Лендинги что это: Что такое лендинг — обзор для «чайников» от А до Я

Что такое «лендинг» и как сделать его эффективным?

Посадочная страница или Landing Page – что это и зачем она нужна, если уже есть сайт или онлайн-магазин? На первую часть вопроса ответим сразу. Определение лендинг пейдж пришло к нам от американских маркетологов. В переводе оно означает автономную интернет-страницу, цель которой побудить человека выполнить конкретное действие: купить, позвонить, заказать выезд замерщика. Лендинг лаконично закрывает одно действие конверсии, что позволяет посадочной странице бить все рекорды эффективности.

На вторую часть вопроса ответим ниже.

Преимущества лендинга

Посадочные страницы работают в связке с контекстной рекламой, поэтому первым существенным достоинством эксперты считают быстрый рост продаж. Собственно сам лендинг пейдж внедрялся в интернет-маркетинг с целью оптимизации конверсии. Отметим также:

1. Конкретность, точное соответствие страницы поисковому запросу пользователя. Принцип последовательности строго соблюдается в лендингах – это секрет эффективности. Человек, кликнувший на объявление в выдаче поиска или на другой рекламной площадке, переходит на целевую страницу и видит релевантное его запросу торговое предложение. Конкретность УТП, фразовое соответствие побуждает посетителя читать дальше и больше располагает совершить целевое действие.
2. Нет отвлекающих факторов, внимание концентрируется на продукте. Удобство лендингов для навигации неоспоримо. Пользователю комфортнее скроллить, изучая торговое предложение на одной странице, чем переходить по разделам сайта и ждать загрузки нового окна. Ещё плюс – на ленде нет ссылок, которые уводят посетителя со страницы, тем самым рассеивая его внимание. Но есть несколько форм захвата и СТА, которые побуждают совершить одно целевое действие, не откладывая на потом.
3. Удобство сбора статистики, простота тестирования. На лендинг пейдж легко проследить изменения конверсии при А/В тестировании УТП, текстового и графического контента. Это поможет найти тот вариант страницы, который генерирует максимальное количество лидов. С Landing Page проще собирать данные для анализа из-за того, что работа ведется с одним целевым действием.
4. Простота реализации. По сравнению с онлайн-магазином или корпоративным сайтом, лендинги создаются за 3-7 дней. Это если начинать с нуля – маркетинг, дизайн, тексты. Когда вся начинка готова, посадочная страница у специалистов делается за 1-2 дня. Часто стартаперы используют сервисы конструкторы для самостоятельного создания лендингов. Главное знать структуру, но об этом чуть позже…

Типы лендинг пейдж

В интернет-маркетинге принято делить лендинга на три подтипа: небольшие сайты (до 10 страниц), самостоятельные LP, адаптированные под определенное целевое действие страницы большого ресурса. Например, третий тип часто применяется в онлайн-магазинах как приземляющая страница для нового товара.

Также выделяют несколько видов лендингов:

1. Конверсионные площадки или CTR-лендинги. Это вторая ступень воронки продаж, то есть продолжение контекстного объявления. Совершая переход с рекламной площадки на такую страницу, посетитель получает подробную информацию о продукте и совершает или не совершает целевое действие.
2. Главная страница ресурса также легко адаптируется под лендинг. Такое решение помогает продвигаться, используя SEO и контекстную рекламу для генерации потока лидов.
3. Автономные LP или микросайты. Это небольшие ресурсы в сети, заточенные под конкретные продукты или услуги. Используются в связке с контекстной рекламой и SEO.
4. Захват лидов. Цель лендов – собрать максимум контактной информации о целевой аудитории. К таким видам относят подписные страницы, e-mail-рассылку, горячие линии и другие. Посетителю предлагается интересный бонус, скидка за контакт.
5. Вирусные лендинги. Задача страниц завлечь аудиторию контентом, повысить доверие и побудить к целевому действию, не показывая рекламы. Распространяются они в 90% через соцсети.

Структура Landing Page

Основной принцип LP – конвертировать посетителя в клиента. В 80% случаев человек проходит пять стадий воронки: внимание к предложению, интерес – узнать больше, желание приобрести/заказать, действие – покупка, удовлетворение потребности. Эти шаги отражены в структуре лендинга:

1. Первый экран – внимание. Что замечает раньше всего пользователь на странице? Правильно – картинку и заголовок. Поэтому на первом экране показывается УТП и графический контент. Предложение должно быть релевантно запросам ЦА и точно бить в её ключевые потребности. К главному заголовку часто приписывают подзаголовок, который раскрывает преимущества оффера. Здесь же размещают кнопку или форму захвата, чтобы сразу генерировать теплых лидов.
2. Второй и последующие экраны раскрывают предложение для тех пользователей, которые хотят узнать больше. Сюда относят подстройку под аудиторию, описание продукта и как он решает проблем ЦА. Также делают сравнение с аналогами на рынке, работают с возражениями, предъявляют социальные доказательства – отзывы, благодарности клиентов. Задача одна: заинтересовать посетителя и вызвать у него желание купить продукт, «не отходя от кассы».
3. На последнем экране размещают лид-форму с призывом к действию СТА. Если лендинг длинный, такие формы захвата уместно расставлять и в середине после важного блока информации.

Как создавать и продвигать Landing Page

Создание LP начинается с проработки маркетинга и контента посадочной страницы: пишутся УТП и заголовки, побуждающие тексты, призывы к действию. После чего подбирается визуальный ряд, создается дизайн. Следующий этап – программирование и верстка проекта.

