What is Landing Page. What is Landing in fact simple words. What the client wanted

Want to know what Landing is? I will tell you about it myself simple words! A few years ago, one client came to me, and said: "Alexander, make me luding advertisements!". I was a little confused. "What to make advertising?". "The client says": well, such a site so that everything is right and quickly sold with it. " "Aaaaalanding!" - I had done. "For sure!" - Customer said!

It was strange for me that many do not know what Landing is. And what it differs from the multi-page site. Or from such a thing as Landing Paige. And do not quite know why this very lending is needed. And what should he be. It turned out that the term "lending" is not a sign of a really big group of people. Which are related or with the creation or with the promotion of sites. And the rest of course it is desirable to explain in more detail what Landing is.

Therefore, I decided to write this small article in which I will tell the basic things that a non-specialist about Ledding.

Give me pills from greed! Yes more! Or sales through Landing!

In general, why are people trying to do or do or order Landing themselves? There are of course several reasons. For example, make your portfolio. Or just work out in the creation of sites. But mostly Landing is needed to quickly promote his product. Well or services.

For example, you are engaged in the preparation of New Year's corporate events. 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 on each page information about a specific service. Well type there, separately "Hire of Santa Morozov", separately "Rent of Snow Maiden" and separate "eating New Year's Gifts." :)

But it is possible to make a separate lending, where to specify simply: "Conducting New Year's corporate events. Santa Claus and Snow Maiden included. " And it can work! Why? Yes, because the site visitor is trying to read the entire text, all pages. Often he lacks patience to read all your competitive advantages to the end. Type "Multiple niasilyl" :).

And why? And because you do not leave the Landing Landing Visitor! One product (or one service). Two or three competitive advantages. Super price! Well, or supposedly super supreme. The main thing is that the client does not occur to start comparing with other proposals. And for this - a limit on the time of the proposal in the form of a meter on Landing. Well, or just "written in words"!

And ... Bingo! In theory, visitors of such a selling lending should start to line up, expecting them to pay them to their service or somewhat currency to sell their goods!

For the first time in first class! Or what is Landing?

However, in fact, not everything is so simple! And even high-quality lunding does not guarantee high sales! By the way, I already wrote a whole paragraph here about Ledding! And what is Landing, I did not explain! But he promised to tell. Yes, and simple words :) Well, well .. Now I will fill this gap!

Usually, a rather vague concept of Landing has a rather vague concept about the Internet. He does not know what Landing is, but he knows what one-page site is! Well, or a single-page! Honestly, I would always talk to my customers. Single-tunnik. Briefly and understand! However, foreign "Landing" still wins consumption frequency. So we will still call a single-page Landing site.

By the way, one-page site or the same Landing is not enough unagnant. And, how to say it more precisely, small -outy sites. Sometimes the creators of the lending are put on separate pages. contact information or proposals for shares. Sometimes there are some "multi-mending", where several goods sell on 3-5 pages. But in any case, pages are not more than 10. Unlike large "normal" sites. Where can be 100 pages and more.

But the main difference between Landing from the "multi-page" site is a format. I have already written above that Ledding has its own special design that is "sharpened" on the fast sale of goods. And this design is radically different from the design of the site. And further. There are usually very few text on the lending, as Landing is not intended for the CEO promotion. I will tell about it below. And much attention is paid to visual graphical data transmission. Therefore, all sorts of drawings and pictograms on Landingahs are very honored!

I almost forgot! On the basis of Ledding, you can make a small online store! And many use it! This is especially true for the so-called infotovaries or otherwise "wow goods".

And further. Still, Ledding Page and Landing, although they come from one word, a little different things. Landing Page Default is the site boarding page. That is, the page where you get first. It is clear that in one-page you get on the only page. Therefore, if you ask yourself a question: "What is Landing Page and what is Landing," the answer will actually be the same!

Well, I didn't smell, I did not skim! Or how to leave Landing in the top 10?

Answering the question of what a single-tunnor is, you need to pay attention to one thing. Namely, as planned to promote this site. The fact is that people who are not sophisticated in matters of promotion of sites do not know that Ledding is almost impossible to promote in the search. In other words, the likelihood that Ledding "pops up" among the top 10 sites on the search is very small.

