What is a landing. Landing - what is it in simple words with examples

Now you will understand the real meaning of the Landing Page and you will be able to make super-efficient landing pages. With the help of a landing page, we manipulate the visitor. A well-designed landing page will make almost anyone take the action we want. This is what you will learn from this article, and you will not be able to read it quickly.

So what is a Landing Page? Landing is a place where the visitor, as it were, " landing“, after he clicked on an ad in Google Adwords or Yandex Direct. The landing page is in simple words landing page, that is, it has one goal - to encourage a person to action (CTA). The simplicity of the Landing Page has made this tool incredibly popular and the best option for boosting ad conversions.

The goal of the landing page is to steal the attention of the visitor by 100%, so all distractions are removed from the page: extra links, navigation elements, options, redundant texts, and so on.

Whether you think so or not, your site already has landing pages. Even if you didn’t specifically create them, you already have a landing page, because the definition of a landing page is the first page that a visitor gets to when they enter your site.

For many of you main page The site is also a landing page. But an increasing number of website owners are creating separate Landing Pages from the main site, which allows visitors to skip unnecessary information that is not of interest to them.

Landing pages reduce sales costs because they have one specific purpose.

Landing Hack: Copywriting for Non-Writers

If the text on the landing page sucks, then no one will buy, no matter how beautiful the design is. You have no idea how important this is! It is the text that determines whether the landing page will be successful or not successful.

It may come as a surprise, but most people don't read every word of your perfect landing page. Instead, they watch the most important tidbits. Your task is to highlight these pieces so that the visitor does not miss anything important.

It hurts to look when I see primitive text on 95% of landing pages. Take the time to properly express your words. You need to make your audience feel like you are actually talking to them. I won't pretend it's really not easy.

But how to do that?

I thought you would never ask. And I have a unique life hack for you. You don't have to be a writer, it's not a big secret, especially if you're selling your own product or your servant.

Find an interlocutor, and try to sell him something, and record your speech on a voice recorder. Then translate the audio into text, and you will see how the text has become simple, concise and compelling. This is exactly the text you need for a landing page, in a conversational style. Such text creates the effect of presence, the client will feel as if you are talking to him through the text.

Spoken language is extremely important in copywriting. Tell why your product is amazing, as if you were talking face to face. The text should be non-formal and sound sincere.

Cut off that inner editor in your mind that sounds like a high school literature teacher.

But, all this makes no sense if you have a bad headline. The headline inspires and compels the visitor to stay and present a tangible benefit after the purchase. Check out the Apple iPad example:

But do not repeat for Apple, because they are the gods of retail, and we are ordinary people. The key to writing a great headline is understanding who your audience is. The headline should contain specifics, numbers, the pain of the client. Anything that doesn't fit in a heading should be put in a subheading.

I also strongly insist on taking training from Anton Petrochenkov on creating a Landing Page, in which he shares secret life hacks on how to write killer texts without copywriting experience. Even I thought I knew everything, but it turns out I don't :)

Image

Headlines don't say much. It's hard to evoke an emotional reaction in two sentences. It can take hundreds to thousands of words.

Luckily, we have pictures for that.

The main image can be just as important as the title. Images are the aesthetic part of your landing page that tells people “yes, you are in the right place and you can trust this company” without even realizing it.

The image should show the process or result. Don't be stingy, use a professional photographer and show photos of you, your teams, how the work is going on, and so on, on the landing page.

Show the benefits

If someone starts scrolling down, then you did something right. Whether it's ad text, a headline, a main image, or something else, the people who read all the landing pages are telling you, "I'm interested."

The only problem is that most companies don't know how to talk about themselves. Why? It's hard not to praise yourself when you live every day improving your product or offer. Therefore, I want to talk about how unique your business is.

But people don't care!

The problem is that the people on the landing page don't care. They don't care how many countless hours you put into this nifty feature. I don't care that you've been on the market for 30 years! They only have one question:

Will it make my life easier?

Stop boasting. Just answer this question. How will your product make life easier? What will change for the better for the client?

Life hack. Surely you have seen amazing landing pages somewhere and wondered how to copy a landing page. Using the link, you can order a copy of the Landing Page for only 500 rubles.

Reviews

put the offer in the best possible light, it's their job to show how great your product is. Unfortunately, most people are not gullible. You need social proof - reviews. But testimonials often don't carry weight because they're easy to fake. For a review to be credible, you need reputable sources that can be verified.