В большинстве случаев разработать эффективную страницу можно с помощью специалистов рекламных и маркетинговых агентств. Часто обращаются к фрилансерам на биржи. Стартаперы с небольшими бюджетами пользуются онлайн-сервисами для создания типовых страниц. Вариантов множество и все зависит от финансовых возможностей и запросов владельца бизнеса.

Для продвижения лендинга используют несколько каналов:

1. Контекстная реклама. Связка LP и контекст одна из самых популярных. Рекламодатель платит системе за клик-переход пользователя по объявлению (PPC). Дальше в работу включается посадочная страница и только от её эффективности зависит, конвертируется ли посетитель в лид или уйдет без покупки.
2. Реклама в соцсетях подкупает своей доступностью и малыми затратами. Здесь лучше всего работают вирусные LP. Охват лояльной аудитории не меньше, чем у поисковиков.
3. E-mail рассылки. Здесь лучше всего работают подписки, напоминалки, акционные страницы. Цель не продать в лоб, а привлечь пользователя на основной сайт.
4. Продвижение в тематических форумах, блогах. Дать ссылку на лендинг в переписке не зазорно, если есть авторитет и доверие среди участников.

Теперь мы знаем, что такое Landing Page и зачем использовать посадочную страницу в интернет-бизнесе. Изучили виды и структуру LP, узнали, как создавать и продвигать такие сайты в сети.

