landing

Landing Page: Usage and Principles of Creating

22 November, 2017

Landing pages have been a lot and often discussed lately seeming to be almost a magic button that lets you generate sales by an endless flow. Obviously this is far from being true. Although, for implementing certain goals, landing pages are the most effective tool.

As we always do, we’ll try to cover everything in detail. In order to do that, we’ll tell you how to create a landing page, what it is, how it can be used, when it’s beneficial and when it isn’t, we’ll figure out how they are made, and also cover a few other interesting points.

What is a landing page?

A landing page is a page specially designed to attract visitors with the aim of converting them into customers or leads (“warm” potential clients highly motivated to make purchases).

Focusing on a call to action is the main peculiarity of a target page. According to this purpose, all needless elements of the landing page design – navigation, side column, etc. – are removed. Landing pages are usually created on a separate domain or a subdomain, but they can also be integrated in the main website. As for landing page examples, here’s a nice one:

landing page
A marketer, a designer, and other specialists participating in making landing pages have an important task: to hold visitor’s attention, tell him about undisputable advantages of a product or services and induce him to:

  • buy one;
  • leave an application for ordering services;
  • register or subscribe for emails.

These are three of the most common tasks that be done by means of a landing page. Depending on the niche of business, goals can vary drastically, for example, downloading a programme or informing the target audience about a product. But since we’re interested in the segment of ecommerce, the aforementioned goals are the main for us.

A good lead page clearly shows a customer the advantages that he will get by purchasing a certain product or proves with arguments how the product will solve his problems.

Features of landing pages’ usage

To use landing pages successfully, it is necessary to understand how they differ from website with multiple pages or online stores, when it’s reasonable to use them and when it isn’t.

Here are a few landing pages’ features that you need to remember:

  • they consist of one page;
  • designed for converting traffic from advertising or other channels;
  • they are not promoted by classic SEO;
  • they can be used for promotion of only one product/service or products of one category.

Thus, if you plan to build long term relationships with clients and show all your products or services, you need a proper website or an online store. And for attracting new clients by one service, generating leads, or promoting a certain product, you can by all means use landing pages, focused on reaching the maximum conversion.

It is reasonable to create landing pages in such cases:

  • when it’s necessary to sell one product or service;
  • when promoting a new product on the market;
  • when it’s necessary to generate leads/building a database of subscribers;
  • when promoting a special offer available for limited period of time;
  • when using such channels of traffic as contextual advertising, mass emailing, and target advertising in social networks.

As for an online store or a website with multiple pages, they will perform as a more efficient solution in the following cases:

  • if you offer a large assortment of products;
  • if you plan to update information on the website from time to time or add something new regularly;
  • if you plan to do SEO, apart from contextual advertising and similar channels.

Besides, landing pages can be used as a complete unit or an additional tool, for example, as a target page for running a certain promotion.

As you can see, landing pages have both certain advantages comparing to regular websites and a range of disadvantages. In general, we can characterize landing pages as a specific tool of internet marketing which is reasonable to use in a range of cases but isn’t a universal solution.

Landing page examples

The key condition for creating a really efficient landing page is the balance between the design and content, and also quality texts and other elements that can draw user’s attention, hold it, and motivate him to do a conversion action.

We have selected interesting examples of landing pages from different niches connected to popular products from famous brands. You can also request an analogical page, based on any example that you like.

This is Trulia. And this how a nice landing page looks like.

trulia

Velaro Live Chat: chat

American Bankers Association’s landing page is not less interesting:

aba

Shopify’s landing page. Simple. Clear. Good:shopify lp

 

And here’s the landing page of Wistia.com:wistia
The aforementioned examples of target pages not only look nice but also thought-out in detail. Their creators have managed to find the optimal balance between comfort and conversion.

Ways of creating a landing page

There are a few ways, differing between each other by complicacy, resource intensity, and flexibility, that you can use to create a target page. The most commonly used are the following ways:

  • landing page builders;
  • planning and creating a landing page from scratch;
  • creating based on CMS.

Each of them deserves a separate article. But to make it easier for you to choose, we recommend to view some of their peculiarities.

Landing page builders

The main advantage is the simplicity of work. Usually, such services provide all the necessary tools for designing landing pages, templates for different themes, and what’s left to do for a user is to add his content and select the required plan.

Here’s an example of a landing page builder – leadpages.net :

landing page builder

Nevertheless, generators have a range of disadvantages that can be quite significant. It can be monthly payment, for example, which may be quite high. LP generator has the following tariff:

pricing lp builder

Another important point is that you don’t have access to all important files which limits your possibilities to customize. Templates don’t fit in all cases, besides, users find standard elements’ location inconvenient.

In general, for a quick test, using services for designing websites is quite an acceptable option. But for something really serious, using landing page builders is unlikely to be beneficial.

