This is a landing page. Goals and objectives of the landing page

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Hi all. They have already written to me several times asking me to do landing page on VKontakte. I couldn’t immediately understand what it was all about, since the questions and thoughts were formulated incorrectly.

Something like this: “How to make a landing page for VK” or “Help me make a VK landing page”, in general, after another incident, I asked the woman what she meant, and it turned out that you just need to layout the page using wiki markup VC. As many of you have probably already made menus for your groups.

In general, if anyone is interested, then let's figure out how to create such a landing page on Vkontakte.

Landing page on VKontakte using Wiki markup

I won’t describe here what Wiki markup is. For those who are completely unaware, here is a link to the definition on Wikipedia (tyts). For those who are too lazy to read, I’ll just say that this type of markup is used on the VKontakte social network to create pages. Whether it’s convenient or not is up to you to decide, and there’s no point in arguing here, let’s just use it to create the following page on VK:

In fact, there is nothing complicated in wiki markup. You can figure it out in a few hours. In addition, it is very similar to html, only buttons are not used to build such pages, they are not laid out every separate element, but simply (roughly) cut the layout, and arrange the desired area in the form of a link, if necessary. That is, in places where there is, for example, a button or link to payment, order, etc.

If you describe everything in html, it will just be a set of pictures, some of which are links. Everything is as simple as possible.

So, let's start with what we need to create new page in a group or public. To do this you need to use a link like this:

Http://vk.com/pages?oid=-XXX&p=Page_Name

Where, XXX is the id of the public or group. And instead of “Page_name” you need to specify any word or phrase that will be used to name the page.

In order to find out the group id, you need to go to the group management and look at the “page address” section:

If you, like me, have a human-readable URL, then you need to click on all posts on the wall or on any post on the wall. It will look something like this:

http://vk.com/wall-69093928

69093928 is the id of our group. In the end I got this link:

Http://vk.com/pages?oid=-69093928&p=Creation_Landing_page

As you can see, the possibilities visual editor are quite scarce, therefore, as I already said, all menus, buttons, and links are designed with pictures.

The width of a wiki page in VK is 607 pixels, so the layout must be of appropriate dimensions. Now, you need to cut the layout. I divided my prototype into 5 parts and, accordingly, received 5 pictures. Visually, it looks like this:

Now, in order to arrange all this as we need, we need to understand how pictures and links are designed. It looks very simple:

PhotoXXX_XXX is a link to the image. All the pictures you want to show must be stored in an album. An album can be either general or specially created for a specific task. I created a separate one, just for such purposes (design of pages, menus and other nonsense). Here it is: _http://vk.com/album-69093928_226467291

607 pixels is the width of the image. Nopadding is needed so that there is no space between pictures empty space, since it is present by default, and I have a dark background and white stripes would look strange.

Now, let's talk about designing a link that will direct users to the location we specified :) I'm just trying not to confuse you. I hope it works. Users can be directed both to a section or another page, and outside of VK. If, like me, your links should lead to another site, then simply enter the site address, for example, . If there is another page in VK or a section in a group, then the link will look like this: page-123456789_123456789.

In the end, this is what I ended up with:

[] [] [] [] []

As you can see, nothing complicated. Here is my result.

Greetings, friends :)

Today I decided to take a moment away from writing Laravel articles and talk to you about more popular topics, namely, about everyone’s favorite ecommerce.

If you have been following the “Make a website with your own hands” project from the very beginning and subscribed to updates, then you probably remember the introductory articles about various.

Then we looked at the blog and online store in detail. Today I decided to continue the conversation (suddenly... :) and tell you about what a landing page is and how to create one with your own hands.

Landing page is an excellent and unique e-commerce tool that allows you to increase sales by 20-30% even for owners of large and famous online stores.

Well, if you are just starting your online business, your assortment is not yet so large and is limited to a couple of products, then the value of a landing page for you is even higher than an online store.

Not only due to its targeted impact on the audience, but also to the ease of implementation, which allows people who are not previously familiar with programming to create them themselves.

