What to ask landing. How profitable is the deal for the user? Have you explained to him? Is everything okay with my landing page design?

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Landing pages designed to convert a visitor into a lead or immediately into a client. A person who visits a sales page sees final result, which subconsciously leads him to the action expected of him. Every mistake is a barrier for him. As a result: the consumer did not understand what was being offered to him, what or how to do in order to complete the order/purchase, did not catch the essence of the message, offer, and finally, simply felt discomfort in using the landing page and closed the page. Being an interested person in the purchase, he will find your competitor and convert, and you will be left with nothing. Therefore, even the most insignificant mistake in your opinion should be avoided.

Mistakes can be made at all stages of landing page development. The marketer incorrectly determined the age target audience and her financial situation, and the content ceases to put pressure on the buyer’s problems, offering a solution. The images on the site were not optimized and the page took a long time to load - the client will not wait for it to load and will leave. These are a kind of strategic mistakes at the stage of creating a one-page website that must be eliminated. By the way, the terms of reference for the development of a website, in which such issues are analyzed by a specialist, help with this. But we will next talk about tactical marketing mistakes that are very often made on landing pages and repel customers.

Let's look at the mistakes found in landing pages and give recommendations on how to avoid them.

Lack of USP or its complete meaninglessness

Perhaps the most critical mistake for a landing page is a crooked unique selling proposition. Even worse is its absence. The first heading is a hook that catches the visitor and motivates to further scroll the page. Very often the following mistakes are made when creating a USP:

The unique selling proposition is not at all unique and frankly copied from competitors;
The headline does not reveal the value, benefit or advantage for the consumer, so he is not interested in the offer;
The USP is positioned incorrectly or is invisible to the reader;
The first heading contains unclear or abstract information and does not correspond to the text advertisement and is useless.

In an impressive list of 42 points, you will find pitfalls that others have not been able to avoid. By bookmarking it, you will avoid unnecessary material costs, regrets and wasted time.

All mistakes fall into two big sections - design and marketing message, and first we will look at the first of them.

Design

Mistake #1: Reducing the number of lead form fields too much

When does it make sense to increase the length of a form to multiple fields?

By being too intrusive, quickly and directly asking your audience for information (such as their contact information), you can create such an intimidating experience that visitors will simply run away from you. There is a better option to convince them to leave personal information— move such a request to the last fields and use . First, warm up your audience.

If you don't find the one correct information request form length, it can be a big mistake. PPC and CRO specialist at KlientBoost Jonathan Dane says that switching from a one-step landing page with three fields (name, email, phone) to a two-step page with 7 fields led to a 214% increase in conversion rates.

What to do: Create a landing page with multiple steps, starting with a non-threatening issue that is meaningful to the customer. In Jonathan Dane's example, the first step asks the visitor about the size of the artificial turf, the nature of the project and the need for installation (3 fields), only then follows a contact information form (4 fields)

A good place to start is by asking something as simple as a zip code or specifics of the project. The fields on the next page, if necessary, can be characterized by a medium level of privacy threat, and last page will have the most high level(where you are interested in contacts).

Multi-stage forms perform well in advertising campaigns on lead generation, as they create initial leads, reducing the chances of scaring off the audience. As a rule, people who have already made some contribution once, even if it is extremely small, are more willing to complete the work they started.

Mistake #2: Not taking into account the geographical factor

Of course, not all promotion regions you target show the same results, and some may have a higher cost per conversion. How to handle individual locations and better control costs? Create new campaigns with Bid Modifiers targeting a specific region or even city.

You can access geographic area reports in AdWords by going to Dimensions, clicking View, and clicking User Locations.

Below is a photo demonstrating how negative bid modifiers are enabled at the regional level:

Luckily, almost everyone has reached an understanding of the importance of making a landing page or website accessible on a mobile device, but have you thought about an experience designed just for the mobile space?

Intentions, likelihood of distraction, and behavior vary from desktop to desktop. mobile version, so don’t think that they apply to both same types information and purpose. Marketer Talia Wolf of Conversioner and Banana-Splash.com says, “While responsive design is better than no design at all, it is not the same as an optimized experience for mobile visitors. The essence of responsive design is to make the desktop experience acceptable on mobile gadget, but it does not meet the specific needs of mobile users."