90000 What Is a Landing Page? Landing Pages Explained 90001 90002 90003 In digital marketing, a 90004 landing page 90005 is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor «lands» after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web. 90006 90003 Unlike web pages, which typically have many goals and encourage exploration, landing pages are 90004 designed with a single focus or goal 90005, known as a call to action (or CTA, for short).90006 90003 It’s this 90012 focus 90013 that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale. 90006 90003 Here’s where landing pages might fit into your marketing funnel: 90006 90017 90003 As you can see, the landing page exists after prospects at the top of the funnel click a link in an ad, email, or anywhere else on the web. It’s where the conversion (like a purchase, signup, or registration) will take place.90006 90020 Q. Wait, can not any page be a landing page? 90021 90003 Technically, sure. The term is used this way in Google Ads and Analytics, for instance. But not all destination pages are made equal. At Unbounce, we use the term «landing page» to describe 90004 a campaign-specific page with just one single call to action and no website navigation. 90005 90006 90026 The Key Difference Between a Homepage and a Landing Page 90027 (or Why Landing Pages Are So Freakin ‘Good at Converting) 90028 90003 Below we’ve got a homepage and a landing page laid out side by side.See how the homepage has 90012 tons of links 90013 and the landing page has only 90012 one 90013? That’s pretty typical. 90006 90035 90003 While the homepage has dozens of potential distractions-you can basically call ’em «leaks» instead of links-the landing page is super focused. Having 90004 fewer links on your landing page increases conversions 90005, as there are fewer tantalizing clickables that’ll carry visitors away from the call to action. That’s why expert marketers always use a dedicated landing page as the destination of their traffic.90006 90003 Sure, the homepage looks amazing. It shows off the brand, lets people explore a range of products, and offers additional info about the company and its values. From here, a visitor can go anywhere-apply for a job, read some press releases, review the terms of service, post on the community boards, etc. 90006 90003 But they will not necessarily make a purchase. And that’s the point. 90006 90003 The landing page for this customer serves a completely different purpose. Paired with super slick ads that promote a single offer, everything about it works hard to turn these visitors into 90012 customers 90013.It’s doing a better job to convert the traffic the brand’s already getting. That’s the power of landing pages! 90006 90048 90026 Have another question about landing pages? 90028 90003 We hear ya. Here’s three questions people often ask us: 90006 90003 90004 1. What do I need to include on my landing pages? 90005 90006 90003 90004 2. I have a landing page, but how do I know how good it is? 90005 90006 90003 90004 3. What’s the best way to get started creating a landing page? 90005 90006 90048 90020 Q.Why not just pay to increase my traffic? 90021 90003 Running ads or email campaigns gets costly and search engine optimization can take a very long time. By using landing pages, you’ll 90004 convert more of your existing visitors 90005 and stretch those all-important resources (money and time, we mean) further. 90006 90026 Types of Landing Pages 90028 90003 You’ll see a lot of variation out there, depending on the specifics of the business, but there are really two archetypal landing page (defined by their goals): 90006 90076 90003 90004 Lead Generation Landing Pages : 90005 Also called «lead gen» or «lead capture» pages, these use a form as their call to action.This form almost always collects lead data, like the names and email addresses of visitors. (You can read some expert-certified lead gen strategies here.) 90006 90003 B2B marketers and companies selling high-ticket items use this type of landing page to build a list of prospective customers. They sometimes offering something free, like an ebook or webinar, in exchange for contact info. Ecommerce brands can also use these pages for list-building, or offering free shipping or special deals, too. 90006 90003 90004 Clickthrough Landing Pages: 90005 Frequently used by ecommerce and SaaS (software-as-a-service) marketers, clickthrough pages go straight for sales or subscription.Usually, they have a simple button as the call to action that sends the visitor into the checkout flow (like the app store) or completes a transaction. 90006 90026 Driving Traffic to Landing Pages 90028 90003 You’re going to need to fill that funnel full of visitors for your landing page to work. Fortunately, you’ve got a lot of options. Let’s explore some of the more common sources of traffic to landing pages. 90006 90020 Paid Search Traffic 90021 90003 Most search engines include paid advertising.When someone looks something up (say, «cheese of the month club») these ads appear clearly marked-but not too clearly marked-in the search results. Here’s a typical example from Google: 90006 90095 90003 Unlike the other results on the page, 90004 pay-per-click ads 90005 are prepared and paid for by marketers. Someone who clicks will be primed by your charming copy (and, sometimes, your visuals). And you’ve likely targeted them based on their search term, demographic data, or interests revealed by their browsing history.90006 90003 Crucially, when you create an ad, you get to choose where the link takes your visitor. Yes, you could choose to send them to your homepage. But, as we’ll explore below, it’s much better to create a standalone landing page that 90004 matches your ad copy and offers a clear call to action 90005. 90006 90020 Paid Social Traffic 90021 90003 Running ads on social media sites like Facebook, Instagram, Twitter, or LinkedIn is a kickass way to target people and communities who’ll be particularly interested in your brand, regardless of whether they’re in the market yet.90006 90003 Instead of people searching for «cheese of the month club,» you might advertise to people who’ve added «cheese appreciation» to their list of interests in their Facebook profile. The beauty of it is that you can 90004 connect with customers before they start to look for your product 90005 -or before they want it! 90006 90003 Aside from offering advanced targeting features, each social channel has its own characteristics. Instagram, for example, works well for products and lifestyle brands with a strong visual appeal.On the other hand, B2B advertisers prefer to use LinkedIn to reach professionals working in specific industries. 90006 90020 Email Campaigns 90021 90003 Email is often touted as the most effective marketing channel out there because of its 90004 enormous reach (and low costs) 90005 compared to other platforms. A 2018 study by the Radicati Group projects that there’ll be 4.2 billion email users by 2022. That’s more than half the planet! 90006 90003 A powerful combo of emails and landing pages can be used both to nurture existing relationships with customers and to acquire new ones.After building a list of contacts, your carefully crafted email lets you entice readers with your offer, while the landing page fills in the details and directs visitors toward a call to action. 90006 90020 Organic Search Traffic 90021 90003 The term «organic traffic» refers to any visitors who come from an unpaid source-like the bottom half of Google or Bing search results (SERPs). By creating compelling, legitimately useful content on your website or landing pages, you can ensure that your business appears more frequently in related searches.The higher your content ranks, the better. 