That is why I often have to deny the owners of one-satellite, when they ask about the promotion of their one-satellites. I certainly do not take it for it! In order not to do, as with that unfortunate horse in a joke, which "not Schmogogi".

Even if the Landing has enough pages, to promote it on the CEO is still not the most best idea! Why? Yes, because the "verbose" site and concise lending are designed for completely different people. And even if the lending in any wonderful way "pops up" on the first page of the search for Yandex or Google, will not be sales. Or will be, but little. Why?

We often hear the words "landing page", "Single-Page", Landing Page. And it seems to be understanding what is said, but we do not know all the features and chips.

We will tell you what it is - Landing, what is its structure, design and how to increase the conversion of one-page. As well as teach, where you can order Landing or create it yourself.

What is Landing?

As you already guessed, it is a one-page site, which is attention! - Deals some kind of service or product.

On the usual site there may be many sections of the menu with different information ("About company", "Our News", "Goods", "New", "Contacts" - If the site is directed to sales, and "society", "Economics", " Relationships "- if the subject of information).

On Landing - no partitions, only information blocks.

What is Landing?

Landing does not just inform about the product - he sells it. The purpose of any lending is one particular action.

This or selling goods / services, or collecting contact data of visitors, or

All together - it will not work, each lending is its task. Consider the most basic.

Sale of goods. Suppose you have become a freelance copywriter and want to promote your services on the Internet. You have one service - writing texts.

In Landing, you tell you that you can offer customers and why they have to choose you. Create examples of your best articles to show the product face.

Publish your reviews of customers if they are already there. And - most importantly - on Landing should be a form feedbackSo that customers can order text.

Collection of contact data, or leads. Contacts of potential customers. How to collect them? Obviously, the interest of people so that they leave their phone in the form form email.

We also make a single-page, tell about the new service and give a link to the main site. Everything, the client went, the traffic grows, increases, your site develops.

Attraction of certain target audience. The landing page is simply created to attract "cold" customers - those who do not know about you and are not interested in buying your product. For example, you have always written for small customers, and now we decided to go to medium and large business.

But they still do not know about you! So make Landing focused on the audience of entrepreneurs. Describe their pains and problems and offer a solution - your texts.

Thus, Landing is not an alternative to the usual site, it is rather an addition. Many companies with a wide range of services make individual lending for each of them.

The main thing is to remember the most an important rule: Each single-page is created for a specific purpose, it is impossible to interfere in a bunch.

Minuses of Landing

We told about the benefits, now let's talk about the lack of Landing Page. We will be honest - they are present.

For example, in contrast to the Landing site is limited to a certain amount. The main rule is: less text - more selling elements.

If you have a lot of information, you have to allocate the most important thing to not distract the reader and convey the very essence before it. Otherwise, a person is simply lost in kilometers of printed signs.

Landing structure

Each element of the Landing structure should be sharpened for sale - starting from the offper and ending with the calls to action buttons. You must keep the client to buying a purchase or other target action as if the stairs.

Even there is such a concept - the Khanta staircase, which shows which stages a person passes from an identification of the problem before making a purchase.

Stage 1 - indifference. Man does not yet understand what he needs your product. He just went on the link from the group in social networks and know does not know what you offer him. (or, it's easier to say, the title) will attract his attention and make you think.

Stage 2 - awareness. So he thought and understood - Hmm, really there is a problem! Just yet knows how to solve it. Help him with the help of a story about a product or service.

3 Stage - comparison. The client needs to give a choice of several solutions to the problem.

4 stage - choice. Of the several options, he chooses one solution - of course, what you suggest. To do this, you need to clarify all the advantages of your product or service.

5 Stage - Purchase. Everything is simple here: let him leave an application in the order form, contact details - in a word, makes the target action for which everything was thoughtful.

We will call the main elements of the Landing structure, which will hold the client on the stairs of the Khanta. There is a standard diagram that we now and write.

But in fact, the blocks can be changed in places, some at all omit - as you please. There are examples of single-page drivers who do not adhere to the usual structure, take others: for example, a unique product or steep bonuses.

The term "lending" originated from the English word "Landing", which denotes the "landing". This term reflects the main meaning - Landing is a landing (landing) page.

