More and more people want to know what a landing page is

What is landing page? This is a page on the Internet on your domain or subdomain in html/CSS or other format.

The purpose of such a page is for the person who got to it to leave a request or call, that is, to perform a targeted action.

How to distinguish such a page? It does not have complex navigation, large layers of text, flashing banners and unnecessary menus.

On the Internet, you have probably come across different names for a landing page - a landing page, a capture page, a one-page site, a landing page, etc.

This tool is able to sell 10-30% more efficiently than a regular website or online store.

An example of one of our work

Landing page was invented in the USA about 10 years ago by Internet marketers. At one point, they realized that competition in the market is growing, online stores and websites are getting better, and it is becoming more and more difficult for a client to understand why one company is better than another.

Thanks to the tough struggle in the market, a new site format was created - l.

At the moment, this tool is only gaining popularity among Russian-speaking companies, but I am sure that every year there will be more and more landing pages with high conversion.

Who is a one-page landing page suitable for:

1. Companies selling services
2. wholesale companies
3. MLM leaders
4. Infobusiness
5. Manufacturing companies
6. Companies selling goods
7. Companies that promote a unique or expensive product
8. "Sellers" of training programs

In fact, a landing page is suitable for promoting almost any product or service.

The purpose of such a page, as I said, is to “close” to the target action. What actions are you talking about:

• Request for a free consultation
• Application for a miscalculation of something
• Application for the purchase of goods
• "Book your place"
• "Subscribe to newsletter"
• "Take part in the action"
• "Download price"
• And much more

There are four types of such pages:

1. Long landing page - long landing page, the most common format
2. Short landing page - a short one-page, which is most often aimed at collecting email addresses and increasing the subscription base
3. One step landing page - one step landing page
4. Two steps landing page - two-step landing page. On the first page we stir up interest, and on the second page we call for action

In fact landing page is a separate mini-site, which may not even be related to your main project. The landing page can be standalone.

How to measure the effectiveness of a landing page?

There is only one objective metric to measure the effectiveness of a generated capture page. It's about conversion.

Conversion is the main criterion for evaluating a one-pager, although for the full picture, bounce rate, average time spent on the page, click map, and so on should be taken into account.

Average landing page conversion on the web

Completely absurd title. There can be no average conversion, since the indicators depend on a number of factors:

1. Landing page quality
2. The quality of the traffic that you "plant" on this page
3. business niche
4. Market competition

An example of what it looks like

An illustrative example. In the tourism niche, a conversion of 8-13% is considered absolutely normal, but selling luxury fur coats as a product for customers with higher purchasing power is a completely different story. There, an indicator of 5-10% is excellent, just a “wow” indicator.

As a rule, the conversion ranges from 2-3% to 35-40%. In our practice, we have achieved indicators of 23-27%.

A normal conversion is 5%, 7%, 10%, and if you are in the information business, then the figures can even reach 20%.

landing page - what is it? If you still do not quite understand, then I offer a few examples in video format:

P.S. Write in the comments how you understand what a landing page is?

So what is a landing page? We draw a conclusion based on 4 years of experience Uni Consulting

A landing page is a special landing page created for one purpose: to get more leads, that is, applications from potential customers.

Important: the landing page does not directly increase the number of sales in the business. It contributes to the growth of conversion, that is, it affects the effectiveness of your site. The “magic of the sale” itself usually occurs after the client has left an application.

• landing page
• One page website
• Selling website
• Landing page
• Selling page
• Landing Page
• Capture page

What is special about such sites? In that they allow you to increase sales in business.

Examples of our landing pages

1. Opening visas to the UK

2. Innovative bed-transformer

3. Cleaning services in Kyiv

I specifically picked up such examples and tried to touch on different business niches. The only thing these sites have in common (apart from the fact that we made them) is a high conversion rate.

So, for example, a site selling visas consistently brings a 5-7% conversion rate to the client.

How to determine if you need a selling page?

1. You feel that the business is “stagnation”, sales are not growing, there are no more applications via the Internet.
2. You need to quickly and effectively attract customers to your business.
3. You want to highlight one of the segments of your business and improve it.
4. You started advertising on your old page and are not happy with the result: there are no applications, but the money has been spent.
5. You want to increase your online sales.

These five "symptoms" all mean one thing: You need a landing page, and you're in the right place at the right time!

So, you have decided to create a landing page, but where to start, where to go?

Now that you know that a landing page is a marketing tool, you will be able to evaluate the work objectively and approach the process of creating a site more professionally and consciously.

