THE STRUCTURE OF A LANDING PAGE. Is it possible to derive an ideal landing page structure? Perhaps the ideal is not right, but one should always strive for the ideal. Therefore, in today’s material, we have prepared for you the most versatile “skeleton” that should be present in any strong landing page.
It is believed that the first screen of the landing page is the most important. In fact, this is not true. Yes, of course, it is extremely important, but its task is not to sell a product or service, but only to intrigue the user and motivate him to go to the next screen.
To make the main one as effective as possible, we suggest splitting it into 4 conditional blocks:
overhead – 5-7 words that the user sees first, the task is to intrigue the client;
title – product name;
subtitle – a comprehensive description of the product and the pain that it solves;
a call to action, but not the main one (“Buy,“ Order ”), but more unobtrusive (“ Learn more ”,“ View presentation ”).
But this screen is already as close as possible to the title of the most important landing page. It is important to describe all the problems that your product or service will solve. Once again: not how cool you are, but how cool the customer will be when he clicks the Order button.
The higher the cost of the product, the more evidence the client will need to decide on a purchase. Among the most effective evidence-based tools are the following.
Cases. This is a step-by-step description of the task from the point of view of a professional performer.
Reviews The main thing is that these were honest reviews from real people and not fake messages written by a copywriter.
Figures. Words are, of course, good, but there is no arguing against numbers. Create a separate block and beat interesting figures about your product – you will get very strong proof.
Myths Collect the most common doubts and objections of your customers, submit them in the form of myths and debunk them. Unbanal and effective.
If the cost of your product or service is not much different from the market, the potential customer should see that for the same money he will get something more than that of competitors. For example, together with the goods, you arrange for him free delivery and a money-back guarantee.
The end of the landing page should be as shocking as possible and finally dispel any user doubts about the purchase. To achieve this effect, you can use the limited offer technique (give a discount on the product but limit the period of its validity) or offer a free test drive/expert advice. It works.
Use this structure as a frame for your landing page – you will not lose. Good luck and big conversions!