Landing is an independent site or a separate page that calls for visitors to make a targeted action. For example: Leave an application for the selection of the tour, buy ready project Houses from sip-panels, give an advertisement about the sale of iPhone, leave your phone, subscribe to the newsletter, etc.

There are 4 main opportunities where Landing is located:

1. On a separate domain: domain.ru;
2. On your subdomain: landing.domain.ru;
3. Site page: domain.ru/landing.html;
4. On the third party service: service.ru/yourlanding or yourLanding.Service.ru.

The main task of Landing is the urge to commit a target action. For example, you can make a separate lenting for a set of subscribers for your mailing. For each task, there is a separate type of landing page, and below you will learn what kinds exist, as well as - which type Landing Page is better to use in some cases.

Varieties selling pages

All lending are divided into three large groups:

• Microsite;
• Separate site pages in the form of lending;
• Full lending;

Landing is also divided into several categories of tasks:

1. Selling;
2. Subscription;
3. Information;
4. Viral;
5. Differential;
6. Others.

Microsite

Microsites, or other "Site-business cards" - these are sites with a small number of pages (usually up to 10), where main page. It is a londing, and auxiliary pages are created to ensure that the user can better understand the product or service.

Consider such a microsite on the example of the hotel site - https://fenixhotel.ru/.

The main page of the site is a full-fledged lending, the task of which is to get the contact of the visitor, for the individual calculation of the cost of the house.

In addition to the main on the site there are other pages:

• Examples of built houses;
• Typical projects;
• Construction technology;
• Others.

Each auxiliary page, one way or another, ends with a proposal to leave your contact details. That is, a few additional pages "are supposed to" the main service or product with the main Landing Page.

The disadvantage of such micro sites is that they are best working with purchased traffic, and with them very hard in SEO-Promotion.

Landing can be a separate page on your site, for example, - https://nethouse.ru/internet-magazin or https://moi-biser.nethouse.ru/czechbiser.

Separate pages allow you to collect internal project traffic. For example, a person from search engines Came to you on the site for one of the pages, from where you send it to Ledding. Following the link, the user falls on the site page made in the Landing format. Such a format gives you more opportunities to sell a product or service than most of the classic style of information sites.

The advantages of such a format are that you can drive traffic from different sources to such a landing page, including using Yandex.Direct and other sources.

Full lending

Full lending is one-page sites built according to the principle: "Act or go."

Most often, visitors fall on such lending from advertising (contextual, targeted, media, VKontakte audio advertising, email mailing lines, etc.). As a rule, Ledding sites have a higher conversion than pages inside the site in classical design.

High conversion is a key advantage of lending. Why so it turns out? Case in psychology. The right lendings capture the attention of the visitor (clear structure, beautiful graphics), convince it in the correctness of the choice (emphasis on the benefits of the product) and as a result lead to the call to action (Call to Action) - all this literally makes a person doing the action that needs you.

As with microsites, the maximum that a webmaster can make with a lending to its promotion is SEO-optimize it under a group of target queries. But opportunities SEO Promotion Planting pages are limited. The main traffic will have to buy - independently or with the help of the arbitral fist.

Types of Landing and their purpose

Depending on the purpose of creation, there are five main types of lending. Here is a convenient sign for understanding the goals of each type:

The purpose of such Landing, as follows from the name, is the sale of goods or services. Often, paid methods are used to attract traffic - contextual advertising, tizers, etc. You could see such lending when I was fashion for sale toys "talking hamster." Example of selling Landing - https://nabor-noskov.ru or http://www.maxitrip.ru/.

The key element of the selling lending is the presence of one call to action (call to action), and all other blocks direct the user's attention to it. There are also alternative examples of selling lending, where mass CTA elements encouraging shopping are used.

If your sales are offline, or your type of business does not imply impulsive purchases, then the selling lending will not suit you. In this case, lending workers are better working, which are often called subscription-selling pages. An example of a signed lending with high conversion: https://www.unisender.com/ru/about/bonusy/correct-email/.

Such lendings are created with one goal - to receive email or visitor phone for further work with it in the form of mailings or call from the consultant.

The format works very well - you contact me, and I have a free gift you. The bait can be a free book, cost calculation or discount on a service associated with the theme of your Landing. As a rule, a good mailing lunding consists literally from one or three information blocks.

