What is a landing

At one time, when I started working with CRM systems, I had to indirectly and directly deal with the Landing Page: what is it; what are the Landing Page; why they are used; what benefits they bring, what harm; What is the difference between them and the site? These and many other questions were before me. I think many people come across them who have heard something about the Landing Page and decided to make it for themselves or their company.

But on the Internet at the request of the Landing Page there is a lot of advertising information and offers, and very few cataloged and structured data. Therefore, I decided to write this article. I hope I clarify this issue.

What is a Landing Page

A Landing Page is always a one-page site 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 perform the actions you need, then you should use the Landing Page.

Let's say you sell Christmas trees and you need a person to quickly buy your Christmas tree. In addition, you also sell dishes, toys, stationery, but at the moment (season, the approach of the New Year), your campaign is aimed specifically at the sale of Christmas trees. And you create a Landing Page, indicate all the necessary information about your product, launch an advertising campaign and people, following the link, can quickly buy your product.

That is, on the Landing Page you do not generally advertise yourself, your company, goods and services, but a specific product for a specific purpose.

You may wonder, what is the difference between a Landing Page and the same page on a site?

• Firstly, on the Landing Page, visitors very concisely see the information necessary for making a decision (if the Landing Page is correctly done).
• Secondly, you can add specific information if your CMS does not allow

What should a Landing Page consist of?

Landing Page has its own structure and a certain standard set of elements. Consider in detail all the components of the Landing Page, and what nuances you need to pay attention to when developing:

1. Title

The title should contain the most concise information that clearly expresses the essence of your proposal. This is the first thing a user will read on your Landing Page. You can call it an advertising slogan. If the heading does not fit all the necessary information, write a subheading. Suppose if we are selling some kind of inventory management program, then the heading should look something like this:

Are there any problems with stocks?
Buy a solution to your problem!

2. Picture

A picture is worth a thousand words. It is needed 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. With this picture, we tell the visitor that the program is supported on various devices.

3. Description of the offer

Of course, the Landing Page should contain textual information about your proposal. 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 product description. Your task is not to go into all the details of the product, but to persuade the buyer to act in various ways (be it a discount, trial product, etc.)

For example, if we talk about the aforementioned program, its description on the Landing Page may be as follows:

Get the program in three click:

1. Register
2. Receive an email with a download link
3. Use the program and be effective

4. Reviews

Reviews are one of the essential elements of a Landing Page. This information is necessary to build trust with a potential client. If a visitor wants to buy your product and sees that other customers have already taken advantage of it and were satisfied with it, their confidence level increases and the likelihood that they will buy increases.

5. Logo

Your company logo must be present on the Landing Page, but it must not “lead” to the main site. It should be just a picture, not a link, it is important to understand.

6. Social network icons in the basement

These icons should also not be links to your profiles on social networks. This should be a form of adding a visitor as a friend to you on these resources. Why should this be so? So that a person does not leave the page of your Landing Page, he focuses only on your specific product and offer.

7. Information form

The record form contains fields for entering information that you want to receive from the client, for further processing and storage in your database.

8. Button

This is what the work in the system ends with - the visitor, after filling out the form, must click on the button Approve, Submit, Sign up, Buy, etc. Only after clicking you will receive information filled in by the client in the form.

9. The form after sending the application by the client

After the completion of the main actions by the client, he should see the notification form. There may already be a link to download a book, or a link to a coupon with a 15% discount on your next purchase - it all depends on the product you are selling and your goals.

There are several rules regarding the elements that make up a Landing Page:

1. None of the links, buttons should lead to another resource

By itself, the Landing Page is the final stop of the user. The client must perform an action and must not go to another website or social network. Focus, focus and focus again!

2. The arrangement of elements is a creative approach

Some adhere to the order of elements on sites such as AIDA (Attention, Interest, Desire, Action) - Attention, interest, desire, action. But if you have some kind of proposal that does not fit into the standard framework, then do not suffer, but implement your order of elements.

3. What to do if you do not have reviews

If you are trading in a new product, and you have no reviews on it yet, then you have two options:

• do not include reviews on the site
• post customer reviews that relate to your company as a whole or to you (such reviews may contain information about your competencies, service, etc.)

Types of Landing Page

We examined what elements the Landing Page consists of, now we’ll figure out what types of “landing pages” are, what elements they contain, which have structures and how they differ from each other. There are 5 main types of Landing Page:

1. 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 - that is the minimum necessary information by which you can contact the leader in the future (call, send a letter based on the context of the proposal).

The Lead Generation Landing Page always has a form and a button for sending the completed information to the server to the seller, the owner of the Landing Page.

2. Landing Page for click (Click-through page)

The purpose of this type of page is to collect clicks. It is used so that a person goes to the product purchase page. You advertise a product or service on the Landing Page and you have only one Buy or Go to product page button.

Your Landing Page does not have a basket and the ability to pay, but can direct the visitor to the product page, where he can already order it.

Why is this type of Landing Page used? In order to “warm up” a visitor for a purchase, quickly inform him of your offer and product, without distracting him with other goods and services of your company, cause a desire to press a button.

For example, in search results (when using Yandex.Direct), you have a purchased phrase, according to which the client goes to your Landing Page, where he gets acquainted with the product, without scattering attention to other products, “ripens” for the purchase. And when he is ready to make a purchase, he clicks the button and already goes to the product order page located on your main site.

