A landing page is a special one of the site that meets an already warmed-up client. Customers come to the landing page from social networks, search engines, or thematic sites where advertising caught their attention. The objective of a landing page is to persuade a potential customer to take a targeted action – such as purchasing a product, registering for a service, or subscribing to a newsletter.
You can find numerous instructions on the topic of how to create a landing page on the Internet. These instructions include steps such as competitor analysis and idea discovery, target audience description and customer segmentation, testing creatives, and analysis metrics. According to the expert opinion of our partner D.Work (a company provides saas ux ui design and development services), step-by-step instructions are good, but they hide a catch, which is bad. The thing is, as long as you follow the instructions, your more agile competitors build a landing page faster and collect the harvest from the market.
Landing page feature
Landing page visitors are users who went to the site by clicking on an advertisement. This, in turn, means that the visitor to the start page is already sufficiently motivated to complete the desired action. Thus, the task of landing is formed – to help the user complete the target action. Background information:
- Landing itself does not bring customers.
- 60% of the effectiveness of a landing depends on how warm visitors come to this page through advertising.
- A good landing page cannot be built on the first try. Just like advertising, you need to test several hypotheses and track conversions to choose the most effective channels for attracting customers and leave the most converting landing pages.
Therefore, a landing page should be built as soon as a product appears. The landing page improves as the hypotheses are tested: 80% are eliminated, and 20% remain in work.
Regardless of how quickly you want to launch ads to attract customers to the landing page, there is still something that must be done in preparation. In sequence.
1.Determine what target action the user should take on the landing page: buy, order, register, subscribe to the newsletter, fill out a form, or learn more about the product.
Because of the client’s target action, we get one of three results: 1) we sell, 2) we collect contacts, or 3) we get additional information. To increase the conversion of a landing page, you should encourage users to take a targeted action. One way to do this is to offer bonuses, such as additional valuable information.
2.Collect information about competitors. This information is already stored by marketers who are engaged in advertising.
This information relates to the competitor’s use of different marketing channels and their landing page design. Your task is not to copy competitors, but to stand out from them. To accelerate the process of collecting and analyzing information, you have to create a framework. For example, it can contain information in table form about the number and purpose of landing blocks, their strengths and weaknesses, and how you can strengthen your offer against the background of competitors.
3.Collect information about the target audience.
Your goal at this stage is to understand which words and which creatives will convince your client to take the targeted action – click on the “buy” button. These questions will help you find a solution to this problem: 1) What do customers ask before buying? 2) What do customers doubt? 3) Why do they refuse to make a purchase? 4) What do they like about the product, and what do they not like – why?
If you have a customer base but don’t have the answers to these questions yet, call the first 10 customers. The answers to these questions will help you build a portrait of your buyer – this is information about his values, way of thinking, and the conceptual language in which he speaks (vocabulary) The latter will help you in preparing text material.
4.Write a text – talk about the product and the company.
In addition to the unique selling proposition, you need to write the text in a way to answers the client’s questions and resolves his doubts. Write clearly. Rely on facts. The most important thing – this offer – should be written on the first screen of the landing page. This is in a few words about what you offer the client to buy and why he should do it. SEO does not work for landing pages. And if you optimize, then focus on low-frequency queries.
Landing page – should it be long or short?
There is no universal solution. The answer depends on the goal of the product, the cost of the product, and the client’s awareness: the easier it is for the client to decide to click on the button, the shorter the landing; the more difficult it is for the client to click on the target action button, the more details about the product should be written. You should approach this from the client’s perspective – what will he get if he makes a purchase?
1.Draw a prototype — a schematic drawing of the landing page.
The algorithm for this: 1) you should start from the first screen – heading, subheading, target action button; 2) one screen – one thought – one segment of the target audience; 3) product photos or videos sell better than text.
2.Create a landing.
You have two options: 1) hire a designer and programmer, or 2) use a constructor. Regardless of the chosen method, the landing page should not contain visual noise – elements that are not informative or that are clumped together. The blocks of the page should obey a hierarchy – from the main to the secondary and from the general to the details.
You can generate several hypotheses for a landing page. One or more landing pages are created for each hypothesis. After testing, ineffective pages are eliminated, new hypotheses are generated in their place and effective ones remain in operation.
According to the research of our partners from Dworkz, an important criterion that affects the conversion of a landing page, is its loading speed. The faster a page loads, the more likely a shopper is to make a purchase. Photos and videos can overload the page.
Another criterion is the adaptability of the page for the screens of mobile devices. Arguments: 80% of the inhabitants of the Internet use mobile devices. More than 30% of them make purchases using a mobile device. This means that an effective landing page must be cross-platform.
Before launching an ad on a landing page, show it familiar. The indicator of a well-designed landing page is your acquaintances should understand what the landing page will do for them to buy. Ideally, your acquaintances should be your first customers.