In today's company blog post, we'll discuss how to create a one-page website or landing page that will help you sell products. In particular, we will understand what are the main elements it should contain. In total, there are eight parts to a landing page. The structure and design discussed below will help improve the conversion rate of the page.
Headline and subheadline
The headline should clearly reflect the essence of your product or service. It should give the visitor an answer to the question 'what am I getting here'. The sub-headline should complement, reinforce and extend the idea of the headline.
First screen
The first screen (the block that is immediately visible when the user opens the site) should display the main elements:
Heading;
Subtitle;
the product photo
the price (or a crossed out price tag indicating the auction price)
an order form or button.
All of these elements affect conversion rates. It is important that the visitor sees them on the first screen. The fact is that around 70% of people who come to your site will not scroll down. The information on the first screen should help the customer understand what you are selling.
Problem solving and benefits
In this part of the website it is important to provide information that answers the question "Why should people buy your product? Firstly, you should state the problems that your product can solve. Secondly, you should list the benefits of the product. Any claim of quality or benefit should be backed up. The information in this section should allay the customer's doubts and convince them that they are doing the right thing by buying your product.
Product Features
In this section you describe the product or service, including all its key features and characteristics. For example, if you were selling car video recorders, you would include the characteristics of the screen expansion, the material used to make the body, and so on. For some buyers, this is a very important part of the landing page.
Product photos and videos
It is important to show your product in action. If it is a product, show what it looks like and how it is used. If it is a service, it is possible to use a demonstration video or image. It is important to show the product live: jackets or dresses being worn by a model, not just clothes hanging on a hanger; children playing with your constructor, etc.
Work plan
In this section you should explain how the ordering process works: from placing an order on the site to delivery of the goods and payment. This is a standard scheme, there is nothing to invent here.
Customer testimonials
Display real testimonials with names and photos. The information should be authentic. The testimonials should answer any doubts the customer may have about the product. What kind of doubts might there be? For example, the quality of the product, the delivery time, the ability to pay on receipt, the need to pay in advance, the terms of the guarantee, etc. Ask your customers what is important to them about this product and let them know in the reviews how they will respond.
The footer
The footer is the bottom of your website. It usually contains a duplication of information from the first screen: headline, subheadline, product photo, price, order form or button (by the way, open order forms tend to give better conversion rates than a pop-up or form on another page).