A sales landing page – what is it?

Landing page is probably the most popular type of website, widely used by both startups for quick market testing and mature businesses.

Landing pages, as an internet marketing tool, have been actively used in the CIS internet spaces since 2012, and both clients and web agencies have gained extensive experience in their application. However, I can confidently say that in 85% of cases, their use is ineffective!

This article is not about the general concept of a landing page. It reveals the factors that distinguish long one-page sites made “under a copy” from a real mass sales tool for your business. There will be no theory like:

How to make a landing page sell?

My name is Maksym Dimura – I am an entrepreneur! My first business was the BUSINESS SITE web studio.
Since 2011, our team has specialized in attracting large streams of clients from the internet. From the very beginning, I have been using landing page technology in both my own business and our clients’ businesses.

I’m sure you know all the benefits of the internet for your business, and I don’t need to tell you the obvious things:

• “The internet allows you to sell more”,
• and “creating a landing page is very important for business…”.

It’s not 2012 or even 2015 anymore.

But due to the growth of competition online, the cost of these types of advertising is rapidly increasing.

This is all because large players, big companies, have become interested in the internet. Market leaders have started allocating substantial budgets to online promotion.

In addition, due to the boom in business training, small and medium-sized businesses have mastered internet marketing technologies.
And now every entrepreneur begins their project by ordering the development of a website or landing page.

In our country, things aren’t that gloomy yet! There is still a chance to jump on the last train.

I’m not an “IT guy,” not an internet marketer who will smartly tell you how they spent other people’s money on online advertising.

First and foremost, I am an entrepreneur and owner of several businesses, who, like you, bears responsibilities for salaries, rent, taxes, and so on… I’m familiar with all the problems of real business.
I achieved my result through internet marketing technologies.
But it was a long road of trials and errors…

This article will examine tools that have practical value and will allow you to create a selling landing page for your business.

Why bother developing a landing page?

The most important indicators in internet marketing are:

1. Conversion – the relative indicator of users who visited your landing page to those who performed a target action (call, purchase, request, etc.).
   Example: 100 people visited your landing page, 3 of them called the office. If the call was the target action, then the conversion of your landing page is 3/100*100% = 3%
2. CPA (cost per action) – the total cost of the advertising channel, the number of clients attracted.
   For example: You spent 5000 UAH on advertising. As a result, you attracted 10 clients, so the CPA (cost of attracting a client) in your business is
   5000 UAH/10 clients = 500 UAH.

These indicators are described in more detail in the articles “Marketing in Landing Page” and “Why a Deep Analytics System is Needed on a Website and Landing Page”.

• So, in the first case, 100 people visit the site, and 1 makes a purchase.
  Accordingly:
  1600 UAH/1 client = 1600 UAH. – the cost of attracting a client.
• In the second case, 100 people visit the site, and 6 of them place an order.
  1600 UAH/6 clients = 267 UAH. – the cost of attracting a client!

Let’s imagine that we need to generate 30 clients per month.
In the first case, 30 clients x 1600 UAH (CPA) = 48,000 UAH – your monthly contextual advertising costs.
In the second case – 30 clients x 267 UAH (CPA) = 8010 UAH.

These calculations are based on abstract figures, but they are very illustrative.

Contact the BUSINESS SITE team for landing page development, and get a high conversion rate, leave your request now >>>

Improving Landing Page Conversion with AI

Using artificial intelligence (AI) to improve landing page conversion is becoming an increasingly popular and effective tool in digital marketing. Here are some key aspects of how AI helps increase landing page conversion:

