Landing page design is one of the main factors that is able not only to keep the user on the site as long as possible, but most importantly, to transfer him to or the buyer.
I do not argue that each site should be unique and recognizable in the eyes of visitors. But at the same time, there are some universal rules and chips that enhance. Let's talk about them.
99 chips with examples
I will give the chips right away with examples. This will make it clearer and more convenient. True, if you suddenly do not understand something, then just go to the site indicated in the title. And see everything with your own eyes.
1. Site - Dogstudio.com
Dogstudio.com Interactive color change
The color of the 3D elements and the background changes with the scrolling of the mouse wheel.
Interactive color change Interactive 3D design
This type of effect is usually used where there is an emphasis on creativity. As you scroll the mouse, the position and perspective of the 3D wolf and other elements change. And yes, such a landing page design can hardly be done in Photoshop.
Interactive 3D design 2. Site - Stuart.com
Stuart.com Background video
To effectively use the landing page space, a video is used in the background instead of an image. The video is able to quickly tell the user information about the activities of the company.
Background video Running content elements
Simultaneously with the substitution of the content of the creeping line-title, the picture and the color scheme are also substituted. We can say that the main page is, that is, the substitution of content occurs continuously and regardless of the request that the visitor clicked on.
Running content elements Multiple buttons
A trick like having two buttons with a targeted action on the same screen can significantly increase conversions. In this case, this feature is implemented by three buttons “Get started”, “Get in touch” and “Request a delivery”.
Multiple buttons Extended form
Color palette Animation rulers
An interesting solution is animated rulers for displaying product sizes.
Animation rulers Modifiable screen
All screen elements change their position, disappear or new ones appear when scrolling the mouse wheel.
Modifiable screen 15. Site - Equipment for fitness clubs
Equipment for fitness clubs Illuminated button
An extremely useful effect, especially for targeted buttons, as it immediately directs users' eyes to the right place on the landing page.
Illuminated button Frame around target words
It is used when there is a possibility that the required words will elude the attention of users among other content.
Frame around target words Interactive scale
The element will help diversify the landing page. In this case, it is used to select an area.
Interactive scale Option switch
Implemented to select the type of equipment and enable additional functions.
Option switch 16. Site - Maze.design
Maze.design Isometric design
In this perspective, the visibility of 3 sides of the object is provided, but there are no converging perspective lines. This design is a kind of evolution of the flat one, but it is more ergonomic.
Isometric design Animation
The animation is a very cool effect (in this case, the balls running through the mazes). In this example, the site builders use isometric design and animation throughout the landing page.
Animation 17. Site - Gyrosco.pe
Gyrosco.pe Interactive diagram
Switching between diagrams demonstrating the method of obtaining the desired result occurs automatically or when you hover the mouse cursor over the corresponding infographic icon.
Interactive diagram 18. Site - Unbounce.com
Unbounce.com Infographics
An ingenious way that will provide user experience and improve the organization of content on the page.
Infographics Animated screens
They are a bit like gif images and allow you to convey a sufficient amount of information in a compact and visual form. Demonstrate the main functionality of the program.
Animated screens 19. Site - Grill Zone
Grill area It can be used for both quoting and as a container for any text. In this case, it is used to indicate the type of product (recreation area) on the corresponding photo in the slider.
Speech cloud element Blurred and light background
It adds lightness to the design, removing the accent from unnecessary places, but at the same time it often looks more fun than just a white background.
Blurred and light background 20. Site - Like Car
Like car Triangular elements
The triangular design of a selling landing page looks non-trivial, but you need to know how to work with it so that it doesn't look ridiculous. In this example, the design elements echo the customers' logos.
Triangular elements 21. Site - Sundaybreakfast.org
Sundaybreakfast.org Cursive
Cursive 22. Site - Tweakr.io
Tweakr.io General photo and description of the team - static elements
This allows you to provide detailed information about the team, while emphasizing the team spirit and creating an informal atmosphere.
23. Site - Majortom.com
Majortom.com Emerging inscriptions
The inscriptions appear gradually, from top to bottom: first, the outline is drawn, then smoothly filled with color.
Emerging inscriptions A non-standard element that can grab attention and organize the page space in an unusual way.
Vertically oriented fonts Interactive animation button
In the upper right corner, a button with an animation serves to go to the company blog. The button reacts to the mouse cursor by increasing and accelerating, changing the color.
Interactive animation buttonLoading circle
In this example, the circle is loaded with segments and simultaneously with the words denoting the key activities of the company.
Loading circle Logo
The displayed logo when loading the site is an effective use of this time.
Logo 24. Site - Embacy.io
Embacy.io Colored flat dies
Colored flat plates, reminiscent of mobile phones, slide out when you hover the mouse cursor. Clicking with the cursor switches to the corresponding project.
Colored flat dies Change scrolling direction
The transition from vertical to horizontal scrolling in the middle of the landing page creates an unusual effect and forces you to scroll to the end.
Change scrolling direction The length of the red horizontal bar at the top increases with each scrolling screen.
Display of the number of screens viewed 25. Website - DK-SPORT
DK-SPORT Gradient photo shading
It is especially convenient if you need to place an inscription on the photo - on one side and it will be visible and the photo will remain sufficiently recognizable.
Gradient photo shading Miniatures are convenient because, firstly, you can immediately see how many and what kind of photos there are, and secondly, you can immediately switch to the desired one.
Photo thumbnail preview for slider Interactive color picker
The introduction of such effects significantly improves user characteristics and time spent on the site.
Interactive color picker This technique allows you to simultaneously transmit information about the company (pictured), on the other - to color the landing page with corporate colors.
Color shading the background image Light gray background in the photo
On the one hand, this technique allows not to merge with the background (like, for example, white), on the other hand, to highlight the product images against the background of the rest of the content.
Light gray background in the photo 26. Site - Airbase.com
Airbase.com Illustrations made in a simplified technique and using recognizable symbols.
Illustrations in the style of infographics Color Accent
In this case, gray and green colors were used to influence the user's emotions. The first creates an indefinite and depressing effect. The second, on the contrary, makes a positive and pleasant impression.
Color Accent Running line of logos
A continuously running horizontal line (from left to right or vice versa) is an unusual and not hackneyed solution.
Running line of logos 27. Site - Dotphotonraw.com
Dotphotonraw.com White font on dark background
Thanks to the color scheme, the emphasis is placed on the software's ability to work (file size before and after compression) and, accordingly, confidence in it increases.
White font on dark background 2D illustration
Flat illustrations (especially when combined with flat site design) look interesting and will remain popular for a long time.
2D illustration 28. Site - Absurd.design
Absurd.design Humorous elements
Such elements (pictures, inscriptions) can focus on the necessary information, give a unique flavor. This is how absurdistic funny pictures immediately tell the visitor about the field of activity - the sale of humorous illustrations.
Humorous elements Smooth content appearance
As you scroll down the page, the content smoothly appears rather than rigidly fixed to it, which creates a subtle animation effect.
Smooth content appearance When scrolling the page, the plate with the menu and the logo remains fixed at the top of the screen. Due to the fact that it is transparent, the content remains visible.
Transparent plate with menu buttons 29. Site - Boni corset
Boni corset Combining photos and schemes
This technique presents the product much more clearly than using only the scheme.
Combining photos and schemes This technique is very effective in areas such as weight loss, beauty and hairdressing services, restoration (furniture, plumbing, etc.), etc.
Double-sided photo in the “was” and “became” style Countdown counter
In this case, the remaining goods are considered. It is often used to count the number of days before an event (for example, until the end of a promotion).
Countdown counter 30. Website - Edu.pixton.com
Edu.pixton.com Vivid saturated colors
Bright colors are one of the trends in web design. Using this feature, you will definitely stand out from the competitors.
Vivid saturated colors Flat design
Flat design (simplification of shapes and lines, lack of shadows and volume), on the one hand, is quite simple, on the other, it is expressive and still popular.
Flat design 31. Site - Drift.com
Drift.com Posting from grateful clients, with the ability to go to their accounts on social networks, significantly increases the credibility of the landing page.
Social media post tiles 32. Site - Couple.co
Couple.co When you hover the mouse cursor over the photo, the client's nickname on Instagram pops up. When you click on the photo, you go to the company's Instagram page.
Collage of photos from clients 33. Site - Salesforce.com
Salesforce.com Playlist of video reviews
Video testimonials organized into a playlist are an unexpected and rare solution.
Playlist of video reviews A collage of video frames as a playlist screensaver makes it immediately clear that more information (in this case, reviews) is waiting for you in the video data.
Video collage as playlist intro 34. Website - Yoga
Yoga Audio reviews
Selling sites. What it is? Every second person will say: “Of course, these are landing pages!”. They are one-pages, they are landing pages, they are selling pages.
I will not convince you otherwise, because there is a large grain of truth in these words. Therefore, in this article we will analyze which landing pages can be called the best and why.
Once I started looking for the best selling sites, where to see their examples, ratings and how to evaluate them in principle. After all, initially a one-page site was invented in order to increase the company's sales.