Often, this format is used to subscribe to the Internet service newsletter, to obtain an individual promotional code that gives special privileges upon presentation to the offline business, a subscription to the series, etc.

Information Landing Page is created to heal of interest in the company's new product or to a special event that will happen in the foreseeable future. The purpose of the information Ledding is the subsequent visit of the visitor to the main site, or add a specific date to the user calendar. A good example of information lending: https://www.coca-cola.ru/product.

Difference from other types of lending is, as a rule, the absence of any call to action. On such Landing, as a rule, the description, images and infographics prevail.

Such a format will suit you if you want to tell about new function Your project, for example, that now your White Label project will show the conditions for transportation of baggage.

Viral Landing assumes the presence of entertainment or educational content, which visitors will gladly share in social networks And thanks to this, increase the advertising coverage of the brand.

Examples of viral lading Page with high conversion:

Such lendings may look like a landing page for collecting contacts, and how information Pageand have any other format, their main feature - The presence of wow content.

The company's logo should not rush hard. It is better that it be somewhere in the second plan. In this case, your brand will be subconsciously associated with the audience at the same time wow effect that you have prepared him.

In most cases, this type of landing page is used by online stores and includes a combination of almost all of the above-mentioned types of lending. An example of such a lending - https://www.mvideo.ru/promo/predator-50.

Differential lendings are integrated into the main site and provide complete information about your product or service. Similar landing pages are often used for promotional proposals and serve as informational lending.

On the differential landing page, as a rule, there are forms of contact collection, as well as on the landing for collecting email addresses.

In addition, differential lendings are often used to attract and process traffic on low-frequency search engines.

The advantage of such a solution is that the user who has come to this page does not have long to search for the information you need throughout your site.

What type of Landing is the best?

We posted examples of information lendes and other types of landing pages. Compare all types and select the one that is most suitable for your task. An unequivocal answer to the question of which type of Landing is the best, unfortunately, does not exist - repel from the goals that you pursue and try different options.

Share in the comments by your experience creating selling pages, as well as ask questions to our team and experts of the site designer

People who are just starting familiarizing with the principles of e-commerce, most often are interested in what Landing is. This concept is casually mentioned in information articles and reviews, but its features, advantages and disadvantages remain without attention. Although many large companies have long taken his arms and managed to use all the possibilities that lending for business.

What is Ledding Paige?

It is easy to guess that the concept of Landing Paige has a foreign origin.

Landing Page in the literal translation means "landing page". This is a single-page site, a business card site or the main page of the main site posted on the Internet, the main goal of which is to push the user to perform a certain action. As a rule, the action is a subscription to the newsletter, registration on the site, buying goods or services.

So far, the word "Ledding" and, accordingly, the phrase "Ledding Page" is not found in educational literature on marketing. Yes, and in the dictionaries this word has not yet been fixed. There is a second version of writing, namely "Landing". But it is worth noting that this is a less common form. Such a conclusion is based on Yandex statistics data - 1 million requests against 120 thousand.

If you consider the assignment of lending, then they are created for:

• Sales of a specific product or service.
• Collection of information about the target audience.
• Distribution software and info products.

But, despite the appointment, the purpose of such sites is one - to increase the level of sales. With it, 20-30% of the growth of orders reaches, especially if the business has one of the following specifics:

• Sales of goods or services of the lowest and average price category.
• Sales in B2B.
• Network business.
• Production of products.
• Sales of unique specific goods.
• Infobusiness.
• Sale, rental, purchase of real estate.
• Tourist services.
• Beauty salons, fitness clubs and other services related to the category "Beauty and Health".
• Transport services, etc.

From the list presented, it is clearly seen that Ledding is suitable for almost all areas of entrepreneurial activity. Moreover, they are attractive not only with their efficiency and versatility, but also the low cost of introducing and simplicity of split testing, which can be replaced by multi-mounted.

Multiland is a page with dynamically changing content, which is adjusted to a specific group of users. All anything can change: Header, Text, Contact Data, and Other. This feature allows us to divide the total mass of the target audience into small groups and make the site as a personalized as possible.

Types of Landing Page

Before developing, the main characteristics of Landing Page, including its appearance. The classification is based on their size required to accommodate information about the company or its product.

Landing Page is:

• ONE STEP - one-step. Single Landing is a classic version of sites consisting of one web page. Their main goal is to attract and "heated" of the lead.
• Two Step - two-having. Two-having pages are less common, but no less effective. Double-haule Landing is an independent page offering a visitor several options. Choosing one of them, the client enters an additional page, which can be represented by the form for placing the order, subscription to the newsletter, etc.
• LONG PAGE - Long pages. Under long page It is understood that Ledding Page scroll down into two or more pages.
• Short Page - Short Pages. The short page has a size in one screen without the possibility of scrolling. Short Landing Page is appropriate to use only promoted brands with which you do not need to acquaint users, or as a tool for redirecting to other site pages to collect the necessary information.

How much is Landing and how to order it?

If the idea about the introduction of Landing has already been matured, then the question of the value of this "pleasure" remains open. The price for Landing depends on the method of its development. There are only two of them: independent and with the involvement of specialists. And, of course, the development of the site from specialists will be much more expensive.

For example:

• The average cost of Landing in freelancers - 5000-20000 rubles.
• Services of design studios - 50 000-100 000 rubles.
• Development of Landing Page authoritative agency - 100 000-500 000 rubles.

Create Landing Page from scratch can be independently, but it will take more time and strength, in particular for training. And again, it is not possible to realize the idea for free, because somehow you have to attract a programmer or buy a paid pattern. Especially problematic will have to those who do not even have basic knowledge about the development of sites.

To order Landing from a specialist, first determine with the budget that the company has. And already pushing away from this, see the artist. If it is a freelancer, register on the stock exchange. If agency, view portfolio and work reviews. Further, the script will develop in a single scheme:

1. Filling a brief (technical task).
2. Coordination of major wishes and preferences with the Contractor.
3. Signing a contract for services.
4. Prepayment.
5. Evaluation of work and run page network.
6. Full payment of the service provided for by the contract.

The final price depends on the set of criteria. Before signing the contract, the Contractor constitutes a preliminary estimate, with the help of which the estimated cost of work is determined. As the main factors affecting the final price, may appear:

• The structure and design of the site (the more difficult, the more expensive).
• Content (unique selling text and photos can be assessed up to 1000 dollars).
• Setup.
• Specificity and business features.

If there are basic knowledge in the field of site creation and a conscious idea what lending is, and for which they are needed, it is advisable to give a choice in favor of self-development. In practice, this is not so difficult, as it seems at first glance.

How to create Landing Page for free?

Landing Page contains the same elements as the usual site. The only difference is that it consists of one (maximum two) pages, and methods for its design differ little from the usual site development.

Real ways to get Landing Page for free:

• Create a website or buy a ready-made pattern on WordPress.
• Use a specialized designer (generator).
• Download the finished pattern and "rewrite" it in accordance with the individual characteristics of the company.

With independently creating a page from zero, not only knowledge in the field of web development and design will be needed, but also the ability to choose the right content. Very often to the text that is placed on the page belongs to be negligible. While the level of conversion directly depends on it.

For beginners easier and faster launch Landing with special designers. They are free, conditionally free and paid. Conditionally free is called programs in which some options are available by the user only after buying a subscription. But even if the development is used free designerAll the same will have to pay a domain and hosting on which the site will be stored.

Design and Structure Landing Page

The design of Landing Page is highly valued by specialists and that's why. From the design of the page depends whether the user brings it to the end and will make something that is required of it. A good design will spend the client from the title to the feedback form, leaving after viewing only positive emotions. Bad design will force the user to close the page for 15 second views.

Damn good design Landing Page:

• Easy and conciseness.
• Block content content.
• Bright graphics.
• Logical page structure.

In addition, the design must fully comply with the page content. Heavy blocks with black monograms for the page of the transport company - to put it mildly, not the most successful option.

As for the structure of the page, it has long been worked out by experts. You do not need to break your head and "to invent a bike", you just need to build a Landing Page in a clear sequence.

Structure Landing Page:

1. chaining header;
2. product Description;
3. advantages;
4. special offer;
5. order form.

Structure Complete product reviews and blocks "Question-Answer". The main thing is brevity. After all, the rule of Steve Circle "Do not make me think!" Still relevant.