Communication tool Slack is a great example of an experience tailor-made for the mobile space. Here's their simple and beautiful "Lost Password" screen:

Long password? Difficulty typing? Receive a magical link in your email that will sign you up in no time! Enter password / Send magic link

You can create a responsive design, and then say that your landing page or website is “optimized for mobile devices“, but this will only be an excuse.

Mistake #6: Using only one path

Believe it or not, having multiple conversion options for one CTA sometimes works better.

Since you are using Landing Page s, which means you are likely to be interested in immediately communicating with your potential client. This means don't rely solely on lead form conversions: involve them in the process. phone calls and chats.

Simple availability telephone number on the page leads to an increase in the conversion rate, even if no one calls. In addition, you can use invitations to chat in the form simple question, which users can quickly respond to.

Different visitors are at different stages of the decision cycle. Some want to continue to remain anonymous, while others are ready to work with you.

Mistake #7: Chaos on the page

Mistake #11: Poor font choice

This error borders on unreadability of the text (error No. 11), inconsistency with the type of buyer (error No. 32) and ignorance of one’s own audience (error No. 34).

Make sure the font suits your audience's personality types and avoid inconsistency.

ClickLab decided to conduct a test regarding only the font design of its client’s site before testing everything else and settled on the second option:

So simple, but so effective: the tested version (on the right) outperformed the original (on the left)

Exit rates dropped by 19%, bounce rates dropped by 10%, and conversion rates increased by 133%.

Mistake #12: Slow download speed

You think your design is on trend, but chances are... appearance you have to sacrifice speed and usability. Don’t scare users away with yet another landing page that takes forever to load. They won't come back.

Check out this infographic from Kissmetrics on How Load Time Affects Everything Else:

Every second matters. Load time is one of the critical factors affecting page abandonment rates. The average user is too impatient to wait for a slow page to load, which is understandable. Observation: Slow page response results in higher bounce rates, as seen in the graph below. Vertical axis: indicator growth in percentage. Horizontal axis: boot time in seconds

The Kissmetrics blog also has the following findings: “The most common speed issues are due to images. They're too big. Too many of them. Their files are 3GB each, even though the dimensions are 150x150 pixels."

Note that background videos can also slow down the page. Try testing your landing page using PageSpeed Insights from Google.

Mistake #13: Broken links

We think there is no need to describe this point in detail. Make sure all your URLs go to your intended location by going through the entire user journey on your site from start to finish.

Mistake #14: Too many links

Too many links means options overload and high distraction, causing your goals and call to action to get lost.

In the example below, there are so many links that the attention ratio is 60:1 - a very bad sign!

When people are clear about what you want them to do, they tend to do it.

Mistake #15: Navigation Bar

There is a good reason to eliminate navigation bar: It can distract users and serve as a direction they want to go when they click on links that don't align with your goals.

HubSpot's Diana Urban used one of their landing pages to conduct a study that found conversion rates increased by 16% and 28% for mid-funnel offers after removing the navigation bar and links:

Mistake #16: You don't say goodbye to footers

The reason is the same as described just above. Remove footers - they only contribute to the development of attention deficit disorder and distract people.

After visitors convert, you can use the free paths to say “Thank you!” or link to other pages of the site that reveal the essence of the proposal.

Mistake #17: Wrong Images

There are a trillion reasons why the images on your landing page could be better, more attractive, and generate more conversions.

Mistake #18: Images that are irrelevant to the rest of the content

The title should fit the text, and main picture comply with the advertising offer. Offering e-book, use her cover. Otherwise, the image will not add any value and will only distract attention.

The heroine of the ad (left) says that she wants to have a phone that will make her friends jealous. This is followed by points of the corporate offer and a call to find out even more details by clicking the button. But what does this have to do with Catherine Zeta-Jones?

Here's an example of a more suitable image:

This landing page relates everything: and the offer (“Start accepting credit cards today"), and a CTA button that allows you to get a free reader, and a picture with the reader itself for use on a mobile device

Mistake #19: Distracting Images

CrazyEgg provides two sample heatmaps: Despite featuring the same child, visitors' visual focus on the CTA was better when the image's hero was looking at the call-to-action button itself (second option):

You can avoid subconscious distraction by using photos with visual cues and focal points that you need.

Mistake #20: No Image

Images support your USP, so take the chance to convey it to users even more effectively:

Let your landing page “communicate” with the viewer;
Attract looks;
But don't delay moving through the page;
Stand out without harsh contrast;
Be expressive and encourage interaction.

Attention! An inappropriate image is worse complete absence thereof. In the HubSpot case, the lady on the right was too distracting, while the option without the picture attracted 24% more subscribers:

Mistake #21: Uncompressed Images

This, along with choosing the wrong image size, will slow down the process. Page loading speed will decrease and big number potential clients will leave without even seeing your one-page page.

Mistake #22: Using sliders/carousels

Carousels draw attention away from the main content, and in any case, people mostly click on the first image. 84% of visitors interact only with . The following are statistics from the University of Notre Dame:

In the next part we will talk about marketing message mistakes. Stay with us!

How/what kind of text to write for Landing Page? If you know the product you are selling well, then writing text about this product on the landing page will not be difficult for you. Below we will look at what details you need to remember to write on the landing page.

Should I have a copywriter write the text for the landing page?

The copywriter doesn't know your product as much as you know it. Therefore, in order to write about your product, he will call/text you many times to find out additional details and subtleties about your product. Therefore, instead of a copywriter, assign yourself to write the text for the landing page.

What text to write on the Landing Page

Everything is very easy. You need to look at the situation through the eyes of a person who wants to buy what you have. A certain person has a need, he decided to search the Internet, enters a phrase into the search, and in the list of sites simultaneously opens the first five sites to compare and see which offer suits him best. And according to the person’s path, you also need to look at the top ten in the search results for your queries and think about which site you like best, which one you would place an order on.

You also need to pay attention, more often than not there is not one but many groups of people who are interested in your product. And each of these groups may have their own questions, their own requirements and expectations from the product, from the service, from the price, etc. It is advisable to create your own landing page and text for each group. This is, of course, a large amount of work, so they often choose the largest and most profitable groups (according to the hypothesis), and make a landing page for these groups.

If users call you/leave a request after visiting your site, and then ask the same repeated questions, this means that you forgot to write the answer to this question on your landing page.

On the first screen of the landing page write:

Centered in capital letters write what you are selling, for example, “We deliver cargo from China by plane in 72 hours.” Write the truth, and look at what is written on other sites to come up with what needs to be written to take into account the main needs of the person who chooses.
At the top right write your country, city, phone number. So that a person understands whether you are from his country and city or not. And I can also call you right away.
At the top left is your logo and company name.

On the second landing screen write:

You need to provide photos and videos of your product, and review the most important characteristics that are important to the visitor. If you have not a product but a service, photos and videos of your completed projects Next to each photo, write a short description of the project and how it was implemented. For example, you can write “We delivered 345,500 kg of cargo by air during our work, these are the largest cargoes that we delivered.” You can also take photos next to clients, etc.

On the third screen of the landing page write:

Frequently answered questions. You make an accordion so that there is a list of questions, and to read the person will click on relevant question, the block with the answer will unfold and he will read it.

On the fourth screen of the landing page write:

Write several important points than you better than competitors and why I need to order from you. To prevent the text from being too boring, you need to add icons or pictures near each item to make the text easier to understand.

On the fifth screen of the landing page write:

Write down the main steps of cooperation with the client. So that the person who wants to place an order understands all the main steps from ordering to receiving the ordered product. For example: Order > Registration of contract > 50% advance payment > Loading, delivery > After delivery, the client checks integrity and quality, and if everything is ok, the remaining 50% payment.

On the sixth screen of the landing page write:

You can add a photo of your team, photos of your managers who will supervise the client at all stages. This block inspires trust and introduces the person to your employees.

On the seventh screen of the landing page write:

Place an order form. Near the form, write your contacts, address, phone number for questions, and you can add a map of how to get to your office.

Above is the approximate structure of the text that needs to be written on the landing page. But the structure can change and be anything. It all depends on the goals of the landing page, and on the audience group for which this landing page is made.

What should the landing page structure be so that you receive more orders and spend less money on advertising? Over the years of practice I have deduced simple formula of 9 blocks. It will help you quickly write out a scheme and get a ready-made selling landing page.

In this article we will look at different variants one-pagers - from “classic” to “modern”. The most interesting thing is that the elements will be almost the same everywhere.

In short, warm traffic is when people purposefully search for what you offer. Or if you are recommended to them by someone they trust. If these two options are combined together, then the traffic becomes simply “fiery”.

If we show our advertising to those who know nothing about us and have never thought about buying our product, then we are dealing with cold traffic. For example, we set up a VKontakte target, which is shown to all members of the group “You’re showing off, I’m in heels.” And this advertisement leads to a landing page with an offer to urgently buy women’s perfume “Brave Bitch”.

Yes, theoretically, this product may be of interest to members of the above group. However, they don’t trust us at all because they come from regular commercial advertising. And besides, five minutes ago they didn’t know anything about the “Brave Bitch” perfume. Accordingly, here we are dealing with “icy” traffic.

So, returning to our sheep. The more traffic you bring, the shorter the landing page should be. And vice versa - the colder the audience, the longer the landing page should be made. With the second, I think it’s clear. If the audience doesn’t know us or our product, then it’s harder to sell to them.

Accordingly, we need to write more text and give more arguments to convince them to place an order. In the case of warm traffic, any Additional Information It will only get in the way.

If you make a long landing page for a warm audience, you risk losing more than half of your customers. People will scroll and fall off, scroll and fall off. To prevent this from happening, you must immediately provide the minimum information that is necessary to place an order, and limit yourself to 1-2 screens.

What is this “minimum required to place an order”? This is what we will talk about now.

Four required home screen blocks

The main screen of your landing page is what visitors immediately see as soon as the page loads. If we ignore the talk about the temperature of traffic, then the conversion of your landing page depends 80% on how it is made main screen. By the way, for a short landing page it will be practically the only one.

Ideally, a visitor should get all the information they need right on the home screen. And place your order directly from there.

What does a person need to place an order?

Confidence that he is offered exactly what he was looking for
Something that will put you above other competitors he was considering
Contacts for communication

These are the three elements you need to place on the main screen of your landing page. The main place - the headline in large letters - should be a short and clear description of what you offer.

If your visitors need iPhone repair, just write “iPhone repair in Moscow”. If they are looking for sushi delivered to their home, then there is also no need to insert your company’s logo and name in the most visible place.

I understand that you spent a lot of money and time on this logo. That you lovingly nurtured the idea of a logo and pecked at the designer’s brain to make him do it the way you wanted. That the name of your sushi delivery company “Shining Path” was also chosen for a reason. That it symbolizes light on the one hand, and the path on the other.

But your potential clients don’t care. First of all, they are interested in the question - WHAT can I get here. WHO is offering this to me is the second question, and it must be answered later.

Therefore, leave the main place on the main screen of the landing page for the answer to the question - what we offer. When I was looking for examples of good landing pages for this article, I searched great amount one-pagers.

Almost all of them are either poorly or very poorly made. Here's an example of how a landing page opens for the request “courses” in English in Moscow".

As you can see, there is a lot of information here, which is easy to get lost in. In the center of the page there is a message that enrollment for courses is underway Chinese language. There is no indication that the courses are held in Moscow. And in general, almost all the information on the main screen is in this example- superfluous.

Theoretically, it should “involve” them in reading, and then somehow convince them to take courses with us. But in fact, a person would rather not waste time figuring out all these menus and go look at competitors. It doesn’t just open your site, right. A person enters a query, then immediately opens 3-4 suggested sites, and jumps between them, making a choice.

Here's an example a little better than the previous one.

