In connection with the growing popularity of landing pages, questions began to appear more and more often - what is the significant difference between entry points and special landing pages (they are landing page s)?

You can read more about landing pages. In the same we will consider what is common and what are the differences between these, in general, similar concepts, but having their own characteristics.

1. On the login page, the user must understand where he is

The whole site should be made as a whole. Wherever the user gets, he must immediately understand where he is, what kind of site it is, what he is offered and where to go next. Hence the mandatory attributes: a single style, standard elements, as well as on all other pages (header, footer, standard menu, through blocks). Definitely bread crumbs.

The landing page doesn't need it. Of course, it should be made in a general style, it should also be clear what kind of company it is, there should be a logo, but it can be in a completely different place and in a different size. This page is self-sufficient and seems to exist on its own.

2. Site Journey and Call to Action Now

If, for example, the site has clearly defined target audiences, then the landing pages are made “distracting”. For example, banks often offer to immediately go to the section for individuals or legal entities.

3. Specific offer and choice of options

There is always one specific offer on the landing page. It should be clearly formulated, well-described, look convincing.
On a normal login page, the user is always given some choice:

This is the strength and at the same time the limitations of landing pages. For example, you sell electric kettles. You can make a standard site with a catalog of teapots and product cards by models / brands. Thus, if the user is looking for a specific model, he gets to the product card. If a brand - in the catalog of brands. If a general request for teapots - in the catalog.
But if you want to make a special landing page, you need to decide what exactly you want to promote. For example, you have an exclusive offer of a certain brand - we make a special page. Or you have a sale (discount for all teapots) - we make a boarding pass at a discount.
If there is no special offer, you can simply make a special general page for teapots, but in this case the effect will be minimal. Firstly, for such a general offer, users will have a lot of ambiguities, they simply will not contact you. And secondly, the load on managers with "left" orders and clarifying requests will increase significantly.
Therefore, once again I want to draw your attention to the fact that the landing page should have a clear offer with your unique advantage.

4. Difference in performance evaluation

One of the problems of landing is the evaluation of its effectiveness. The fact is that standard indicators (as for login pages) are not suitable, since the landing page is a separate page, the bounce rate on it is always 100%, as well as views per user is always 1. Time on the page also most often does not mean anything:

The only thing you can see is the heat map of clicks and the scroll map in Yandex.Metrica.
An adequate performance indicator, of course, is the number of requests from the landing page. It is also impossible to compare it with ordinary landing pages, and it is quite difficult to determine which indicator is good. But it is believed that 5% conversion is the minimum limit. If it's lower, something needs to be done.
Although you must understand that everything depends very much on your offer and the quality of the traffic itself. For example, see how my context conversion differs from organic conversion. Despite the fact that the number of applications is approximately the same, the efficiency of requests varies greatly.

The only advice I can give is to make regular changes to your landing pages and run A/B tests to find the best options.
So, both landing pages and entry points play a very important role on your site. Each should be thoughtful and relevant to the purpose for which you create it (and for which the user gets there). The purpose of the landing page is a quick sale. The purpose of the entry point is to lure the user to the site and, as a result, also sell something to him, but with great alternatives and prospects. Design these pages wisely.

If you have questions about landing pages, or want to order such a page for yourself, write to me. I am sure we will find an effective solution to your problems.
Email:
Skype: last_elven

For 2015, 66% or 23.3 million Russian Internet users aged 18 to 64 living in cities with a population of 100,000 or more people use Internet banking for individuals, their number increased by 51% in 2014, and the amount of payment orders is 1.1 trillion rubles.

We solve the problems of promoting the bank's website

Website promotion on the Internet for a financial organization solves two main tasks: sales of banking products and management of the bank's reputation.

• Bank reputation management
• Attracting deposits from individuals
• Attracting business to RKO
• Mobile banking app promotion
• Sale of credit products and cards
• Attracting clients to RBS
• Sale of bank guarantees and tender loans

The decision-making process of users when choosing a banking service provider looks like this: unconscious need - conscious need - search - comparison and evaluation - transaction. An important role in this process is played by the reputation of the bank - feedback from customers and employees. We take into account all the nuances of promoting banking products on the Internet from monitoring and reputation management to conducting large-scale contextual campaigns and search promotion.

Benefits of promoting a bank on the Internet

In banking, numbers mean a lot. According to the results of a survey of clients of the largest banks, conducted by the analytical agency Markswebb Rank & Report, when asked where you learned about the bank's services, 30% of respondents answered via the Internet. More than 80% of potential consumers are looking for global network information about banking products search engines. For example, in July 2015, only in the capital region, users asked the Yandex search engine the query "bank deposits" 5200 times. Number of similar search queries from the target audience in Yandex and Google tens of thousands. Behind every search query are potential customers who are directly interested in receiving a quality service, and their number is constantly growing.

According to the Markswebb Rank & Report, more than 2.7 million people in Russia use Internet banking for legal entities and individual entrepreneurs. Over the year, credit institutions receive payment orders in the amount of 284.3 trillion rubles from legal entities via the Internet.

Share electronic channels in the volume of all payment orders of legal entities from 2008 to 2013 increased from 79% to 88%. The share of payment orders sent via the Internet increased from 31% to 68% over the same period. This is due to the active transition of bank customers from old software systems"bank-client" to more modern "Internet-clients".

Features of bank website promotion:

• High level of competition for high-frequency queries;
• Services for individuals and legal entities;
• Complex financial services for the b2b sector;
• Multi-channel measurement of website conversion - applications, calls or appeals directly to the bank;

Stages of promotion of banking services on the Internet

Promotion of the bank in the top 10 Yandex and Google search begins with setting goals and identifying tools to achieve the goal. Initially, the semantic core is being collected for which the audience is looking for banking services. Then the semantics are distributed across the pages of the site, this work determines the pages that will be shown in response to specific request user. The page should contain an exhaustive response to the user's request and encourage him to take a targeted action, call or request. Landing pages are evaluated for completeness of information and simplicity of design (usability). Landing pages of competing banks, their functionality, usability and design are evaluated. The landing page must meet the following criteria:

• The user immediately finds the information of interest to him, for this the information on the page is structured and visually highlighted.
• The page allows you to decide on the benefits of a product, for example by comparing tariffs, interest rates, or the amount of interest accumulated over the year.
• On any page, the user can easily find contacts and addresses of branches or ATMs, working hours and a guide to popular bank services.
• The page clearly articulates the user's further target action - it collects the user's information and contacts initially, and then stimulates a call, application or visit to the bank.

Depending on the product and its target audience, landing promo pages are developed. Their main purpose is to convert visitors into applications. The simpler the effective action, the lower the cost and the higher the number of applications. It is important to understand how the process of choosing a service provider during the search and comparison/evaluation phase takes place, and to provide all the necessary information on the page, focusing on key benefits suggestions. Web services work well, for example, loan and mortgage calculators, calculators for evaluating the return on deposits, etc.

Advantages work with our company

We follow the principles of Yandex search engine optimization and recommendations for webmasters from Google

All pages and queries form a relevance map. Missing pages and services are being developed. For each service, a unique product offer and related services are formulated. As a result, the site becomes a sales funnel scenario in which users go through all the stages until conversion. For each group of search queries, their own landing pages are created, if there are thousands of queries, hundreds of pages will be created. For example, banking offers for certain regions or pages for each type of service.

After carrying out the preparatory work on the site, you should set up lead tracking - applications for the site and calls. In this way, it will be possible to accurately estimate the cost of an attracted user for each channel. The ideal situation is the exchange of information about leads with the CRM of the bank, this allows you to quickly evaluate and optimize contextual campaigns to the ruble, disabling inefficient requests.

Working with landings includes search engine optimization(SEO) of the entire site and landing pages of the site. It includes work on adjusting the headings and texts of pages under keywords(text relevance) and bringing the technical condition of the site to the recommendations of search engines.

Next, we set up monitoring of site positions by semantic core, we track the relevance of site pages in search results. Then we start promoting the site materials on third-party thematic resources and carefully increase reference mass site. To do this, we use only thematic donors with good attendance and trust rates.

Promotion across a wide semantic core allows achieving good results on the promoted product line in certain regions of the bank's presence.

Search Engine Optimization Rates

Position promotion has become unpredictable, it has become impossible to guarantee positions in the search. Search results for each user may be different, depending on their behavior and location. The number of words in queries has increased thanks to search suggestions. Search engines try to guess what the user is asking when typing a word and shows the queries that users ask most often. We have developed the most effective rates for website promotion, tailored to the goals of various types of business.

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Specialist

Features and difficulties contextual advertising for financial institutions

Speaking at the FinPlace conference in 2016, I asked bank marketers if they run contextual advertising. Few answered in the affirmative. But at the same time, it turned out that many people are actively buying traffic from the “context” from CPA networks. Affiliates are paid for a targeted action on the advertiser's website, such as completing an application, subscribing to a newsletter, or purchasing a product. They competently set up contextual advertising and, in fact, resell this traffic (that's why they call it arbitrage).

