What are landing pages, what are they for, and what are they capable of?

Every entrepreneur who is at least a little familiar with Internet marketing has often heard about such a concept as a landing page. Landing pages are extremely popular these days, their effectiveness is proven by numbers, and the creation does not take too much time. But what is a landing page? How does it differ from a regular one-page or corporate site and what benefits can it bring to your company? Today we will try to answer these questions and study in detail what a landing page is. Let's start!

Landing pages — a new step in marketing or an ordinary one-page site

Promotion of the company is an extremely responsible business. In 2020, if your company is not on the Internet, we can assume that it is not in principle, since the lion's share of consumers currently prefer ordering services and purchasing products via a smartphone rather than through a physical store. Not the least role in this was played by the epidemiological situation in the world, which forced even those entrepreneurs who were not too eager to switch to the Internet to order sites for their online stores and firms.

With all the variety of types of advertising and in General methods of promoting any Internet resource on the horizon, entrepreneurs have increasingly begun to flash the word Landing Page. What is it and how does it work? We will deal with this issue further.

Landing Page-or simply landing, is a one-page site designed to convince your potential client to order one specific service or purchase one specific product. The main difference between a landing page and a single-page corporate website is that the landing page is not intended to advertise your company. the main purpose of the landing page is to sell a certain product or service, while minimizing the time spent by a potential buyer.

It sounds strange enough that one of the main advertising elements is not intended to advertise the company-Creator, but that's exactly what it is. The main goal of the landing page is not to increase the traffic rate of your online store, but to increase your profit from the sale of a seasonal product or a very hot offer. But how do landing pages manage to sell a product without having pages with delivery data, the nature of the appearance of this product, and everything that we are so used to on ordinary sites?

How landing pages work and how they manage to sell products

The main feature of landing pages, as well as their main component, is one-page content and a clearly structured call to action. Such a site is always one-page, and differs from its peers in a meager amount of information, always only the most necessary.

The purpose of a landing page is not to advertise the company. Its main goal is to sell the service that you want to sell to a potential client of your company. In other words, the entire site page is built around a single conditional product, and it was created only for a potential buyer to click on the buy button. After clicking on the cherished button, your buyer can enter payment and delivery details. That's all, fast and simple, which is why the effectiveness of landing pages is extremely high, and such a one-page site can bring a lot of profit.

However, it is not so easy to create a successful landing page. If on a regular site you have a place where your imagination can run wild, then the situation with landing pages is the opposite. From the entire volume of information to launch a successful landing page, you need to select the most attractive segments for a potential buyer, and present them with the sauce of the incredible benefits of buying this product. Moreover, this benefit should not revolve around your company, many companies do not put any of their symbols on the landing pages at all, and there are quite understandable reasons for this.

It's all about psychology and potential buyers. When the consumer sees a good offer, but on the contrary sees the name of the company, company, online store or any other structure — at the level of the subconscious, he begins to look for a catch. This is due to our mentality, where an excessively favorable price causes the consumer not joy, but a desire to double-check the prices of competitors two hundred times to make sure that the purchase is really worthwhile. At the same time, while a potential buyer will postpone the purchase and look for this product from your competitors, the desire to buy something will most likely leave them, which means that neither you nor your competitors will get a profit.

With landing pages, everything is somewhat different. The user getting to the landing page does not see fancy symbols of any company and advertising its services, all he sees is the service itself, its brief description and favorable price. All this is more than enough to, if not convince the user of the purchase confirmation, then at least make them think about it. Thus, having a minimal amount of information in your Arsenal, a landing page can bring you more profit than a full-page site.

What does a landing page consist of?

Despite its tiny size, the structure of the landing page is quite complex and there is no room for error. Each of the page elements, whether it is an icon or a title, must be executed at the highest level. Otherwise, your landing page will not bring the expected results, and your time will be wasted.

The structure of a proper landing page looks like this:

1. Title

The title is the first and perhaps the most important part of the landing page. 50% of the success of your landing page depends on the title, because after reading it, a potential buyer should be as interested in your offer as possible and already plan a purchase.

The title should contain only the most important information about the product, while combining it with the profitability of this purchase. If these two blocks don't fit in the same title, you can use the subtitle. In this case, the title will be information about the product or a good offer, and the subtitle will contain a call to action, which should finally convince the potential buyer of the need to read the rest of the information.

2. Visual

A beautiful photo of your product can sell it better than any headline. Take a responsible approach to choosing materials for your landing page and it will reward you with an increase in your profit.

3. Description of the proposal

In addition to a concise title and possible use of a subtitle, the landing page should also contain a detailed version of your offer. It should describe the strengths of the product you are selling and the benefits of purchasing it.

The main rule of a good landing page specifically in this point is not to get carried away with the description. The text should be as informative as possible, as long as possible, and at the same time close all possible doubts and questions of your potential buyer.

4. The presence of the logo

Here, the opinions of marketers differ and most tend to believe that it is necessary to judge its presence by the situation. If you still decide to use your logo for additional advertising of your resource, we recommend placing it in such a way that the consumer has the product you are promoting in the foreground, and then advertising your organization, company or company.

5. Presence of social network icons

Here the situation is very similar to the presence of a logo, marketers are divided into two camps, where some insist that the icons of social networks on the landing page do not belong, while others argue that they should still be used, but not as an advertisement for their profile. You can use these icons to invite users to receive the latest news or newsletters from your company, and they don't need to go anywhere from your landing page to agree or refuse. This is another very important rule of successful landing - you need to minimize the user's need to go to other links, all the attention of a potential buyer should be focused on the product you are promoting and the landing page as a whole.

6. Form for information

This form is useful if you plan to conduct remarketing later and remind customers who have already bought a particular product from you about your online store and the discounts that are available in it. In these fields, the user will have to leave information about themselves that you are interested in and with which you will be able to push this client to cooperate again in the future.

It is important that there are not too many fields for entering information, just two or three items are enough. After all, the whole idea and effectiveness of landing pages directly depends on the amount of time required for a potential buyer to place an order. If the client requires a large amount of information, or the questions are too tricky , it is more likely that this user will leave your landing page without purchasing anything, and this outcome is unlikely to suit you.

7. Button interaction

This is the final stage of interaction between the interested user on your landing page. Clicking on that button means confirming your purchase, being interested in messages from your news site, or agreeing to pay for your subscription. Using this button, the user confirms their interest and desire to buy the product presented to them from you. This means that with certain manipulations, from just an interested user who bought one product from you, you can later grow a regular customer of your company.

8. Form alert

This block is no longer related to the purchase confirmation, it is intended to warm up the user's interest and offer them even more favorable conditions. You can also use this block to notify that the order has been successfully processed and your product will soon be sent to the new owner.

To attract additional attention from the user, we recommend using this block for profitable offers, such as a discount on an additional purchase, or a presentation of a bonus for a purchase of a certain amount. This way you can encourage the user to further interact with your online store and in addition to clear financial benefits, you can also increase sales.

Landing pages are a new word in sales of services and products. With their help, you can not waste the potential buyer's time, but directly show them all the charms and benefits of buying a product directly on the landing page.

Despite its apparent banality and simplicity, creating an effective landing page requires extensive knowledge, sometimes exceeding the requirements of even contextual advertising. This is due to the fact that unlike some types of contextual advertising, which we discussed earlier, in the landing page you need to fit all the benefits of your offer in a few lines and an image.

If your business needs a landing page, but you are not familiar with the specifics of its creation, we recommend that you contact the professionals of the Glyanec website development Studio. For 12 years, gloss employees have been helping companies from all over the world to make their business even more profitable, and their advertising campaigns even more popular and successful. During this time, Glyanec Studio has created more than 1200 diverse online stores, corporate websites and landing pages, which you can read in the Studio's portfolio.

Glyanec Studio provides a full range of services related to the development and launch of Internet resources.you can get acquainted with the services of gloss and order a suitable one by visiting the website of the web Studio. In order to clarify the details of the services, or ask your questions to the Studio Manager, you just need to use the information from the contacts tab or use the online chat located on the pages of the design Studio Glyanec website.

Conclusions

Landing pages are the engine of sales of your services and products, which shows very high results and the best efficiency among most types of advertising. Their simplicity and high efficiency really captivates, and the comfort that your potential buyer gets when interacting with them gives you the opportunity to significantly increase not only conversion rates, but also revenue from the sale of a particular product.

Despite its visual simplicity, creating a landing page is a time-consuming process that requires a lot of knowledge and understanding of how a potential client thinks and behaves in a particular situation when interacting with different information. If you have no experience in creating successful landing pages, we recommend that you contact the professionals of the Glyanec Studio for help. Employees of the web Studio Glyanec will design a landing page for you that meets all the requirements and is aimed at selling the product you are interested in.

To see the results of the work of the Glyanec, a full range of services and opinions of entrepreneurs about the quality of our work you can visit the website of the design Studio Glyanec. There you can also find the company's contacts and an online chat with the Manager, who will answer all your questions. If you want to launch a successful landing page for your business, entrust this work to the professionals of the Glyanec Studio.