserved payment, the creatives leave, and the site owner cannot understand for a long time what in his products does not satisfy potential buyers. After dissatisfied visitors come search engines with analysis behavioral factors and, having fixed a large number of failures, they lower the site in the search results, impose all kinds of filters or send it to a ban.

Experienced owners of online stores, as a rule, do not save on the creation and development of their web resource. To get a constant profit from the site, they hire real professionals and financially stimulate them, independently checking the effectiveness of the work done. In a highly competitive environment, this is perhaps the only way to ensure the success of your project.

The counter is not the main thing!

To evaluate the effectiveness of landing pages (and the site as a whole), there are special formulas from which rather interesting conclusions follow:

C p – Cost of traffic per page (cost per page);
N v – Number of visitors (number of visitors),

Therefore, such a characteristic as the "Number of visitors" is a secondary indicator, more suitable for assessing the load on the server.

As a result, to determine the quality of a landing page, you need to consider the following factors:

the number of not only attracted, but also retained visitors;
The "quality" of these visitors, i.e. their willingness to buy something;
the effectiveness of the page itself, i.e. the credibility of its content and design;
"interest" in the page, i.e. the likelihood of repeat visits and response to remarketing;
the desire of the visitor to share a link to the page with his friends (elements of viral marketing).

How about really?

Unfortunately, in practice, the development of landing pages, if it is not systematic, usually ends at the first or second points. The problem usually consists in the unwillingness of the owner of the resource to pay for "excesses" that he does not understand. Indeed, in order to change correctly, you need to constantly study - and this, in addition to money, also requires a lot of time, therefore, most often the first investment in the development of landing pages is also the last before the next redesign of the site. Against the background of this approach, those who monitor the effectiveness of the pages have the opportunity to significantly increase the conversion of not only investments in the site, but also in advertising.

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 new site, use the landing page. 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.

To new product gave 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 newsletters 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. From this it develops salient feature: 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 a in simple words characterize this type of landing page, it looks like a “you to me - I to you” scheme. That is, its task is to obtain email address user, 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 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:

Hat

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, do a few shared photos 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 clients. If it is not possible to post people's real opinions about the company, it is better to exclude this section altogether.

Feedback form

shape feedback or the lead form needs to 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. Basement (footer) - the most Bottom part single 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. It compares different versions one of the listed items. 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. Traffic can be caught up with 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 services Google AdWords and Yandex.Direct. 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 results 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 it is possible to single out users from a general group of people who are suitable for set 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 on the contrary will 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

Guest blog posts are great because they are absolutely free channel connections. 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. Possessing 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. Brief is technical task, which displays what exactly the customer wants to see on their site. 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 based on traditional rules for Landing creation 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.

Post multiple big buttons on the call to action page.
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 must also enter in them keywords. A one-pager is unlikely to get into the TOP-10 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 design nor structure nor bright pictures will not 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 seal two keys on the keyboard: CAPS LOCK and Exclamation point. And this is not a joke. Despite the fact that in all manuals on Internet marketing and copywriting it is written that selling texts written capital letters and containing a countless number of exclamation marks, only SCARING away customers, 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 clearly 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 best friend seller.

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 pre-made templates, and a wide range of additional features for selling landings.

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 template. There is no development from scratch in it, but of the listed options, this is the most budgetary one.

Price starting tariff 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.

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. Deal? Then let's start.

The theme of creating a landing page is not easy, but very relevant and interesting. Knowing how to do it, you can earn money different ways, for example, as . 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.

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 to spread its 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.