There is we're talking about only about English, there is nothing superfluous, there is a call to action and contacts for communication. True, there is also no clear description of the services offered. And also red text and a red button on a green background - “blood from the eyes.” Otherwise everything is fine.

By the way, there is another one here required element home screen - a visual image of your product. This also works as an explanation - what we offer. If we were selling the same sushi, then it wouldn’t be difficult to depict it visually. Finding a good and understandable picture for “English language courses” is more difficult. This is where the suspiciously smiling man with a heart made of a British flag came from. It's better than nothing.

Here's another example that I liked more than the others:

There is a clear description of what we offer, there is an image (albeit on background). There is a contact for communication, and there is an offer - a discount. Let's talk a little more about the latter.

Let me remind you that we have 4 required elements for home page. We have already discussed the first three: 1. A clear description of what we offer; 2. Image of our product/service; 3. Contact for communication.

The fourth mandatory element is “detuning from competitors.” Thanks to this block, your potential clients should understand that working with you is more profitable than with your competitors. The classic version of the offer is to give a discount and write about it on the main screen. It almost always works well.

But there are other options. You can focus on delivering the product/service faster than others. Write specifically what/for what/how quickly you can do it. You can also offer a gift for placing an order right now.

To summarize everything that has been said about the main screen, look at this example.

Here the author of the landing page also clearly doesn’t really understand what he’s doing. Everything seems to be in place - there is a specific description of what is being offered. There is a visual image of the service (some kind). There is even an offer. Even two offers. No, even three... This is where the mistake lies. There are three offers/tunings here:

40-60% cheaper than dealer
Maintenance of Renault warranty
We fix it quickly/We work efficiently/It’s profitable to work with us

The last one is clearly unnecessary. In general, I am sure that there is a separate cauldron in hell for copywriters who write “we work quickly, efficiently, inexpensively.” These are completely empty words that do not carry any meaning for the reader. And here they also take up precious space on the main screen. Accordingly, there is no longer any room left for contact and calls to action.

I’m sure that if you just remove this “fast/high quality” and instead insert a phone number and “Call now”, you’ll get a lot more conversions.

So, with the main screen, I think it’s clear. Let's now deal with those who still decided not to call us right away, but scroll through our landing page below.

Three blocks for trust

Trust is everything and more. If you were unable to call the required level trust - they will not buy your product or service from you, no matter how profitable your offer is. Imagine that a shaved man with shifty eyes comes up to you on the street and offers to buy a red iPhone 7 for one thousand rubles? Super advantageous offer. However, you will most likely refuse it.

There are three blocks you can use in your landing page structure to create trust. This is how they are arranged according to the level of impact:

Regalia
Reviews
"How we are working"

The strongest trust comes from “regalia” - official achievements that prove that you can be trusted. A little weaker - “reviews from our clients.” People don’t believe reviews because they too often see the same photos of people on different landing pages.

The weakest option for building trust is “how we work.” This is when we schematically depict - “Step 1 - You call us; Step 2 - You transfer money to us; Step 3 - We disappear in an unknown direction...” and so on.

Many people do not understand why this block is actually needed. And it is needed to show that every step of yours is thought out, calculated and verified. That is, in fact, so that the potential client begins to trust you more.

So, immediately after the main screen, insert the strongest block on trust - your credentials. This is where the time has come to answer the question “WHO is offering this to us?” And official regalia quickly creates the maximum level of trust.

But this is only if you choose them correctly, of course. It is most convenient to arrange regalia in the form of a horizontal list with infographics. Many landing page builders know that there should be drawn circles with numbers under the main screen. But they don’t know why exactly they are needed.

As a result we get the following:

Where there are circles with drawings inside, that’s where the regalia should, in theory, be located. But what we see in the example above is not regalia. These are all offers. “30% discount” and “from zero to Upper-Intermediate in 8 months” are not official achievements. This information would look great on the home screen.

And here good example of what a block with regalia should look like:

We have been working since 2007 - this is already a serious achievement. Although I would write “10 years on the market” so as not to force readers to count (and then I would tie the offer to a unique event - our company’s anniversary year). But overall everything was done well. The regalia really inspires confidence.

