Landing page (landing page) is the most striking example of direct marketing, which “hits” the buyer’s mind with proven facts and the benefits of a specific action:
- Purchases of goods or services.
- Follow the link for a detailed acquaintance with the site (product).
- Subscribe to updates and news via email.
- Recommendations of the site (product) to other users.
- Commenting or providing feedback.
A conversion that measures the effectiveness of a landing is the ratio between clicks on the main button and the number of unique visitors, and it is also the goal of the landing page - turning a random visitor into a buyer (subscriber, reader, commentator).
Creating a landing page begins with a search for a unique selling proposition (USP) - a characteristic that distinguishes a specific product (service, site) from other similar ones. When formulating it, it is necessary:
- Based on the needs of the target audience.
- To speak the language of benefits, not characteristics.
- To proceed from a qualitatively expressed premise - a well-known fact that acts as a reference point for all reasoning.
USP is supported by a value guide. This can be a low price or discount, a free bonus, long-term or immediate benefit, comparison with an already known and effective product.
USP is the basis for writing all the landing page content. The first part, located at the top of the page, includes:
- An attractive title that in 2-4 seconds convinces the user that he went to the address.
- A tempting subtitle that fuels interest and makes a person read the content further.
The second part of the content dedicated to the uniqueness of the product is built on the benefits of the visitor. It is necessary to choose 3-5 main advantages acting 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 page.
A call to action is what the landing page directs, therefore it is necessary to build on it when merging content and design. When developing a button or window that meets the purpose of the landing, one must be guided by simplicity and accessibility:
- Clear message ("Register now", "Subscribe").
- Bright colors that attract attention.
- Location at the top of the page.
The landing page should include strong evidence that the proposed product really brings effect. Using statistics in numbers, customer and user reviews, and well-known names or company names will help build trust.
The final landing page text should dispel the last fears and doubts of the person on whom the landing page is oriented. An example of a guarantee: the possibility of returning goods and money paid, payment after receipt, confidentiality of input data.