We’ll talk about this in today’s article, where I’ll tell you what a landing page is, how to create them and use them correctly for your own purposes.

We will also look at examples of different landing pages and how a landing page differs from a website.

Let's go :)

What is a landing page?

Speaking in simple words, a landing page is a very simple one-page website, usually dedicated to one product.

The main advantage of such a page is to convey potential buyer basic information about the product in a concise but very informative form. If a regular website is most often multi-purpose in nature, then a landing page is focused only on a specific action.

Goals for landing pages (another alternative name landing page) can be very different.

With its help, you can not only effectively sell a certain product from your store, but also collect registrations for various events, provide users with the opportunity to download interesting thematic materials, books, brochures, etc.

The first landing page was developed by American marketing specialists. In a highly competitive environment, the landing page became almost the first effective tool for successful sales.

The landing page came to us a little later, but they also perfectly suited the realities of the Runet.

Landing pages are created and successfully used trading companies any volumes and niches, entrepreneurs in the field information Services, companies operating in the market of unique goods, tour operators, beauty salons, sports clubs, cafes, restaurants.

This list can be continued indefinitely, but it is already clear that landing pages are effective for any type of activity.

Landing page structure

Landing pages can be very different, but their structure, as a rule, follows a single average rule:

Types of landing pages

Landing pages, despite the same structure requirements, may visually differ from each other depending on the functions they perform.

Today, at least four types of landing are known:

long page (long one-page page);
short page (short landing page);
one step (one-step page);
two step (two-step page, where on the first page interest in the product is formed, and on the second there is a call to action).

If the first two types depend on how much detail you will talk about your product and service, then the choice between the last two should be based on your desire to create intrigue.

This method, by the way, can be great in situations where you are selling innovative product, for which the market is not ready. However, the main thing is a sense of proportion so that visitors even have the desire to go to the second page :)

Why do you need a landing page?

The answer to this question is quite simple. Ready-made landing pages are necessary in order to sell and increase sales volumes several times. Besides this, this great way develop a contact base.

The main indicator that a landing is truly effective and brings benefits to its owner is conversion. Even with a minimum conversion of 2-4%, we can say that the need to create a landing page is completely justified.

To the tasks landing page relate:

Allows the client, after reading important information for him, to make a final decision and order your product.
Filling out an application for back call from your company manager to discuss some details regarding the purchase of the product, its possible delivery and other parameters.
Subscribe the user to your newsletter to keep abreast of some new products, promotions and others advantageous offers, or registration in some event.
Downloading books and other material, viewing catalogs, etc.
Search for work and view current vacancies.

Of course, these are not all the tasks that a landing page can solve. However, a beautiful landing page will definitely increase your conversion and attract attention target audience.

A page with a conversion rate of 15% or more is already considered well-designed and effective.

The ideal landing page is a place where the user can get answers to all his questions regarding the product. Such a page should not leave the user in doubt that he needs this particular product.

A good landing page is always simple in design with logically arranged elements leading to a single action.

How to create a landing page?

We answered questions about what a landing page is and why it is needed. Let's now talk about how you can create a landing page yourself.

The advantage of creating a landing page is the speed of its implementation, as mentioned above, high conversion And effective advertising product with minimal investment.

Today, there are a lot of services that offer landing page builders to their users, without requiring them to have programming knowledge and attracting them with their pricing policies.

But, to be honest, I don’t like them...

Firstly, no matter how cool the designer is, its capabilities are always limited.
Secondly, the choice of templates is also very stingy. The only way to make your website at least more or less attractive in such conditions is to change the background color, fonts and add some additional inscriptions and buttons.
Well, thirdly, you do not have access to source code site, and therefore are forever tied to the hosting and service developers. And their quality is far from always ideal.

Therefore, I advise you to initially seek help from professionals or even do everything yourself, especially since it is quite simple even for people who do not have programming knowledge.

So, how to make a landing page yourself?

Selecting a landing page template

Landing is a special type of site.

While to create online stores, portals, blogs it is difficult to do without ready-made platforms in the form of CMS, frameworks, etc., to create a landing page you just need to buy beautiful template, fill it with up-to-date information (contact details, product information) - and the site is ready!