• Opinion leaders. Ask others to talk about you. These may be some well-known characters from your industry.
• More details - more believable. Author's name, position, links to social media. This will make it easy to trace the source.
• Photos. The faces of customers once again confirm the authenticity of the reviews.
• Video reviews. Video testimonials further expand this principle. They are harder to fake.
• External content. If you have wild reviews on social media, drag them to the site. External widgets cannot be modified, so they look more raw and real.

According to Reevo, customer reviews increase sales by 18%.

Difference of Landing Page from other pages

When asking the question “How is a landing page different from other pages?”, you need to understand that landing pages are for paid traffic like Google Adwords, while the website homepage is for organic search traffic.

The main difference with a landing page is that the page asks for data from the user in exchange for something of value.

Landings are used when you have an understanding of who the visitor is - this is determined by the source of the transition. The image below shows the main page on the left, the landing page on the right, Action areas are shown in yellow, these are links or buttons:

It has been proven that the fewer links or buttons, the higher the conversion when it comes to paid advertising. When a visitor has a choice, it is more difficult for him to make a decision, he has to choose. He begins to think, to fiddle with thoughts. Therefore, you only need to one way and as few distractions as possible.

Landing types

There are two main types of Landing Page.

Landing pages for lead generation. Sometimes called capture pages. Their goal is to collect data from customers, such as email addresses. This is the main type of landing page used for B2B marketing. Usually contains many input fields used for audience segmentation and personalization. Can be used to distribute a free book, register for a webinar, subscribe to news.

Click-through landing pages. If you've been shopping online, you've most likely used a Landing Page. Used for E-commerce and have a simple action button. Intended for sales purposes only. Convert warm customers into hot and repeat customers. The length of the landing page depends on the price, the level of trust of the audience and the complexity of the offer. The fewer barriers there are before buying, the shorter the landing.

Landing page relevance

Every 7 out of 10 visitors will fall off your landing page. The headline is what they read in the first seconds, so it should clearly and concisely show the value of the offer. Otherwise, impatient people will leave the site. And by the way, most of them.

A fundamental aspect of design should be the relevance of the landing page and ads. In other words, what we see in the ad should be the same on the landing page.

This is the concept I call " alignment". The better aligned your source (where the visitor came from) and your landing page, the more likely it is to convert.

I have a friend who runs a very successful beauty products company and they did a lot of experiments and found that if an ad shows a certain model, the landing page should have exactly the same model. Otherwise, the conversion drops sharply - this is leveling in action.

It sounds simple, but in fact, most people make this unforgivable mistake.

An example of a bad match: Get 50% off iphone X. Landing text: Welcome to the Apple store.

An example of a good match: Get 50% off ihpone X. Landing text: Get 50% off ihpone X at Apple Store.

When should you use a landing page?

Try to use a landing page for each advertising campaign separately. You may be selling different products to different audience segments. One landing page will not cope with such a variety.

Marketing style and effectiveness will also vary depending on the source (PPC, email, organic traffic, social media, banner ads). For example, not all promotions are for all people.

Potential customers who came through a 140-character tweet know very little about you and need an extra piece of information to move further down the funnel. Such a visitor is very different from the one who came from after reading a huge text of several paragraphs. Each of these groups needs separate landing pages.

Another important advantage of segmenting traffic to different landing pages is measurability. Sure, it can show you that your social media traffic is outpacing email traffic. But what if you want to improve email performance without affecting social media or PPC conversions? By changing the landing page that consumes all types of traffic, you will inevitably affect the conversion rate of all other sources.

Video on Landing Page

Video is a must-have and must be used. This is the easiest way to interact with the visitor. Eyeviewdigital.com research shows that videos increase conversions by up to 80%.

People have been glued to TV screens since the mid-20th century. Video has changed the internet and now YouTube has become the “new search engine”.

• Everyone is lazy and likes to watch rather than read.
• Increases the duration of stay on the landing page.
• If you show yourself or company employees in a video, trust increases significantly.

Try the short and long videos to see what your customers need. Some things require long videos, and others prefer short, commercial style videos.

Write a script before recording a video. Use external microphone for quality sound.

Content reuse. Submit your YouTube video and optimize it for SEO. A video is 52 times more likely to appear on the first page of Google than a text article (most likely due to lack of competition).

If you have an online product or service, you can collect promotional, educational, or tutorial videos and embed them on your landing page in minutes with a service like Jing.

How to measure the effectiveness of a landing page?

Landing pages, like the rest of your site, need to be carefully measured to determine performance. It is necessary to identify the action that you consider successful, for example, buying a product, requesting additional information, downloading a document, signing up for a free trial, etc.

You then have to divide the number of members by the number of visitors to get your 'conversion rate'. A good one depends on the type of your Landing Page. Studies show that lead generation conversion rates are around 3-5%, while e-commerce rates are 1-2%.

Effective landing page

Landing pages are usually used when you have a clear understanding of who the visitor is. And to understand this, you need to know the source of the click. This means that the landing page can be highly targeted, providing maximum impact on a specific audience. Here are a few principles to follow when designing a landing page.

Recognition- the idea or thought that the visitor experiences when finding what he was looking for at the moment he landed on the landing.

Confidence- in general, your landing should be perceived as risk-free, in other words, there should be no red flags.

credibility- Your Landing Page should effectively convince the visitor that your product or service will help him achieve his goals. Remember to consider the source of the visits as a key to understanding what they are looking for.

Clear call to action- this is perhaps the most important element that contributes to the conversion. The CTA button should stand out, meaning you should use a color that contrasts with other elements on the page.

Ask only for what you need. In the capture form, ask for as little information as possible so that there is a low entry barrier. A phone or email address is more than enough to get hooked.

Remove all navigation. Your landing page has one goal and one goal only: to convert visitors into leads. Any additional links, including internal links to other sections of your site, will only serve as a distraction. Remove them to put all the focus on the call to action.

Make your page responsive. Just like any other page on your website, landing pages should also be responsive. The last thing you need is when the application form falls out of sight on mobile devices.

Search optimization. Of course, you will lead visitors to the landing through email, social networks and contextual advertising, but your landing page should also be optimized for targeted keyword phrases from organic search. When someone is looking for your key phrase, it will land on the landing page.

Don't forget to use the thank you page. The thank you page is where you will send leads after completing the application form. You can leave an acknowledgment on this page or opt out of the acknowledgment altogether, but that's not the best option.

Create instant intimacy. The top half of the first screen should be used to instantly confirm that the visitor has arrived at the right place. Consider using headings and images.

I usually prefer to state positioning with a longer version of the title, usually around 12-15 words, to let the visitor know exactly what the site is about.

Use specific headings and subheadings. Using a main heading and subheadings throughout your landing page will allow the visitor to understand your information at a glance. The visitor will decide which sections of the text are of interest to him.

Focus on a specific goal. It is true that a landing page can only perform one main task. A typical example of a task is a purchase or capture mechanism, for example, free download or trial version. The goal might be to get a visitor to go to your main site. In any case, focusing on one goal will lead to good results.

Use multiple calls to action. No, this does not contradict the previous advice to focus on one goal. It's about making multiple calls for the same action. This is especially important on a long landing page. If your page is short, then you don't need more than one call.

Use effective layout and design. How you use graphic design and layout on your landing page will affect sales. There are design principles that make sense to apply:

• For readability, keep text columns narrow—no more than 80 characters.
• If you're selling a physical product, present an image of it (often referred to as a hero shot). Make sure the image quality is good.
• Images grab people's attention, so put key text below your product hero images.

Landing Page Structure. The good news is that you don't need to be creative. For a landing page, the main thing is functionality and efficiency. Most landing pages have a similar structure, as they have already been proven to work effectively. You can add graphics and images, but stick to the format people are used to seeing.

secret sauce

The principles listed above will get you on the right track, but the real secret sauce is testing. Once you've designed your landing page, track results with analytics like Roistat's end-to-end analytics, and then make adjustments.

Unfortunately, even if you do everything right, there is no guarantee that the landing page will work the way you want.

What is A/B testing? This is a simultaneous experiment between two or more landing pages to determine which one performs worse or better. Despite the name, the experiment can be run with any number of landing pages.

Traffic is randomly assigned to each page variation based on a given weight - for example, if you are running a test with 2 page variations, you can split the traffic 50/50 or 60/40. Visitors are generally directed so that they will always see the same version of the page.

If you're starting a campaign from scratch, you'll likely assign equal weight (traffic) to each page. Before the results are statistically significant, you need to drive a certain amount of traffic through the test pages.

What should be tested on the landing?

A/B testing is both an art and a science. It's very unpredictable. Most marketing departments, usability professionals, designers, and management rely on a mixture of experience, intuition, and personal judgment when it comes to deciding what will work best for their clients.

Be prepared to throw all the guesswork out the window and get a real understanding of what works and what doesn't - testing, like a camera, never lies.