Now you will find an amazing immersion into our environment, into the “creative cauldron”, in which we have been brewing for more than 4 years. A LOT of useful and interesting content awaits you.

Here we go?

What is important to know if you decide to order a landing page

1. It is important with what forces you will do it.

Here are some options:

Order freelance

An option like this. It seems to me that if you are reading this article, then you are looking for a more professional solution.

Below are a few pros and cons when ordering a freelance capture page.

Pros:

• Price. This is probably the cheapest. More accessible only to make the site yourself
• Speed. It's faster than creating a website in a large web studio
• Human factor. You can choose the people you want to work with

Minuses:

• Quality. The quality of work is often frankly lame on two legs
• Responsibility. The freelancer does not care what happens to the site next. For example, a designer can make a layout not on an adaptive grid, as a result of which the layout designer will spend twice as much time on his work.

An example grid, save for yourself to show to a designer or contractor:

• Deadlines and nerves. Whatever one may say, the reputation of freelancers is frankly not very good: “the hamster got sick”, “the cat is giving birth”, “the great-aunt died”, and the deadlines are on fire ...
• Unprofessionalism. As a rule, even a good designer / layout designer / copywriter may not know how the whole process goes. It does not take into account a lot of little things that are taken as an axiom by the team.

Do it yourself

A desperate option that rarely brings good sales. I won’t particularly paint, but if in general, then there are more minuses than pluses: long and of poor quality. You cannot be a designer, a programmer, a copywriter, and a marketer at the same time.

The end result might be something like this (save to show the designer how not to do it):

Web Studio

You can buy a turnkey landing page in the studio. By the way, this may well be a living office in your city. For example, in Kyiv. You will be able to communicate with the guys personally and discuss the project.

By the way, some of our guys are just in Kyiv☺

Let's start with the cons:

• Expensive. Of course, this option is more expensive than the others.
• Everything is serious. Here you will not be "licked": the task of professionals is to create a working product for the target audience, and not a layout that you will like.
• For a long time. Everyone offers their own time slots, but as a rule, studios work longer than freelancers (unless the freelancer is a "lost", of course)

Pros:

• Quality and guarantees. Again, if the studio is serious, then it can give at least an approximate forecast and provide specific guarantees
• Professionalism. Our working group consists of 4 to 7 people. The group may consist of a marketer, designer, copywriter, prototype specialist, project manager, programmer, layout designer, manager (conducts an audit), and so on.
• Deadlines. Again, I will use our example. After the project enters Uni, we break it down into stages. “We cut the elephant into pieces”, after which we scatter tasks by departments.
• Conversion. The most important thing is that the product is an order of magnitude better and brings much more leads than other options.

Here is an example of one of our works:

Sale of cosmetology services in Kyiv

By the way, on this topic, I advise you to watch my private video about who you can trust to create a landing page:

Another video on the subject. It's about how to check a contractor to create a landing page:

2. Understanding the steps involved in creating a landing page

This is the second important point when creating a capture page. You, as a leader, should know how a landing page is created, and what steps should ideally be.

It is important for me that you have a complete picture of what is happening, and I cannot omit this block. Again, I will speak on our example and on the basis of our work algorithm.

Here are the steps we go through with clients when developing a landing page:

1. General acquaintance with the client and his business, filling out a brief.

• 2. Analysis
• 2.1 Market analysis
• 2.3 Client business analysis
• 2.4 Network request analysis
• 2.5 Seasonal analysis
• 3. Creation of structure and concept
• 4. Writing a selling text
• 6. Prototype approval
• 8. Design approval
• 9. Layout and programming
• 10. Project approval

Now a part of you will think: “Come on, it probably takes half a year!”

In fact, from the client's point of view, it looks like this:

• 1. They met me
• 2. I was asked a lot of questions
• 3. I approved the black and white image of the site
• 4. I approved the landing page design
• 5. I approved the layout

All the rest of the magic happens inside. You don't see the process from the inside, and I want you to know what goes on behind closed doors.

One of our works:

Polish courses in Krakow

Let's take a look at each of the stages. We will omit the question of acquaintance and begin with an analysis.

I’ll say right away: from my point of view, the most important steps in creating landing pages are analysis and prototype. By doing it right, everything else is doomed to success.

Why do we do analysis when creating capture pages? It's simple: any doctor must make a diagnosis, and only then proceed to treatment. We do the same. Moreover, our marketers are always studying competitors, related niches and many other factors that may affect the site.

In the analysis, we formed the following stages:

Thorough analysis of the offer, niche and specifics of the direction. Formation of a general picture of the market.

A detailed analysis of the main competitors represented in the network by TOP queries. Studying the design, copywriting, functionality of the site, as well as its "chips" and the marketing side.

Study of internal processes in the customer's business, features and growth prospects.

Compilation of general semantics based on Wordstat.Yandex and Google Keywords Planner. Allows you to create 100% relevant content.

Market research and thorough analytics. We segment the target audience and study its fears, desires, needs, hidden motives.

1. Market analysis - a general overview of what is on the market, including Western cases

Here are a few sites we use for this kind of analysis:

• www.behance.net- the coolest service for designers. Personally, I hang on to it every time I need to gather ideas.
• ru.pinterest.com is an equally useful service. It is a little wider in subject matter and not so convenient for me, but just as "ideological"
• dribbble.com is another inspiring place

Profile sites:

• awwwards.com - inspirational service for designers, copywriters and just for inspiration
• onepagelove.com - site specialized in landing page
• land-book.com - it's all in the title: "A book about the landing page"
• www.cssawds.com - web news and inspiration sites for all tastes
• www.csswinner.com/- constantly growing bank of layouts for which users vote
• www.cssdesignawards.com/ - another inspiring place for IT professionals
• www.ratingruneta.ru/- web news and ratings that show "what is good and what is bad"
• www.bestwebgallery.com/- a large gallery with ideas in different business niches
• www.landingfolio.com/- a large portfolio with landings for every taste

In general, as you can see, the list is endless. All these sites are needed in order to be inspired, fed with ideas and “turn on” the brain.

2. Analysis of competitors

You and I objectively understand that competitors are “building the weather”, and if tomorrow your rival makes a 30% discount more, then no matter how cool your site is, you will fly by.

What we do:

We analyze contextual issuance, that is, we drive in a real request for which a client is searched on the network. We open all sites in contextual advertising, because it is with these guys that you will compete.

Here is an example:

Internet Competitor Analysis by Uni Consulting - Click Download

In general, we look at the quality of the site, its USP, design, features, etc.

By the way, here is a useful presentation on the topic of pricing and effective sale of goods or services:

3. Client business analysis

Most often occurs at the stage of filling out the brief.

We receive information about the client's benefits and his own thoughts about the business. At the same time, there are always additional questions that pop up after analyzing the previous points:

• What is the markup on the product / service (will allow you to calculate ROI in the future);
• how many products are in the range;
• what algorithm of work with the client;
• etc.

We write in any format if we have something to say. Very often, this information is known to the one who leads the project itself.

4. Analysis of requests in the network

This stage allows us to understand what the market looks like, what groups of keywords exist and how we can tailor the page for it.

Let me give you a specific example: a few years ago we made a page selling trips to Egypt. After analyzing the requests on the network, we realized that most people are not just looking for trips to Egypt, preferring requests such as: “tours to Egypt with children”, “family tours to Egypt”. Based on this, and keeping in mind that contextual advertising will be “poured” just for these words, we placed a spread on the site “we have tours for everyone”, in which we “hooked” all the groups of keys we need.

5. Seasonality analysis

We need this stage to understand whether there will be a demand for a particular service at this time of the year.

Example. For one of the big brands selling paving slabs, we developed a landing page:

At the time of the analysis, the customer forgot to mention the seasonality of his business, but after the analysis, we realized that tiles are laid in spring and early autumn. Accordingly, there is a time when it is almost pointless to advertise anything (in winter, for example).

Someone will say: “Yes, this is so clear!”

I can say that this is not always the case.

What to do step by step:
1. Go here: https://www.google.ru/trends/

2. We drive in a request (preferably the most frequent and simple)

3. We get the result, for example, like this:

6. Target audience analysis

Everything that we do in business and marketing is done for people, or rather, for the target audience.

You can talk a lot about how to do it right and why it is important. I will only say the most important thing: write down the fears and needs of people, and then close them with a one-pager. That's it, point!

Are you still here? Then we continue!

• Page concept (colors, style, features, accents, landing structure, etc.);
• selling text;
• in fact, the prototype itself.

Here are some examples of how we do it:

Prototype of Panorama 44 company (sale of real estate):

Selling Italian lingerie:

The purpose of this stage, in fact, is to "package" all the meanings of the client's business into a structure with a specific text.

Important! From our point of view, prototyping into a landing page is the most important stage in its creation.

Why? In fact, at this stage, everything is already ready: - this is a ready-made site that just needs to be “colored” and made up.

Here's what's important to pay attention to:

1. Creation of the concept of landing page, blocks that should be present in it and USP. Based on the analysis, we decide which blocks and in what format should be on the landing page.