Here's another good example:

Here the “100% result” only let us down. This is also not a regalia, but an offer - “We guarantee 100% results or return your money.” But the first two regalia do their job.

Further along the landing page, you can additionally insert a block with reviews of your clients and the very same “how we work.” And if you successfully used the regalia, then these weaker blocks will work much better. And if you used the regalia incorrectly, then no reviews will help you. It’s not the era, the wrong period of time for people to believe reviews.

Above, we talked mainly about working with warm traffic - when people more or less know exactly what they need when they come to your landing page. What if they are completely cold? That is, they don’t really understand why they need what you offer? Then we need one more important block.

Requirement creation block

This element in the selling structure of the landing page is designed to “warm up” the audience if they don’t really want to buy what you offer. And let's look at some examples right away.

If you don’t bother at all, you can simply write down in text why what you offer is needed. Like this screenshot of a landing page selling tickets to some business forum:

Formally, this is a block for creating a need. However, it is poorly executed. A landing page works much better if every piece of information is beautifully designed with graphics. Here we have simple text that 90% of landing page visitors will simply scroll through without reading.

In addition, the description of the benefits itself is incorrect. Here's what we have:

Speech by strong and successful Russian entrepreneurs
Unique cases and practices and only from practice Russian companies that we can be proud of
Living stories of ups and downs
2 days in a circle of like-minded people, people with wide open eyes

In short, complete nonsense. But the worst thing is that here we only have a description of the technical characteristics without indicating the benefits that these characteristics provide.

It's like writing "refrigerator with two freezers volume 150 liters,” and stop there. But after each technical specification, we need to give an explanation - “And this means that there is enough space for all the products, and you don’t have to cram them in with your feet.”

The same goes for the characteristics from the example above.

Unique cases and practices - which means you will receive real plan how to act in your situation
2 days among like-minded people - which means you will find new partners who will help your business double this year

Well, or something like that. The main thing is to provide an explanation of why this or that characteristic is needed. Well, ideally, arrange it all graphically. For example like this:

Here, however, points are given for different products. And you will need to make 5-7 circles with drawings + technical characteristics + explanation of the benefits for one of your products. Then the demand creation block can be considered complete. And we will end our landing page with a “pressure” for those who still doubt whether to order or not.

"Boost" block

After reading our landing page, people will probably still have some questions and objections. We physically cannot describe everything on one page for everyone. To answer the main objections, it is convenient to use the “FAQ” block, that is, “Answers to frequently asked questions.”

Question/answer information is easy to read because it creates a sense of dialogue. Remember, in books, dialogues are always easier and more enjoyable to read than descriptions.

However, it is important not to fall into one common trap. Your “FAQ” is not needed to answer “questions”. It is needed in order to close objections.

Formally, this is a FAQ. There are questions - and there are answers. But most of the issues here are organizational. Good question only at number 3. This is the real objection - “Why should I choose your courses if I can study with a tutor?”

There is no need to turn the FAQ into a technical support forum. All organizational questions can be answered by phone or made a separate block on a large multi-page website. The task of the landing page is to sell and sell.

Prepare a list of 9-10 main objections of your potential clients and post the answer to them in the form of an FAQ. Then the “boost” block can be considered complete.

Summary

Let's now summarize all 9 blocks of the landing page sales structure.

Block 1 - Explaining WHAT exactly we offer (in the most prominent place on the main screen)
Block 2 - Visual image of the product/service (also works to explain WHAT we offer)
Block 3 - Offer/detachment from competitors
Block 4 - Contact for fast communication and a call to action (“Call now”)
Block 5 - List of regalia, decorated horizontal list with icons
Block 6 - Creating a requirement ( specifications+ benefits)
Block 7 - Reviews (creating a secondary level of trust)
Block 8 - How we work (creating a secondary level of trust)
Block 9 - Boost (answers to the main objections of clients, packaged in the FAQ).

Save this article to your bookmarks to use when it’s time to create your next landing page. Don't forget to download my book. There I show you the most fast way from zero to the first million on the Internet (extract from personal experience in 10 years =)