In the end, it is your customers and your brand () who will decide what works best. With that said, there are a certain number of landing page elements that you can change in your testing. The test options are up to you, and which one works best depends on the clients, whether you like it or not.

Some of the items you should consider testing are:

1. main header
2. Call to action(CTA) - usually the text on the button
3. Image. Image with context. Try your photo (if you have one)
4. Button design
5. Button color– green for action, blue for link color, orange or red for emotional reaction
6. Number of input fields on the form
7. Long copy vs short copy. Often the shorter is the best, but for some products the detail is important in the decision making process. Check it out and see.

Keep monitoring to see if your results are improving. If the results don't change, go back to the original version and try another change. We've seen this type of testing improve Landing Page results many times over!

Final Thoughts

Now you clearly understand what a landing is. You have one thing in mind - sales. Therefore, with the help of this guide, you will be able to make the perfect Landing Page. I confess that in this article I covered only 10% of the information, it was interesting, but it is only superficial, so I recommend that you take an in-depth course, such as this one!

How to copy a landing page.

Popular Landing CMS

The most commonly used CMS (content management systems) for creating landing pages:

• WordPress
• Joomla
• opencart
• Drupal
• Bitrix
• Adobe Muse
• Tilda
• Textolite
• Without CMS

On any of these systems, you can make a landing inexpensively on the kwork freelance exchange, at a price of 2500 rubles. When choosing an artist, pay attention to reviews and status. And also what services are included in the price: installation on hosting, SEO optimization, form feedback, selection of pictures, content filling and so on.

Video infographic about Landing Page:

What is a landing page and what are its features? How to quickly make a cool landing page with high conversion? What landing page builders are popular right now?

Hello dear readers! Alexander Berezhnov, one of the authors of the HiterBober.ru business magazine, is with you.

And I decided this way - I will tell you about landing pages, about the main techniques that I used to create them. I will give examples of good one-page sites. And each of you will draw conclusions for yourself. Deal? Then let's start.

The theme of creating a landing page is not easy, but very relevant and interesting. Knowing how to do it, you can earn money different ways, for example, as . Understanding this direction, you can start your small business by simply selling goods or services through the landing page.

1. What is a landing page - an overview for beginners

Hundreds of articles have been written on the topic of creating landing pages. It is difficult to “shove” all the advice, all the experience into one material. But I will still try to tell you about the most important thing regarding the landing page.

Landing is a one-page site or just a page, the purpose of which is to encourage users to take some action: buy, subscribe, call, leave a request.

Landing page is literally translated from English: “target” or “landing page”.

You have probably seen such one-pagers on the Internet.

Why do landings:

1. They are very motivating the visitor to take the desired action.
2. They are quickly built. And they often cost less than a regular site. Another plus: you can make a landing page yourself.
3. Landing page is easy to redesign- improve, change, add missing information.

Landing pages are created for:

1. Product sales. For this, calls are used: “buy”, “leave a request”, “call”.
2. Collection of information. Here visitors are offered: “subscribe”, “learn more”.
3. Software distribution- sale of software.

Landing and sales funnel

Funnelsales is the process of selling a product/service. At each stage of this process, a part of the people - potential customers of a commercial company - is eliminated. We have a separate article on the site about.

The landing page sales process looks something like this:

• 100 people saw a link to the landing page;
• 40 users followed the link;
• 10 people left the application;
• 2 people bought the product.

Out of a hundred, two sales. Return - 2%. This is a good option. Not perfect, but not failing either.

A sales funnel looks like an inverted kitchen funnel: a wide base and a narrow neck.

The widest part is the transition to the page. At this stage, we test the work contextual advertising, messages in social networks, publications on other sites. Determine CTR.

CTR- the ratio of the number of clicks to the number of impressions. Measured in percentage.

The middle part is the application. We analyze the effectiveness of the landing page - its design, text part.

The narrow part is processing applications and selling. Here we evaluate the work of living people - operators, managers.

When analyzing a landing page, another indicator is calculated - EPC.

EPC- this is the average indicator of earnings from one thousand visits to the landing page.

The higher the rate of return, the higher the effectiveness of your advertising campaign.

In what cases is it necessary to create a landing?

Below we will consider a number of cases when you may be faced with the need to create your own one-pager.

Victoria Kuchinova

The main problem with most modern landing pages is that they all seem to be made in carbon copy. And where is the creativity, the fire, where is the design frenzy?

