What is Landing, what is it? Let's explain in simple terms

We will try to explain to you what a landing page is in simple terms. And, so, landing page from English is literally translated as a landing page. We have dubbed it as a landing page. Such a page is intended to perform a specific action - clicking on the "Buy", "Subscribe" button, etc. In the Internet, it is nicknamed as a landing page or just a landing, in slang, a land.

What is a landing page - it is a money machine

What is a landing? Landing is the engine of online commerce, the locomotive of sales! Works in conjunction with a well-configured advertising campaign. With the right settings, it can become your money machine!

This technology came to us from the USA, it appeared there due to the great competition of online stores. According to the CEO of the leading Internet marketing agency Anton Petrochenkov, it was he who breathed life into the landing pages in Russia. Anton worked for a long time in America as a marketer in a prestigious company. In 2012, he returned to Moscow and began to actively promote the technology of selling sites. Its goals and objectives are further considered.

1. What is a landing page in simple words

In simple terms, a landing page is a one-page site. The task of such one-page sites is 90% to sell goods or services. Land works effectively to collect the subscription base. There are never third-party ads on landing pages, limited menu within this document. Consists of blocks, starting from one or more. Each block paints the goods in stages, leading a person to perform a specific action. It is intended practically for advertising of one goods or service. Must have good graphics, well-written selling texts.

2. Purpose of the landing

Landing, as a rule, is used to collect the subscription base, in this case one, two, maximum three blocks are used. The most effective for subscription are single-block landing pages (single-screen). Where the subscription form is placed and the enumeration of the benefits of registration, plus some kind of gift - a discount coupon, an e-book, etc.

A selling landing page is a multi-block page, usually consisting of 5-7 or more blocks. Each block describes the product and covers the needs and objections of the buyer. There is a block with reviews of people who have already bought the product. The landing task is considered completed if the site visitor has performed a specific action intended for this page.

3. Composition of the landing page

A single page site is a set of several files and folders.

• CSS (style sheets)
• img (pictures)
• (java script)
• Landing page with HTML code

As you can see, the structure of such sites is extremely simple. And their appearance depends on the versatility and bells and whistles of CSS style sheets and a set of JS scripts. In development and layout are quite simple. Scripts can be found in free access and downloaded or registered by yourself, styles are quite easy to change and developed to suit your needs with a minimum of knowledge.

As mentioned above, the landing page consists of blocks. Competent construction of blocks is carried out according to two common models. AIDA and PMPHS

Model - AIDA

Attention - Attention;

Interest - Interest;

Desire - Desire;

Action - Action;

Model - PMPHS

Pain - Pain;

More Pain - More Pain;

Hope - Hope;

Solution - Solution;

Based on your target audience and product, service, a landing page is being built according to one scheme or another. The most responsible block is the first screen. This is the beginning of the landing, what the user immediately sees after loading without scrolling.

- Remember!!! You have only 5 seconds to keep the user on your landing page!!!

Make the most of the first screen. Its task is at least to force the user to at least go to the next screen (block), arousing interest in the product or information product, service. The maximum program is to take an action (leave a request, Email). Maximum +++ make a purchase.

- Do not put unnecessary information on the first screen, such as the name of the company, phone number, and the like. Remember - the landing page is not the main site, but, in principle, a separate site that performs other goals and tasks.

The first screen should contain a title and a subtitle, preferably close 3 to 5 benefits.

Title:

• Should be catchy, bright.
• When composing a headline, take this extremely seriously. It should ideally match the title of the ad in direct, adwords, etc. The price of a click on an ad depends on its frequency according to the wordstat, and this is, accordingly, the money of the advertising budget.
• It must match the offer on the proposed resource.

Subtitle:

Deciphering the title (product), quality adjectives work well.

Benefits:

It is necessary to give from 3 to 5 benefits from the purchase of your product or service, or subscription. That is, what is beneficial for the user to perform this or that action on the site.

In each block, write only the necessary information. Remember, the task is to guide the client through the entire landing page and make them perform the specific action on the landing page.

4. Landing page promotion

In simple terms, a landing page is not intended for SEO promotion and placement in the TOP of search results. Paid advertising traffic is poured onto such a resource, through contextual advertising, banner, teaser, etc. In general, paid advertising Internet channels are used. Such as Yandex Direct, Google Adwords, VK target, etc.

We recommend that you place your sales landings in a separate folder, and close the folder from search engine indexing. It is necessary to do this so that all Internet pages must contain a number of necessary tags and headings that should not be duplicated on the entire Internet resource.

The title service tag contains the key by which the landing page is promoted, if a good key is entered into the landing, then it can no longer be used on other pages on the site. Having closed the landing page from indexing, you calmly use a high-frequency query, create an ad using this key and drive traffic to the landing.

