“Selling Page, Landing Page, Landing Page, Promotional Page – landing page is called differently. But its purpose is the same – to encourage the user to perform a certain target action.
Depending on your tasks, it may be buying a product, ordering a service, registering for an event, subscribing to a newsletter, etc. It is around this target action that all the landlending is built, and, accordingly, one of its main elements will be CTA (Call to Action, ‘call to action’).
Thanks to its simplicity, such pages are the best solution to attract targeted traffic and enhance the effectiveness of advertising.
Therefore, they are optimal for those who seek not only to reduce advertising costs, but also to increase its effect, increase profits or focus on a single product or service.
Why do you need to landlord
In short, lending is needed to increase conversion. As we have already mentioned, landlending is ground for one specific purpose. This goal coincides with the user’s request to the search engine and clicks on your ad. The target may be:
- Selling a particular product or service;
- Announcement of an upcoming event;
- Collection of contact information;
- Testing.
Sale of a specific product or service
In an online store or on a corporate website, it can be difficult for an average user to find a product or service of interest. There are many ways to help the user to make a targeted action on the site, but also a chance to lose the client.
Landing is designed in such a way that the user’s attention was always focused on a particular product (product, service). Thanks to the competent structure of the user can easily find, review and order the product he is interested in.
That’s why many companies develop a full-fledged promotion page for the presentation of their products when releasing a new product.
Announcement of the upcoming event
There is no need to create a business card or a full-fledged corporate portal to place information about one (or even several) events there. Such a task is perfectly coped with by a one-page person.
Collection of contact data
One of the most important tasks of leasing is to collect contacts of potential clients. Once you have collected your email address database, you will be able to launch emails that will keep your customers up to date with upcoming events, new products or services.
In exchange for contacts, offer visitors something useful:
- Subscribe to a newsletter with interesting content
- white paper with important information or statistics
- an e-book with a complete guide
- podcast
- checklist
- presentation or video
- discount coupon
- free test access to the service, etc.
Testing
Lending gives you the opportunity to test your new offer on your target audience.
There’s no need to make major changes to your existing business, and you don’t need to redesign your entire website to see how the changes will affect your end user. It is enough to create a separate page where all the features of the offer will be listed and send a part of your users there.
Thinking about the new marketing campaign, start it with the creation of a universal assistant for any case.
What kind of landings exist
All selling pages can be divided into several basic types:
- Standalone landing pages. Full-valued selling pages that are placed on a separate domain (subdomain) and may not be an extension or addition to the main site. The main tasks of these pages are to motivate the visitor to submit an application and collect contact information.
- Microsites. Landing of this format – it is often a small site, which consists of several pages (5-10). Quite often such sites can be found in advertising campaigns of large brands. High-quality graphic content, photos, videos and interactivity – all this contributes to capture the attention of users.
- Pages of the main site. Selling pages inside the site. Now many companies make the home page and service pages in the format of landings. This is not surprising, as the structure of the leasing implies that the user commits all the necessary targeted actions. In addition, there are no restrictions for search engine optimization of the page.
Headlines
One of the distinguishing features of the selling pages is the presence of brief informative headings, which are fundamentally different from similar headings on ordinary sites.
Registration
Design, structure and usability play an important role in the design of any resource. The user, who got to the landlord, should make the necessary target action as quickly as possible and without difficulty. Therefore, the design should not distract the visitor from the main task, and vice versa – in every way to help, push and prompt.
Shortened conversion path
Most of the usual sites and online stores have a complex and confusing structure (not to mention the long and incomprehensible stages of ordering). The harder the way is, the better the chances of losing a potential buyer. Due to the fact that a lending-painting pager – this is in most cases a one-page, all the necessary information is always in plain sight and the visitor gets acquainted with it consistently, in the order you conceived.
Lending design errors
You can often find landings that do not perform their task because they were developed with fatal errors. Let’s list the most important of them.
Slow loading speed
You can create a really valuable product, write a cool selling text and formulate a CTA that you can’t refuse. But more than half of those who have looked at your page will not see it if your site is uploaded for more than 5 seconds, especially if they are logged in from a mobile device.
Graphic abuse
When developing the design, we should not forget that beautiful photos from the drains and videos should not distract users from the main task – to perform the target action. You should try to minimize the number of dazzling banners, distracting animation and many different colors and fonts.
Abuse of call to action
Often you can see a large number of pop-up windows (subscription, mailing, etc.), a lot of completely different formatted application buttons that encourage the action of animation. The more variants of actions to be performed by the user, the more difficult it is for him to define the final goal. The final goal should be one, and it should be clear at a glance.
Too much text
Most landings are designed for impulsive action. Solid canvases of text worsen the perception of the overall picture, forcing users to “look for” the necessary information. Always remember that even the most difficult things can be told with short and clear phrases.
Lack of trust
Many people forget that it is important for users not only to show a beautiful picture, but also to inform that you can order from you, and it is quite safe. Known projects without any real contact information, any guarantees and feedback do not inspire confidence among visitors, so the probability of refusals will only grow.
External links
Each link that takes visitors away from the site is a hole through which you lose potential buyers. Even if it is a link to your main site or social network profile, an extra button.