In this collection, I have collected interesting chips and unusual effects. Some of them were made by Texterra developers and web designers, and some were found on the Runet. Not without examples of disgusting design and outright shiza - at the end of the article you will find an acquaintance with a killer hamster and a Snow Maiden with a bucket.

Watch, get inspired, put ideas you like into practice, mix them with your own, and don't forget to A/B test - this is the only right recipe for creating killer landing pages.

And, most importantly, remember that a landing page is not a self-sufficient tool. For conversions, leads, and sales, you need high-quality traffic. And it is difficult to get it without a comprehensive promotion.

Extended form

Usually, one-pagers use a standard application form with several fields. Most often, the client needs to provide contact information - first name, last name, mail or phone number. But in some complex areas it is better to cover the topic in more detail. Here's how they did it in Texterra: in the form of a dellservers.ru landing page, the client can select a module, parameters, and server tasks. Can reset values ​​if something went wrong.

What is it for? In any case, the owner of the landing page will receive their leads – even if there are only two or three fields in the form. But here it will be interesting for the client to dig deeper. Not just to order, but to choose your own option.

Two STA buttons

On the landing page of the task planner at wunderlist.com/ru, there are two calls to action at once, which reinforce each other: “Create a free account' and 'Download Wunderlist'. Users click on both links, the conversion goes up, and the landing page does its job perfectly.

Specific figures (results)

It's not new, but it still works. Show clients what you have achieved in numbers: this is clearer than the abstract phrases “we are the best”, “we have hundreds of completed projects”, and so on. Look at the smartprogress.do landing page: you can immediately see how many people have already joined the project, how many goals have been set, how many achievements have been achieved.

Personalization

Faceless template landing pages - br-r, what could be duller! Liven up your one-pager, add fire, interest a potential client. For example, on the page of Texterra services for creating websites, there are photos of employees who are directly involved in this. The visitor comes in and sees: yeah, not abstract developers, but quite living Svyatoslav, Polina, Artem and others will deal with my resource.

Convenient answer form

On many landing pages and websites, you can only ask a question through a form. This means that you need to indicate the name and surname, leave a phone number and e-mail. Sometimes you even have to enter captchas and codes - horror! It is clear that this is done in order to get leads. But there is another option - as on the Cerebro Target landing page. If you are registered on VKontakte, you do not need to fill out anything - take it and write. Both the client is comfortable and the owner is well - the contact is left, you can continue to work.

Customer Reviews

You can ask clients to talk about their experiences and publish the received texts on the landing page. But the catch is that the visitor will not check in any way whether these are real reviews or fake ones. It is better to go further and convince visitors of this. The huskypark.info landing page, which was developed by Texterra, cites the words of clients from Instagram with links to their accounts. Everything is fair - come and see.

Demonstration of results

3D graphics and augmented reality

The landing page was created for the Qubi app. This is a game for kids 3+ years old and adults. The essence of the game is simple. At the first step, the user, according to the proposed scheme, glues a real paper, cardboard or wooden cube.

Then he installs the application, opens it on his smartphone and "looks" at the cube through the device's camera.

On the screen of a smartphone or tablet, the cube comes to life. The user plays a three-dimensional version of "Snake", "2048", "Labyrinth". In this case, you need to control the game using a real cube. To control the cube with two hands, you need to use a special stand for your smartphone, which you can assemble yourself.

The three-dimensional model of the cube can be seen in the illustration (gif).

What the client wanted

The client asked to make a landing page that emphasizes the feature of the game: the use of 3D augmented reality. In particular, he wanted to see the effect of moving faces of a three-dimensional cube, the active face of which is inscribed on the screen of the visitor's device.

What have we done

We have implemented 3D using CSS3 3D transforms. The transitions between the faces of the cube are done using pure JavaScript with drag and touch event tracking. Thanks to unusual transitions between screens, the user creates a feeling of three-dimensionality of the screen. This is especially pronounced on the working version of the landing page.

For the final version of the landing page, we made a more realistic version of the cube. Unlike the working version, in the final version, the rotation of the cube occurs from the outside, not from the inside. The 3D feel is enhanced by title animations.

The landing page is fully responsive.

Interactive selection of interior and furniture colors

The peculiarity of the DSK.Color landing page is the ability to independently choose the color of furniture and interior items using an interactive palette.

The DSK.Color company paints any surfaces in different colors. You can order the coloring of furniture, household appliances, bicycles, musical instruments and other items. The customer can choose any color.

The most requested service is the painting of furniture and interior items. It accounts for about 80% of the client's work.