And since a correctly selected template is 90% of success, its choice must be approached with special responsibility.

The first step on this path is to decide on a template exchange.

The selection criteria should be the following:

Large selection of templates.
Careful technical moderation of added products (a low-quality template can not only look unpresentable, but also become a source of a virus).
Guaranteed technical support.
Democratic prices.
Convenient payment system.

It would seem that there is nothing supernatural in these requirements. But in reality, finding a landing page template exchange that meets all these requirements is very difficult.

Personally, I searched for a suitable one for quite a long time and finally settled on TemplateMonster, as it ideally suited them. There really are a lot of templates out there.

I’ll give you a few that particularly impressed me, which are suitable for creating landing pages on various topics.

Photo theme/Business

A one-page website that allows you to contact the owner of such a landing page to order some service. Blocks for placement additional information, Call button to action, photo - all the functionality for quick launch landing page.

Wedding theme

Landing page template with its own admin panel. Convenient tool to invite relatives and friends to the event. There is a countdown functionality.

Art and photography

Another solution for presenting your services and works for ordering.

Event organization

The landing page template solves the problem of collecting contacts of potential customers.

Regarding the options considered, I will say that the quality of their development is excellent. Technical support is also provided regularly.

This is especially critical for beginners who decide to create their first website without much knowledge. For any questions you may be interested in, you will be advised either by technical support or directly by the template developer.

Moreover, these issues may even be related to the installation of the template and its configuration.

This, by the way, is an important reason why you should pay for templates rather than use free ones.

Moreover, the prices for TemplateMonster are quite reasonable. For example, a high-quality landing page template can be purchased starting at $19.

Well, I was especially pleased with the payment system on this resource, thanks to which I forever abandoned the services of ThemeForest, which I had previously used, and finally switched to TemplateMonster.

There are simply tons of payment methods, ranging from MasterCard/Visa cards to the familiar WebMoney and Yandex.Money.

ThemeForest is highly tailored for Western audiences and PayPal, where it is impossible to open an account in Ukraine or Russia.

MasterCard/Visa are also available, but for each payment a fee of $2 is charged, which is not very nice. When you choose a template, you expect one price, but when you pay, it turns out to be different.

Filling the landing page with information

So, a template solution has been selected. Now you can start entering information about your product or service, contacts for communication and links to groups on social networks.

If you have at least basic knowledge HTML, then to create your ideal landing page you may well consider the option of pure HTML template A. In this case, it will not be difficult for you to replace the theme text with your own.

Thanks to it, you will learn how to find the element of interest in the code, but changing its value to your own is a matter of technique :)

If you understand that what is described above is still too complicated for you, you need to change the “hard-to-reach” labels in the template (for example, the text on a slider button) or change some blocks in places where it will be more convenient to use a CMS-based template solution.

If you use a CMS for landing, you will have an admin panel in which you can do everything necessary actions not understanding the site code.

By the way, when purchasing a template on TemplateMonster, you have the opportunity to order the installation of an admin panel even on an HTML landing page template and “stretch” it onto the CMS you are interested in for a fee.

Uploading a finished landing page to hosting

This process is completely identical to publishing a regular website on the Internet.

First you need to select and register Domain name your landing page. This can be done using special registrar sites.

Approach this issue as responsibly as possible, because... whatever you call the ship, that’s how it will sail :)

After this, you need to take the choice of hosting and tariff no less seriously.

Use case free hosting I immediately fold it back, because... wasting time and money on creating a landing page and losing your website after some time is too much to pay for saving $10 a year on paid hosting services.

Hosting companies can be selected based on various ratings, but remember that most of them are paid. Therefore, I personally recommend listening to reviews real users who have experienced all the advantages and disadvantages themselves.

For example, I can confidently recommend my hosting, which I have been using for two years now, and it has never let me down. The site has been accessible all this time, the control panel interface is clear (although it looks outdated), technical support responds promptly, and the prices are very reasonable.

By the way, about prices. Since landing pages for the most part do not require technical hosting resources, the most basic and cheapest tariff may well be suitable for you.

Landing page promotion

OK it's all over Now. This completes the process of creating the perfect landing page.

However, this is not yet a reason to sit idly by waiting for high conversions and large volumes sales In order to get all this, you need to pay serious attention to promoting a one-page website to reach a larger audience.

There are plenty of ways to achieve what you want. Let's briefly look at the most effective and working ones.

There are many free platforms where you can blog. It's still effective way to attract users to your site.

Exchange of articles.

Exchange your posts with other blogs, place links to your one-page site in them.

Competitions and sweepstakes.

Interactivity is rarely uninteresting or unattractive. This is very effective method attract attention.

Communication with partners.

Mutually beneficial cooperation for both parties will help expand your target audience. Exchange information posts and develop friendships with influential players in your market.

Even with a small budget, pay attention to advertising in in social networks.

SEO optimization.

This point is one of the most important. With proper SEO promotion, you can count on high positions in search engines.

In addition, the costs of SEO always pay off with interest.

As you can see, there are really a lot of tools for attracting traffic to a landing page.

But if such methods of promoting one-page websites as creating advertising campaigns, ordering articles for a blog require special knowledge and significant financial investments from you, then you can easily do the initial SEO optimization of the landing page yourself and absolutely free.

To do this, just follow a few steps, described below in the form of brief instructions.

The so-called technical or internal SEO optimization landing page includes:

Meta title and description tags.

They must be filled out using keywords, with the help of which you will promote your product.

Meta keywords tag.

Although Google and Yandex have not taken it into account for a long time, a lot of other search engines still take it into account.

Here it is necessary to register exclusively key phrase, on which you want to promote your landing page.

Headings H1, h2.

The main heading H1 should be used no more than once on the site, while h2 can be written up to 6 times on one landing page.

Alt and title in images and other graphics.

Be sure to specify these attributes using keywords.

There is an opinion that for single-page websites you don’t need to write anything in the robots.txt file, but even such little things will help you promote your landing page more effectively.

You can learn more about it from the article at the link.

So, we talked about what a landing page is, what they are like and how they help improve your business position in the presence of high competition.

A minimum of functionality and only condensed information about the product are effective in making a purchasing decision.

We also looked at the process of creating a landing page and promoting it on our own and with minimal investment. So try it, go for it and write in the comments about your experience of using landing pages for successful management business.

Remember that only conducting experiments and eternal search development opportunities for your project will help you achieve a conversion rate of 25-30% and successfully sell on the Internet. And differently in modern world with his furious competition it won’t work :)

That's all I have.

Good luck and see you again! 🙂

P.S.: if you need a website or need to make changes to an existing one, but there is no time or desire for this, I can offer my services.
More than 5 years of experience professional website development. Work with PHP,

To create a VKontakte landing page, you first need to create it in Adobe Photoshop. Without knowledge of this program, you will not be able to do this, so I advise you to study it. Practice on my file, download it to your computer, open it in Photoshop. The width of the file should be 607 pixels, just like the VKontakte wiki page, because that’s where we will place it.

Using the Slice Tool we cut ready landing page into pieces, save the necessary pieces by selecting them while holding down the Shift button “Save for web” → “Selected Slices”, and upload them to a new VKontakte wiki page in the required sequence. In the “wiki markup” mode, we add the tags;nopadding;nolink| to the photo code. , so that there are no spaces between them and the link to the image is not active.

In order for the video to open when you click on a video on a VKontakte landing page, you need to cut it off from other blocks in Photoshop in advance and upload it as a separate image. Then, in “wiki markup” mode, instead of the nolink| insert a link to the VKontakte video that will open when you click on the picture. Edit the code carefully so that nothing is missing.
In the same way we create links to anything.

If we need to make three links side by side horizontally, we also cut up these images and upload them to the wiki page. It is important here to tell them correct sizes. You determine the size of each image in Photoshop; their total width should be 607 pixels. The uploaded pictures are arranged vertically in a row to arrange them horizontally on the same level; in the “wiki markup” mode, you place them in one line, not forgetting to add the nopadding tag and instead of nolink| the necessary link.