Much has changed recently. Gone are the ones that were relevant before, the sites began to make better, more beautiful, with a lot of animation, pictures and various enticing tricks.
Criteria for evaluation
What is the basis for evaluating? Which ones to take as a basis? How to rank TOP-10 sites? Where to get sites for the competition? All this complicates the situation in creating a real and honest ranking of the best sites.
Plus, we don't know how many sales companies make through these sites. You can't call them and ask: "What is yours?" or “How many applications are you getting from?”.
I'm sure no one will answer such a question, since either no one thinks or says that this is confidential information.
Aha, dreaming! So I made it easier. I began to search and view ratings and selections of the best landing pages. And you know what?
The rating is, of course, subjective, since we do not have indicators of all pages, and we cannot physically study all Internet sites. We rely on our experience and those sites that for 5 years we have met on the vastness of the world wide web.
WE ARE ALREADY MORE THAN 29,000 people.
TURN ON
TOP 10 one page sites
Do not think of numbering as a distribution of prizes. Since all landing pages have different tasks, it means comparing them with each other is not only unprofessional, but also stupid. So just enjoy your work.
1. Residential complex "Park Flora"
The site is absolutely delightful. It is immediately obvious that a cool designer and top marketer had a hand in it. You look and want to come and see everything yourself.
Moreover, the site is completely absent, there is no form to fill out, only a phone. And this is correct in their case, although for many it may seem strange.
Residential complex "Park Flora" The only minus we put to the layout designer for the poorly optimized animation and.
The site takes a long time to load, and this can greatly affect the bounce rate. People do not like to wait and will leave him faster than they see the offer.
2. Workshop "Dinero"
This is not a website, but a whole film about one “character” - a wooden wallet. If it cost 1,000-2,000 rubles, then the site would have failed, since there are no obvious ones: offer, description, capture form, etc. But in the Luxur segment everything works differently, and this one-page is proof of that.
The main disadvantage of this site is an attempt, as they say, to sit on two chairs, namely on one page to sell goods both retail and wholesale.
You need to search for dealers on a separate site, since the retail and wholesale buyers have different selection criteria, which means they need to show different images and benefits in a different sequence.
Workshop "Dinero" 3. Vacancies of Alfa-Bank
This red and white bank is our partner. We are the authors of their blog for the customer club.
But their site is not here for "family ties", they really made a good decision to find employees for their company. Moreover, they did it in a completely original way.
Vacancies "Alfa-Bank" The only thing that is worth telling them (and we will say) is that you need not to take the client away from this site, and do all the interaction inside it. Thus, a person will be more willing to leave a request due to the usual arrangement of elements and a logical chain of actions.
4. Sports corset "Loni-corset"
This site is developed by us, and it’s somehow stupid to rank and not say that we think our sites are awesome.
Moreover, all our sites are at their best, you can see this here ->. But since most of the audience of this page is men, we decided to show the site with girls 🙂
Sports corset "Loni-corset" The site has worked for 4+. The only block we were unable to add was social proof of the sending company.
The customer decided not to show this information. Therefore, we boldly say that the result could have been higher if the buyers saw the warehouse, team, office and others. But that is what it is.
5. Admission of SRO "Gralnik Licensing"
At first glance, this site should make you wonder why it is in the top list. There is nothing special about it: simple design, regular blocks, typical texts.
BUT! Trust me, when you are their target client, you will realize that this is a great site that is completely built for the client. And even a simple one was made for a reason so ordinary.
SRO "Gralnik Licensing" approval Of course, they have room to grow. They have a layout in some blocks, and, by the way, there are 15 of them. They also have incorrect hyphenation, and the main elements are poorly highlighted.
But all these are trifles, because fundamentally everything is done correctly and written from the point of view.
6. Project "Big drying"
Most women (their target audience) have heard of the Crazy Drying project. Their ads are flooding the internet for launch. And it's not surprising when millions are invested in traffic.
But without a good site, it will not work to get tens of millions of revenue, so their site is also included in our TOP.
Big Drying Project It can be seen that they approached the creation thoroughly, of which only texts are worth. But they still made one big mistake - they didn't make the call button at the very end. This greatly affects the churn of visitors, since they do not see the logical closure of the entire story.
7.
We ourselves use the Bitrix24 customer relationship system. But since our topic is not "", the site of the Megaplan system has surpassed all expectations.
Through him they conveyed all the main points of their system, after which you understand that this is the best thing for a business.
CRM "MegaPlan"
From our wishes for improvement - add a video review of the system, since all direct competitors have it. And also make more understandable calls, namely, replace the headings (not buttons) with “Start using for free” or something like that.
By the way! If you want to use it as your CRM-system, then I advise you not to forget the promo-code “Megastart”. So you get a 10% discount on your first purchase and 14 days of free use.
8. Bank for entrepreneurs "Tochka"
This landing page from the bank receives an award for its originality. This page is sent to your friends as a referral link.
To enhance the effect, we would add a few more blocks that put pressure on the logic. Now the site is more about emotions, and in some cases this could be the right decision. But we still have a choice of the bank, and emotions alone are indispensable.
Bank for entrepreneurs "Tochka" 9. Equipment of gyms "Goodfit"
An interesting transition of the site from black to white and blue. But besides the original design solution, this landing page uses a great game of headlines. Here they are not a lead to the block, but independent elements, after reading which, you can already create a complete picture.
A video presentation on behalf of the CEO is not enough for a complete package. Surely they have him in excellent physical shape.
To all this, it would be great to add numbers to the cases. That is, how much is the hall that the client received. This is not critical, but simply desirable, because specifics add persuasiveness and are simply convenient for visitors.
Equipment for gyms "Goodfit" 10. Shopping center "METROPOLIS"
This is by far the coolest shopping mall landing page I've ever seen. The colors are beautifully selected, the main meaning is conveyed, excellent usability is all immediately visible when you switch to this landing page. Therefore, click and explore.
But, I will put in my 5 kopecks anyway. I, of course, understand that this site should be visited by people who are familiar with this center. But besides them, those who see him for the first time will fall on him.
Therefore, it was logical to make a small description (description in a few words about the company) so that the visitor immediately knew where he got to and what awaits him there.
Shopping center "METROPOLIS" Why Only Runet Sites
Yes, in my review, I mainly concentrated on the very best one-page websites of the Russian Internet, although there are many decent options in the world.
Moreover, the most important thing (and it is also the most amazing), the landing page in the bourgeoisie uses not only small, but even large business.
For example, one of the most famous taxi services in the world, Uber, took the following option as its main site - a multifunctional landing page or, as they say, a multi-page landing page.
This is a site consisting of many landing pages. Almost a multi-page site, but still a landing page.
But I didn't put their landing page here on purpose, because they are different. Let everyone say that we are repeating everything in the West, but in this case, I think differently.
We Russians are different. We have a different type of thinking, since we live in a different country. For example, the American has almost no fears in his head that the company will take money and dissolve. Since they have everything protected by ten rows, that only one PayPal costs.
Here, in Russia, this fear is in the forefront. Therefore, they have few convincing blocks on the site to trust the company, and we have their darkness.
I can give dozens more arguments that we will have different best landing pages with them. Therefore, I beg your pardon, but their options will not be here.
Better enjoy our Russian solutions, model our texts and blocks. And on foreign sites, just take good design ideas.
Briefly about the main
Now that you have looked through all the applicants, I do not urge you to blindly focus on them, but it is definitely worth looking at the best landing pages for examples.
At the very least, you can get an idea for an interestingly made animation from someone. Or, for example, one of the creators knows their own perfectly and uses it throughout the entire landing page. In general, it is worth studying, drawing conclusions and adopting.
And by the way, if you are looking for ideas for your first landing page, you can try to create it yourself. So you will understand what you need and that it is not as easy as it seems at first glance.
For this use, for example, PlatformaLP , Tilda , Bloxy. And only then, we are waiting for you to visit us for joint development.
In this article, we will look at 5 examples of the best landing pages taken from behance.net, recognized by world designers as the most popular website for web design, foreign customers for finding developers and the best for inspiration and new ideas.
Below are the best landing pages that have been selected directly by our web studio. We took the TOP works on the site and chose a landing page with the most effective selling structures, because it is the selling structure that is the main advantage of the landing page.
Ladies and Gentlemen! Meet the coolest and best selling landing pages 2019-2020 according to the popular website behance.net.
Examples of the best landing pages
In order to organize the examples of the best landing pages, we decided to break them down into blocks typical of the landing page. We will consider the USP, product description, benefits and advantages, trust block and CTA on examples of selected landing pages. You will be able to see the design options and structures, gaining valuable information and new ideas.
Unique selling proposition
The first example of a USP for the best landing page of 2020 is a chair sales firm.
The first thing that catches your eye is a photograph of the product. The stylish chair really attracts attention, which is ignited by its unique selling proposition. Note that the USP in this case is non-standard, there are no facts about the company or the benefits of the purchase. But at the same time, a powerful selling text and a high-quality image do their job - they increase the interest of the visitor, which is the principle of the selling structure. It should be said right away that the very advantage of the product is placed on the second and third slides of the first screen.
Each slide contains photos of the product from different angles and a description of it. A very powerful move that motivates the reader to scroll down the page. See more examples of landing pages and get new ideas for your project.
The next example of the best, in our opinion, landing page is the landing page of a company selling honey.
Juicy, bright, interesting. Very cool design of the first screen. At the same time, the unique selling proposition reveals the main advantage - the environmental friendliness of the product. The USP is written in a mild form, but at the same time inspires confidence.
Next Best Landing Page Example
The first screen combined a USP that provides value to a prospect and a short list of short benefits. A very interesting shot of the product, which in the subconscious makes a desire to place an order. Which, in general, offers an effective landing page on the first screen.
The first USP screen contains interesting text, 3 manufacturer benefits, a CTA with a button, and a video to learn more about the company. The screen is decorated with a beautiful photo of the furnished interior, emphasizing the exclusivity of the product.
Another example of a cool landing page
Immediately striking is the absolute unreadability of the text. Why the developers designed the text in white on a white background remains a mystery. But, we repeat, the best ledning is the one that has a well-developed selling structure, and this example of work is one of those. Stylish screen with not very effective barely visible USP. Unfortunately, the photography of the company's services does not give an idea of its activities - a big mistake by the developers.
Want to know more about USP? Read an article with recommendations for creating a USP on the Impulse Design website.
Product description
In the first example, the visitor is given the opportunity to view product variations and choose its type. The block is very user-friendly. All photos from the catalog are placed in the form of sliders, there are buttons for choosing the color of the box and examples of finished works are given. The visitor visually understands what is being offered to him. If he decided to order a product, the "Order" button will help him with this.
The following sample product description for the best selling landing page contains large and colorful photos and categories.
In addition, for the convenience of the visitor, a lead-generating button is provided. She "kills" two birds with one stone. The visitor receives the information he is interested in, and the company receives the client.
The selling structure of the landing page should include user-friendliness. Convenience in everything: making a decision and its implementation, viewing the product. In the case of the following example of the description of goods, the usability is revealed by 100%.
Firstly, the types of products are presented, and secondly, under each type there is a lead-generating button. When you hover the mouse over a chair, the photo changes and the product appears in a different position, which helps the user to understand how the product is used and how it looks.
The following sales ledning contains a complete catalog of the products provided by the company. A separate plus is the beautiful design and color matching of the general theme of the site.
Conciseness is a landing page's best friend. And the following example of the best landing page confirms this.
Stylish and modest, on a white background, there is an emphasis on the photo and a small description of the ulugi with a lead-generating button. The rest of the services are made in the form of active links, upon clicking on which other photos with descriptions corresponding to the services are opened.
Benefits and advantages on one page
The benefits and advantages of the company for the client are an effective motivation. As a rule, benefits are placed at the beginning of the site to whet the user's interest, and benefits are placed towards the end, pushing the visitor towards the targeted action. Both blocks should contain valuable information, answer questions, suppress the fears of a potential client. Let's look at examples of cool landing pages.
Advantages
Both blocks reveal the values of a firm and a specific product. The reader understands where the product can be used, its quality characteristics. As a supplement, the competitive advantages of the company itself were demonstrated.
The next landing page has combined advantages and benefits. Reading and viewing the content, the user is convinced of the professionalism of the manufacturer, which suppresses his main fear - to receive a low-quality product. This trigger demonstrates the best example of a conversion landing page.
In the same block, a chip is introduced that increases the user's confidence in the company - a video that will tell you more about the manufacturer.
The following landing page shows a similar combination of benefits and advantages.
In this case, fears are eliminated. A potential buyer knows that natural honey is a wild rarity. In the case of a one-page page, the naturalness of the product is confirmed by numbers. In addition, the user can obtain information about the product by clicking on the button and contacting representatives of the company.
Another block of advantages is made in a very stylish design and, in general, is quite interesting. The professionalism of the designer is visible, which definitely attracts attention.
It would seem that the advantages can be described with 4 words "Delivery throughout Russia", but the graphic card adds uniqueness to the landing page. In addition, the map itself has a thematic focus, which makes the landing page very cool.
TOP of the best landing pages contains interesting and effective solutions. The next landing has a small block of advantages, which is located immediately below the block with the USP. The block of benefits is designed separately and answers the client's questions of cost, and also strengthens the desire through discounts.
And one more selling landing page that reveals the advantages of the company and the benefits for the client. The principle of the company's operation, which suppresses existing fears, is described as advantages.
Increased desire thanks to a small block of benefits
At the same time, the company demonstrates the benefits for the client not only by using high-quality products during the procedure, but also by hinting that cosmetics are on sale. This is what the button with the CTA indicates.