The question arises: why do marketers of banks and other financial organizations buy traffic instead of doing contextual advertising on their own and buying it directly in Direct and AdWords?

So, let's try to figure out why it is often difficult for financial institutions to independently achieve high efficiency from contextual advertising.

Problem #1: Volume of Semantics

Semantics is a set of key phrases that an advertiser targets when promoting their products in Yandex and Google searches, and negative phrases that they use to exclude inappropriate search queries. Banks have a huge volume of semantics.

Not so long ago, Tinkoff Bank posted a vacancy for a context specialist. It indicated that the specialist would work with large budgets and semantics for more than 30,000 keywords. These are quite serious volumes, especially if we are not talking about an online store. In the case of online retail, such numbers are not surprising, but for another type of business, this is a very impressive figure. I suppose that this is not all semantics, but only a part that will be offered to a specialist at the initial stage of work. And later he will be entrusted with the entire context of tinkoff.ru, and the volume will increase even more.

Only in the main areas of b2c (loans, deposits, mortgages) is it easy to collect semantics for 400,000 key phrases or more. It’s hard to work with such a volume: select the necessary key phrases, minus (screen out) inappropriate queries, group them by directions and campaigns. But for each selected in the end key phrase you need to choose a suitable landing page and write a relevant ad.

It is interesting how bankers and representatives of advertising agencies describe the complexity of this problem.

Director of Digital Business Department at Vostochny Bank

Indeed, there are a lot of semantics, and all of it has to be selected “by hand”, for this a team is needed. It is difficult to automate, and it needs to be read all over to catch rare negative keywords (for example, “cash loan where to complain”) and find the most relevant queries. Vostochny Bank has two key products: cash loans and credit cards. People ask requests about loans in a thousand ways, making clarifications on the required amount, conditions, etc. This mass of requests needs to be analyzed and structured in order to work further with each group separately. All this is mostly manual labor.

Let me tell you how we worked. For loans, we collected primary semantics from 18,000 queries, and about 10,000 for credit cards. We have made masks for the most high-frequency queries, which includes many key phrases with clarifications. Then we expanded these masks with all the nested mid-frequency and low-frequency queries - we got 40,000 phrases of "dirty" semantics. Then we manually found negative keywords, which were then negative across the entire sample. Then the requests were structured into four groups:

• branded ones (for example, “take a loan from Vostochny Bank”);
• competitive (everything is the same, but the name of other banks appears);
• general queries (for example, “cash loan rate”: the user is interested in the product);
• transactional (requests with generated “hot” demand, for example, “get a loan in three days”).

We divided the requests into these categories - taking into account the minus words, it was necessary to mark up approximately 18,000 key phrases. The collected semantics was structured by geography: separate accounts are created for several dozen regions. Then headings, texts are prepared for all categories, ads are designed according to our standards (working with extensions, providing “highlighting”, etc.). All of the above took a team of three people about five working days from start to launch.

Problem #2: Compiling Ads for Every Search Query

When I offhand analyzed advertising for one of the requests, I got the impression that banks present their customers as people who are motivated to take a loan from their bank, who do not need to be convinced of anything, who do not need to simplify the process of converting from a visitor to a lead .

In search advertising, it is very important to show relevant ads and direct visitors to the most appropriate landing pages that concisely answer all user questions and remove doubts. In the ad and on the site, the user should see exactly what he expects: exactly the words and wording that he himself used in the search query.

What does it look like in practice? Let's take the search query "cash loan on the day of applying for a passport without income certificates", which is high-frequency, despite a large number of words in it. In Moscow and the Moscow region, users enter such requests more than 2,600 times a month.

If we look at the real search results of Yandex in Moscow, we will find that out of the three ads in the most expensive block above the organic search results(in special placement) none of the advertisers gave a specific answer to the user request .

In the first announcement, Moscow Credit Bank offers a cash loan. But the fact that “only a passport is needed for registration” is reported only at the end of the announcement. By this request this information should be, if not in the title, then as close to it as possible.

The third ad, from LOCKO-Bank, offers cash loans at a bank at a low rate. There is no information that matches the user's request: according to the passport, without certificates, on the day of application.

Bank responses do not match what the user is looking for. If the bank does not issue such loans, then such requests must be rejected. If the advertiser is ready to issue a loan under such conditions, then this should be written in the ad itself.