Exercise

Download the file 607-wiki-lp.psd and make a VKontakte landing page from this file. You can also make a landing page based on your topic.

I have been working with landing page design for some time now and have accumulated a theoretical and practical base. In general, this article does not pretend to be pedivic, but it can reveal a couple of points.

So, again, this article is aimed primarily at customers.

IN Lately Clients began to contact me for landing page audits. I honestly evaluate everything, and not with the goal of luring clients away, but with the goal of understanding the issue.

WHAT IS A LANDING AND WHY IS IT NEEDED?

Landing pages traditionally came to us from the West. Initially, they were conceived as a new marketing tool - a kind of full-screen banner. Tasks for classic landing page two: either inform potential customers about a new product or service, or force them to take some targeted action.

Through trial, error and A/B tests, we found out the most optimal landing scheme:

1. Logo and main activities of the company.

2. Heading. Actually what is all this for?

3. Brief description and picture.

4. Benefits block.

5. For a targeted landing page, a form is required.

6. It is desirable to have a time or quantity limitation.

So, the point of a landing page is to make a profitable statement briefly and clearly.

AND SINGLE PAGES

This is also a relatively new topic. A one-page website is a website, but without individual pages. All information simply falls out on one “sheet”. The menu only works within this one page.

Information about the company, team, services, portfolio, contacts, and so on is displayed in separate blocks, and often just lines across the entire width of the screen.

SO WHAT IS THE PROBLEM?

For me, as a web designer and web analyst, the problem turned out to be that most landing pages in RuNet are one-pagers. Clients, believing that they are not paying money in vain, actively put pressure on developers and do not understand that perfect landing page must fit on one screen.

Developers, trying to justify the high trust placed in them, are in a panic creating incredibly long landing pages, mixing everything into one pile, generously interspersing uninteresting blocks with action elements.

Thus, when auditing landing pages, I constantly come across one-pagers. I’m not against them, I’m against the stupid throwing of blocks and more and more.

EASY STORYTELLING

Case once.

They sent me a landing page for inspection. Everything seems fine, but right under the logo there is a strip with a menu. I think the navigation is good. but it turned out that the menu takes you to the main site in the same window.

In addition to design, layout and programming, the development company also promoted this landing page for some time. Result: in two months, 1 call and that’s it.

At the same time, by the way, they installed a callback hunter (nothing personal, but it’s incredibly annoying on landing pages), but they forgot the metric. No statistics, no web viewer.

Case two.

Some clients ordered a landing page from a mask designer. It seems to go back and forth too. But the developer went too far with the animation of the blocks. It's funny, I don't argue. But in the end you wind around a blank page on which the eye only has time to notice the edges of the blocks that appear. Even action blocks were not spared.

Actually, the result is similar - there are no calls, money has been invested in promotion. At least there was a metric - you could point your finger)

The meaning of this scene

1. Maintain a balance between quantity and intelligence.

2. Put statistics, especially before promotion.

3. Do marketing first.

That's it, thank you everyone. Anyone who wants to contribute their two cents, please.

Free for reposting on FB or VK, because I’m still collecting interesting cases.

The intense growth of competition in the field of e-commerce is creating new standards of consumer behavior. Users tend to spend as little time as possible searching for a product or service provider, without paying attention to the differences between one company and others. In this light, classic online stores and representative sites are losing a significant market share due to large quantity unnecessary information and, as a result, difficulty in searching for a specific product. One-page websites, called landing pages, are designed to solve this problem, as well as to attract the attention of buyers to specific products.

Technically, a landing page is a web page posted online on separate domain or a subdomain of the company's main website. It can be created based on various formats(html, CSS) and have a custom design. Its main goal is lead generation. The latter represent user registration (placement of an order) in response to Commercial offer. In this case, first of all, contact information is transmitted. Additional data may also be requested to help determine which target audience group the user belongs to.

Landing pages are also called landing pages, since they are created not for general familiarization with the range and list of services of the company, but under specific goals. The latter may include:

sale of a specific product or service;
data collection, formation of a database of potential clients (Lead Capture);
registration on the resource;
registration of a subscription;
booking a place;
receiving trial samples and demo versions;
brand promotion or product popularization (viral landing pages).