90006 90003 Calling it «unpaid» is a little bit misleading, however. It does not mean there is not time and money invested in ranking. (If only!) There’s an entire field of professionals dedicated to squeezing as much organic traffic from Google as possible through a balance of careful strategy, technical know-how, and brilliant content creation. That’s search engine optimization (SEO) in a nutshell. (Read more about SEO for landing pages here.) 90006 90020 Q.Are there any other channels where landing pages work? 90021 90003 It’s impossible to cover every use case we’ve seen. You might run native ads during a podcast, for instance, or create interactive quizzes, or run traditional print ads with QR codes. No matter how you fill the top of your funnel, a landing page will help you make the most of it. 90006 90048 90026 Why Not Learn a Little Bit More? 90028 90003 Hey, you’ve got the fundamentals down. Now that we know what a landing page is, let’s look at the five key elements that every high-converting landing page should have.90006 90137.90000 Landing Pages vs. Homepages — spot the differences! 90001 90002 90003 From this article you’ll learn: 90004 90005 90006 90007 what are the differences between landing pages and homepages 90008 90007 which type of website do you need to fulfill your purposes 90008 90007 what do you need to create a landing page or a homepage. 90012 … and more! 90008 90014 90002 Businesses need their own place in the Internet for many various reasons. As an ambitious Business Owner you might, for example, want to share basic information about your company to let the world know where to find you.You might need to sell your products online or maybe encourage visitors to schedule a business meeting with you or one of your employees in order to discuss the details of your service. 90005 90002 Each of these purposes (and there is so much more!) Requires very different approach and a different type of a website as well. The decision is up to you, but we’ll try to make it easier! Check out these 90003 10 factors that differentiate landing pages from homepages: 90004 90005 90002 90022 90005 90002 To fully understand the differences between landing pages and homepages, let’s use a simple metaphor: building a website means taking people visiting it for a journey — we’ll call it a customer’s journey at some point.90005 90002 90003 In this vision, a homepage becomes a crossroad, while the landing page is a certain point 90004 somewhere on the road to destination. How does it apply to website matter? 90005 90002 Usually 90003 a company homepage 90004 is a comprehensive website, containing lots of subpages, links and available actions. It gives users an opportunity to make contact with the team, learn more about company’s mission and values ​​or even buy their products. In fact, a homepage serves as company headquarters available for anyone or a hub, connecting all important pages (such as blog or offer) in one place.90005 90002 90003 A landing page 90004, on the other hand, is mostly built to redirect traffic that comes from specific source (or sources). The content of a landing page focuses on a single goal — encouraging visitors to take a previously defined action. Also, landing pages are usually being built for marketing campaigns, not as a permanent part of your website. 90005 90002 In some situations, you might want to lead users to a crossroad and let them choose their path single-handedly, i.e.when you’re presenting a brand new company. By doing so, you’ll allow visitors to discover your website at their own pace. 90005 90002 Before you decide, let’s dive deeper into landing page-homepage differences. 90005 90002 90043 90005 90002 Not every homepage is the same. They fulfill different purposes and deliver different information. The same goes with landing pages. Get to know the most popular website types and learn how to distinguish them from one another. 90005 90006 90007 90003 Informational homepage 90004 — a website designed to deliver the most important information about your business: contact data, mission statement, products or services, as well as recruitment offers, if there are any.Example? 90003 Forest Preserve Foundation 90004 has the one: 90008 90014 90055 90006 90007 90003 Shop 90004 — if your company sells products, it’s crucial to build your webshop. It can be a part of informational homepage, but also it may replace it completely, if necessary, like 90003 Amazon 90004 did: 90008 90014 90064 90006 90007 90003 News or blog website 90004 — sometimes it’s the news or knowledge you want to share with the world in the first place. Need an example? Take a look at 90003 Redbull’s 90004 website: 90008 90014 90073 90006 90007 90003 Lead Generation landing page 90004 — built to acquire contact data from visitors and to eventually turn them into customers.Used in paid campaigns. Like this one: 90003 Landingi Rockstar 90004: 90008 90014 90082 90006 90007 90003 Click-through landing page 90004 — it is designed for users, who’ve already started their customer’s journey. A click-through page sets the next point on the road. See how it works at 90003 Pop up Maker 90004: 90008 90014 90091 90002 Next stop: are there any limitations on number of subpages? Let’s get to it! 90005 90002 90095 90005 90002 Another difference between landing pages and homepages is the number of (sub) pages.This time distinguishing them is much clearer than before: homepages always contains 3 or more (usually many more) subpages. Just take a look at head menu to get a feeling of complexity of a homepage: 90005 90099 90002 Homepages give visitors an opportunity to venture forth into a website and discover every page from there — and there’s always something to discover, i.e .: blog, log in page, products or services page, contact and much more. 90005 90002 Landing pages, on the other hands, usually consists of a single page and an attached thank you page, simple because there’s no need for more, unless it’s a part of a 90003 sales or marketing funnel 90004.In such case, a landing page can lead users further, but it would not offer any roundabouts or forks in the road, just a simple, straight line from starting point to a finish line (with optional stops on the way). 90005 90002 The difference between the complexity of homepages and landing pages arises from the goals they’re built to achieve. Without further ado, let’s dive in and digest some more info about possible goals. 90005 90002 90109 90005 90002 Every website should have its goal — usually a single one for landing pages, and multiple for homepages.For instance, if you build a website for a window-producing company, you might want it to serve a few purposes at the same time. 90005 90002 A dream website should allow your users to place orders for the products as well as browse through the offer. It should also contain valuable information: technical details, such as used materials, innovative technologies used in manufacturing the products and everything else that could be of use for potential customers. 90005 90002 Many companies out there carry also an educational mission, and to pursue it, they have their own blogs written or run their YouTube channels with educational videos.90005 90002 Of course, all this should work fast and smoothly, no matter how overloaded the website will be. 90005 90002 Let’s make it clear — 90003 achieving all these goals at once is far from possible 90004. Let’s dive into the most effective goals, suitable for both homepages and landing pages, so you could decide, which should you focus on at first. 