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Landing Page: principles, design, efficiency
A customer has seen an advertisement for your shop. An online banner, a few lines, a bright image caught his eye. Where will his curiosity lead him? To your website, perhaps? And what if there is no website? Then you need a landing page - a place on the internet where you store the information you want to share in a condensed form.
A landing page is created for a specific event, product or service and motivates the user to take a specific action. For example, sign up for a newsletter, buy a conference ticket, request a quote or simply download a presentation. Unlike a website, a landing page asks the user to do something.
A landing page can be a small business card page, quickly put together in a website builder. And a Facebook ad, and even an Instagram post! And it doesn't matter how it's built or where it's hosted. It's the other stuff that matters. Let's talk today about the principles of landing page effectiveness. There are only four.
A landing page is created for a specific event, product or service and motivates the user to take a specific action. For example, sign up for a newsletter, buy a conference ticket, request a quote or simply download a presentation. Unlike a website, a landing page asks the user to do something.
A landing page can be a small business card page, quickly put together in a website builder. And a Facebook ad, and even an Instagram post! And it doesn't matter how it's built or where it's hosted. It's the other stuff that matters. Let's talk today about the principles of landing page effectiveness. There are only four.
I. Completeness and reliability of the information
A post on social networks is sometimes enough to convey information, to push a decision, to tell about a new product, to announce a promotion. A short description, good photos, motivation and nothing superfluous.
A small business card page can easily accommodate the main characteristics of a product or service, as well as detailed information about its benefits, how to use it, prices, any restrictions or deadlines. Graphics, colours, fonts, photos, images, videos - everything should be harmonious, attractive and consistent with the overall style.
II. Excellent structure
The clearer the structure of the landing page (headings, takeaways, numbering, summary information) - the more likely the user will stay on the page and be interested in the offer. Important: product description, list and summary of key benefits for the customer, call to action.
A clear and logical page structure helps visitors navigate quickly and find the information they need. Dividing content into blocks using headings, bulleted lists, paragraphs and highlighting keywords helps improve readability. For example, a landing page for an online course can have separate blocks for the course description, syllabus, student testimonials and instructor information, making the information easier to digest.
A post on social networks is sometimes enough to convey information, to push a decision, to tell about a new product, to announce a promotion. A short description, good photos, motivation and nothing superfluous.
A small business card page can easily accommodate the main characteristics of a product or service, as well as detailed information about its benefits, how to use it, prices, any restrictions or deadlines. Graphics, colours, fonts, photos, images, videos - everything should be harmonious, attractive and consistent with the overall style.
II. Excellent structure
The clearer the structure of the landing page (headings, takeaways, numbering, summary information) - the more likely the user will stay on the page and be interested in the offer. Important: product description, list and summary of key benefits for the customer, call to action.
A clear and logical page structure helps visitors navigate quickly and find the information they need. Dividing content into blocks using headings, bulleted lists, paragraphs and highlighting keywords helps improve readability. For example, a landing page for an online course can have separate blocks for the course description, syllabus, student testimonials and instructor information, making the information easier to digest.
III. Ability to quickly and easily edit, add information
Who makes the landing page? Where to find someone who can quickly correct a few lines, change the image, change the font? Very often this point becomes a stumbling block in the way of a beginner, and not only a businessman.
A beautiful landing page is ineffective and detrimental to the business if you have to get a designer, web programmer and layout designer together to change a single digit. It's easier to create a FB post that can be easily edited and changed. Add a carousel of photos, structured and salesy text, CTA and contacts.
Who makes the landing page? Where to find someone who can quickly correct a few lines, change the image, change the font? Very often this point becomes a stumbling block in the way of a beginner, and not only a businessman.
A beautiful landing page is ineffective and detrimental to the business if you have to get a designer, web programmer and layout designer together to change a single digit. It's easier to create a FB post that can be easily edited and changed. Add a carousel of photos, structured and salesy text, CTA and contacts.
An effective landing page should be flexible and easy to customise. By using easy-to-use content management tools or platforms with quick editing capabilities, you can update information, add new blocks and change text without having to make complex changes to the structure. This is easy to do with Tilda or Wix website builders.
IV. Test sales
The fastest way to test an idea or product is to create a landing page and drive traffic to it through contextual or targeted advertising. When using a social media post as a landing page, remember that you are targeting a 'cold' audience, which will increase testing time and traffic. If there is no website or social media, you can run ads on lead forms or lead ads. Lead forms allow you to collect information (name and phone number, email) or leave a request for a product of interest in two or three clicks.
Whatever the landing page, it is important to test different content options and monitor their effectiveness. TONOP software allows you to analyse metrics to evaluate the effectiveness of landing pages. TON OP doo ltd's TON toolkit can be synchronised with business intelligence reports. Analysing conversions, time spent, CTA clicks and other metrics helps to understand how the landing page, and therefore the information, is perceived by the user.
IV. Test sales
The fastest way to test an idea or product is to create a landing page and drive traffic to it through contextual or targeted advertising. When using a social media post as a landing page, remember that you are targeting a 'cold' audience, which will increase testing time and traffic. If there is no website or social media, you can run ads on lead forms or lead ads. Lead forms allow you to collect information (name and phone number, email) or leave a request for a product of interest in two or three clicks.
Whatever the landing page, it is important to test different content options and monitor their effectiveness. TONOP software allows you to analyse metrics to evaluate the effectiveness of landing pages. TON OP doo ltd's TON toolkit can be synchronised with business intelligence reports. Analysing conversions, time spent, CTA clicks and other metrics helps to understand how the landing page, and therefore the information, is perceived by the user.
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TON OP DOO LTD
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg