Landing design: how to make a capture page
What is a landing page?
The concept of landing page, as, in principle, the landing design, came to us relatively recently, according to the official version from the USA, 10-12 years ago. In fact, this is a one-page selling website created for the sole purpose of preparing and bringing potential customers to purchase a product or service.
Customers visiting these landing pages are referred to as leads. Also, the “lead” can be said about the application made from the site, pre-order, that is, about the active action that the page calls for.
In professional slang, the terms “capture page” or “landing page” are more often used. In fact, these are synonyms, we will use them without any differences.
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What is the difference between a landing page and a regular site? Well, firstly, there are no complicated navigation nets on it. Secondly, there is no menu. All links on such pages lead mainly to the “order” or “leave a request” section. And thirdly, landing captures from the first minutes and does not let go until you scroll to the footer. This is ideal, of course :).
For whom are single pages created? For business, start-ups. Landing is most demanded among:
sellers of their own courses and webinars;
lovers of affiliate programs;
companies launching a new exclusive product or service to the market, etc.
But in fact, you can promote anything through the capture page, from household chemicals to jewelry and real estate. By the way, the target action may not always look as specific as a purchase. Alternatively, the landing page may call for a request to calculate the cost of services, subscribe to the newsletter, reserve a seat for free, take part in a survey or promotion, download a trial lesson, etc.
L-page is divided into:
Long and Short landing page;
One step and Two steps landing page.
The most common are One step Long, that is, long and one-step. Short – accordingly, short; they are used to collect a subscription database, e-mail addresses, etc. Two steps are extremely rare, they are divided into two pages: so to speak, wrapping up intrigue and actually a call to action.
How is landing performance evaluated?
To assess the performance of landing pages, the most objective indicator is used – conversion. Conversion is the ratio of the number of visitors who have completed the target action to the total number of visitors to the site. It is considered so:
today 250 people visited the site, 12 people left applications for consultation;
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then the daily conversion was 12/250 * 100 = 4.8%
Of course, for maximum objectivity, the indicator is displayed not only for the day, but also for the week, month, quarter. The wider the statistics, the easier it is to track trends in growth and decline in demand, seasonality, etc.
For a complete picture, the conversion is supplemented by indicators of refuseniks, the length of stay on the page, a situational click map.
What percentage of conversion should I aim for? It depends on the niche of the business in which the landing will fight for customers. Well, for example, for a tourist capture, the conversion should not fall below 9-14%, but for luxury goods (the same fur coats, jewelry, cars), a 6% conversion will already be beyond the upper limit. The absolute record holder for conversion, of course, is the information business. On the sale of training courses in a convenient format, you can safely demand 22-30%.
Landing features: practical tips
So, we proceed from theory to practice. Landing design has its own characteristics and rules, adhering to which you can avoid significant errors from the very beginning. What can you do without a landing page? Let’s try to answer.
1. Purpose. Before you start working on a landing page design, you should have a clearly formulated goal: what is the site being created for, for whom, what target actions … well, etc. Each element of the future layout should work for the result, for conversion, and the task designer – to think over this each element in advance.
2. Harmony of creativity and psychology. I will not be mistaken if I say that contemporary art is not always accessible to the masses and is adequately perceived by all contemplators. Your design should be understandable for everyone, no repulsive and flashy colors, crazy fonts and sophisticated animation. Leave the experiments for a more suitable case, when choosing colors, use the advice of psychologists, listen to the advice of professionals.
3. The title. As the book begins with a cover, the quality of landing can be said by its title. If the option is unsuccessful, the percentage of page closure at 5-7 seconds of viewing will be very high.
4. Visualization. Maximum visual material. You can tell 100 times how your product works, but it’s easier to show it once in a short video clip.