90005 90006 90007 90003 getting traffic 90004 — having an utterly successful website is never possible without significant traffic.The larger amount of visitors on your homepage does not guarantee more conversion or sales, but is necessary to get them. You can drive some traffic to your page with content and its distribution, as well as with paid ads. Do not forget to measure your goal completion with Google Analytics or similar software. 90008 90014 90129 90006 90007 90003 lead generation 90004 — collecting great amount of high-quality (a.k.a warm or hot) leads (that is the contact data of potential customers) is a typical goal for landing pages, but can work on homepages to some extent as well.The most popular information you can get via lead generation, is an e-mail address. It is also one of the most effective data, because it provides an opportunity to establish a regular contact with the lead. A lead generation process is one of the pillars of online marketing and e-commerce, greatly helpful in building a customer’s base. 90008 90007 90003 better search ranking 90004 — trying to improve your brand recognition can bring your company a much desired attention … so does a significant rank in search engines.Of course, it’s yet another long-term goal, that can not be achieved overnight. Start with selecting efficient keywords and optimize content on your website or landing page. Strengthen your efforts with backlinking strategy and guest posting. Be sure to check your results every now and then. 90008 90007 90003 user engagement 90004 — building up a website is tough enough without thinking of how to make it appealing and engaging for the visitors. Let’s make it even more difficult by trying to come up with one-of-a-kind content and design.Though it’s not easy to measure, improving your website’s content will increase users engagement, no doubt about that. another thing you could do, is to make your landing page or homepage load faster by optimizing image and video size, reducing the number of unnecessary elements, extra sections and so on. 90008 90007 90003 conversions 90004 — once you get your site high up in the search ranks, gather visitors and their attention, it’s time to use it for your advantage. Make conversion a natural next step for everyone who pays a visit to your website.Getting conversions will be much easier on landing pages, but wisely-designed homepage should also do the trick, depending on what type of conversion you expect. 90008 90007 90003 sales increase 90004 — a very popular one, yet one of the most difficult goals to achieve. After all, almost every company would like to see their websites positively influence sales. Simply put — working hard on fulfilling all the goals mentioned before, should take you straight to sales increase. Prepare for a long journey, though.The effects will not appear overnight. 90008 90014 90002 90153 90005 90002 Every website we make is for the people. And it’s even better if we make it for the certain group of people — we’ll call it 90003 an audience 90004. It’s crucial to specify it, because every bit of content should be designed for them. 90005 90002 Sometimes the product implicates the target audience, but things are not always that easy. Let’s start with an example: if a small company produces handcrafted toys, the target audience (for advertising, not for toys) should be young parents or proud grandparents.Things are getting more difficult when you’re a smartphone e-shop and the audience is much broader. 90005 90002 Anyway, there are some factors that should help you define your target audience. Take a look at the image below: 90005 90163 90002 If you ever feel lost while trying to gather your potential customers in some kind of so-called community, 90003 go back to this 5 factors and ask yourself these 5 questions 90004: 90005 90006 90007 What is your potential customers ‘stage of life? 90008 90007 What language (s) do they use (fluently)? 90008 90007 What are they interested in? 90008 90007 What’s their approximate income level? 90008 90007 What can you say about their demographics (localisation, age, gender)? 90008 90014 90002 Answering these 5 questions should get you much closer to establishing a target audience.But how does it affect your choice (landing page vs homepage)? It’s quite simple: if your target is more general and / or not yet familiar with your company, you should show them to your homepage — a place where they can get as much information about your company as possible. 90005 90002 A specific audience requires different approach, though. Landing pages will fit them much better, as they are created 90003 solely for reaching the goal 90004. 90005 90002 90187 90005 90002 It’s one of the key differences between landing pages and homepages.The first are much simpler — a contact form, integrated calendar, time counter or embedded videos mark the top of landing pages ‘functionality. 90005 90002 While it’s perfect for presenting a product, inviting to an event or encouraging to click-through, turns out to be much less powerful, when it comes to selling directly, and not complex enough to play an informative part for visitors. 90005 90002 A homepage, on the other hand, could have everything we can imagine — but keep in mind that 90003 getting more costs more 90004 (both in time and money) and can be overloading for your website.90005 90197 90002 Features you really need depend mostly on the goal of your website. For example: building a webshop on a landing page is … probably possible, but also pointless, as standard website will handle the job better and will not be tied by countless restrictions. 90005 90002 The thing is, running an online business probably means that you need 90003 both homepage and landing pages 90004 and the whole spectrum of possibilities they offer. The question is: when? We’ll get back to it.90005 90002 90205 90005 90002 A website’s goal will be coming back like boomerang, as it affects almost everything we do with our website. And content is the best example of this dependence. 90005 90002 Let’s take a homepage for the first shot. Writing content for a regular website seems to be time-consuming, as one should prepare quite big amount of text. That’s because a homepage covers more topics than a landing page. The content you write for your company’s or brand’s web page is more general and you do not have to worry about it’s being too long.Whenever it’s necessary to describe something in detail, you can do it and use the space as you like. 90005 90211 90002 There’s nothing wrong with such amount of text on a homepage. This very subpage is supposed to be informative and SEO-friendly, and that explains it. Alas, 90003 such piece of content would most likely kill the landing page 90004 and trample it for good. 90005 90002 A landing page content has be short and on point. This is why — regardless of its length — it can take some time to come up with something good enough.Check this example of short, yet concise content on a landing page: 90005 90218 90219 Content elements 90220 90002 There are some content types that work well with both homepages and landing pages, but also a few dedicated to specific kind of website. Let’s review the most important ones. 90005 90006 90007 90003 a title or a headline 90004 — usually it’s the first thing a visitor sees after landing on your website, which makes it imperative for getting great results. Considering shorting attention span and the amount of things that try to catch users attention these days, a headline has to be the strongest thing you can write.If it’s weak — you lose a visitor. If it’s too long — you lose a visitor. If it’s too unclear — you lose a visitor. Do your best to make it short, straight-forward, informative and emotional (try to trigger positive emotions). 