1. Content personalization
   AI can analyze user behavior on the site and personalize content in real-time. For example, the system can adapt text, images, and offers on the landing page depending on the user’s geolocation, their interaction history with the site, and other parameters such as age or interests. This significantly increases the likelihood that the user will find the offer relevant and perform the target action, whether it’s a purchase, registration, or leaving contact information.
2. Optimizing page elements with AI
   AI can analyze large amounts of data to determine which landing page elements work best. This applies to the placement of CTA (Call to Action) buttons, image selection, background color, text, and other visual and textual elements. For example, tools like Instapage use AI to conduct A/B testing automatically, identifying the most effective page versions for different audience segments.
3. A/B testing and multivariate testing
   AI significantly speeds up the A/B testing process, allowing for multivariate tests that check several variations of different page elements at once. This allows data to be gathered quickly and changes made to improve conversion. Moreover, AI can independently analyze test results and make adjustments to page design and content in real time.
4. User behavior prediction
   AI can predict how users will interact with the landing page based on analyzing data from previous visitors. This allows you to create behavior models that help optimize pages for specific goals — whether it’s product sales, lead generation, or increasing time spent on the page. Prediction allows you to fine-tune the content and structure of the page to meet the needs of specific user groups.
5. Automatic creation and improvement of copywriting
   AI can not only generate texts for landing pages but also improve existing ones. For example, the system can analyze textual elements of the page, such as headlines and subheadings, and suggest improvements that are likely to be better received by the audience. Tools like Chat GPT can generate texts that more accurately reflect the interests and needs of the target audience, increasing their engagement and conversion.

Selling Landing Page Design

In fact, landing page design is a secondary factor influencing page sales and conversion. But for simplicity’s sake, I decided to start with it.

That is, the task of web design is to effectively design both the first screen and the entire landing page as a whole, in such a way as to “capture the user.”

The landing page design should convey two messages to the user:

• This is what they were looking for (this site has the solution to their problem).
• Everything here is very accessible, simple, and fast.

Naturally, the landing page should be neat and leave a pleasant impression when viewed.

Fact:

Structuring landing page design using the 3W principle

Proper landing page design should visualize answers to the following user questions:

“What?” – what is actually offered on this page. Images on the landing page should be thematic and specific.
Simply put, if your company is engaged in tower crane rental services, the landing page should feature the tower cranes themselves, not a sunrise over a metropolis that supposedly symbolizes your business values. This will be unclear!

“Why?” – why should clients choose you? The importance of your offer to the client. Of course, this question is more related to copywriting. But, as we know, reading is not the favorite pastime of modern homo sapiens, so the task of the web designer will be to visualize the benefits of your offer through images and infographics.

These icons should give an understanding without reading the text.

“Where?” The user should clearly understand which element to click on to perform the desired action. The same applies to form fields; it is necessary to visually show what each field is for.

Applying mobile first in landing page design

Back in 2010, Google’s CEO Eric Schmidt, speaking at the World Mobile Devices Conference, formulated the principle that when developing a website design, it is necessary to first develop its mobile version, and then scale it to tablet and desktop. In other words, mobile first, more on this can be read here.

At the conference, Eric Schmidt referred to data that showed a clear trend that by 2015, 50% of websites would be accessed via smartphones, which was confirmed in practice. However, by 2020, most developers in Ukraine and the CIS are still applying the standard approach to developing landing page design, carefully considering and developing the desktop version and developing the mobile one as an afterthought.

Since half or more of the target audience will interact with its mobile version, it requires the most thorough development of both UI and UX.

Design for Full HD and Ultra HD screens

With the increase in devices with high resolution, such as Full HD and Ultra HD monitors, companies need to pay attention to the quality of graphics and the adaptation of landing pages to such devices.

How to improve landing page conversion through design?

Conversion is one of the indicators of landing page effectiveness, a percentage of the total number of site visitors who performed a target action: left a request, paid for a purchase.
This indicator is influenced by many factors:

• Copywriting (the quality and persuasiveness of the text);
• Page structure;
• The product itself;
• Traffic quality (how targeted the visitors to your landing page are);
• Prices displayed on the site;
• The convenience and reliability of the payment page;
• Page load speed and correct display in browsers.

