If you are aware of the basic rules for creating a good landing page, then your business will get customers in a matter of time. We will help you figure out how the landing page is created. An example of design, what you need to take into account and what tools you can use - all this is in the article.
What is a landing page?
Let's start by defining the concept of a landing page. In the business aspect, this is a page aimed at encouraging the purchase, subscription, or desired action. From a technical point of view, the landing page has the same elements as a standard web page. The landing page for the user appears when you click from another site or ad.
Why is a landing page created?
Such a web page is most often created in order to:
- Encourage the client to register or subscribe to the news / newsletter.
- Sell a specific product in specific conditions.
- Encourage the user to download or install the program.
What does this page consist of?
Components that should include the right advertising landing pages:
1. The title. Best short and simple, eye-catching. Include relevant words in it.
Call to action or Call to action. It should clearly indicate to the guest what he needs to do to receive or implement something. Do not fade, the more calls, the more difficult it is for the user to concentrate. Additional information will help to convince the client of the correctness of his choice.
3. Simplicity. Nothing more, just the necessary elements to push the guest. A page with one button and plenty of free space is better than an overloaded landing page. The template for review is given in the article.
4. The way of looking. The logic of placing motivating elements is extremely important. Arm yourself with graphic elements and contrast colors.
5. Relevance. Each campaign has its own landing page. Example: for an advertising campaign with Facebook, create a page on which this fact will be displayed.
6. Security. A convincing guarantee of the quality of the goods or services you offer, the possibility of a return or refusal are necessary for the client. Try to calm him down.
7. Deficit. A limited number or duration of a promotion encourages buyers. Keep this in mind when designing your landing pages. Set a timer or counter for remaining goods.
8. The element of trust. Positive reviews, social networks or blogs, a list of received awards and certificates will convince the guest that he is dealing with a verified site. Do not write fake reviews, it undermines your reputation.
How to learn more about customers?
To make your site a perfect landing page, first learn more about the people who come there. You will need demographic indicators for your target audience. Using the GoogleAnalytics tool is easy. To configure age, gender and interests, you should perform the following actions:
- Enable demographic fixation in GoogleAnalytics.
- Then make the necessary changes to the tracking code, for this you should add a line of new code.
Why are demographic characteristics needed?
Why is there a need to separate visitors by age and gender filters? Pay attention to the pattern, because different categories of people choose products that are different from each other. Men and women buy different phones, buy different brands of cars, eat different foods. They think very differently. The same features and preferences of young and old people. The difference in their worldview is also palpable.The choice of products and things among the inhabitants of millionaire cities and rural residents is different for the same reasons.
Regarding technological characteristics, without interfering with the settings, GoogleAnalytics automatically adds:
- The device that the guest used to visit the site.
- Its specifications.
- Type of browser.
- OS type.
How do customers find you?
You have learned through which devices visitors come to your site. You must also find out how they found you.
Yandex.Metrica and Google Analytics do not receive enough information about advertising campaigns. Google Analytics recognizes visits from Google Adwords. And Yandex.Metrica recognizes transitions from Yandex.Direct. The rest of your campaigns will not be tracked correctly if you do not pay attention to the settings.
The systems described above will by default recognize these types of clicks to your site:
- Referral or referral - non-advertising links that are located on other sites lead to the user's site.
- Direct or type in - the guest types the site address directly in the line of the working browser or goes through the bookmark.
- Search traffic or organic - the client searches for you through search engines.
You can easily notice that transitions from advertisements do not appear in the list of automatically detected traffic types of Google Analytics and Yandex.Metrica systems. Using additional information materials, with the help of UTM-tags you can mark up campaigns for a greater display of information about visitors in analytics systems.
It is worth paying attention to the importance of complete and proper labeling in advertising campaigns. If you ignore specific UTM tags, you cannot select a specific group of guests in the toolbox and then work with it.
You can’t get around the additional features of the Yandex.Metrica tool and Google Analytics in analyzing campaigns hosted on their respective advertising services.
It is important to know that it is contextual advertising that brings the most revenue to Yandex and Google systems. And the effectiveness of this advertising is enhanced precisely by analytics tools that are developed by search engines. Indeed, only in this case, customers can use these tools to successfully advertise their services and goods.
How to find out the price of one client?
It would be convenient to know the price of each visitor. What exactly did you spend on it? Google Analytics can help you here with the integrated Cost Data Upload module. It passes the information about spending on advertising and luring guests to Google Analytics for further use.
So, you figured out how your landing page appears on monitors and user screens. Now it’s worth a thorough analysis of customer behavior on your landing page. It’s often enough to correctly set goals in Google Analytics or Yandex.Metrica.
Conversion rate is what you need to set goals for. This is the right step, but only for a start. If you are informed about the advertising budget and the goals achieved, you are able to calculate the CPA (Cost Per Action), or how much the target action costs you. Divide the advertising budget by the amount of applications.
The main advantage of analytics tools is the segmentation of the main indicators of your business, as well as the display of the individual cost of one purchase from advertising context or other. But this is not enough! You have the opportunity to calculate ROMI and CPA, not only for each contextual ad, but also for a specific keyword.
Do you need a thank you page?
In order to adjust goals in Yandex.Metrica and Google Analytics, specify the address of the page that the client sees after creating the order or the corresponding action, that is, thank you page.
It is possible that it is not available on your site, and the page address does not change after a visitor performs an action and sees the changed content. How then to set up a goal in Google Analytics? Create a virtual view! It can be executed if you add the tracking code to the page.
How to track callers?
You track visitors who are actively performing targeted actions on your landing page. But what if the guest decided to find out something or make an order through a call? Many people think that it’s easier for them to dial the necessary number than to fill out an order form. Distribution of calls by advertising channels is an equally important point, which is aimed at the proper management of the advertising budget.
If you need to track a visitor’s call, use the most simple, affordable and effective way to do this - Call Tracking. Two call tracking systems can be distinguished:
- CoMagic;
- CallTouch
They give you enough information about the visits to the site that went into the call. Systems are inexpensive, and their cost is related to the number of visits to the site. In any case, their benefits are invaluable.
How to start using Call Tracking? Call the office of the selected system or fill out the form on their website. When answering your call, managers will inform you about how to install the system, will familiarize you with the commercial offer. With their help, you will also implement a tracking code and familiarize yourself with the interface.
With all the correctly completed tasks, you can easily familiarize yourself with the distribution of calls according to the categories of guests.
The right landing page is crucial to your business. After all, it is she who pushes the guest to the desired action. Creation of landing pages is aimed at increasing their efficiency and effectiveness for your business or business. This is a direct way to increase profits. Considering all the requirements for improving the conversion, you can create a page that attracts users.