90008 90007 90003 sections 90004 — while writing for a landing page, make sections short and include only the most important information. A landing page is not supposed to contain all the knowledge about the product or a company — the homepage does, though. Do not be afraid to use listings on both types of websites.They let readers rest their eyes and find the core of given information. 90008 90007 90003 a call to action 90004 — it’s a thing that encourage a visitor to perform a certain action. It will not be an exaggeration when I say that landing pages are built precisely for it, so the CTA is at least as important as the title. On homepages CTAs are optional, but may come in handy in various situations. Creating a call to action can be a real pain in the neck, because sometimes you spend hours on writing a three-words text, so be prepared.90008 90014 90002 90238 90005 90002 Links can work miracles for your website, but they could also become a threat for conversions, if used inappropriately. How’s that? 90005 90002 It all comes down to — you guessed it! — the goal of your website. If you strive to gain as much conversions as it’s possible on your landing page, 90003 you better avoid any links except the one that leads people to the final point 90004 — for example a sign up for the newsletter or redirection for another stage of marketing funnel .Any other link may distract users from the real reason they visit your landing page and it will hurt your conversion rate badly. 90005 90002 Try figuring out what a user should click on THIS landing page: 90005 90248 90002 It’s confusing and messy — there’s too many links here too select the best one. You can be sure that such website will make your visitors say «what’s going on here» instead of getting to next step easily. 90005 90002 Homepages, on the other hand, can use some links without being afraid of worse results.Quite the contrary — clear and easy-to-use navigation on a homepage is crucial in building smooth user experience. 90005 90002 90254 90005 90002 A Call to Action is something specific for landing pages — usually it’s a button placed somewhere near the end of a website (sometimes it appears twice, in the first section, too) with an encouraging piece of text. 90005 90002 A good CTA convinces users to take a desired action in a short and memorable way. But copy is just one side of a coin — the other is design.90005 90002 90003 When it comes to CTA, almost everything matters 90004. Surrounding color, font size, shape of a button, and — of course — it’s clarity. Create a Call to Action in a way which will not make users wonder what will happen after clicking the button. It has to be said loud and clear. See a few examples: 90005 90264 90265 90266 90002 Of course, without any context, those CTAs will seem foggy, but as an addition to a whole landing page they start making sense. 90005 90002 Ok, but can you use CTAs on a homepage? 90003 Why would not you? 90004 Let’s get even crazier — you should use more than one! Remember what I said at the beginning of this article (it was a while ago, I know)? 90005 90273 90002 In this vision, a homepage becomes a crossroad, while the landing page is a certain point somewhere on the road to destination.90005 90276 90002 You should give visitors an opportunity to choose their way of discovering your company. Back up your homepage’s navigation using CTAs for the most crucial directions — e.g. a webshop, contact or pricing page. 90005 90002 See? That’s a simple example of using a few different CTAs on one homepage, each with its own direction. 90005 90002 90282 90005 90002 Knowing all that, you should be able to decide when there’s a real need for homepage and in which situation a simple landing page should suffice.While it’s always good to have a full homepage for your company, to serve as your internet headquarters, some people chooses social media profile for it, especially if running a small business. While it may not be the best idea in a long shot, it’s a way to start. 90005 90002 Trying to base whole advertising on social media only is dangerous and short-sighted. If you want to run Google Ads, you will need landing pages — plural intended. Every marketing campaign should have at least one, as it’s the most efficient way to redirect paid traffic exactly to the point.90005 90288 90002 90003 Summarizing 90004 — homepage may not seem crucial, but it works great as a place, where people can learn more about your business, read your blog or find useful contact information. 90003 Landing pages are unmatched for advertising purposes 90004 and — what’s even more interesting — creating them is much easier and requires hardly any knowledge if using one of leading landing page builders. 90005 90002 That’s it — the difference between landing pages and homepages.I hope that this article will help you a bit while sailing through stormy marketing waters. If you have any questions regarding landing pages and homepages, 90003 feel free to leave a comment — I’ll do my best to answer accurately 90004. 90005 .90000 Why Should I Use Landing Pages? 90001 90002 The real question is-why would not ya ?! Landing pages help increase your conversion rates and lower your cost-per-acquisition. 90003 90002 The main reason they’re so good at it is that promotional or product-specific landing pages are focused on a single goal. This goal matches the intent of the ad or email visitors clicked on to reach your page. 90003 90006 Plus, Your Website Is not Designed to Convert 90007 90002 Close your eyes and picture the homepage of a typical software company-it can be your own site, if you have one, or somebody else’s.90003 90002 What do you see? 90003 90002 Probably many things. That’s because 90013 typically a homepage is designed with a general, exploratory purpose in mind 90014. It speaks to brand and corporate values. 90003 90002 And it’s likely loaded with links and navigation to other areas, whether that’s info about your team and company, editorial content designed for search engine optimization, or other marketing materials such as press clippings, white papers, case studies, and social media feeds .90003 90002 In short, there’s a 90019 lot 90020 on the typical homepage. For most businesses, it’s probably a necessary evil to have all these links. But 90013 they will not do your conversion rates any favors 90014. 90003 90002 90025 90003 90002 A landing page, on the other hand, has a 90013 singular purpose 90014: converting your website’s visitors into customers or leads. 90003 90002 How does it accomplish this? Well, when it comes down to it, there are really two factors set landing pages apart from everything else on your site: 90013 attention ratio 90014 and 90013 message match 90014.Let’s explore. 90003 90006 Attention Ratio 90007 90002 Every link on a page that does not represent your conversion goal is a distraction that will 90013 dilute your message and reduce your conversion rate 90014. 90003 90002 90013 Attention ratio 90014 is the number of things you can do on a given webpage versus the number of things you really 90019 should 90020 be doing in order to convert. 90003 90002 While a homepage might have a ratio of 90013 30: 1 or higher 90014 -essentially, 30 shiny objects vying for the visitor’s attention-a successful landing page will get as close as possible to a 90013 1: 1 attention ratio 90014.90003 90055 Landing Page Navigation 90056 90002 The biggest culprit when it comes to creating leaks on your landing page is navigation. Whether it’s found at the top or bottom of the page, it will carry visitors away from your call-to-action and flick the invisible switch in their brains from «buy» to «explore.» For that reason, 90013 keep navigation off your landing page whenever possible 90014. 