What is Landing Page

What is a landing page
Landing Page (from the English landing page - landing page) is a modern site consisting of one page and aimed at performing one specific task: collecting contacts, filling out an application for participation in a webinar, ordering detailed information about the proposed product, downloading an e-book and etc. Unlike a multi-page site that represents a company on the Web and often serves as an information resource, the Landing Page is always aimed at obtaining a quick and concrete result.

All landings, depending on the purpose pursued by them, can be divided into three types:

1. Advertising and information page.
2. Page for lead generation. .
3. Viral page. .

Landing Page Features

One of the main tasks of the Landing Page is to get a conversion. It dictates some rules that you need to follow when creating landing (landing) pages:

• Minimalism in design - the absence of everything that distracts from the main action.
• A certain structure that contributes to the achievement of the goal.
• The absence of complex graphic elements that impede the operation of the page and the perception of information.

It is these features that distinguish the landing page from sites with a wider range of functions.

There are three main goals for which landing pages are created:

1. Getting contact information.
2. Selling a product or service.
3. Introduction to a product or service.

Let's consider each of them.

Get phone or email

Contacts of potential customers are needed in order to contact them in the future and offer an existing product or service. Knowing the phone, you can communicate with a person personally, knowing the e-mail, you can set up a mailing list and regularly remind you of yourself - report new products, share useful information, congratulate a person on holidays. This way you can offer a large number of products, while the instant sale page promotes only one product.

Sell ​​a product or service

Such pages allow you to increase the sale of already known products or services. All elements of such sites are aimed at making a person perform a certain action here and now. Promotions with a timer that limits the validity of a great offer help the customer decide to buy faster.

Get to know the product or service

If a new product or service is introduced to the market, it will be difficult to sell it right away - people do not like to buy a pig in a poke and prefer to study the offer first. Such pages provide a potential buyer with all the information he needs, emphasizing the benefits of a product or service.

Differences Landing Page from a multi-page site

The main difference between a landing page and a multi-page site is the number of pages and the amount of information presented on them. A multi-page resource, whether it is a corporate website or an online store, usually contains as much information as possible about the company and its products - the history of the foundation, a description of each product or service, useful recommendations, a blog page, etc. Such a site is created for a long time, and the information on it is constantly updated.
While a landing page is a one-page site that represents one product or service and is focused on quick results. It contains only the most important information needed to make the right decision. With the help of one landing page, you cannot promote several different products at once, here you need maximum specificity and concentration.

Which businesses are suitable for

Landing Page is suitable for those who want to:

• Increase income from the sale of goods or services.
• Increase sales of a specific product.
• Reduce advertising costs.
• Build a database of potential customers.

Based on this, landings are widely used:

• Trading companies (wholesale and retail).
• Manufacturers of various products.
• Information business representatives.
• Network Marketing Leaders.
• People and companies providing services in the field of sports, beauty, tourism.

At the same time, it makes no sense for sellers of very expensive or exclusive products to order the creation of landing pages, since their products are bought not on emotions, but after a thorough study of all information about the product.

Why A/B Test Your Landing Page

A/B testing of a landing page is the simultaneous launch of two landing pages of the same topic, aimed at the same target audience. The difference between these pages lies in the presentation of information - different colors of the main buttons, different images, appeals and headings. An analysis of the reaction of visitors to each of these pages allows us to identify the most effective way of presenting information for a specific target audience.

Landing page examples

Below you can see examples of good landings created by our company's specialists.

Order a landing page or do it yourself? This is one of the main questions that everyone who decides to promote their business with a landing page asks. Consider the pros and cons of each option.

How to do it yourself

On the Internet, you can find a lot of designers that allow you to independently create a landing page for any purpose. This decision is justified if you are just starting your business, testing the product for the first time and have a minimal budget.
Pros:

• Saving.
• Complete process control.

• Certain costs will still be required (the size depends on the designer).
• The effectiveness of using a "homemade" landing is lower than from a page created by professionals.

Where to order

It is better for a serious company that is set up for a long-term presence in the market to order a landing page from professionals. The cost of creating a landing page by experienced specialists is higher than developing a landing page on your own, but the result is worth it - you will receive a modern high-quality resource, each element of which will work to achieve your goal.
Where to order is up to you. The main thing is to make sure that the selected contractor is professional and responsible. Don't want to waste time on long searches? We are always at your service! Here you can get acquainted with our offers, clients and examples of our work, as well as place an order for a landing page or get professional advice.

When creating a landing page, a well-established structure is usually used, consisting of the following elements:

• Short, catchy title.
• Unique Proposition (USP).
• High-quality video or image that emphasizes the theme of the page.
• A call-phrase that encourages the visitor to perform a specific action.
• A bright button that allows you to perform this action is “Buy”, “Order”, “Subscribe”.
• A timer that counts down the time until the end of the promotion.
• Examples of the best works, testimonials from grateful clients, certificates of quality.
• The “How it all happens” block is a graphic representation of the stages of working with a client, the process of ordering a service / product, or a sequence of other planned actions.

Depending on the goals pursued by the landing page, the set of elements present on it may change, but in any case, the development of the Landing Page is based on the above structure, which has repeatedly proven its effectiveness.

How to promote a landing

Creating a landing page is only half the battle. After the landing page is ready, you need to make sure that the target audience sees it. Landing can be promoted in the following ways:

1. Contextual advertising in Google AdWords and Yandex Direct.
2. Advertising in social networks.
3. Email distribution.
4. Teasers (images with eye-catching text).

You can promote your resource yourself or order it from us. Contact us using one of the contacts presented on the site to get professional advice.

Conclusion

We hope this material has helped you understand what a Landing Page is and why you need it. If you still have additional questions or you have already figured out everything and want to order an effective landing page, contact us using one of the methods suggested here - we are ready to discuss your project!