However, landing page design plays far from the last role. Therefore, attention should be paid to the following factors:

1. Fonts.
   Very often, inexperienced designers rush to implement their bold ideas, playing with fonts on the landing page, which usually results in completely unreadable, eye-straining site text that makes you want to leave.
   It’s also very important to understand that not every creative font is correctly perceived by browsers, so it’s better to use standard “Arial,” “Calibri,” or fonts from the Google Fonts library.
2. Backgrounds.
   Backgrounds should convey the essence of the landing page’s information block but remain readable. The ideal situation is a white background, black font. This is impossible to achieve because sites in this case would be very boring, but it is very important that the text contrasts with the background.
3. Forms and buttons.
   There is a myth that buttons on a landing page must be red. This is not true! Buttons should simply stand out from the overall background of the page due to color and have a certain visual volume. Forms in which the user should leave a request on the site should have a separate background and borders. Each field should be clearly highlighted and marked with the appropriate icon.
4. Weight of important elements.
   Due to font size, its thickness, and color, it is very easy to highlight the most important messages in the landing page text. You can also use underlining and borders.
5. Hidden calls to action. By using the directions of element lines, you can strengthen the call to action.

Main mistakes in landing page design

The main mistake in the design of any site is the lack of conveying meaning and commercial benefits.

1. Excessive decoration of the selling page
   An abundance of non-functional decorative elements, photographs, and images, bright “loud” layout colors, distracting blinking elements, and other useless decorations.
2. “Work clutter” on the first screen
   In this case, it refers to the abundance of varied offers, links to non-targeted pages of the site, which are made in small, poorly readable fonts and saturated with various images.
   

Selling Landing Page Structure

The structure of each landing page, if approached deeply and professionally, is each time an individual solution to a specific task, the result of which should be the desired action from the site user.
However, there are a number of mandatory trigger blocks, by implementing which you can get results.

1. Descriptor – this is the main headline of the target page. Its task is to clearly convey to the user what this page is about, what is offered here.
   For example: “Creating a landing page”
   You can also make regional ties: “Pizza delivery in Kyiv” or some specific area of the city or another feature: “Cash loans for pensioners.”
   The more specific this headline is, the more effective it is.
   The descriptor is the most visible element of the site; it should be visible immediately upon page load, and in such a way that it can be read from 2 meters away from the monitor.

   In many business sectors, a properly developed descriptor is enough for a selling page to have a high conversion rate.

2. Product description. Actually, the description and demonstration of what is offered on the landing page and what client needs it solves. If it’s B2C, the description should be as emotional as possible. In the B2B system, it’s not the goods that are sold, but the money, so the descriptions need to show calculations of payback, savings, or possible benefits from your product.
3. Company advantages and product advantages. As a rule, when creating the structure of a landing page, one of these is often forgotten. Either the product is described as very good, but why it should be purchased here is unclear, resulting in a sale for the competitor. Or the company’s advantages are demonstrated, but the reasons why this product is needed and what problems it solves are not mentioned.
4. ODC (offer, deadline, call to action) – offer, restriction, call to action. This scheme used to show very good results. Now, when countdown timers are placed on every site, with or without reason, the scheme has lost its effectiveness.
   However, if you really well-formulate the offer and logically explain why the restriction exists, it will work.

   For example: “Prices for the product are tied to the euro exchange rate and are valid until the end of the day – order before the price increases.”

5. About the company. There is a category of entrepreneurs and companies suffering from narcissism, they write long laudatory articles about themselves, which no one reads. However, the “about the company” block must be included in the structure of your landing page. Maximally concise, exclusively facts, and those that matter to your client.

1. How it works. This block should schematically show what will happen when the client contacts your company. There is no need to make complex, intricate schemes, better to show that the result will be quick.
   
2. Testimonials. Real testimonials are the most powerful trigger. When placing testimonials on a landing page, it is necessary to give the opportunity to immediately verify them. If these are individuals, where possible, provide a link to their social media profile; if they are legal entities, testimonials should be provided in the form of thank-you letters on company letterhead with the signature of the responsible person.