13 commandments for creating effective lending

Experienced specialists who are professionally engaged in the development of selling pages have their own strategies for creating ledding with high conversion. And none of them in a hurry to reveal their secrets, otherwise the demand for their services simply will disappear, as well as stable earnings. But, nevertheless, there is a list of recommendations that contribute to increasing the level of conversion.

Rules for creating effective lending:

One Landing - One Product

To achieve maximum return from Landing, concentrate the attention of the visitor on a specific product. In other words, it is impossible to put the client before choosing, since it is difficult to choose. It is much easier to run a look on the page, close it and forget about its existence. But the goal of Landing is absolutely opposite. Effective scheme looks like this - product-discount-form for placing an order.

Crawling heading

Not screaming, but a chain. If you first wrote the word "action" at the beginning of the page and it worked, today this technique has a direct opposite effect. To force a visitors to review the offer, the title must puzzle and cling for "living".

For example, a good headline for the clinic on plastic surgery - "Do you want to see a new yourself?". Of course, people who thought about the plastic surgery visually represented their perfect appearance. This title makes pop up an inflated image and take a step to which Ledding leads to embody your dreams.

Clarity of target action

Finding on the page, the visitor must clearly understand what exactly wants from him. And to understand this he should earlier than losing interest on it. Most often, Landing with low conversion loses customers for two reasons:

• The ambiguity of the target action. That is, on the page, there is simply no call for action. For example, the feedback form does not push the user to fill it. It is important to clarify that this is why she and why the client should pay her time.
• Page overload. Remember about the simplicity and layer of design. Inexperienced developers are trying to accommodate everything and immediately on Ledding Page. From here there is an overload of the page by content, graphics and incoherent elements.

To clearly designate the target action, directly and specifically write what is required from the visitor of the page (subscribe, order, download, etc.), and make a button for this in secondary reach. If the client has to be looking for how to do what they want from him, he will go on a lighter path - just brings the page.

Selling text

Text content has special "magic". With it, they cause different emotions from nostalgia to anger, but in this case it should sell. The person by nature the creature is emotional and important decisions on the basis of its internal sensations. Therefore, a good copywriter should also be a psychologist who knows what "threads" pull to force the reader to do what is required of it.

To write a really selling text, it is necessary:

• Know for whom it is intended. The manner and the style of filing the information varies depending on the alleged reader, so before writing, make a portrait of a potential buyer.
• Examine classical marketing techniques and principles of psychological perception of information.
• To be able to file information briefly, but exhaustive. While reading, the visitor Ledding will certainly have questions, the task of the author is to give answers to them before going to the next page of the page.

To write a good selling text thoughted just like a potential buyer. It is difficult, but without this, the likelihood of high recoil Landing Page is minimized.

Decoration of text

For better information perception, this text is correct. If you even place a professional selling text with a solid cloth, it is unlikely anyone will read. Since it will seem heavy, long and little interesting.

Text design rules:

• Font size and style. The optimal size is 16 px, in exceptional cases 14, the most common styles - Arial, Meiryo, Georgia.
• Suggestions. The text must contain simple proposals without complex revolutions.
• Blocking information. Each unit is a paragraph. In the paragraph there must be no more than 3-5 lines.
• Subtitles. To split the web text, use subtitles every 3-6 paragraphs.
• Tables, graphs, lists, quotes. These elements also help dilute the text and make it easier to perceive.

To check how qualitatively, the promotional text is written and decorated, they remember the "slip-up roller" effect of the American copyier of Josez Shugerman. To do this, give the text for some time to "relax", and then try our own "ride from the slide", i.e., read the text from beginning to end. If during reading the reader "stuck", review and correct the problem areas of the text.

No aggressive and obsessive advertising

• A large number of exclamation purposes;
• Writing the entire text or its separate phrases from the capital letter;
• Obvious phrases like: "Limited proposal", "Liquidation of goods by low prices"," Only today discounts up ...% "

Advertising must be smart, not aggressive. Today, users are easily distinguished by explicit advertising from a truly worthless sentence, the Landing visitor should not have the impression that he wants something to "shove".