Contextual advertising specialist Konstantin Dobrov conducted an interesting study: he analyzed the requests for which banks are advertised and the number of unique ad titles. On average, one unique title accounts for 7-8 unique requests up to 66-125. That is, work on creating the most relevant ads for each key phrase is not carried out .

There are several reasons for this. First, the complexity of this process. In online commerce, the process of creating ads can be automated: the product has a brand, model, price, and characteristics that users search for the product. By composing these elements, the advertiser can automatically compose key phrases and ad titles that are immediately relevant to them. Ads for banks are compiled manually, since all the semantics are obtained organically - from search engine statistics, and not generated.

Secondly, not always the most relevant headlines give a real increase in the effectiveness of advertising, for example, they lead to a decrease in the cost of attracting a loan application. Sometimes reducing relevancy by focusing more on the benefits of a particular bank increases ad click-through and landing page conversions. But only relevant tests can show this.

Problem #3: Irrelevant Landing Pages

A landing page (landing page) is a website page that a user lands on after clicking on an ad. Like ads, landing pages should be relevant, answer the user's question, and contain the information they expect to see.

Consider the bank landing pages from the example above. We follow the link from the first announcement to the website of the Moscow Credit Bank .

The user sees approximately what he expects. There is not much text on the page, it is divided into separate paragraphs and is easy to read. You can still work on usability, for example, reduce the number of fields in the application form or make it more convenient. But in general, the user gets an answer to his question.

To proceed to the next step, he needs to enter the characters from the captcha). A potential client must have a very strong motivation to take a loan from this particular bank - after all, just to figure out if he can get a loan on the conditions he needs, he will have to work hard to decipher hard-to-read characters.

In the third case, the user gets to a huge LOCKO-Bank landing page with large illustrations in full screen.

It will be very difficult for the user to figure out whether he can get the desired service. There is no application form on the landing page, and the “Fill Application” button blends into the background and does not attract attention.

I suspect that the reason for the lack of relevant landing pages is the excessive bureaucratization of the process of coordinating the development of new pages and their implementation on the websites of financial institutions. Colleagues who had to work in similar subjects confirm this.

i-Media Client Relations Team Leader

There are problems with approvals, and it is especially difficult when they relate to graphic materials (banners, etc.). You send a banner - it is coordinated by three different people along the chain for several days. Edits are made, then renegotiated, and so on again and again. Therefore, it is better to prepare graphic materials on the client side. A trusted designer thoroughly knows the brand book, banner placement policy, character usage rules and all other subtleties, and both parties will save a lot of time and resources.

Common technical errors

So, there are several technical mistakes that are made when launching advertising for financial institutions:

1. Financial institutions do not cover the full semantics. If online stores can automate this front of work, then in the field of financial products it is almost impossible. It is unprofitable for agencies to which banks apply to make such a quantity self made it just won't pay off.

2. Banks are often advertised for untargeted requests. The reason is the poor elaboration of semantics. With manual processing, the larger the volume of semantics, the more difficult it is to reject all inappropriate search queries and the easier it is to make a mistake.

4. Lack of relevant landing pages corresponding to different search queries.

In order for search advertising to be effective, it is imperative to speak the client's language, use its wording from search queries. Otherwise, the user will quickly leave your landing page - after all, he has several links open at once, maybe next there will be a site where the information will be presented in a clearer and more accessible way. Affiliates know this and optimize ads and landing pages for each individual need.

Typical organizational mistakes of banks when working with agencies

When a bank orders a service for setting up contextual advertising in an agency, it wants to increase the number of approved loans. But for some reason, the bank often sets other KPIs for the agency: the cost of attracting a loan application and the volume of applications. The executor collects these applications to meet KPIs, but most of them are not approved by the bank. As a result, the customer remains dissatisfied with the services of the agency, demands to correct the situation, but does not tell which applications and for what reason were rejected. Under such conditions, the agency simply does not have the opportunity to increase the effectiveness of advertising campaigns: it is not clear which key phrases and sites give bad applications, and which ones give good ones.

Thus, here we have two errors at once:

1. initially incorrectly set KPI;
2. providing the agency with incomplete information.

Directions for problem solving

What can financial institutions do to stop buying up traffic and engage in contextual advertising on their own and achieve high results?

1. Automate the creation of advertising campaigns

This will most likely require custom development. Almost every contextual advertising automation system has an ad campaign generator, but they only work well with simple topics (for example, Appliances and electronics). Not all advertisers have a simple product structure consisting of product type, brand, and model (for example, lenovo laptop ideapad). In the automation market, as elsewhere, the rule “demand creates supply” works. For example, for the Ozon.ru online hypermarket, our team of matlinguists and developers created an individual solution — an advertising campaign generator that takes into account the features of such difficult-to-generate topics as children's goods and clothing.

