It's no secret that today both large and small businessmen are trying to trade not only in real life, but also in the network. Own websites are a powerful tool that allows you to sell your products and services. Landing - what it is and how it helps in this matter - we'll figure it out in this article.
Landing - what is it?
In translation from English "landing page" - this is the target or landing page. Landing is a web page whose main goal is to increase the effectiveness of advertising and increase the audience. On it, the webmaster lays out information about the product and service and wants to induce the buyer to act. The history of landing begins in the USA. During the development of competition between online stores, there was a need to create a tool that would help users understand how one company differs from another. In the Russian segment, the landing page is just gaining popularity.
Why do we need LANDING?
Depending on the type of landing pages, this or that effect is achieved, but in general they pursue the following goals:
- Advertise a particular product.
- Encourage to action - to purchase a product or use the service of the company.
- A landing page helps marketers determine the success of advertising. There is even such a tool as A / B - testing, which allows to increase the effectiveness of the page. For this purpose, the conversion rate is calculated, that is, the ratio of the number of users who have performed the required action to the number of those who simply viewed the information on the site.
- Gather information about the target audience and help reduce sales risks.
- Through the entertainment presented on the page help users get to the brand trust.
Advantages of Landing Page
In the struggle for success in a highly competitive environment, businessmen use a variety of marketing tools. Proper lending is an actual, convenient and effective way to expand your business in the network and reach a new level of development. Among its advantages are:
- Much more conversion than usual sites.
- Simplified form, due to which it can be created and started in work in a few hours, and the change of information takes a few minutes.
- Ideal Landing is an effective and effective tool, albeit not prompting the user to order anything, but leave their contact information. As a result, a base of potential customers is formed, which in the future can offer their services or goods in electronic mailing.
- Fast loading of pages even at the weak Internet.
- Increase the result from contextual advertising.
- Evaluation and analysis of the volume and appropriateness of sales on the Internet.
- Increase in sales even with a poorly executed main site.
- Low development budget.
How much can you earn on landing?
Conversions target pages significantly overtake ordinary sites, because it's a land-lending - it's a salesman, and it justifies its name. The minimum conversion of landing pages is 5%, and the maximum - 30-40%, whereas for simple resources this figure reaches only 1-2%. A marketing lending page can be advertising, targeted, or viral. In the first case, the visitor is simply lost in a powerful stream of information and orders the goods at random, regretting their efforts and time spent.
In the second case, he is motivated by favorable conditions or a promised gift from the company, and in the third when conducting his leisure, he automatically looks at advertising, getting used to it and starting to trust it. The profit from the lending will depend on how much money the author is willing to invest in traffic, because he will have to buy, because sites of this kind are not amenable to SEO optimization. With each order, the seller can get $ 100 or more, it all depends on the type of product, the type of landing, the engine used, the design, etc.
How to make a selling lending?
The production of a single-page book is simple and complex. Here you must follow certain rules. In selling landing should be:
- Header
- service or product, that is, its detailed description;
- Photo and video. Creation of a landing can not be presented without such material relating to the given product or service;
- benefits from the acquisition;
- customer reviews;
- text of an advertising nature;
- triggers;
- calls for action.
Examples of effective single-page cards:
Landing structure
This is one of the most important elements. The selling lending has a clear structure. All elements inside the page are arranged in a logical sequence, which increases the assimilation of information by the user and pushes him to the desired action. Bright and clear pictures are adjacent to the arrows indicating the direction. A user who gets to the page will never get lost on her, because she is not overloaded with an abundance of text, a long description, a florid design, product advantages and so on. Everything should be laconic, simple and clear, so that a person:
- I saw a bright headline.
- I ran through the photo and text.
- Filled out a special form.
- Made an order.
Optimizing Landing
If the landing page is created on the basis of the main site, SEO optimization of the landing will not be associated with particular difficulties. Another thing, if it will consist of fully autonomous pages. You can increase sales by buying paid advertising -tized, contextual and targeted. Technical optimization involves the use of meta tags, descriptions, headings, graphics, micro-markup, selling text. In the latter, you can add several anchor links with a hash tag. It is important that the content is available to search engines.
How to untwist lending?
The rate should be made for conversion and the methods used to increase it. And although one-page is created for Direct and Teasers, the Yandex and Google contextual advertising system should be used to the maximum. Do not neglect the development of accounts in social networks . The technical part should be ideal, and the semantics of advanced queries should be voluminous. The best landings are those that fully answer the user's requests, are qualitatively fulfilled and meet modern requirements.