What should an ideal landing page look like? (10 tips). Why is this so important? Who is the book “The Ideal Landing Page” for?

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IN modern conditions, when competition from huge supermarkets is very high, small stores have less and less chance of finding a consumer for their goods. It is necessary to make sure that the consumer, out of the entire mass of similar trading establishments, pays attention to yours. How can he be distinguished from others? appearance, convenient location, friendly staff, price policy, and just a large assortment and quality of goods. Before opening a store, you need to have a more or less clear plan of action. We propose to consider these issues using the example of starting a business in vegetables. And even though at first glance it seems that the sale of vegetables and fruits can in no way compete with a large supermarket, this is not so.

Always a quality product

So, how to open a grocery store? We propose to discuss this issue and describe in more detail the action plan for achieving the task.

Being a regular customer of any large supermarket, everyone has probably paid attention to the unattractive appearance of some products in the fruit and vegetable department. Of course, among the rotten apples and potatoes, blackened bananas and tomatoes with dark spots, there are also beautiful fruits and vegetables. But, as a rule, there is not always a desire to purchase them, despite their pleasant appearance. After all, everyone understands that either this product was brought from abroad, which affects its price, or it was grown in greenhouse conditions, which affects its taste.

All this forces many people (usually residents of large cities) to purchase vegetables and fruits at markets or in specialized stores. After all, this is where you can buy high-quality and fresh goods, and even at an attractive price. Unlike supermarkets, in such retail outlets products do not sit out for a long time; the assortment is constantly updated and replenished with fresh products. It is also important that in such stores the only product group is fruits and vegetables, and the store owner must ensure that only the best products are sold. best product. The buyer must be sure that no greenhouse cucumbers, zucchini and tomatoes will be sold to him.

A very important point is a competent, thoughtful and correctly drawn up plan for your business. It will help you wisely distribute your forces to overcome all difficulties and go through all stages of organizing a business.

The content of the business plan includes the process of registering individual entrepreneurship - this will be the second step towards organizing the activities of the store. Then it is necessary to obtain permission from all regulatory organizations: fire inspection, sanitary and epidemiological station. This will take a lot of time, perhaps even up to several months. And as soon as the entire package of documents is received, you can safely move on to the next step.

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Premises and location of the grocery store

There are many options for where you can locate your grocery store. Not the best of them would be renting premises near the market or a point on the street, or in a pavilion. Competition in such places is usually very high. It would be much more logical to open a store, for example, in a residential complex. Most the best option- opening a store on the first floors of residential buildings, especially if there are stops nearby public transport. This will be a very profitable solution to the issue, because many people, returning home from work, will not miss the opportunity to purchase the vegetables or fruits they need: it is both convenient for them and beneficial for you.

A business plan for a vegetable store always takes into account the most optimal area of the premises for its placement. The issue of the premises itself must be decided based on the assortment. But it is necessary to take into account that the store area cannot be less than 50 square meters. m. The moment of organizing goods is very important. There are two ways. The first of these is a traditional store in which the buyer goes directly to the seller to purchase the desired product. The second way to organize goods is to operate a store like a mini-market. Here, vegetables and fruits are in some kind of container and are located in the store hall. The buyer independently takes the goods that he likes, and only at the checkout the seller weighs it and pays the client. This method It is more profitable for the organization, due to the fact that it allows you to serve more clients in the same time. This is undoubtedly a huge plus, since people do not like to wait and prefer to choose the products they like.

The business plan must include the costs of necessary equipment, such as, for example, refrigerators, display cases, counters, scales, etc. On average in Russia the price for full set equipment is approximately 3.5-4 thousand USD.

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Supply organization and assortment

It is the assortment that can greatly influence the success of any store, including a vegetable store. The larger the assortment, the higher the demand. When choosing an assortment, you should not limit yourself to traditional fruits and vegetables. The abundance of various fruits, vegetables and berries cannot but delight the buyer. It is very important that your store’s assortment includes various exotic fruits and vegetables, such as avocado, mango, papaya, grapefruit, etc.

The business of selling fruits and vegetables involves searching for reliable suppliers. Finding good suppliers is very difficult. But there can be no other option. It would be much smarter to choose the difficult path, but at the same time gain respect from your clients, and, accordingly, good profits, than the easy path, due to which you can get rich quickly enough, but then face such difficulties that may force you to leave this business .

It is very important to be confident in your supplier and the quality of the goods supplied. A properly developed business plan always takes into account the supply of only quality products. It is necessary to meet with potential suppliers, find out all the information about the product: where it comes from, in what conditions it was grown, etc. Ideally, if possible, taste the products in person and only after all this place an order.

What should a landing page look like in terms of efficiency? What blocks should it contain and what should these blocks look like? After reading the article, you will get answers to these questions and see what the best ones look like landing page.

1. Headline with USP

The ideal landing page, single screen or long, always has a catchy headline that:

immediately lets the visitor know where he is;
shows him the uniqueness of your offer.

The headline is placed at the top of the landing page, at user eye level. Big, bright, intriguing.

The bounce rate depends on the title.

Here are examples of headlines for our company’s best landing pages.

2. Descriptor

The descriptor also affects the bounce rate, although less than the headline. Typically consists of a logo, company name, slogan or a few words about services or products. Placed in the top left or middle.

If the landing page has a headline with a USP, the descriptor is made modest - a logo plus a name.

The best landing pages always contain an original descriptor.

3. Block with contact information

Typically located in the upper right corner. A comprehensive contact block contains:

real phone number;
email;
"Call back" button.

An appeal must be used - please call.

4. Attractive image

By image we mean a background - a large picture, on top of which a title, capture form, and other blocks are placed.

In an ideal landing page, the image matches the theme of the site, is original and interesting. The background color scheme is different from the title font color to prevent them from blending together.

In the screenshots you can see beautiful landing pages with attractive images.

5. Capture forms

A single-screen landing page contains one capture form, a long landing page contains 2 or 3 forms. The first form is adjacent to the heading - next to it or below it.

The capture form contains fields for entering your name and phone number. The call to action describes additional benefits (gift, discount, additional service), which encourage the visitor to immediately submit data.

If there is a promotion running on the landing page, the capture form contains a countdown timer.

These are the gripping forms we equip best landing page page of our clients.

6. Block with benefits for the client

This block ideally bypasses visitors’ objections. 3–8 points are placed in a block.

The block has the following structure: text describing the benefit and a thematic picture for each item. The location of the items is horizontal or vertical. In an ideal block, all paragraphs have the same amount of text, and key sentences are highlighted in color or in bold.

7. Customer reviews

The review block is key in the landing page.

The landing page should have real reviews from at least three clients. The ideal option is a scrollable window, such as a slider, that can accommodate 5-10 reviews.

Each review:

contains name and real photo client;
content with key details that will have a positive impact on landing page conversion.

Here are examples of blocks with reviews on the best landing pages of our studio.

8. Tariffs or service packages

Buyers like to choose from several alternatives. That's why perfect landing page offers a choice of 2-3 tariffs or packages. It doesn’t matter whether the landing page sells goods or provides services, the site must have a block with tariffs.

Tariffs must be different from each other and contain detailed information about what is included in them. One of the tariffs is marked as the most popular among customers.

9. Landing Page Examples

This is one of the most important blocks of a landing page. It is after viewing the portfolio or cases that the visitor decides to take the target action.

A competent portfolio contains only best works, beautifully designed, does not take up much space. For design, it is better to use a slider with which visitors will scroll through the images.

After looking at examples of landing pages, the visitor should be convinced of the quality of the product or service.

10. Real contact details in the footer

The final trust trigger is a block with contact information about the company or author in the footer.

In the case of a company, there must be a card with specified location office. In the case of the author, all kinds of contacts.

This is also where the final capture form is located.

An ideal landing page contains all of the above elements. However, for a landing page to be truly effective, all its blocks must be correctly combined into one composition. And also add meanings thanks to which visitors perform conversion actions on our landing page.

All people are constantly looking for some tricks and know-how. They are looking for interesting moves so that the result increases tenfold.

And as our practice has shown, if all this increases profits, it is only in small sizes. When only the basics can truly change the situation. And as a rule, such topics always remain behind the scenes. And in vain! Time to change priorities.

Today's article will be devoted to the beginning - what is correct structure landing page with high conversion.

I know that I know nothing

If you have read up to this point and still don’t know for sure whether you need a landing page or not, then our article will help you.