2. Get rid of bureaucracy when developing landing pages

A contextual advertising specialist should be able to independently edit the landing page, create a modified copy of it for a specific key phrase. Give him clear rules on what can and cannot be written in public space, a brand book and other recommendations. But do not force him to coordinate each page in several instances.

3. Define and deliver the right KPIs

The marketer of the bank should set the right KPIs for agency specialists that reflect the company's business goals, and not intermediate metrics. For example, if you need approved loans, then you need to set an appropriate task, but in this case you will have to disclose data to the agency so that it can optimize advertising campaigns. The agency needs to understand how many approved loans it has raised and how many have not passed the scoring and why.

4. Use all the possibilities of advertising systems

Today, contextual advertising is not only ads in search. Yandex.Direct and GoogleAdWords tools include bid adjustments, remarketing based on CRM data, audience targeting for accurate and wide coverage, different formats advertising. Be sure to allocate part of the budget for testing new approaches, try to combine different types advertising.

One of the online advertising trends in 2017 is the combination of display, contextual advertising and CRM data into single system. For example, you can embed a Yandex pixel in a display banner and increase bids already in search ads for the segment of users who have seen display ads. Those who have already seen the ad are more likely to convert, on average. Or, for example, you can reduce rates for those social dem audiences that show a high rejection rate on scoring. Or gather an audience by geolocation in areas of new buildings and offer them a loan for repairs in a new apartment. There are many options, do not ignore these additional features.

Today we will consider, perhaps, one of the most relevant areas of business in a crisis - lending. In short, a loan landing page can generate a lot of revenue for relevant organizations. So, let's analyze two cases from Runet and the LP Store template.

Runet landings

This seems to be niche specific, but most of the normal landing pages we found were very short. Which is understandable - indeed, many words are not needed here. As a rule, the audience comes to such landings already being strongly motivated. People need only the bare minimum of necessary information, such as conditions, rates, etc.

But enough prefaces - consider the first landing page for loans.

There are only two scroll windows. The first is a huge lead form designed in the style of a loan application. Of course, upon filling out the form, a person will not automatically receive money, the manager or loan officer will first contact him, clarify and verify all the information, after which a number of formalities will follow - but the fact remains, the form is stylized as a loan application, and it looks good. Also intriguing is a good call to action: “Get money”.

The second window is entirely devoted to justifying the value of the offer. Customer reviews come first - the only problem is that the photos do not inspire confidence. Below, visitors see a block with another social proof - the number of approved loans. And the landing page ends with a repeated CTA.

As a result: a good landing, with a minimum of elements, which are quite enough. Let's move on - the next example is only slightly longer than the previous one, and even then only slightly.

The screenshot below shows the header of this landing page. Immediately at the top it is indicated how many approved loans were issued thanks to the services of this company. Further, the process is described step by step from filling out an application to receiving money in any convenient way. This element will come in handy for the target audience of such companies.

On the left are the points of the justification of the offer.

The social proof continues on the last window of the page - in this case these are customer reviews and a list of partner credit organizations.

As a result: the landing page is very similar to the first example, but differs in a slightly prettier design.

LP Store Templates

Let's consider an example from our Landing Page Shop. The first window of the presented case immediately conveys the essence of the offer through the title, subtitle and talking background image.

Below the fold line is a concise lead form with an eloquent call to action. Under the CTA button is social proof - a counter with the number of approved loans for a given second.

Compared to a normal site. Remember the Lebedev LP for Tinkoff Credit Systems, the landing pages of Alfa Bank and others. In a word, it is time to study the experience of business sharks.

Landing page credits: where to start

Let's start by studying the offers on the market.

Compact page option, there is only the essentials: logo, offer, key benefits, registration form and button. "Tinkoff Credit Systems" is testing various (packs of money, stopwatch, etc.) and several options for headlines. Another one from them:

Check out some more options landing pages for loans.

And one more option to make sure the landing pages selling banking services are similar:

Why are all these landing pages made like a carbon copy? The answer suggests itself.

Basically, with the help of landing pages, “quick” loans are promoted, for example, secured by an apartment, without guarantors, quickly and easily. The decision to take this type of loan comes spontaneously, often suddenly (money is urgently needed), so the landing page addresses, first of all, the emotions of the borrower. Short, no more than three or four word benefit sentences are ideal for this.