Structure

The location of the text blocks is not necessarily tied to the center of the page. For example, a description of the goods can be located in the middle, the advantages of the right, reviews on the left. Structuring can be any, the main thing is to send the reader in the correct sequence. To do this, use the arrows, pictures, guide lines, etc. The visitor's look should in no case have aimlessly wander on the page.

Relevance

Relevance is the compliance of the user's expectations with reality. That is, if a person saw the "exclusive jewelry" title, the Landing Page should have a similar or similar header.

The low level of conversion is often associated with the fact that the page does not receive not only, but also random visitors. To avoid this, you do not need to initially enter the users' misleading.

Work with objections

Objection is an integral link in the sales chain. A person thinks over the trading offer and it is quite normal. But in the case of Landing, the work is complicated by the fact that there is no direct contact of the buyer with the seller. In advance, think about the possible doubts of the client and will be able to convince it in their unreasonableness.

To convince the client in the security of the transaction is used:

• 24-hour support service.
• Warranty return period.
• Feedback forms.
• Free trial period.

Limited sentence

Limitations Offers - an effective, but risky method for attracting customers. Previously, the countdown counters were widely used on Landing, which allegedly showed the remaining time until the end of the promotion. But now more and more entrepreneurs refuse them, because when the client, after 1-2 days, returned to the seller's page and saw the same meter, the level of confidence in the company fell to zero.

To apply such a method for increasing the conversion, it is advisable to use the real meters of the balance of the exact product. This will show a potential customer that the goods are really in demand and is available in limited volumes.

Customer confidence

Probably, each second network user faced unfair sellers. Therefore, the Internet users began to behave carefully at online shopping. Hence the task of the seller is to convince the client in reliability and safety.

For this, Landing must contain:

• Company contact details;
• References to communities on social networks;
• Awards, certificates, licenses received by the company;

Victoria Kuchinov

The main problem of most modern lending is all as if they are made under the copy. And where is the creative, the fire, where is the designer madness?

In this selection, I collected interesting chips and unusual effects. Some of them made developers and web designers "Texerras", part was found on the expanses of the Runet. It was not without examples of disgusting design and a frank Shiza - at the end of the article you will find acquaintance with the killer hamster and the Snow Maiden with a bucket.

See, inspire, use the ideas you like in practice, mix them with your own and do not forget to carry out A / B testing - this is the only correct recipe for creating slaughterhouses.

And, most importantly, remember that Landing is not a self-sufficient tool. For conversions, lead and sales need quality traffic. And it is difficult to get it without integrated promotion.

Extended form

Usually, one-page attachments use a standard application form with multiple fields. Most often, the client needs to specify contact details - surname name, mail or telephone. But in some complex areas it is better to reveal the topic more. Here's how it was done in the "Texerre": in the form of a lending DELLSERVERS.ru, the client can choose a module, parameters, server tasks. Can reset the values \u200b\u200bif something went wrong.

What is it for? The owner of the lending in any case will receive its own lids - even if the fields are in the form of only two or three. But the client will be interested in dug deep. Not just order, but choose your own option.

Two stroke buttons

On the Landing Planner tasks WunderList.com/en - immediately two calls for action that strengthen each other: "Create a free account"And" Download Wunderlist ". Users click on both links, conversion is growing, and Landing performs its work on excellent.

Specific figures (results)

This is not new, but still working chip. Show customers what you have achieved in numbers: it's clearer than the abstract phrases "We are the best", "we have hundreds of completed projects" and so on. Look at the Landing SmartProgress.do: it is immediately seen how many people have already joined the project, how many goals put how many achievements were performed.

Personalization

Faceless template lending - BR-R, which may be a dile! Relive your one-page, add fire, interest potential customer. For example, on the "Texerra" services page on site creation, photos of employees who are directly engaged are posted. The visitor comes and sees: Yeah, my resource will not be engaged in abstract developers, but quite lively Svyatoslav, Polina, Artem and others.

Convenient form of response

On many lending and sites, ask a question only through the form. And this means you need to specify the name and surname, leave the phone and email. Sometimes you have to enter capps and codes - horror! It is clear that this is done in order to receive Lida. But there is another option - as on the Landing "Cerebro Target." If you are registered in "VKontakte", nothing to fill out - take and write. And the client is convenient, and the owner is good - contact is left, you can work further.