2. A non-detailed prototype or a breakdown of the prototype into blocks.

3. Thoughtful promotions and USP for the landing page

4. Cool selling text

Landing page design

All this material goes to the designer. In our case, to the design department. The specialist evaluates the prototype and the project as a whole, makes his own internal sketches and accents, and then creates a layout.

Here are some marketing design tips:

• 1. Open forms of capture are always better than closed ones.
• 2. Design helps you read text, not the other way around. Text is the king and god of landing.
• 3. We need to make it clear what this page is about even without text. By the way, sometimes we translate text into Chinese by machine translation and show it to other people, checking if the design works.
• 4. Most people watch one-pagers, not read. That is, they scroll through the page, clinging to the individual elements with their eyes.

Now, a few tips related to the technical side of the design:

• 1. Sign pictures in English and in the correct extension for you.
• 2. Arrange files in the layout into folders and subfolders.
• 3. Make markings.
• 4. Use fonts from Google / standard or attach a font for a layout designer.
• 5. Making a separate document with hovers (on hover) and popup windows.
• 6. Bootstrap sizing grid - make sure everything follows it.

A little more about the bootstrap grid for responsive design (just for general development): http://bootstrap-ru.com/scaffolding.php

Important! The height of the blocks/spreads should be a maximum of 750 px.

Phew, I think that's enough for a start.

For a snack, a few more masterpieces from the Uni Consulting team.

Sale of mobile offices in Kyiv:

Exclusive dresses, several spreads:

The famous GoPro. A design that is over three years old but still relevant:

Layout and programming in the landing page

I must say right away that there are a lot of technical points here.

Here and adaptive layout, and form validation, and so on.

Important tips:

final landing page development

Next comes the juice: advertising, traffic, A / B tests, analytics, funnels and a lot of interesting and tasty things, but in this article we are talking about the basics that are important to know. We will take out what is connected with advertising and analytics in one of the following articles.

But to know what a conversion is, how to track it and what it depends on is definitely important and necessary. Let's discuss this briefly.

How to track the effectiveness of a landing page?

Naturally, each of us creates a one-pager for the sake of results. The result of a landing page is the % of conversion it gives and the quality of the leads that come from the site.

For example, if you make it too simple, then customers will be generated from a lower audience.

How to track conversion on landing page?

There are several ways: some of them are manual, some are automated:

1. Setting goals in analytics systems (we use the classics: Yandex.Metrica and Google Analytics)

There are two types of goals that we work with within the landing page. The first one is the target per page. For example, we tell the system that everyone who has reached the Thank You Page has completed the goal.

Most of the time, this is how we work.

Here is an example of how this is implemented by the user:

1) I leave a request on the landing page

2) Takes me to the thank you page

Please note that the url-address is changing, this is important!

Here is how it looks from the point of view of analytics (example from Yandex.Metrica):

2. Collection of manual statistics on requests

It's simple: you create an Excel document for yourself and start recording how many applications you receive every day. The method is so-so, it is better to save time and understand the first one. Moreover, in addition to the number of applications, it is important for you to understand where they came from, which channels work better and which ones worse. You also need to calculate the cost of a potential customer for each of the channels.

Here is how we do it for our clients on a professional level:

For example, a cold call manager made 100 calls. The meeting was scheduled for 10 people. Accordingly, the conversion was 10% (10 divided by 100 and multiplied by 100).

What determines the conversion to the landing page

It is important to understand that in most cases, the conversion to the landing page cannot be static, the numbers fluctuate. The indicators depend on many factors: day of the week, time of day, and so on. We believe that adequate statistics can be added up already from 300 visits per day.

It is also important to understand that conversion rates may vary depending on the advertising channel used. So advertising on Facebook usually leads to higher quality leads than VKontakte.

Here is a useful sales funnel presentation from me. In it, you will understand the basic tools for calculating the effectiveness of your business.

In a global sense, the landing page conversion is affected by the following:

• 1. The situation in the market and competitors
• 2. Your business environment, niche, situation in the country
• 3. Your USP
• 4. Actually, the landing page itself, its presentation, design, marketing.

Conclusion and nice bonuses

I believe that the work of creating this article was not in vain. If you liked the text, then I will be very happy with feedback in the form of likes, reposts and comments.

I think that you have already understood that my team and I have been doing all this for more than 4 years, and we will be happy to create a first-class page for you on favorable terms.

I must say right away: we do not work with everyone, we have a big workload. We try to take exactly as many projects as possible so that the final product is first-class. We help clients achieve their goals.