It’s no longer a secret to anyone that a selling website (also known as a one-page website) is created not by the will of one’s own imagination, but on the basis of clear data based on analysis. That is, this is not so much creative work as accurate calculation.

Therefore, I will add a fly in the ointment to this ointment. Namely, what needs to be done before creating new document called “Site Prototype”:

conduct ;
identify expectations, stereotypes, fears, pains and objections;
divide the target audience into segments and determine their selection criteria.

All these points are directly related not only to creating a landing page, they will be useful to you in many other aspects of your business.

Therefore, if you haven’t done this yet and, moreover, don’t know how, then run to study our blog as soon as possible.

WE ARE ALREADY MORE THAN 29,000 people.
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Correct and selling landing page structure

After the preparatory stage, the next thing our site will be built on is the “warmth” of traffic. Yes, well, everything will depend on it!

And content, and photos, and texts, and . Many people make a mistake at this point, but we’re not like that, are we? 😉

A real find for those who are thinking about creating a landing page will be the so-called “”. The diagram looks like this:

Hunt's ladder

According to this scheme, the client must “mature” and go through all 5 stages from lack of need to readiness to buy. We discussed a specific example of how to use the Hunt Ladder in this video:

In order not to explain everything “on fingers”, everything below will be based on real events, namely on the example of the landing page of one of our clients - the carpet cleaning company “Clean Square”.

Conversion of the carpet cleaning company “Clean Square”

By the way, the average result of all traffic is 6% conversion to an application, which in their niche can be called a purchase. Is it a lot or a little? Read about it in our article

Well, let’s take a closer look at the “level of awareness” of traffic, after which you will understand why this is so important. Let's start with the first step, based on our client.

Stage 1: No problem

Clients do not know what a dirty carpet is and that it needs to be cleaned. Everything is great with them, like in a fairy tale, no problems.

To attract such customers and create a need in them, you will need to fork out money and be patient.

Most often these are customers who have just purchased it. Therefore, in this case, our entire site will be imbued with the PMPHS structure.

That is, your task is to heat up the atmosphere from the first sentence and tell them that the carpets need to be cleaned (treated after purchase).

Otherwise, bacteria appear there, which subsequently settle in your body and cause illness, even death.

In the context of carpets it sounds stupid, but in other areas it may well be appropriate.

Stage 2: Problem, no solution

People know that carpets need to be cleaned and that bacteria accumulate in them. But they don’t know any other solution other than washing it in the bathroom and drying it outside.

Use this information on your website that there is a solution to this unpleasant situation.

Namely, in the first half of the site, show your solution. It turns out that you can call a company that will come and do everything at home, or come, take it away and deliver it.

And here we show the solution only within the framework of our service. Not showing other solutions. What is the difference this stage from the third.

Stage 3: There is a solution, we compare options

If your potential client not yet at this stage, which is possible provided that you are selling a new or rare solution that people have not heard about, then you need to return to stages 1 and 2. But if the client is already at this stage, then he knows that:

You need to clean your carpet to extend its lifespan;
Prevention is necessary to avoid the accumulation of bacteria;
The carpet needs to be cleaned with special chemicals and equipment, and not with soap and a vacuum cleaner;
Even the worst stains can be removed.

That is, for queries such as “where to have a carpet professionally cleaned,” we can make a landing page comparing the pros and cons of our product and a car wash, self-cleaning, home visits of workers.

Since in in this case the client chooses between different approaches to get rid of the tasks that I wrote above.

Comparison with competitors

But you need to understand that these people are not yet ready to buy, they are quite “cold” and are still thinking:

– Maybe we should go to a car wash or do it ourselves?

Therefore, we make the first part of the site proof that our method is the best, and we make the second part with a hint that we are the right company to contact. And by the way, there is more such traffic on the Internet.

Step 4: Product selection

The client has decided that he wants to use the services of professionals in the field of carpet cleaning, but he does not trust any of them.

At this stage, prove that your company is the best and provides best conditions among all others.

This means that from the first minute of entering the site, our task is to convince that our company is the best. What are our advantages to all the advantages. That our conditions are worse than a boiled egg. You can, for example, do this using the before/after result block (of our cases).