   

3. Questions and answers. This block allows you to provide additional information about your offer in a free form and “close” possible objections. The only thing is, don’t “make up questions,” you need to publish the questions that your clients actually ask, remember them, or show your product to several acquaintances and record their questions.
4. Contacts with a map. Be sure to include contact information, address, and office number on the landing page, even if there is no office yet, provide your home address. After all, it’s unlikely someone will come without a prior telephone agreement, but with complete contact information, the client will have a much higher level of trust. It is also desirable to indicate the details of a sole proprietorship (SP) or LLC if such exist.
   
5. CTA (call to action) – elements of the landing page that prompt action. They should be placed throughout the page, but their placement should be appropriate:
   • Next to the phone number – a “request a call” button;
   • After the pricing block – “get a cost estimate” or “get the full price list”;
   • After the “question-answer” block – “Didn’t find the answer to your question? Ask our specialist.”

There are significantly more selling triggers, but in this article, we reviewed the most basic, universal, and accessible ones.

Video content to increase landing page conversion

Video content remains one of the most powerful tools for increasing conversions on landing pages.

1. Increasing user engagement
   Video is a format that grabs users’ attention much faster than text or images. Research shows that users prefer to watch short videos to quickly get the information they need. Thanks to this, video helps to keep attention on the landing page, which in turn increases the likelihood of conversion. Video content can be used to present the product, demonstrate its use, or create an emotional connection with the audience.
2. Explaining complex products and services
   For products or services that are difficult to explain with text, video provides the perfect solution. A short video can clearly demonstrate how the product works, what features it has, and how it can solve the user’s problem. This helps shorten the user’s journey from getting to know the product to making a purchase decision. Animated videos and tutorials are particularly effective for these purposes.
3. Increasing trust through video testimonials
   Video testimonials from real users or clients have a strong impact on brand perception. They create a sense of authenticity and trust, which encourages potential clients to act. Such testimonials can be placed on the landing page in strategically important places to strengthen the overall message and support the main CTA.
4. Easy integration and adaptation to various platforms
   Modern technologies make it easy to integrate video into a landing page and adapt it to various platforms and devices. This is important because users can visit the landing page from different devices — from smartphones to desktop computers. A video adapted to mobile devices increases the likelihood that the user will stay on the landing page and continue interacting with the content.
5. Impact on SEO
   Video also plays a role in improving landing page SEO. Search engines like Google prefer pages with video content because they are perceived as more useful to users. This can help the landing page rank higher in search results, which in turn will lead to increased organic traffic.

Multilingual landing pages are selling landing pages

Multilingual landing pages are one of the most effective tools for attracting and converting an international audience.

• Advantages of multilingual landing pages
  Multilingual landing pages allow companies to reach a wider audience by offering content in the user’s native language. This significantly increases trust in the brand and improves the user experience. Research shows that users are more likely to make a purchase if the site’s content is presented in their native language.
• Content personalization
  Using multilingualism for landing pages allows for more precise targeting of users by providing them with content tailored to their cultural and regional characteristics. For example, the Unicorn Platform offers tools that automatically translate and adapt content for different languages, making it easier to create multilingual landing pages.
• Increasing conversion through localization
  Localization is not just translating text into another language but also adapting content to the cultural and behavioral characteristics of the target audience. For example, images, color schemes, and CTA wording may differ depending on the region. A carefully localized landing page generates more trust and, accordingly, leads to increased conversion.

Crypto payments can boost your landing page conversion

With the development of cryptocurrencies and their growing popularity among consumers, companies are beginning to integrate cryptocurrency payment systems on their landing pages.

Increasing landing page conversion with Quiz

Recently, during lead processing, a trend has emerged where clients, after leaving a request on the landing page, do not understand which company they have contacted, do not understand the terms presented on the site, and generally show little interest.

