How to design a landing page? From creativity to launch, the whole process!

A loading page is also called a landing page. It is generally used by companies or organizations to promote their own brands or products. A good landing page can bring high-quality purchasing customers to the company or achieve the purpose of brand promotion.

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Before talking about how to design a landing page, let us first understand the classification and content elements of the landing page.

According to the company's promotion needs, it can be divided into two types: click-through landing page and sales lead acquisition.

Click-through landing page: generally directs external traffic to one’s own website or product purchase page.

Sales lead acquisition: Generally, accurate users are acquired through precise screening of user groups. Common collection methods include filling out online forms, online consultations, or guiding WeChat official accounts .

Before making a landing page, understand the type you want to make, and the design should be slightly different for different types.

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5 Elements of Landing Page Design

1) Key selling points of the product: Extract the key selling points of the product based on its own characteristics and write the copy from the user's perspective. Imagine that you are a user and what kind of copy would impress you.

2) Visual impact: Introduce yourself through design, and let customers have a good impression of you and remember you firmly through the design draft.

3) User benefits: What benefits or services can users get through this landing page? To attract users, such as those seeking emotional counseling, they can receive one free WeChat service guidance.

4) Social Testimonials: Company qualifications and awards, or cooperation cases with well-known companies, to increase trust with users.

5) Call to action: Provide users with guidance on purchasing or redirecting. After saying so much above, isn’t it just to get them to buy? Action speaks louder than words, buy it now!

There are many forms of landing pages. In some industries, it is a long picture, and in some, it is a company introduction. However, if you want to make someone who has never known your product interested in your product, you need to carefully consider everything from copywriting to design.

Of course, some industries will be exceptions. For example, some promotions in the emotional counseling industry will also use story-based pure text promotions, using text stories to resonate with users and thus achieve conversions .

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Landing page three-stream integration

Having said so much, how do you create a high-conversion landing page?

A high-conversion landing page cannot be achieved overnight. Landing page optimization is a systematic project that requires continuous optimization to achieve the best results. Optimization can be carried out from three aspects: information flow , experience flow, and data flow.

Information Flow

This is what we often call copywriting. Judging from past project experience, copywriting is really a very critical part. Sometimes just changing one sentence of advertising slogan can lead to a big improvement.

If you are not good at writing copy, then collaboration between the promotion department, operation department or planning copywriting department can often achieve twice the result with half the effort. Pay attention to writing the copy from the user's perspective rather than your own imagination . The copy should be optimized again and again.

PM or project manager plays the role of managing the project. PM and designer will layout the copy content to ensure that users follow your design ideas. At the same time, they will optimize the interaction, improve the user experience , and ensure that each link is smooth.

Experience Flow

After the landing page is fully developed, the PM needs to organize personnel to conduct page testing, including page opening speed, broadband capacity, and internal testing of the developed page. He needs to record everyone's opinions, screen and optimize the opinions, and ensure the availability of the launched landing page.

Users have increasingly higher requirements for user experience. If your page opens in more than 2 seconds, 79% of users will be lost.

Data Flow

The technology manages the pages according to the requirements and collects relevant page data to facilitate the subsequent optimization of the landing pages based on the performance of various types of data. Accurate data collection is also the direction of subsequent optimization.

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A/B Testing

Sometimes there are multiple creative ideas for the same theme. Instead of banging the table in the conference room to decide which idea to launch, it is better to make all of them and let users choose.

AB testing is an effective way to test which of the different creative ideas for landing pages is the most effective, and it is also the best way to test landing page optimization .

Test creativity: different creative ideas are launched at the same time, place and audience. Divide the visiting audience equally and see which landing page has a higher conversion rate, then decide which creative to use.

Verify the optimization effect: In order to improve the conversion rate of the landing page, we will select a version with better results for optimization. During the optimization, we will only change one point at a time, and then conduct AB testing with the original page. By comparing the data, we can verify whether the optimization direction is correct. If it is not correct, we will adjust the optimization direction immediately. The promoters are very reluctant to spend the promotion fees. If you do not make such a judgment, they will immediately stop your promotion plan.

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Heroes by the numbers

No matter how many creative ideas you come up with, the one who finally gets the users’ ideas will be the winner.

1). Landing page traffic and quality analysis

“Entry volume” describes the size of traffic to different landing pages; “Bounce rate” measures the quality of different landing pages. For landing pages with large traffic but low quality, it is necessary to focus on analyzing the reasons. Generally, landing pages with low "bounce rate" will be retained, which means that users stay on the landing page for a long time and the chance of being converted is also greater.

2). Churn rate of each page

The user churn rate from the previous page to the next page. If a page has a large number of user churn, it means that there is an entry barrier to the page or the copy needs to be optimized.

3). Button conversion

The ratio of button clicks to actual purchases or arrivals.

4).UV conversion

The ratio of unique users entering the landing page to actual purchases or visits.

5). Advertising traffic and landing page analysis

If the advertising creative and the landing page do not match, it will also lead to a high bounce rate of the landing page. In this case, promoters need to optimize their promotional titles .

Landing page optimization is a long road that requires constant monitoring of data optimization. Sometimes you may do a lot of work but see no improvement, or you may be very confident in the optimization but get no good results. Frustration and disappointment are inevitable, but this road is long and arduous, and you can only become more courageous with each setback.

The author of this article @左一耳 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century