Result before/after

Stage 5: Confidence and Intent

Clients who come with queries such as “clean square carpet cleaning” are looking for a specific company.

If you are not yet very famous, there will either be very few such requests or none at all.

Such clients, as they say, are “hotter” than ever. All they need to provide is our contacts and...

Where are you from?

There's probably complete chaos in your head right now after reading this... at least, this happened to me for the first time.

And I would not have paid so much attention to this if the landing page structure did not depend on the “Hunt Ladder”.

And in order to understand what level of awareness your client is at, you need to determine the sources of traffic before creating.

When a landing page is created from scratch, the answer is very vague, in the style of “Yes, we’ll try everything... Although, probably one thing, either targeting, or... We haven’t decided yet.”

Why is this so important?

Prototype

Briefly about the main thing

Now you know the most basic things about what the correct landing page structure is and how to approach its creation.

And now you know for sure that everything is not as simple as it seems at first glance. For a logical conclusion, let's summarize everything we've learned. So.

When developing the structure, you need to: conduct, determine the level of traffic awareness and identify objections with client selection criteria. And only after that (not before) start development.

Hello friends. Yesterday I finished the book " Ideal Landing Page”, which was written by the heads of the ConvertMonster agency Novikov and Petrochenkov. Novikov Evgeniy and Petrochenkov Anton. Notice the same taste in shirts

I watched several videos with Petrochenkov a year or more ago on the topic of setting up Adwords and Analytics. He seemed like a smart, pot-bellied guy to me. I haven’t heard anything about Novikov and I don’t know his competence. In general, I was interested in what sensible Russian guys could write about lead generation and that’s why I bought the book.

Who is the book “The Ideal Landing Page” for?

The back cover of the book is marked "Reader Level - Beginner". And indeed it is.

In general, it covers the basic concepts. At the same time, I found a couple of interesting points for myself. Some of the observations of the authors (or the author Novikov: it seems that the communication is on his behalf) seemed very interesting to me. Some statements are controversial.

Cases from the book “Ideal Landing Page”

Cases from the book deserve special attention. In this block, the authors talk about their own Landing Pages and how they improved their effectiveness (increased conversion, average check, profit). Moreover, these cases can be considered with different sides. What is the LED company website worth? But more on that below after the main ideas of the book...

The main meanings of the book

Character Method: - character (avatar); - needs; - satisfaction criteria (important); - secondary criteria; - peculiarities. Character = living person Character is someone you want to deal with Character Map Character selection: - face target audience(80% of clients need to recognize themselves), - high margin, - experience working with the character. Customers don't really want to buy the most profitable proposition- they want to buy something unique. Ladder of recognition according to Ben Hunt: - indifference, - awareness, - comparison, - choice, - purchase. The next step on the landing page is easy, natural, and has value. Types of content: text, photo, video, audio, infographics. The process of creating the perfect proposal: 1) formulate the essence of the offer, 2) we list the client’s benefits, 3) we confirm the benefits, 4) respond to objections. Pleasure = Expectation - Reality How to choose an image: cakes, crocodiles, women CTA = Verb + Deadline + Benefit F-shaped perception pattern Social convention - ask for a minimum of information about the person “Formation of direct speech in reviews” Trigger = benefit, presented visually Each group contains no more than 4 elements (LP blocks) Tariffs from expensive to cheap User temperament types: impulsive (35%), socially oriented (15%), logical (45%), the rest (5%). Repost formula = benefit + appeal + link What does the sale consist of? 1) greeting, 2) identifying needs, 3) offer, 4) withdrawal of objections Tim Ash "Optimization" landing page» Steve Krug "Don't make me think"

Fly in the ointment in this story

And now about what caused the controversial issue. An obvious failure on the part of the authors is to give an example of an LED campaign website and make sure that it does not comply with the advice of the book)))

Advice from the book: make responsive websites so that they are easy to view on both computers and smartphones/tablets.
Fact: The site is not responsive; it is displayed on a smartphone the same way as on a computer.
Advice from the book: ask for as little information about the client as possible
Fact: There are 3 required fields in the form.
Advice: use an identification picture (result/process or client avatar in the image).
Fact: This is where I like it the most :) Take a look at the image on the main screen. It shows a girl holding a right hand LED light bulb, and on the left is a stack of dollar bills. Is this a picture of a process/result? No. Is this the face of the company? No. Is this a client? Doesn't look like it... 🙂 Apparently this is the famous female trigger
Case from the book: we conducted a test between two versions of the LED company’s website and the version with a certain promotion won, and the version with a girl lost.
Fact: V this moment There is a version with a girl on the site. how so?