90003 90002 Yes, that means your visitors will not have a direct path to the rest of your website.But, if you want them to convert, that’s a good thing. 90003 90055 Q. Should I always avoid links? 90056 90002 If your landing page has a lot to see, it might be necessary to bend the rules a little. For instance, a long-form landing page may contain internal navigation that lets visitors jump between sections. But you can also add extra content in lightboxes so that people do not navigate away from your pages. 90003 90006 Message Match 90007 90002 Have you ever walked into a restaurant that looked promising from the outside, only to realize that, yeeeah, you do not actually want to eat there? (Is that a cockroach !?) 90003 90002 Message match is the ability of your landing page to 90013 accurately reflect the ad copy that got your visitor to the page in the first place 90014.People leave restaurants before being seated all the time when their expectations are not matched, and they do this frequently on the web too. 90003 90002 90019 Most 90020 visitors will leave your site within a few seconds of arrival if you do not 90013 reinforce their mission 90014, so it’s crucial that the buyer’s journey flows smoothly from ad to page. By ensuring a strong message match, you’re letting them know that they’ve made a «good click» and helping them along. 90003 90002 This example shows a comparison of good and bad message match on a landing page for a typical PPC campaign: 90003 90002 90084 90003 90002 90013 An example of bad message match 90014 90003 90002 Ad: Get 50% Off Nike Air Men’s Shoes 90091 Landing page message: Welcome to Jill’s Sporting Goods 90003 90002 90013 An example of bad message match 90014 90003 90002 Ad: Get 50% Off Nike Air Men’s Shoes 90091 Landing page message: Get 50% off Nike Air at Jill’s Shoe Store 90003 90002 90013 PRO TIP .90014 Some companies do not even bother with the whole «homepage» thing. If you’re just starting out, your offering is exceedingly simple, or you’re testing a new idea, a landing page can be an inexpensive starting point. Take a look at how to get started doing this. 90003 90006 Another Big Reason You Should Choose Landing Pages 90007 90002 It’s entirely possible to create landing pages that adhere to the rules above using your existing development resources-provided you have them. 90003 90002 The problem is that creating new pages on a traditional site can take a lot of time (and money) and it likely needs to be done by devs outside of your marketing team.Often, you risk ending up with something you do not want in a timeframe that does not work. 90003 90002 By using a landing page builder, like Unbounce, you can design and publish pages in a matter of hours, without the support of a development team. Drag-and-drop features and various integrations allow you to create, track, and optimize your pages for maximum impact. 90003 90002 And you can create promotions quickly by minimizing the lead up time. 90003 90114 90006 But When Should I Use a Landing Page? 90007 90002 Landing pages are ideal for most inbound digital advertising campaigns.In fact, marketers have been successfully using them for over a decade to improve conversion rates and lower cost per acquisition. 90003 90002 Here’s a few situations when landing pages would be ideal: 90003 90121 90122 Koalified HR wants to run a pay-per-click campaign on Google Ads that targets searches related to payroll software. 90123 90122 SKRT Design have created a promotion targeting subscribers to their weekly email newsletter. 90123 90122 Haircore routinely advertises salon kits to young women who follow hairdressers on Instagram and Facebook.90123 90122 Eyelusions Optical uses the Google Display Network to retarget people who’ve previously visited their site without converting. 90123 90122 SpringBox Mattress Co. runs native ads on a dozen lifestyle podcasts that offer discounts to listeners. 90123 90122 HomeLove wants to see how interested most people are in a new expandable media table before they go to market with it. 90123 90134 90002 In each case, a series of targeted landing page helps these (completely fictional) companies make the most of ad budget or their email marketing by delivering the right message to the right prospects.90003 90002 90013 PRO TIP. 90014 Building ads and landing pages for every possible Google search can demand a lot of your time. Use Dynamic Keyword Insertion in Google Ads and Unbounce’s Dynamic Text Replacement feature to personalize for many different search queries. 90003 90055 Segmented Promotional Offers 90056 90002 Not all promos are for all people. If you need to communicate to various types of customers, then the simplest way is with separate landing pages. For example, you might create pages for people who’ve signed up for your free trial versus those on your top tier plan.You’ll adjust copy, design, and the offer itself to match. 90003 90055 Multiple Products 90056 90002 Landing pages are ideal for merchants and ecommerce marketers who have more than one SKU on the go. Even when they’ve only got a single product offering, there might be multiple contexts better represented on separate pages. ( «It slices! It dices! It does your taxes!» That’s 90019 at least 90020 two landing pages.) 90003 90055 Multiple Traffic Sources 90056 90002 If you run a campaign across a range of channels, creating landing pages with messaging that matches the source is a must.The captivating visuals you run on Instagram, for instance, may benefit from a different headline, hero, copy, or call to action than text-based search ads. 90003 90006 We’ve Got Some Secrets to Converting More 90007 90002 Now you know why and when to use landing pages. But do not know where to begin? Take a look at the best practices for building high-converting landing pages with Unbounce, or browse some templates to get you started. 90003 90159.90000 What is a Landing Page? 90001 90002 90003 90004 In marketing terms, a landing page is a distinct page on your website that’s built for one single conversion objective. A landing page should be designed, written and developed with one business goal in mind. 90005 90006 90007 90008 90003 This article will dive into the nitty gritty of «what is a landing page,» with real-world landing page examples, a few best practices, and a complete answer for the question, «What is a landing page?» 90007 90011 Something to Note… 90012 90003 Creating your own landing page can be a challenge. Because they’re so conversion-focused, getting something wrong is super easy. My recommendation is to look into the many landing page template providers out there — something that’s already designed by UX experts and professional designers. A good landing page builder (like Wishpond) makes something which can be overwhelming and complicated quick and easy. 90007 90011 What is a Landing Page? 90012 90017 90003 In marketing terms, a landing page is a distinct page on your website that’s built for one single conversion objective.It’s a page within your website built with a one actionable «Ask» that facilitates the completion of that objective. 90007 90003 Some purists in online marketing would even suggest your landing page should be completely distinct from the rest of your website — with no navigation bar to distract your visitors from your sole conversion goal. 90007 90003 The most common landing page is a Google Adwords landing page. This is a landing page that people «land on» after they click on a Google Search Ad.90007 90003 90004 Common Landing Page Use-Cases: 90005 90007 90028 90029 90004 Google or Facebook Ads: 90005 A landing page helps you get a positive advertising ROI by focusing your visitor’s attention on the specific thing or campaign you’re promoting. 