Trust block on the landing page
A trust block is not a mandatory requirement for a landing page, unlike, for example, a call-to-action block. However, it helps the user decide on the target action. After all, the landing page, based on its specifics, does not provide for a large amount of informational text about the company. Hence, it is better if the trust block is implemented in other ways. Let's see how the TOP landing pages dealt with it.
Option 1. Reviews
It is very practical and convenient to place a block of reviews on the site. A separate plus - photos of real people: not models, not pictures of people, frankly taken from the Internet.
Option 2. Video
Perhaps video is one of the most effective ways to influence a person. Video messages always increase trust due to direct contact with users who have already become customers and convey their emotions "live".
Option 3. Photos
Very often, photographs of real specialists who work in the company are posted as an increase in trust. In our case, it was decided to post real photos of the salon. Looking at them gives the impression of being elite. And the elite cannot be of low quality. Consequently, the credibility of the company is enhanced.
For sweets. Call to Action (CTA)
The first Landos has a "juicy" CTA, designed in the same style as the site. The desire to place an order is reinforced by a discount.
The only drawback is that the block is placed in the middle of the page. Ideally, you would place another call at the very end, instead adding small buttons that do not immediately catch your eye.
The next call to action contains not only a lead generating button, but also additional benefits for the customer. A very thoughtful appeal.
Rounding out our review is yet another call to action, designed in rich, eye-catching colors.
Let's sum up
As you can see, the selling structure of the selling page is the main and mega-important tool for increasing the conversion of the site. It cannot be said which of the structures shown in the best landing pages will be the most effective. Let's just say one thing: each structure should meet the needs of the target audience as much as possible and maximize the advantage of the company / product / service. Add a stylish and vibrant design to that and you're sure to get a stunning landing page conversion. Well, if you are not yet able to create your own selling one-page page, you can always order a landing page from us.
That's all! Like and subscribe to our blog so as not to miss the most interesting.
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Landing page is the face of your company on the World Wide Web; if the user doesn't like it, he will just close the page and forget about you. To prevent this from happening, we suggest exploring the best landing pages. The examples will help you navigate the creation of your own one-page page.
In this article, you will learn:
- What is a landing page
- Who is better to entrust its creation
- 13 tips for creating a landing page + good examples
- What should be a landing page for an online store
- Examples of high converting landing pages
What is a landing page
You can find a lot of materials and descriptions of practical examples on the topic of creating landing pages. This topic is really extensive, so it is difficult to collect all the methods and tips in one article, but we did it briefly, describing everything in an accessible language.
Landing page is a one-page site. Its task is to attract the attention of the visitor and induce him to take the action desired by the customer (purchase a product, subscribe to the newsletter, call, leave a request).
If we refer to the original value, landing page translated from English means "landing" or "landing page". Many such resources are widely represented on the Internet.
Three reasons to make a landing page:
- Good motivation. A high-quality landing page stimulates the visitor to take the necessary actions.
- Creation speed... The landing page is produced quickly enough, and the cost of work in this case is significantly lower than when writing a full-fledged website.
- The possibility of transformation. If necessary, making changes to the landing page will not be difficult.
Three tasks of the landing page:
- Selling a product. For this purpose, stimulating words are used ("buy", "leave a request", "call", "place an order").
- Collection of information. For this, the terms "subscribe", "learn more" are used.
- Spreading software through sales.
Algorithm for making sales using a landing page consists of four stages:
- visitors saw a link to the landing page (for example, 100 people);
- having become interested, made a click and made a transition (for example, 40 people);
- left an application (for example, 10 people);
- purchased a product (for example, two people).
A return of 2% is not a bad result. Of course, it cannot be called winning, but in this case there is room for further improvement.
A landing page is necessary for a company in the following cases:
1. Low conversion of the main Internet resource of the company.
If visitors quickly leave the company's website without making a purchase or other necessary actions, this indicates a low conversion rate. At the same time, the enterprise may not have the resources to restart this site or create a new one, the selling capabilities of which will be significantly better.
PP / OP * 100%,
where PP is the number of users who made the target action, OP is the total number of visitors to the resource per day.
For example, in 24 hours your site was visited by 360 people, 18 visitors subscribed. In this case, the conversion will be 5%.
In Runet, the average conversion rates of sites fluctuate at the level of 0.5%, while the conversion of landing pages shows from 5 to 10%. This difference demonstrates the clear advantage of the landing page over full-fledged websites.
2. Launching a new product.
In this case, it is necessary to place contextual advertising on the landing page, identical to the banners that will appear among search engine visitors when entering the necessary queries.