Landing page features and structure

It is quite easy to distinguish a landing page from a regular website. It does not have a menu that redirects to other sections, it is distinguished by the brevity of the information, and most importantly, it presents one single product. At the same time, the content on the page is presented in such a way as to provoke the visitor to perform an action, and therefore it often resembles a kind of advertising instruction. According to their structure, landing pages are conventionally divided into the following types:

Long page - long landing page. This format requires the user to scroll the page, which allows information to be presented step by step, summarizing potential client to the resulting action. Such pages are similar to the use of active sales techniques, since they gradually warm up the buyer's interest.
Short page - short landing page. All information is presented at once, which creates a rush effect. A short and precise sentence that hits the target.

Based on the type of interaction with the client, a landing page can be:

One-step (One step): all stages from generating interest to user registration are presented on one page.
Two step: on the first page interest in the product is formed, and on the additional second page there is a call to action.

Landing page content is usually divided into separate blocks, which are arranged in a certain order that is convenient for the visitor to understand. The basic elements of the structure are:

Heading- the main offer that should interest your customers. It should contain not only information about the proposal, but also convey the usefulness of the decision being made. The headline is given maximum attention and is what determines whether a site visitor will stay or leave.
Contact Information - available channels communication with the company (phone number, E-mail, Skype, Viber). There shouldn't be too much of it. As a rule, contacts are located in the upper right corner.
Company `s logo - optional element, used only when promoting branded goods or services.
Product Demonstration- if this is a specific product, its photograph or 3D gif can be used; associative images or promotional videos are selected for services. The image is placed in the center so that when the visitor lands on the page, he immediately understands what is being offered to him.
Commercial offer- a brief (often abstract) description of the terms of the transaction or the merits of the product. It is presented in the format of a ready-made case, including abstract information about what and for how much the visitor receives after completing the target action.
Lead form (Feedback, registration or order form, capture form) - an interactive area with fields for entering data and sending it to the company. It must be highlighted.
Call-to-action buttons - special buttons to perform the action “try”, “order”, “buy”, “download”.
Counter- used during promotions or to stir up customer interest. It can show the amount of time remaining until the end of a promotion or goods in stock.
Customer reviews and answers to questions- an optional element, more often used when selling services. It is desirable that opinions be real.
Awards and insignia- an optional block that demonstrates the indirect advantages of a company or product.

The main requirement when filling out landing pages text information is the use of selling texts. This means that it must contain a list of the benefits of the product, an example of solving a user problem by using the product, and a mandatory call to action.

Specifics of landing page promotion

Unlike classic sites, where the main promotion strategy is SEO optimization of content, single-page sites, due to limited text content, are very poorly perceived by search engines. But if you approach the problem wisely, you can achieve relatively good results, especially for low-frequency queries.

Initially to evaluate sites search engines used the BM25 ranking algorithm, today its place is occupied by a more modern modification BM25F, which takes into account elements such as headings, as well as Title, Keywords and Description meta tags. Thus, when creating a landing page, you can break the information into blocks, in the headings of which the corresponding keys will be organically included. Meta tags are designed accordingly. You can also optimize customer reviews and question answer blocks. Increase the rank of your landing page search results Unique images with correctly specified alt attributes also help.

It makes sense to optimize your landing page when your goal is its long-term use. In this case, when stopping at a toll advertising campaign, he, albeit in smaller volumes, but will attract visitors.

The main tool for promoting a landing page is page advertising. It is implemented in the following ways:

Contextual advertising in Google AdWords and Yandex Direct. This is the main way to attract traffic that uses targeting principles.
Advertising and publishing links on social networks. This direction is very effective when promoting landing pages dedicated to promotions, as well as viral landing pages.
Promotion in popular blogs . Ineffective way, implemented rather as an additional one.
Newsletter byEmail. More often it is performed for regular customers of the company in order to draw attention to a specific product or ongoing promotion.
Teaser advertising.