90032 90029 90004 Email-Gated Content: 90005 Landing pages are often used for lead generation, and make it easy for your business to turn visitors into leads by incentivizing them with an ebook, industry report, online course, case study, etc.90032 90029 90004 Free Trial: 90005 If your business has a trial component, focus your visitor’s attention on that goal by using a landing page. 90032 90029 90004 Product Page: 90005 Focusing your visitor’s attention on a specific product is a great way to improve the chance they’ll purchase it. The most successful ecommerce companies have individual landing pages for each of every one of their products. 90032 90029 90004 Promotion Page: 90005 If you’re running a Black Friday campaign, spontaneously doing «Buy One Get One Free,» or giving a free year’s subscription to your software, the page you host that promotion on should be a landing page — focused only on that single conversion goal.90032 90029 90004 VIP Demo / Contact Us: 90005 For many businesses (real estate, B2B, SaaS, hospitality and others) the «contact us» page is actually one of the most financially important pages on their website. Consider using landing page best practices to optimize the Contact Us page experience. 90032 90053 90011 Landing Page Examples 90012 90003 90004 An Email-Gated Content Landing Page: 90005 90007 90003 90061 90007 90003 90004 A Product Landing Page: 90005 90007 90003 90068 90007 90003 90004 A VIP Demo Landing Page: 90005 90007 90003 90075 90007 90011 Is a Landing Page Just Like a Homepage? 90012 90003 90004 No! A landing page is not your homepage.90005 90007 90003 Why? 90007 90003 Does your homepage have … 90007 90028 90029 One single purpose? 90032 90029 One focal conversion event opportunity (such as a single call-to action)? 90032 90053 90003 Your homepage is the «node» from which your visitors find the thing they’re interested in finding. 90007 90003 It’s where you introduce yourself to your visitors and give a breakdown of your tools / features / products. Your homepage probably even has CTA buttons and forms (such as a ‘sign up’ form, ‘free trial’ button, product links and so on).90007 90003 But your homepage is not designed to convert for just one single objective. Rather, it’s built to cater to several products and drive people to learn more. 90007 90003 Take a look at Amazon’s homepage. It has many clickable CTAs. But it’s not a landing page with one conversion objective that’s easy for a visitor to act upon. 90007 90003 90102 90006 90007 90003 Amazon does have thousands of landing pages — one for each of its products. Each product landing page is for the single purpose of the product, and has a focused conversion CTA (to «Add to Cart»).90007 90003 90108 90007 90011 What’s the Point of a Landing Page? 90012 90003 Okay, so now that I’ve hammered what a landing page is into you, let’s talk a little bit about the point of landing pages, and what makes them such a valuable marketing tool. 90007 90003 90004 There are essentially three types of landing pages, each with distinct purposes: 90005 90007 90028 90029 Direct sales 90032 90029 Lead generation 90032 90029 Relationship building 90032 90053 90126 # 1.Direct sales 90127 90003 Landing pages for direct sales are what most people I talk to understand. If you’ve ever ordered anything online, it’s likely you’ve used a product landing page. 90007 90003 A direct sale landing page is generally a product page (if you’re in ecommerce), an appointment booking page, a free trial and so on. 90007 90003 The sole purpose of a direct sale landing page is to get the sale. 90007 90003 You can advertise your landing pages, for example, to drive traffic directly to your page and to get an immediate conversion.90007 90003 Here’s a free trial landing page example from Dollar Shave Club. The distinct purpose of the page is to get people to start a free trial, and it has several easy-to-click CTA buttons: 90007 90003 90139 90007 90126 # 2. Lead generation 90127 90003 Also known as lead capture pages, lead gen landing pages are used to gather information about your visitor. The single business purpose is get contact information (such as an email), personal information (such as a name) and any other info that you can later use to further connect with and market to your prospect.90007 90003 A lead generation page generally has a longer form to complete than a direct sales page, and includes form fields you can use to segment, personalize and nurture. Your lead generation pages should show the benefits of converting, and have a high enough value proposition to increase conversions. 90007 90003 90004 A lead generation page could be for a: 90005 90007 90028 90029 Free ebook 90032 90029 Webinar registration 90032 90029 How-to guide 90032 90029 Newsletter sign-up 90032 90053 90003 90004 Here’s a preview example of a lead gen page from one of Wishpond’s landing page templates: 90005 90007 90003 90166 90007 90126 # 3.Relationship building 90127 90003 Also known as click-through landing pages, nurturing visitors directly on your site is a more advanced marketing technique. They’re sort of a combination of lead generation and direct sales landing pages. Their purpose is to warm leads through a sales funnel directly on your site. They keep visitors clicking through and converting as you guide them through your on-site sales path. You do not necessarily need a personalized, segmented email automation campaign you might implement with lead generation (or a dropped sales cart).90007 90003 When a prospect converts on your first page, they can be segmented and directed to targeted pages to further drive them through your sales channel. They work because, well, contrary to what some inbound marketers believe — not every customer is ready and willing to buy from you or register for your event immediately after they’ve clicked on your PPC or social ad. 90007 90003 Click-through landing pages allow you to nurture your leads once they’ve landed on your initial marketing page.They increase conversions by captivating your potential customer’s interest directly on your site, and allowing them to gain familiarity before sending them to your ultimate destination landing page. 90007 90003 Your visitor has already acted on your asks — one more «yes» is not such a deterrent. 90007 90011 To Wrap Up … 90012 90003 Now that you completely understand what a landing page is, you’re ready to make use of a landing page tool to build your own. You can also see how they’re becoming an essential tool for just about any business ‘online marketing success.They’re created directly on your own website. You can gain sales, generate leads and nurture your prospects through one landing page campaign. 90007 90003 I’ll bet you can even think of at least four ways your own business could benefit from them, can not you? 90007 90003 A few things to remember when you’re asked «what is a landing page? Are your next marketing meetup: 90007 90028 90029 Landing pages have one conversion goal 90032 90029 Landing pages have 90190 very 90191 limited links off the page, as they distract from the conversion goal.90032 90029 Landing pages are often independent from the rest of the site, and are often built for advertising campaigns. 90032 90029 Landing pages can be optimized for conversion rate through A / B testing. 90032 90029 Landing pages are easy to set up without a developer, simply by utilizing the ready-made templates from a landing page tool like Wishpond. 90032 90053 90003 90004 Read more about landing pages: 90005 90007 90003 What do you think? How many landing pages do you have on your website? How have they increased your online marketing results? 90007 .