This is not surprising, as by 2020, landing pages combined with contextual and targeted advertising are used by a huge number of businesses.
With such an abundance of choice, the user has no choice but to place the maximum number of requests on all possible sites.

In this situation, the manager has to work with almost “cold” contacts.

Quiz is a relatively new tool for the Ukrainian and CIS markets; it is an online questionnaire with questions where the client can more fully disclose their needs.
For example, if your company is engaged in apartment renovation, in the quiz on your site, you can ask questions about the apartment’s area, ceiling height, and other parameters, as well as preferences.

At the same time, the questionnaire itself does not appear as one huge form with a million fields; it is designed so that the next question appears only when the user has answered the current question.
More about quiz sites in this article.

As a result of filling out the quiz, visitors to your landing page are engaged, and your managers, in addition to contact details, see more information about the client’s needs and can build a dialogue with them more effectively.

In which business areas are landing pages most effective?

Creating a landing page is an expensive and labor-intensive process, so it’s not worth doing if the expected profit is small.

Here’s an example:

An online store offers eco-friendly office paper, is it worth creating a landing page for this product?
If you sell it by 1 pack of 500 sheets to two clients per week – of course not! It will simply be unprofitable. In this case, it’s better to limit yourself to a product card in the online store.

But if this is wholesale, that is, the landing page will be aimed at the B2B segment, and the average order is 150-500 packs of paper, then the costs will be justified.

• Construction
• Architecture
• Design
• Design and renovation
• Supply and rental of large equipment
• Legal services
• Advertising services
• Wholesale trade
• Importing companies
• Software sales
• Sale of educational services

Landing pages are applicable in any industry, the main thing is to calculate the expected “payoff” before creating them.

Using Neural Networks to Create a Landing Page

These technologies allow automating many aspects of page development and optimization, significantly speeding up the process and increasing their effectiveness.

• Chat GPT for writing selling text
  One of the most promising possibilities of AI is the use of models similar to Chat GPT to create quality content. With such models, you can quickly generate texts that meet the needs of the target audience. Chat GPT can analyze input data, such as a product or service description, and based on them generate text that will attract attention and generate interest among potential clients.
  For example, when creating a landing page for a new product, Chat GPT can be used to generate headline options, benefit descriptions, and CTA (Call to Action) text. Moreover, the model can offer several text options, allowing you to choose the most suitable one and optimize it based on the specifics of the target audience.
• Modeling the target audience using AI
  Neural networks and AI also play a key role in audience segmentation and targeting. By analyzing data, AI can identify key characteristics and preferences of different user groups, allowing you to create personalized landing pages. This approach increases the likelihood of conversion because each user sees an offer tailored to their needs and interests.
  Thanks to AI technologies, such as those on the Unicorn Platform, you can not only create multilingual versions of pages but also adapt them to different market segments. This allows brands to effectively enter international markets and work with the audience based on their cultural and behavioral characteristics.
• Integrating AI into the landing page creation process
  Modern tools for landing page development, such as Instapage and Junia AI, integrate AI not only into the content creation process but also into page design. This allows the use of automation to create page layouts that are already optimized for high conversion. AI analyzes data and offers solutions that, according to statistics, work best.

Thus, AI and neural networks turn landing page creation into a fully data-driven process, where every page element — from text to visual design — is optimized for maximum efficiency.

Professional selling landing page development

Using the recommendations in this article, you can independently design a landing page for your business, at a level close to professional.
However, in addition to successful design, quality implementation is important.
Namely:

• Cross-browser compatibility – correct display of the landing page in all popular browsers, of which there are more than 7 and their versions.
• Adaptation of landing page design and layout for all mobile devices, as well as modern HD format.
• Page load speed.
• Modern animation effects. Parallax and svg animation.

All these things significantly affect the landing page conversion and sales. And they can only be achieved if
a team, where each of these things is handled by a specific professional, is involved.

Contact our studio for a project estimate!

And also watch the video on how to check the quality of the site: