What is landing?
Landing Page is always a one-page website that calls for any one action. If you are conducting an advertising campaign with a clear message, go out with a specific offer to consumers, and you need a person to quickly do the actions you need, then you should use Landing Page.
Let's say you sell a Christmas tree and you need a person to quickly buy your tree. In addition, you sell more crockery, toys, stationery, but at the moment (season, New Year approaching), your campaign is aimed specifically at selling Christmas trees. And you create Landing Page, you specify all the necessary information about your product, launch an advertising campaign and people, by clicking on the link, can quickly buy your product.
More in our material: Unique Landing page
That is, on Landing Page you don't generally advertise yourself, your company, goods and services, but a specific product for a specific purpose.
You may wonder, then what is the difference between Landing Page from the same page on the site?
- Firstly, visitors very briefly see the information on Landing Page, necessary for making a decision (if Landing Page is correctly made).
- Secondly, you can add specific information if your CMS does not allow
Landing Page development process
Landing Page has its own structure and a certain standard set of elements. Let's consider in detail all components of Landing Page, and on what nuances it is necessary to pay attention at development:
- Title. The title should contain the most concise information, which clearly expresses the essence of your proposal. This is the first thing the user will read on your Landing Page. You can call it an advertising slogan. If the headline does not contain all the necessary information, write a subtitle. Suppose, if we are selling a stock management program, then the headline should look something like this: Are there problems with stocks? Buy a solution to your problem!
- Picture. A picture is worth a thousand words. It is necessary to attract the attention of the visitor, to create a visual positive image of your product.
In this image, if we are talking about the program, there should be the most successful screenshots, for example, the mobile version, the Ipad version and the computer. We tell the visitor by this picture that the program is supported on various devices.
- Description of the proposal. Sure, Landing Page should contain textual information about your offer. It can be one paragraph, or a detailed description, it all depends on your goals. The main thing here is not to get carried away with the description of the goods. Your task is not to go into all the subtleties of the product, but to persuade the buyer to act with different techniques (be it a discount, a trial product, etc.). Get the program in three clicks: Sign up, get a letter with a download link, use the program and be effective.
- Reviews. Reviews are one of the mandatory elements of Landing Page. This information is necessary to call the trust of a potential client. If a visitor wants to buy your product and sees that other customers have already used it and are happy — the level of his trust increases, and the likelihood that he will buy increases.
- Logo. The logo of your company must be present on Landing Page necessarily, but it should not "lead" to the main site. There should be just a picture, not a link, it's important to understand.
- Icons of social networks in the basement. These icons also don't need to be links to your profiles on social networks. It should be a form of adding a visitor to your friends on these resources. Why should this be so? In order for a person not to leave the page of your Landing Page focused only on your specific product and offer.
- Form for filling information. The form of the entry contains fields for entering information that you want to receive from the client, for further processing and storage in your database.
- Button. This is the end of the work in the system — the visitor has to click on the Approve, Send, Enroll, Buy, etc. button to complete the form. Only after clicking you will get the information filled by the client in the form.
- Form after sending the application by the client. After completion of the main actions by the client, he should see the notification form. There may already be a link to downloading a book, or a link to a coupon with a 15% discount on the next purchase — it all depends on the product being sold and your goals.
There are several rules regarding the elements of Landing Page:
- None of the links, buttons should not lead to another resource. By itself Landing Page is the user's final stop. The client must perform the action and should not go to another site or social network. Focus, focus and once again focus!
- Arrangement of elements is a creative approach. Some adhere to such an ordering of elements on sites, like AIDA (Attention, Interest, Desire, Action). But if you have any proposal that does not fit into the standard framework, then do not suffer, but implement your order of elements.
- What to do if you don't have any feedback. If you are selling a new product and you do not have any reviews yet, then you have two options:
- don't include reviews on the site
- post customer feedback that relates to your company as a whole or to you (such reviews may include information about your competencies, service, etc.)
More in our material: Web design development
Custom landing page development: types
We have considered what elements Landing Page consists of, now we will understand what types of landing pages there are, what elements they contain, what structures they have and how they differ from each other.
There are 5 main types of Landing Page:
Lead Generation Landing Page. The purpose of this type of Landing Page is to collect information about leads-potential customers. For example, name, phone, email is the minimum required information, which you can later contact with the lead (call, send a letter, based on the context of the proposal). Lead Generation Landing Page always has a form and a button to send the completed information to the server to the Landing Page owner.
- Landing Page for clicking (Click-through page). The purpose of this type of page is to collect clicks. It is used for the person to go to the page of buying goods. You advertise a product or service on Landing Page and you have just one Buy button or Go to the product page.
Your Landing Page doesn't have a basket and the ability to pay, but can send a visitor to the product page where he can already order it.
Why is this type of Landing Page used? To "warm up" the visitor for purchase, quickly inform him about your offer and product, without distracting to other goods and services of your company, to cause the desire to press a button.
