A landing page (landing page) is the most striking example of direct marketing, "beating" the buyer's mind with proven facts and benefits from a specific action:
- Purchasing a product or service.
- Following the link for detailed acquaintance with the site (product).
- Subscriptions for email updates and news.
- Recommendation of the site (product) to other users.
- Comment or provide feedback.
Conversion, which measures the effectiveness of a landing page, is the ratio between clicks on the main button and the number of unique visitors, and is also the goal of the landing page - turning a random guest into a buyer (subscriber, reader, commenter).
Creating a landing page begins with the search for a unique selling proposition (USP) - a characteristic that distinguishes a particular product (service, site) from others. When formulating it, you must:
- Based on the needs of the target audience.
- Speak benefits, not features.
- Start from a qualitatively expressed premise - a fact known to all, actingreference point of all reasoning.
USP is supported by a value orientation. It can be a low price or a discount, a free bonus, a long-term or immediate benefit, a comparison with an already known and effective product.
USP is the basis for writing all landing page content. The first part, located at the top of the page, includes:
- An eye-catching headline that convinces the user in 2-4 seconds that he has come to the address.
- An enticing sub title that sparks interest and makes a person read the content further.
The second part of the content, dedicated to the uniqueness of the product, is based on the benefits of the visitor. It is necessary to choose 3-5 main advantages that act on the “pain points” of a person: a quick solution to the problem, a benefit that meets the expectations of the target audience. The use of bulleted lists, videos and infographics contributes to the visibility and effectiveness of the landing.
A call to action is what a landing page is pointing to, so it should be the starting point when merging content and design. When designing a button or window that meets the purpose of the landing, one should be guided by simplicity and accessibility:
- Clear message ("Register now", "Subscribe").
- Bright colors that draw attention.
- Location at the top of the page.
The landing page must include strong evidence that the proposedthe product really works. Using statistics in numbers, customer and user reviews, and well-known names or organizations will help build credibility.
The final text of the landing page should dispel the last fears and doubts of the person to whom the landing page is oriented. An example of a guarantee: the possibility of returning the goods and the money paid, payment after receipt, confidentiality of the input data.