Customer reviews

You can ask customers to tell about your impressions and publish the resulting texts on Landing. But the snag is that the visitor does not check - the real is a review or fake. It is better to go further and convince visitors in this. On Landing HuskyPark.info, who developed "Texerra", provides words of customers from "Instagram" with reference to their accounts. All honestly - go and make sure.

Demonstration of results

Three-dimensional graphics and augmented reality

Landing is created for the Qubi application. This is a game for children of 3+ years and adults. The essence of the game is simple. In the first step, the user on the proposed scheme gluits a real paper, cardboard or wooden cube.

Then he installs the application, opens it on the smartphone and "looks" to the cube through the chamber of the device.

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

The three-dimensional model of the cube can be seen on the illustration (GIF).

What the client wanted

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

What we did

We have implemented three dimensions using 3D CSS3 transformations. The transitions between the edges of the cube are made using a clean JavaScript with the tracking of Drag and Touch events. Thanks to unusual transitions between screens, the user has a feeling of screen volume. This is especially pronounced on the working version of the landing page.

For the final version of the Landing, we made a more realistic version of the cube. In contrast to the working version, in the final rotation of the cube occurs outside, and not from the inside. The feelings of three dimensions are enhanced by the animation of the headers.

Landing is fully adaptive.

Interactive selection of colors coloring of the interior and furniture

The unusualness of the Landing "DSC.color" is to choose the color of furniture and interior items on their own using an interactive palette.

The company "DSK.Color" stains any surfaces in different colors. You can order furniture coloring, household appliances, bicycles, musical instruments and other items. The client can choose any color.

The most demanded service is the color 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 lending "with a call to paint everything around." He had ideas to make images of furniture in 3D format, so that the visitor "could twist and consider the painted object from different sides."

What we did

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

To do this, an image of a room is offered on the landing page, in which the basic visitor's items can be painted with the help of the cliking palette. Based on the selected colors and items, the user can calculate the cost of services. The first prototype looked like this.

The idea really liked the idea, so we made a worker prototype of Landing. On him the main part looked already so.

Agreed with the client to leave the possibility of staining the table, chairs, doors and a kitchen headset. These are the basic objects that the company colors.

After moving the prototype to work, the designer and the layer were included. The first painted all items in SVG (this is the graphics format). The second chapters and added to the SVG regions of the colors palette. After that implemented a modal window. With it, the user can double-check colors and objects and send an application for a service.

Unusual and ordinary preloaders

With the help of a prelader or spinner, you can make more convenient and visually attractive any landing page. In this section, let's talk about pre-trainers and look at the examples of these elements created by the specialists "Texerras".

What is preloader and what tasks he decides

The preloader or spinner is a sign that appears on the screen before downloading the page. These elements you see daily when you use the Internet. Below is the example of a prelader.

The preloader solves the practical task: informs the user that the page is loaded, and also replaces a visually unattractive loading picture. It must be explained.

Due to the technical features of the work of browsers, the site pages are loaded unevenly. During loading, the layout can "swim". If the page is loaded for a few seconds, not a split second, the user is watching an unattractive picture for some time.

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

How do we improve lending with preloaders

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

• Qubbi.

For Landing Qubi, we made a preloader that repeats the navigation menu. This allows the user to understand the principle of page management before it is loaded.

• Levellen.

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

Landing provides information about renting premises in the business center. Chief Secret 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 a cursor on a free office pops up the "More details" button.

Pressing the button sends a user to a page with information about the office and its photos. From this page, you can leave an application for renting the premises.

Features of implementation

Our designer drew out of office space, drawings are made in SVG format. These drawings are superimposed on floors. When the site administrator in the control panel notes that the office is free, the script includes displaying the pattern on the plan and the ability to go to the page with information and order form. When the administrator notes that the office is busy, the script disables the image of the pattern on the plan.

Actually design

In this example, there are no complex technical chips and design effects - all Landing exports a beautiful picture: background, colors, appetizing photos of Astrakhan caviar. Singo-monitor astrahancaviar.ru.– good example How thanks to the designer, the product wants to purchase. And immediately eat!

Finally, they are sorry - several examples of terrible lending. For contrast, Faispalma, powerless agony and everything. I will not paint what is wrong with them - I suggest you to solve these challenges. Ita-A-AK ...