Suppose you have a purchased phrase in the search result, where the customer goes to your Landing Page, where he gets acquainted with the product, without dissipating attention to other products, "matures" for purchase. And when he is ready to make a purchase, he clicks the button and already goes to the ordering page of the goods located on your main site.
More in our material: Logo design
There is no form for filling the data by the client on pages of this type, there is only a button that sends the prepared customer to the product order page.
- Squeeze Page. The main purpose of this type of page is to collect email addresses for future mailings. Typically, these pages contain a large picture, a header, a form for collecting email and a brief information about the competencies that your company can be useful to its potential customers. Therefore, this type is called a Compressed Page — here some elements of Landing Page can be skipped.
Let's say you plan to conduct a webinar and collect addresses for mailing. It is necessary that the potential visitors of the webinar leave only their email, for this you only need the field to enter the email address. You put a big picture, name and information about the webinar, the field for entering the email and a button with motivating text. For example, I want to see or I'm going.
- Sales page. This type of page is used to sell goods. How is it different from other types? On this page, there is always detailed information about the product, service, necessary for the client to make a decision. Usually, these are large pages.
Here we are talking about price. The visitor, clicking on the button, gets on the form of payment. This Landing Page does not lead to the page of the online store, it leads directly to the form of payment, or the form of payment is located directly on the page. The visitor enters the data of his bank card, for example, and pays for the goods or service. Here the emphasis is on the fact that person instantly buys goods. And here you need more information to make a decision, especially if the product is not cheap.
- Splash pages. These are pages with a "splash" pitch. Here the emphasis is on the product, not on filling out the form. If the rest of the pages are focused on the form (Buy, Register, etc.), then the product and its benefits are the focus of attention. In this case, it is important that the customer learns about the product, remember it. He can leave the page in several ways, but after learning about your product, about how wonderful it is.
The Landing Page workflow and work recommendations
The process of Landing Page work can be divided into four stages:
- Receiving Inbound Traffic
- Conducting A / B testing
- Work of the visitor on Landing Page
- Processing request after reaching the goal — post-conversion processing
I will give my recommendations for each of these stages, based on the experience of their work and their clients.
Develop a landing page: receiving Inbound Traffic
You receive inbound traffic for advertising in Yandex Direct, through banners on websites, through email-mailing or through social networks.
I recommend separating users by the source of the transition. Try to make separate pages for email-sending, separately for Yandex Direct, separately for search engines or social media. Why is it necessary to do this?
First, it will allow to measure and identify the most effective source of leads. Secondly, because people perceive and expect information from different sources of search differently.
The person who went in from the email-mailing is one consumer; a person who came to you through search engines is another type of consumer. Even if there are the same proposal and the same product, it should be two different options for submitting information, and accordingly two different Landing Page.
You can deliver much more information in the mailing than in the search engine announcement. If a person has moved through the mailing list, he has already read a lot, and in this case, it is important not to repeat in Landing Page. And if a person has moved on advertising from a search engine, then he needs to show him more information, since the ad can’t accommodate much.
A / B Testing
After we have divided traffic, we need to conduct A / B testing. What it is? This means that we show different forms of the page to different clients. For example, one form is a long Landing Page, the other is a short Landing Page. And we look, which of them will be more effective. The "length" of the page is determined by the size of the product description.
Let's say 60 people came to our site: 30 for one form, 30 for another. They have a different conversion and depending on the effectiveness of the forms, we will choose the one that attracted more customers. If five people came from the top thirty, and 15 from the second, then, of course, we will use the second variant of Landing Page.
Work of the visitor on Landing Page
What are the nuances to take into account here? Future user work is "forecasted" when developing Landing Page. Therefore, when designing a page, of course, you need to consider the location and availability of elements. But no one canceled creative work. It is important not to forget that there is no definite template here, it all depends on the context: you need to understand what you are selling and to whom you are selling.
Here I highly recommend using the specialized knowledge of designers. First of all, think about how to interest your client, and not how to follow the rules.
You need to remember when designing Landing Page: the longer the page, the more will be the client's confidence, but the less focus it has. Therefore, the shorter, the better. Here it is necessary to take into account that a person has a limit of attention.
After the visitor has worked on your page, performed the actions, he can go to the fourth level — post-conversion processing.
Create a landing page: post-conversion processing
What if the visitor clicks on the target button? Work with him on this should not end.
If he filled out and sent the form, we can give him the opportunity to download a file, give a link to go to the next step, to profiles in social networks, etc. And if he does not fill out the form, but presses a button (page type — Click -through Page), then we can translate it into the basket of our website (online store) or on the registration form.
Develop a landing page: a flexible approach
We work on a methodology that is convenient for you: Waterfall + iteration, SCRUM or Agile. We are not afraid of changes on the go and are ready to provide timely communication and information about the stages of the project.
If desired, we provide access to the Git version control system and the task-tracker. Each client receives a personal, competent project manager who is able to answer most questions. If necessary, a meeting with the participation of specialists and programmers is possible.