What the client wanted

The client asked to make a bright and memorable landing "with a call to color everything around." He had ideas to make 3D representations of the furniture so that the visitor "could twist and view the painted object from different angles."

What have we done

We offered the client an idea: to give the visitor the opportunity to independently choose the color of furniture and interior items.

To do this, the landing page offered an image of a room in which the visitor can paint the main objects using a palette that opens on click. Based on the selected colors and items, the user can calculate the cost of services. The first prototype looked like this.

The client really liked the idea, so we made a working prototype of the landing page. On it, the main part already looked like this.

We agreed with the client to leave the possibility of painting the table, chairs, door and kitchen unit. These are the main items that the company paints.

After the approval of the prototype, the designer and layout designer got involved in the work. The first one drew all the items in svg (this is a graphics format). The second one made up and added a palette of colors to the svg areas. After that, a modal window was implemented. With it, the user can double-check colors and items and submit a request for a service.

Unusual and ordinary preloaders

With the help of a preloader or a spinner, you can make any landing page more convenient and visually attractive. In this section, we will talk about preloaders and look at examples of these elements created by Texterra specialists.

What is a preloader and what tasks does it solve

A preloader or spinner is a sign that appears on the screen before the page is loaded. You see these elements every day when you use the Internet. Below is an example of a preloader.

The preloader solves a practical problem: informs the user that the page is loading, and also replaces the visually unattractive loading picture. This needs to be explained.

Because of technical features work of browsers pages of sites are loaded unevenly. During loading, the layout may “float”. If the page loads in a few seconds, rather than a fraction of a second, the user observes an unattractive picture for some time.

Preloaders are implemented using standard front-end development tools: HTML, CSS, JavaScript and additional libraries and frameworks, such as jQuery, React.

How we improve landing pages with preloaders

We create unique preloaders, including animated ones. Here are some of our works.

• Qubi

For the Qubi landing page, we made a preloader that mimics the navigation menu. This allows the user to understand how the page is managed before it is loaded.

• levellen

On the Levellen Interiors website, we used a preloader in the form of a company logo. This is an additional element of website branding.

The landing page provides information about the lease of premises in the business center. The main secret of the landing page is in the "Offices" section. Here the user can see the availability of free offices on each floor of the building.

When you hover over a free office, the "Details" button pops up.

Pressing the button directs the user to a page with information about the office and its photos. From this page, you can leave a request for renting a room.

Implementation Features

Our designer drew the shapes of the office space, the drawings were made in svg format. These drawings are superimposed on the floor plans. When the site administrator in the control panel notes that the office is free, the script turns on the display of the picture on the plan and the ability to go to the page with information and the order form. When the administrator notes that the office is busy, the script turns off the image on the plan.

Own design

In this example, there are no complex technical tricks and design effects - the whole landing page takes out a beautiful picture: background, colors, mouth-watering photos of Astrakhan caviar. one page astrahancaviar.ru is a good example of how a designer makes you want to buy a product. And eat immediately!

Finally, about the painful - a few examples of terrible landings. For contrast, facepalm, impotent agony and all that. I will not describe what is wrong with them - I suggest that you solve these problems yourself. Ita-a-ak...

• 2. Types of landing page
• 4. Landing page features
  • A/B testing of the landing page
  • What should a selling landing page look like and what should it contain?
• 5. Landing page taxes
• 6. Conclusion

Landing, what is it? Many aspiring entrepreneurs and people who are going to sell something are interested in this term. In short, a landing page is a regular web page on your domain, a subdomain in the format by type html/css or in another format. We heard about such pages, but most likely never delved into their essence and purpose.

The main task of such a page is that the visitor of the page leaves the corresponding application, contacts by phone, subscribes or purchases goods.

Such a page differs from the mass of other Internet pages in that it does not contain unnecessary, distracting advertising, unnecessary text, various flashing banners and pop-up menus.

From this article you will learn:

• Landing what is it;
• What types of landings are there;
• How to create a landing page yourself and for free;
• Everything about doing business and taxes from the landing page;
• etc.

1. What is a landing page on the Internet

In the Internet, such pages have various names, in particular, they are called: landing pages, landing pages, capture pages, one-page sites, landing pages, etc.

With these landing pages, 20-30% the level of sales increases compared to conventional online stores or just advertising sites.

As for Russian-speaking companies, it should be noted here that such a tool as a landing page is just beginning to develop in the post-Soviet space, but every year it is rapidly gaining momentum.

