What is a Landing Page? How to create a Landing Page?

It's no secret that advertising is one of the ways to fight for a client. It can have a wide variety of manifestations, but the main goal will always be one - the attention of the audience. The Internet has recently received so-called landing pages that are designed to attract users and turn them into customers, customers, subscribers and other groups loyal to the company or product customers. This type of online advertising is very effective and is often one of the main factors for winning the trust of a large audience. In this article, we will tell you in detail about what a Landing Page is, how it works and what you need to know to create a successful landing page.

Landing page: the concept and reasons for creating

Surely you have repeatedly encountered this phenomenon, surfing the Internet. Perhaps you just did not know that you are dealing with a skillfully disguised advertising product. However, after reading the article, it will not be difficult for you to recognize it. So, what is a Landing Page? The term originated from the English landing page and is translated as "incoming / target or selling page". It is a web page that contains important information about a product or service and is used to enhance the effectiveness of advertising and increase the audience. They fall on it simply - through the banner of an online ad or a link in a search query. Often, the transition to lending-paging is carried out from email-lists, social media, as well as various advertising companies in search engines.

The reasons for creating a landing page are obvious. They can be divided into three groups:

• Encourage the user to subscribe to the newsletter or simply register on the site;
• Push to download or install any software;
• To sell a specific product in the conditions of promo-action, sale, etc.

If we summarize the reasons described above, then we can formulate such a purpose for a Landing Page: turn an ordinary visitor into a buyer / subscriber and induce him to take a specific action. I must say that landing page with this excellent job.

Landing page classification: types and types

We figured out what a Landing Page is and what it's for. However, it is important to know and another - how it looks. There are several options for creating a landing page.

Types of landing page

Let's look at the most popular types:

• Main site;
• Microsite;
• Autonomous.

Some companies create a landing page for highlighting several pages of their main site. Such an implementation takes place, but in most cases it is ineffective. This is due to a large number of navigation elements in the design of the site, which divert the user's attention from the advertising page.

More effective in this situation will be a separate microsite, consisting of three to five pages of advertising nature. They contain, at a minimum, information about the product / service (only the most necessary), many attractive pictures, video clips. A microsite is usually used to conduct advertising campaigns by large companies.

The most popular type of landing page is an autonomous landing page. It is also called CTR-lending. What it is? This is a detailed advertising proposal, the main task of which is to encourage the user to take action right now. Prefix Clickthrough rate means clickability (the ratio of the number of people who have moved to the page by the banner, to the number of its impressions). Its main attributes are minimalist design, calling for slogans, an emphasis on the advantages of this proposal, large buttons, countdown timers. This page is considered the most effective method of attracting users.

Types of landing page

There are also several main types of landing page. It:

• Virus;
• Lead pages;
• Advertising.

Viral lending-page does not contain explicit advertising. Here it is disguised as an article, video or game, with the company logo usually located somewhere in the corner / side and "acts" unobtrusively. In this case, the effect is achieved through the user's adaptation to interactive entertainment, which as a result creates a subconscious confidence in the company / brand.

Lid-page is used, as a rule, in the course of marketing research. It helps to collect information about the target user of the product / service through tools such as questionnaires. Then, based on the received data, an effective proposal is formed.

Advertising landing page is an aggressive form of influence on the visitor. It contains a large amount of graphic, textual information, video material. It is aimed at motivating to action through a powerful flow of information influence.

Creating a Landing: Basic Rules

Before you talk directly about creating a landing page, you need to understand what a Landing Page is from different points of view. Here we can distinguish at least three sides:

• Technical - a web page consisting of various elements (HTML, CSS, texts, graphics, video);
• A business page that prompts the visitor to a specific action in order to obtain a profit (purchase / subscription);
• User - the page to which he came by a link from the search engine / another site / through the banner.

Taking into account all these aspects of the landing page, it is possible to formulate the main criteria by which a good lending-page can be built. And the first is a call to action, or call to action. In order for it to work, you must follow the following rules:

• Express clearly - clearly tell the user what he needs to do and what he will receive as a result;
• Limit the number of appeals - the fewer of them, the faster the visitor will perform the required action;
• To have additional information in stock - it eventually becomes a decisive factor for making a final decision;
• Use buttons - they should be noticeable and prompt to commit a click.

However, before seeing the call, the user should linger on the page. And for this you need to use the correct headers. They must meet the following requirements:

• Be simple and short;
• Be attractive in terms of design (layout, font);
• Be capacious, contain relevant words.

It is also important that the page itself is pleasant and understandable to the user. To do this, it should be made as simple and convenient as possible, but attracting attention. What is important to observe:

• All elements of the page-paging should be prompted to action;
• One main page must have one main call-to-action;
• On the page itself there should be a lot of "air" (free space);
• Elements should be located in a clear logical sequence;
• To guide the view, use graphic elements;
• It is desirable to divide the parts of the page with contrasting colors.

In addition, there are a number of additional techniques that will make the page more efficient. What is a Landing Page, if not a motivator for a momentary action? And to make it at the moment can induce any restriction - shortage of time, product, etc. To create a sense of urgency, place on the page the countdown timers remaining until the end of the discounts or the counter of the number of available goods.

Another important point - to convince the user of absolute safety and reliability in the performance of any action. To do this, place on the page social data from authoritative web services (for example, the number of likes in "VC" or "Facebook"), do not use fake reviews and statuses, install elements of trust next to calls to action.

Following these simple but important tips, you will be able to create an effectively working Landing Page.

Conclusion

Advertising is the engine of any business. On the Internet, it takes on special forms and manifestations. In this article, we looked at what a landing page is and how it works for business. Also learned about what it is, what it includes, what rules must be followed to create a good landing page. Use the suggested advice to create a landing page for developing your own business. Good luck!