3. Solution of a specific problem.
Many marketing tasks can arise at once, so it is inappropriate to change the main site of the company for them. To solve them, a landing page is created.
However, in order for it to really "work", you need to take the following actions:
However, it is a mistake to think of a landing page as the only communication channel. He is an auxiliary tool. The main actions are carried out with the help of a blog, e-mail marketing, etc. Putting everything on a one-page page is extremely ineffective.
If a visitor wants to find your company using search engines, examples of a constantly updated corporate blog, communication on your pages in social networks will help him understand that the company does not exist on paper. Therefore, it will be easier for him to decide on a call or an application by returning to the one-page.
In simple terms, this is an example of a selling landing page that “works” in conjunction with the company's other marketing resources to enhance the sales force.
Who to entrust the creation of your landing page
Your landing page should have clear instructions
The image above shows an excellent example of a landing page that does not sell or asks to download, but it is very effective, since it contains information of interest to visitors in a concise and accessible form (in particular, the search for original auto parts).
A laconic design, a clear offer that meets the requirements of a huge number of thematic queries, a clear instruction - this is an example of a high-quality landing page.
Call to action clearly
When a visitor visits the site for the first time, he automatically starts looking for an answer to his question, thanks to which he made the transition to your landing page. The less time is spent searching, the higher the chances of getting that client. The statistics are merciless: 80% of the target audience leave the page in the first 15 seconds. Causes:
- It is impossible to immediately find the information of interest.
It is not for nothing that this material constantly mentions the stimulating words “subscribe”, “order”, “buy”, etc. Such an appeal immediately attracts the attention of the visitor. Someone may find this example funny, but if your landing page has a big red button labeled “buy now”, it can give a great result.
- No specific offer.
Numerous animations, Caps Lock, indistinct page navigation disorient the visitor who cannot find the button responsible for buying or receiving newsletters and wants to get out of this chaos as soon as possible.
To add specificity to the call and make it clear, you need to follow the rules:
- Two rectangular red buttons with a capacious verb in the center, placed at the beginning and at the end of the page.
- Make the text as clear as possible... Any visitor should immediately understand what he will receive as a result of certain actions.
- It is inadmissible to distract from the main thought “rubbish"(Incomprehensible graphics, non-thematic images, third-party banners, etc.).
- The uniqueness of the product is emphasized by the numbers. Leave the synonymous, praising adjectives to your competitors. The visitor should see the mathematically expressed results of the application of your product, especially when comparing with analogs. The red button must accompany these examples.
- Demonstrate to the client how beneficial your offer is. It is also better to use numbers here.
But don't think of a customer as a newbie to online sales by using obvious advertising gimmicks or using them in abundance. The visitor will find such an offer unnecessarily intrusive and will probably leave your landing page.
Consider relevance
Contextual advertising and landing page must be relevant, that is, their content must meet each other and the expectations of a potential client. Otherwise, a visitor who clicks on a thematic banner and goes to your landing page will not be able to immediately find the information of interest and, most likely, will leave the resource.
It is necessary to efficiently generate a landing page for each traffic channel (social networks, contextual advertising, etc.).
Above is an example of a high-quality landing page using a large number of keys.
Prepare responses to customer objections
Only one in 10 customers purchases a product without hesitation. Most landing page visitors carefully weigh their choice for fear of fraud or product dissatisfaction. Fears may also be based on the customer's desire to keep the purchase secret.
Such fears are natural and unavoidable. Therefore, the landing page text should anticipate them in advance and reassure the client. Add compelling arguments to your content that can finally dispel all doubts:
- Return guarantee. The client must be sure that he will be able to return the product he did not like within a certain period of time.
- Free testing, which gives the customer the opportunity to try the product without prepayment.
A selling example of a landing page is the landing page of a vocal studio offering online singing lessons.
What should be a landing page for an online store (examples)
Any purchase on the Web is necessarily accompanied by filling out a large number of registration forms and many iterations related to account verification, etc. Such actions take a long time and cannot be avoided. This approach forces some visitors to abandon the purchase.
Landing page does not require registration and account confirmation. After filling in a few lines, the data of the visitor is automatically entered into the client base, while he gets the opportunity to order a "call back".
Do not forget that landing page conversion is often 10 times higher than that of a full-fledged website. The multi-page format of a web resource can confuse a visitor who, at times, forgets about the original purpose of his “visit”.
The one-page does not allow this, because the information on it is presented extremely clearly and concisely, and the offer itself is laconic and encourages a person to take the necessary actions. When converted to mobile devices, the landing page leads to an increase in sales (growth rates reach 30%).
When a one-page site is equipped with a catalog and full-fledged online store capabilities, it is able to increase sales of one product category. The product is placed on the landing page and sold from there. Or, from a one-page page, the visitor is directed to the catalog on the product page.
If a shopping cart is placed on the landing page, it automatically becomes a store. The client quickly learns all the information of interest and makes a purchase in one click.
Landing page for selling watches
Watches were, are and will be one of the most demanded goods. Depending on the functionality, they can be a sign of a certain status and perform specific tasks. Such a wide range of opportunities generates huge competition in this niche, and it is extremely difficult to win a leading position here.
A selling landing page is perfect for this purpose. For example, to go to a one-page page, you can use teaser, targeted and contextual advertising, social networks.
For a landing page to set your watch apart from the competition, it must have an original structure, attractive design, and meaningful content. To do this, you must follow the recommendations:
- It is best to use images from your watch store for posting on your landing page. As a rule, stock photos are too "hackneyed", so they will not inspire confidence among visitors. With the help of the picture, you can create a certain mood in the client, so you should think over the idea of the picture in advance.
- If the visitor is not completely sure of his choice, he will add several options to the basket. Most likely, none of them will meet absolutely all wishes, and the purchase will not be completed. Make a choice for the buyer, stylistically highlighting the best option.
- You can post photos of employees or a manager. This "humanization" of the landing page will help increase customer loyalty.
- Any purchase is emotionally charged. Show visitors how people feel about buying a watch and subsequent ownership.
- To increase the loyalty of new customers "work"
What should a landing page look like in terms of efficiency? What blocks should it contain and how should these blocks look? After reading the article, you will get answers to these questions and see what the best landing pages look like.
1. Title with USP
The perfect 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 proposal.
The title is placed at the top of the landing page, at the user's eye level. Big, bright, intriguing.
The bounce rate depends on the title.
Here are some examples of headlines for our company's best landing pages.
2. Descriptor
The descriptor also affects the bounce rate, albeit less so than the title. Usually consists of a logo, company name, slogan, or a few words about services or goods. Placed at the top left or in the middle.
In the event that the landing page has a heading with a USP, the descriptor is made modest - a logo plus a name.
The best landing pages always contain the original descriptor.
3. Block with contact information
Typically located in the upper right corner. A comprehensive contact block contains:
- real phone number;
- email;
- button "Callback".
The call is necessarily used - a request to call.
4. Attractive image
An image means a background - a large picture, on top of which a title, a capture form, and other blocks are placed.
In an ideal landing page, the image corresponds to the theme of the site, is original and interesting. The background color is different from the font color of the title so that they do not merge.
In the screenshots, you see beautiful landing pages with attractive images.
5. Forms of capture
A single-screen landing page contains one capture form, a long one - 2 or 3 forms. The first form is adjacent to the heading - next to it or below it.
The capture form contains columns for entering a name and phone number. A call to action describes additional benefits (gift, discount, additional service) that prompt the visitor to send data immediately.
If there is a promotion on the landing page, the capture form contains a countdown timer.
These are the forms of capture that we equip the best landing pages of our clients.
6. Block with benefits for the client
This block perfectly bypasses the objections of visitors. The block contains 3–8 points.
The block has the following structure: a text describing the benefits and a thematic picture for each item. The arrangement of points is horizontal or vertical. In an ideal block, all paragraphs have the same amount of text, and key sentences are highlighted in color or bold.
7. Customer feedback
The block with reviews is the key one in the landing page.
The landing page must have real testimonials from at least three clients. An ideal option is a scrollable window, such as a slider that can accommodate 5-10 reviews.
Each review:
- contains the name and real photo of the client;
- content with key details that will positively affect landing page conversions.
Here are examples of blocks with reviews on the best landing pages of our studio.
8. Tariffs or service packages
Buyers love to choose from several alternatives. Therefore, an ideal landing page offers a choice of 2-3 tariffs or packages. It doesn't matter if the landing page sells goods or provides services, the site must have a block with tariffs.
The rates should 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 by looking at the portfolio or case studies that the visitor decides to take the target action.
A competent portfolio contains only the best works, beautifully designed, does not take up much space. For decoration, it is better to use a slider, with which visitors will scroll through the images.
Having looked 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 a company or author in the footer.
In the case of a company, there must be a map with the indicated office location. In the case of the author, all kinds of contacts.
The final capture form is also placed here.
An ideal landing page contains all of the above elements. However, for a landing page to really be effective, all of its blocks must be correctly combined into one composition. And also add meanings, thanks to which visitors take conversion actions on our landing page.