On pages of this type there is no form for filling in data with the client, there is only a button that sends the prepared client to the product order page.

3. Compressed Page (Squeeze Page)

The main purpose of this type of page is to collect email addresses for future newsletters.

As a rule, such pages contain a large picture, a headline, a form for collecting email and brief information about the competencies that your company can be useful to its potential customers. Therefore, this type is called Compressed Page - some elements of the Landing Page may be omitted here.

Let's say you plan to conduct a webinar and collect email addresses. It is necessary that potential visitors to the webinar leave only their email, for this you only need a field to enter an email address. You put a large picture, name and information about the webinar, an email input field and a button with motivating text. For example, I want to see or I'm going.

4. Sales page

This type of page is used to sell goods. How does it differ from the rest of the types? On this page there is always detailed information about the product, service, necessary for the customer to make a decision. These are usually large pages.

Here we are talking about the price. The visitor, clicking on the button, gets on the payment form. 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. A visitor enters his bank card details, for example, and pays for a product or service. Here the main emphasis is on the fact that a person instantly bought a product. And here more information is needed to make a decision, especially if the product is not cheap.

5. Bright pages (Splash page)

These are pages with a “bright” feed. The focus here 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 here the product and its advantages are in the spotlight. In this case, it is important that the client learns about the product, remembers it. He can leave the page in several ways, but after learning about your product, about how wonderful it is.

Landing Page Workflow and Work Recommendations

Now consider how the site works. The Landing Page process can be divided into four stages:

1. Receive Incoming Traffic
2. Conducting A / B Testing
3. Visitor Jobs on Landing Page
4. Request processing after reaching the goal - post-conversion processing

I will give my recommendations for each of these stages, based on the experience of my and my clients.

1. Receive incoming traffic

You get incoming traffic for advertising in Yandex.Direct, through banners on websites, via email, or through social networks.

I recommend separating users by referral source. Try to create separate pages for email distribution, separately for Yandex Direct, separately for search engines or social media. Why is this necessary?

• Firstly, it will measure and identify the most effective source of leads.
• Secondly, because people perceive and expect information from different search sources in different ways.
  The person who came in from the email newsletter is one consumer; the person who came to you through search engines is a different type of consumer. Even if there is the same offer and the same product, there should be two different options for presenting information, and accordingly two different Landing Pages.

The newsletter can convey much more information than the search engine ad. If a person clicked on a newsletter, then he had already read a lot, and in this case, it’s important not to repeat himself in the Landing Page. And if a person clicked on an ad from a search engine, then he needs to show him more information, since there isn’t much to fit in the ad.

2. A / B testing

After we split the traffic, we need to conduct A / B testing. What it is? This means that we show different forms of the page to different customers. For example, one form is a long Landing Page, the other is a short Landing Page. And we are looking at which one will be more effective. The “length” of a page is determined by the size of the product description.

Let's say 60 people visited our site: 30 for one form, 30 for another. Their conversion is different, and depending on the effectiveness of the forms, we will choose the one that attracted more customers. If from the first thirty five people came, and from the second - 15 people, then, of course, we will use the second version of the Landing Page.

3. Visitor Jobs on the Landing Page

What nuances should be considered here? Future user work is “predicted” when developing the Landing Page. Therefore, when designing a page, of course, you need to consider the location and presence of elements. But no one canceled the creative work. It is important not to forget that there is still no definite template, 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.

When designing a Landing Page, you must remember: the longer the page, the greater the trust of the client, but the less focus he has. Therefore, the shorter the better. It must be borne in mind that a person has a limit of attention.

After the visitor has worked on your page, completed the steps, he can go to the fourth level - post-conversion processing.

4. Post-conversion processing

What if the visitor clicked on the target button? Work with him should not end there.

If he filled out and submitted the form, we can give him the opportunity to download a file, give a link to go to the next step, to profiles on social networks, etc. ... And if he does not fill out the form, but presses the button (page type - Click -through Page), then we can transfer it to the basket of our site (online store) or to the registration form.

Errors When Starting Landing Page

I want to warn you about mistakes that I often encountered in practice with my clients.

1. Landing Page is not a Landing Page
Some people try to give as much information as possible about their company, their products and benefits, and call it Landing Page. But this is not a Landing Page really.

Landing Page implies compressed information on one topic. If you start to indicate contacts, your services, a large number of reviews, customers - this is not a Landing Page, this is a one-page site, because you do not comply with the restrictions that the landing page implies.

It’s not necessary to post company information on the Landing Page. The main thing is your product and your best offer.

2. Too detailed product description

Some of my clients Landing Page were created under the guidance of technical specialists, engineers. Such specialists, as a rule, are very scrupulous and meticulous in presenting information. As a result, such descriptions could contain detailed technical specifications and operating instructions.

Yes, they talked about one technology and one product, but they were not a Landing Page, they were huge one-page sites that simply scared their size.

It is important to remember that the client does not need to talk about the product, but incline it to the action that you need.

3. Do not use A / B testing

I advise: use A / B testing, try different page options. People often think: if every lead is worth its weight in gold, then I will use the option that I like best, which I consider to be the most successful.

No, you cannot know this. Some things work unexpectedly, regardless of what you think about it. You just might not know something.