Planning and creating landing page from scratch

This is the most complicated and the most costly way of making a landing page, since it requires a high level of knowledge in a range of fields or a proper budget to pay the experts assigned. The thing is that when you create a landing page from scratch, you need to spend a lot of time and resources on the development, since the technical task will be individual. In general, such a process will consist of the following stages:

  • creation and confirmation of the landing page sample;
  • selection of development technologies depending on the necessary functional set;
  • designing the visual part of the project, page making, and programming;
  • tests and necessary adjustments.

This way is only reasonable if you work on complicated projects the implementation of which requires unordinary decisions. Luckily, such ideas are only 5-10% of total, and other tasks can be successfully completed by means of ready CMSs.

Developing based on CMS

What’s good about landing pages working based on ready CMSs is the fact that they use a ready technical part. In this way, you just need to complete a few things according to personal requirements. The most popular CMS is WordPress which lets you develop multifunctional landing pages adjusted for mobile view.lp resnonsive design

Among the advantages of this option, we can highlight its affordable value, since you pay only for a design, a content, and basic settings. Besides, different elements of a page are easy to manage, which is very convenient in case you need to adjust something.

In general the conclusion is: if you want to test the usage of target pages for your business, it is enough to use landing page builders. If you need an unordinary solution (for a proper budget), you can request a landing page from scratch. And “the golden mean”, since it allows to get a functional solution for a fair value, is a target page based on CMS.

Principles of creating a good landing page

We’ll share with you a range of recommendations which have stood the test of time. Using, testing, and combining them will help you find the most effective solution for your business.

Appealing headlines

A headline is the first and the most important element of a lead page, which task is to draw and hold user’s attention. And since everything begins from the headline, it needs follow such requirements as:

  • to draw reader’s attention;
  • inform a potential customer about what product or service he is offered;
  • to be concise, not more than 10 words.

The optimal solution will be the usage of simple and clear headlines that emphasize advantages and importance of a product.

Convenient elements

It can be a buy-button or a form of registration. Anyway, the few field to fill up it has, the better it is. The point is to not push visitors to make unnecessary actions.

Don’t be intrusive

It’s enough to have 3 fields to fill up: name, mobile number, email address.

Quality images

Our brain perceives images faster than a text. That’s why you need to pay attention to photos and illustrations used for designing a target page:

  • photos should be of high quality and the optimal size;
  • images should be related to your product; if you offer a physical product, use its photo;
  • if you offer a service, the main purpose of images is to draw attention to the problems that the service solves.

A text on a page. If a visitor of a landing page doesn’t understand why he needs your product or service in the first several seconds, it means you lost him. Therefore, use enough of text to convey the purpose of your page.

Use powerful words and phrases staying concise at the same time, because not everyone has time for reading.

Apart from all of this, here are some more advice to pay attention to:

  • make a clear and persuasive message;
  • describe the main functions of your product/service emphasizing its importance for a client;
  • use clear calls to action which will convey your idea to a user;
  • put the main arguments in headlines, since a lot people use diagonal fast reading.

Social proofs

It’s a very important point, since potential customers trust regular people more than company representatives. They want to know other customers’ views about a product. So you can add a section of customers and experts’ reviews of your products or services.

Guarantee

The very presence of this word on a website increases conversion. Clients love guarantees, no matter if they are necessary or not. It just makes them feel secure.

The most convenient spot for a block with guarantees is at the bottom part of a page. There are many forms for it, so you need find one that will fit your business. For example, the guarantee of product exchange or 100% costs return.

Powerful calls to action

No other element on a landing page is as important as a call to action. Make it big, combine a text with a button, and duplicate on several parts of the page. Mind that it has to be at the upper and bottom parts of the page by default.

People got used to buttons associating them with the speed of performing an action and confirmation of intentions. Besides that, you need to highlight a call to action with a contrasting color which will draw attention as soon as a user glances at it.

Compatibility with mobile devices

It should be a common practice, but clients often don’t know about that, whereas executants don’t really want to complicate their own job. But in 2017 landing pages must be responsive for mobile devices. Besides, you need to ensure they are properly shown in the portrait and landscape forms. If you want to check how your landing page is shown on screens of mobile devices, you can use the service “Screenfly”.

Logical sequence

The sequence of locating elements on a landing page is as important as the actual content. The landing page design should incline your client to view the necessary information and making a decision. An example of a proper sequence of elements on a landing page you can see below:

lp structure

Divide the page into sections by means of design elements. Ensure that sections differ one from another.

So now, when somebody asks: “What is a landing page?”, you already know that’s it’s an effective tool of internet marketing that can be used for increasing sales and generating leads. Besides, you need to take into account that landing pages can be used for promoting only one product or service, and you shouldn’t consider them as a substitution of a regular website or an online store.

We hope this article has shown you enough of details about the main points of creating landing pages and their purpose, so now, you can use it to successfully develop your business.

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