Then you can prepare a competent informational article about your product using a good medium-frequency key and promote it to the TOP of search results. Thus, get targeted visitors, and from the informational article already lead to the landing page. This is a fairly effective method, you bring a sufficiently warmed up user to your site, then warm up even more and send a user who is already ready for action to the landing.

This method is free, but time-consuming and requires great knowledge in the field of website promotion, it is quite long, it can take several months to advance to the TOP.

Paid traffic gives results immediately. That is, they published a salesperson, launched advertising and traffic began to flow, but you need to fight not for traffic, but for real sales.

The most expensive channels are on search, Yandex Direct and Google Adwords. But we must also take into account that these are the hottest users, since they were specifically looking for your product and, in principle, are ready to buy. A good landing page and a well-prepared advertising company will give a good result. (Think of writing headlines above).

VK target works well for cheap goods. Facebook, on the other hand, is expensive. From the social networks, you can drive free traffic, that is, lead groups, communities and thus attract visitors, buyers to the landing page.

5. A/B test landing page

An A/B test or, as it is also called, a landing split test, is not a test of an advertising company, but a test of a selling resource. It is carried out by preparing two, three identical landing pages with different elements and blocks. Buttons, headings, texts are tested. These tests are carried out in order to identify which element works best in which performance.

Even if you completely ripped off the landing from Vasya's competitor, it is far from a fact that it will work well for you. And it is not known whether everything really works well for Vasya.

So, for example, there is an opinion that the action button should be red or green, neither one nor the other worked for us. The dark blue worked, they added a red border, like now, and there were more subscribers.

To carry it out, you need to set goals in Yandex Metrics and Google Analytics. In the metric, you can track user behavior in maps, which blocks have been read, which ones have not, how many users reach the end, which buttons are clicked, etc. Based on this information, texts and blocks can be corrected. The test must be carried out with a small advertising campaign budget, identify all the shortcomings, compare the elements of the project, take the best, fix the problems, and only after that launch a full-fledged advertising campaign.

When the test is passed, and all the nuances are identified and eliminated, you need to take download speed very seriously. The cost of a click on an ad is highly dependent on the loading speed of the landing page. Use Google's pagespeed service, there you will be given step-by-step instructions, and a link to the modified files. Keep in mind that the seller must be universal, open in all devices. The service mentioned above will show you and in this one, reaching the green zone should be your goal.

6. Privacy Policy

Posting a link to the privacy policy adds credibility to the landing page. It should be noted that from July 1, 2017, a new version of the Federal Law - 152 (Law "On Personal Data") came into force. The absence of such a policy may result in fines from the state. bodies - "Roskomnadzor".

Such links to the policy should be on every page of the site. As a rule, they are placed in the future. In order not to take the visitor away from the landing page to the general site with a link in the future, make a PDF file with the policy and upload it to the server. Put a link to it on the landing page: "yourdomain.ru/polic.pdf" target = "_blank". The policy will open in a new window, and the visitor will read the document and not be distracted from the landing to the general site. We recommend that you close this PDF file from indexing in robots.txt

7. Landing page development

How to make a landing page? Yes, very easy! There are many free templates on the Internet, you can download them and customize them for yourself (by inserting your own texts). You can use all sorts of constructors and generators. Of these, lpgenerator.ru and tilda can be distinguished, the disadvantages of such sites are paid monthly resources, it is difficult to transfer to your domain, and the like.

It is best to take your domain and make your own website and your salespeople, you will learn how to make a website in an hour by subscribing to our project. You will receive 5 lessons within five days and you will be able to deploy an entire online store in a couple of hours. All this is absolutely free - try your hand.

Watch video instruction how easy it is to launch your landing page on the Internet.

Your promo code TZS52983(just copy and paste when registering)

Our team is working on creating a universal landing page with step-by-step instructions and an editor. By installing it, you can easily make your salesperson of any complexity. The material will of course be paid.

8. Conclusion

We tried to explain what a landing page is in simple terms. Summing up everything, we can say that a landing page, properly designed, tested and with a well-tuned advertising campaign, can become a money machine.

This topic is quite broad and interesting, it is not possible to cover everything in one article. Write your questions in the comments, we will answer, we will write separate articles for interesting questions.

P.S.

Our project is at the launch stage, regular mailing is planned only by mid-September. A partner online store is currently being developed. We plan to conduct tests of advertising campaigns for our own budget and post successful cases in free access to our subscribers. Real recommendations for SEO promotion are planned. A separate section dedicated to landing pages.

Subscribe to our project, stay with us.

Good luck with your sales through the landing page.

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