And here’s another point about call tracking. I'd like to see this - private room for every phrase in campaigns... :)

Summary

This is the story, friends. Thus, I recommend the book “The Ideal Landing Page” primarily to beginners in the field of lead generation. If you are interested in mastering the basic concepts in creating a system for attracting customers using a website and advertising, the book will be useful.

People with experience in internet marketing are likely to get bored. And it is even possible that some points will cause confusion. Otherwise, I recommend reading it for beginners. Well, will you read? 🙂

You can find this book on OZON.RU: search for book

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Hello, dear readers of the blog site. Today we will talk about such an important thing as landing page, which is very often called a landing page in a bourgeois manner (from the English landing page - landing page). What is it and why is it so important?

Let's dedicate the current article to answering this question, and also consider in detail those points that are very important when creating landing pages, and consider all of this on specific landing examples page and the techniques that the best usability experts use to improve the effectiveness of landing pages.

What is a landing page and why is it so important?

Very often, even with proper operation on attracting the right people(target audience) to your website (, etc.) you, as a business owner, will not feel any return on it. It seems that traffic is flowing, and the audience is target, but there are practically no sales or subscriptions (depending on what conversion action you chose as the main task in). Nothing works. What can be wrong?

Most likely, you forgot to think through and prepare landing pages, which are often called landing pages. What it is?

And this is very important point, which can significantly increase conversion (the number of purchases or registrations), because landing pages are designed guide the user to perform the target action as efficiently as possible. If you are from everyone advertisements will direct visitors, for example, to home page site, you can catastrophically reduce conversion and go down the drain.

The term “landing page” itself is derived from the English phrase “landing page”, which in translation means just the target, landing (landing) page. Landing pages are created not just anyhow, but taking into account the psychology of visitors. They should grab you and not let go them until the very moment of purchase (or registration), because it will be extremely difficult to re-attract the visitor.

It's like a hook on fishing gear - it must reliably pick up and confidently hold the fish caught on it until the moment you fix it with a bait. If the hook (laying) is unsuitable or does not exist at all, then all your efforts from baiting, setting bait and other shamanic actions will go to waste. You will not achieve your final goal.

The landing pages themselves are either individual pages an existing website, or one-page websites specially created for this purpose. In fact, once a user gets into it, it’s quite difficult to get out and he inevitably has to slide into it until he becomes your client. But this is ideal, and we will look at how to realize this ideal using various advertising tricks in the continuation of this publication.

Examples of landing pages

Depending on the goals you pursue, you can divide landing pages (landing pages) into several types:

12 steps to create the perfect landing page

You need to understand that the landing pages to which you will attract users from social networks (or from contextual advertising), must have a number of characteristics and satisfy certain requirements. So how? create the perfect landing page?