From Russian companies, winlanding.ru can be distinguished. We tried many companies but finally settled on them. All sites that winlanding creates are created from scratch, templates, functionality, constant communication with the client, which is important in our time. And you will know for sure that they will not get lost, like many freelancers with your prepayment.

Here are some of their work:

• http://olymp.winlanding.ru
• http://autogazkz.kz
• http://zub.winlanding.ru

And the entire winlanding portfolio can be viewed here.

The use of the landing page is especially beneficial for the following organizations:

• Any company involved in the sale;
• wholesale companies;
• MLM leaders;
• Manufacturers of various types of products;
• Info-entrepreneurs;
• Companies selling especially valuable, unique goods;
• Companies specializing in the sale of training programs;
• travel companies;
• SPA salons, fitness clubs.

The perfect example of a LANDING

Thus, the landing page is beneficial to use by many who are interested in increasing the client base and a significant increase in the target audience.

The main purpose of such pages, as already mentioned, is to induce a targeted action:

• Apply for a free consultation;
• Purchase a product;
• Apply for a variety of calculations (calculations);
• Subscribe to any newsletter;
• Register to participate in the promotion;
• Apply for a price list
• And many more options...

The landing page can also be used by those involved in real estate. This page will increase the sales of any property. After all, now it is the Internet that plays an important role in the choice of any product or service. And by the way the site is made, people evaluate you, you can immediately understand that your property is not a decrepit house, but a beautiful estate. And if you have not connected your life with real estate yet, or rather you don’t know how to do it, then download a video course from a specialist who knows a lot about his business.

2. Types of landing page

There are four types of "sales page":

1. long page: landing page - is a long landing page. It is these types of landing pages that prevail on the Internet.
2. Short: A landing page is a short landing page. Its function is most often to redirect to collect email addresses and growing subscriber base.
3. one step: landing page - is a one-step page;
4. two steps: landing page - such a page, respectively, is a two-step one. The essence of the page is that on the one step page the interest of the client is warmed up, and on the two step page the necessary action is directly executed.

By its nature, the landing page acts as a certain mini-site, which may not even be related to the main type of your activity, but works as an independent page.

Examples of conversions, in the field of travel services (a popular and demanded business area), a conversion rate of 9-14% is a good indicator, but in the field of luxury car sales, a conversion rate of 4-14% is not just good, but an excellent conversion rate in landing page.

The minimum conversion of a landing page, as a rule, ranges from 1-4%, but does not exceed the level of 30-45%. In practice, achieving conversion 25-30% is a good indicator.

A good conversion rate is 5-10%. In the case of infobusiness, the conversion can reach the level of 25% - 30%.

These include the following:

• Percentage of refusal;
• The average time spent by a visitor on the corresponding page;
• Map of clicks on the page, etc.

There is no average conversion. This is due to the fact that the conversion directly depends on three things:

1. The immediate quality of your landing page landing page;
2. Quality of traffic landed on the relevant page;
3. Features of business, level of competition.

Now, having heard the word "landing", what it is you will already know well.

3. How to create a landing page for free

We present popular services where you can create a one-page (landing page) for free:

1. www.setup.ru
2. landingi.ru;
3. ru.wix.com ;
4. lpgenerator.ru;
5. freelance sites - where for 1500-2000 freelancers will make you a custom landing.

Driving in search string inquiry - "create a one-page website (landing)", the search engine will return a large number of services and sites where there are already either ready pages, or you can create your own thanks to the constructor. You can do the same if you have extra. questions - what is a landing.

The perfect "landing page - landing page" - video

Algorithm Landing creation Page - video

But not always what is free will be of high quality. Free Services more for those who have a very limited budget or just want to understand the principle of creating these pages. If you want your company to acquire a large number of customers, you have reached the top in popularity, then we advise you to order websites from professionals who will tell you exactly what and how to do, and take into account your wishes. For example prices of the company with which we work.

4. Landing page features

• Usually, this site is a business card that is not overloaded with files ( graphics, video etc.). Due to the minimalism of the page, the text on it is well read.
• On the landing page, advertising should not be placed, it is already an advertisement for your services and goods.
• The landing page should not contain unnecessary information that is not related to the product or service being sold.
• The landing page should have a certain structure: advertising text , images, minimal page navigation,

Do you want to know what a landing is? I will tell you about it in the simplest terms! A few years ago, a client came to me and said: “Alexander, make me an advertisement for luding!” I'm a little confused. "What-what to do advertising?". “The client says”: Well, such a site so that everything from it is immediately and quickly sold. “Aaaa-landing!” I guessed. “Exactly!” the customer said!

It was strange for me that many do not know what a landing is. And how does it differ from a multi-page site. Or from such a thing as a “landing page”. And they don’t quite know what this very landing is for. And what should it be like. It turned out that the term “landing” is really familiar only to a not very large group of people. Which are connected either with the creation or with the promotion of sites. And of course, it is desirable for the rest to explain in more detail what a landing is.

Therefore, I decided to write this short article, in which I will tell you the main things that a layman should know about landings.

Give me pills for greed! Yes, more! or Landing Sales!

In general, why do people try to either make or order a landing page themselves? There are of course several reasons. For example, make your portfolio. Or just practice creating websites. But basically, a landing page is needed to quickly promote your product. Or services.

For example, you are preparing New Year's corporate parties. And of course, you think that you need to start selling your services as soon as possible. After all New Year"On the nose"! You can certainly make a multi-page site. And place information about a specific service on each page. Well, like there, separately “renting Santa Clauses”, separately “renting Snow Maidens” and separately “eating New Year's gifts”. :)

But you can also make just a separate landing page, where you simply indicate: “Holding New Year's Corporate Parties. Ded Moroz and Snegurochka included.” And it might work! Why? Yes, because the site visitor is trying to read the entire text, all the pages. Often he does not have the patience to read all your competitive advantages to the end. Like “multi-letter niasilil” :).

And all why? And because you do not leave a choice for the visitor of the landing page! One product (or one service). Two or three competitive advantages. Super price! Well, or supposedly super. The main thing is that it does not occur to the client to start comparing with other offers. And for this - a time limit for the offer in the form of a counter on the landing page. Well, or just “written in words”!

And… Bingo! In theory, visitors to such a selling landing page should begin to line up, waiting for you to favor them with your service or deign to sell your product!

For the first time in first class! Or what is a landing?

However, in reality it is not so simple! And even a high-quality landing page does not guarantee high sales! By the way, I already wrote a whole paragraph above about landing pages! And what is a landing, I didn’t explain it! But he promised to tell. Yes, and in simple words :) Well, okay .. Now I will fill this gap!

Usually, a person who is far from Internet realities has a rather vague concept of a landing page. He does not know what a landing is, but he knows what a one-page site is! Well, or one-pager! To be honest, I would always say this to my clients. One-pager. Short and clear! However, foreign “landing” still wins in terms of frequency of use. So we will still call a one-page site a landing page.

By the way, a one-page site or the same landing is quite often not one-page. And, how to say it more precisely, small-page sites. Sometimes landing page creators place contact information or promotional offers on separate pages. Sometimes they make a kind of “multi-landing”, where several products are sold on 3-5 pages. But in any case, there are never more than 10 pages. Unlike large “normal” sites. Where there may be 100 pages or more.

But the main difference between a landing page and a “multi-page” site is the format. I already wrote above that the landing page has its own special design, which is “sharpened” for a quick sale of goods. And this design is fundamentally different from the design of the site. And further. Landing pages usually have very little text, as landing pages are not intended for SEO promotion. I will talk about this below. And much attention is paid to visual graphic data transmission. Therefore, all sorts of drawings and pictograms on landing pages are highly respected!

I almost forgot! On the basis of a landing page, you can make a small online store! And a lot of people use it! This is especially true for the so-called info products or, in other words, “wow products”.

And further. Still, landing page and landing page, although they come from the same word, are slightly different things. The default landing page is the landing page of the site. That is the page where you get the first thing. It is clear that in a one-pager you get to a single page. Therefore, if you ask yourself the question: “what is a landing page and what is a landing page”, then the answer will be virtually the same!

Well, I couldn't, I couldn't! Or how can a landing page reach the top 10?

When answering the question of what a one-pager is, you need to pay attention to one thing. Namely, how it is planned to promote this site. The fact is that people who are not experienced in website promotion do not know that a landing page is almost impossible to promote in the search. In other words, the likelihood that a landing page will “pop up” among the top 10 sites on search is very small.

That is why I often have to refuse one-page owners when they ask for SEO promotion their one-pagers. Of course, I don't take care of it! So that it doesn’t work out, as with that unfortunate horse in the joke, which “couldn’t”.

Even if a landing page has a lot of pages, SEO promotion is still not the best idea! Why? Yes, because a “verbose” site and a concise landing page are designed for completely different people. And even if the landing somehow miraculously “pops up” on the first page of Yandex or Google search, there will be no sales. Or will be, but not enough. Why?