Each landing page should be tailored for only one target (conversion) action - either subscription or sales. There is no need to be greedy, because the user’s attention will be scattered and the likelihood of him leaving will greatly increase (without choosing anything from the proposed options). It’s better to force clients to think and choose as little as possible - the path to the landing page should be straight as an arrow (obvious to him) and without any branches.
Must be present on the landing page call to action(with verbs in the imperative mood - call, buy, receive, come, etc.). Phrases should be short and motivating. For example, “buy now”, “get video course” or “subscribe and receive”.
They also rule bright buttons and arrows, creating an emphasis on them. The red and red buttons work well yellow shades, because they are noticeable and contain, as it were, a call to action.
Well, arrows, as a rule, are designed to place even more emphasis on the button so that the user’s behavior on the landing page is as predictable as possible.
Sometimes they work very well animated buttons(but in any case, it will be necessary to test the effectiveness of certain elements of the landing page):
If the landing page uses(you can’t do without them on subscription landing pages, but they are also used quite often on salespeople), then make sure that they contain as few fields as possible. Ideally, the form should have only one field (for entering an email address), but for further communication (marketing) you will need to know the username, so two fields are the most common option. More fields can significantly reduce conversion. In addition, adding fields for entering a phone number or address makes users wary and can lead to abandonment of the target action.
In the article about I mentioned that Internet users do not read texts - they view them. And the most important thing in this regard is the title. If it is not there (or it is not highlighted accordingly), then this will greatly reduce the conversion rate. On landing pages Headings must be catchy so that the user is inclined to read further or immediately take a conversion action (subscription, order, call).
Your landing page should not only have calls to action and catchy headlines, but also argumentation of necessity subscription, purchase, order or call. In the case of a subscription page, this could be, for example, a short video with a description and content of the “freebie”, or the same thing can be presented in the form of a short list (list). In the case of a salesperson, this could also be a video with a product review, a list of the services that you offer (including your competitive advantages).
Works very well on landing pages reviews from existing clients, buyers or subscribers (it is better if some contacts of those who left these reviews are indicated so that everything looks believable).
Also works well on landing pages before and after comparisons. This is not applicable for all topics, but in the field of weight loss, cosmetology, fitness and many other niches it can be used with high efficiency. For example, this is what a company providing restaurant services does.
The landing page can be quite long, but when viewing the first screen(this is the area of the page that is visible without scrolling) it should be completely clear to the user what exactly you wanted to tell him.
To stimulate subscribers or buyers of certain products (for example), you can use the option additional bonuses, which the subscriber or buyer will receive when ordering. When the user is on the verge of making a decision, it is precisely such “buns” that can tip the scales in your favor.
And, of course, it is worth emphasizing that “only here and only for a certain amount of time” will the user have access to all this splendor (subscription, special price for a product, an additional set of services). What's the best way to do this? That's right, put it timer counting down until hour X, when the given opportunity will be missed. Nothing stimulates a hesitant user to make a decision more than seconds literally running away before our eyes.
It would be a good idea to place a subscription, order or form next to the timer. contact number. This will not always work, so you need to conduct tests (I’m thinking of writing a series of articles about conducting A/B testing - if you don’t want to miss it, subscribe to the newsletter), and it’s possible that such a simple and obvious method will allow you to increase the conversion of this landing page and more than recoup the money spent on promotion on social networks or contextual advertising.
Users also want to know who exactly is offering them this product, service, video course, etc., so it is necessary indicate information in the landing page about the author, store, company.
Naturally, it would be good to mention merits, achievements, and competitive advantages, but do not over-praise yourself, so as not to cross the line beyond which trust in the published information begins to decline.

Examples of errors that make landing unworkable

In addition to those things that help the landing page work more efficiently, it is worth listing common mistakes when creating landing pages, which can neutralize all the above “ear tricks”, and you will not get the desired result from advertising or promotion in social networks(or context).

Let me remind you once again that almost no one reads on the Internet (at least again open page), namely, views the information. If it turns out to be really worthwhile and requires more detailed study, then it comes to reading (in general, the same as with newspapers). That's why Don’t let your landing page become overloaded with information- this can disorient the user and cause a reaction of rejection even before the moment when he understands what is being said.
The text should be small, as concise as possible and filled with information, not water. A couple of paragraphs “about nothing” will make the user strongly desire to close such a landing page. Small font also doesn’t work well on a landing page. In general, its use is not necessary, because many words are not required to convey the essence.
Don't disappoint the user's expectations. If in an advertisement or in a post in social network You talked about one thing, but when the user gets to the landing page, he sees something else, then there is a loss of trust and the conversion rate drops sharply. It is very important to monitor this compliance.

Landing page design actually very important. If it is unfinished, made unprofessionally, or has a repulsive appearance for most users, then even following all the rules described above for creating a good landing page will not save you. If you yourself do not have the necessary skills and taste, or you do not have a designer on staff, then you can use numerous designers or ready-made templates landing page, which will only need to be slightly altered to suit your needs.

Again, testing and analysis of statistics, for example, will help you determine the best option (often not everything is as obvious as it might seem). This way, you can track the completion of the target action and understand which landing elements contribute to increasing conversion, and which are distracting and need to be changed.

Do you have some more time? Do you want to spend it usefully? Then grab some popcorn, sit back and watch a two-hour master class « Step-by-step algorithm Landing creation Page":