Templates for business niches: excursions. Selling landing pages in tourism: secrets of high conversions Travel landing pages

A landing page (another name is a landing page, target page or landing page) is a one-page selling type website, with the help of which new clients are attracted, new spheres of influence are developed and the client base is expanded.

The popularity of this type of site is growing every day, so every company committed to serious work strives to acquire at least one selling page. New companies use landing pages to attract the attention of potential customers to their business and products, while large companies can use them for several purposes.

TYPES OF LANDING PAGE

Today, a one-page website can be of several types:

LANDING FEATURES

Landing, as a special type of website, has several fundamental differences that affect its effectiveness and performance. As an example of frequent landing pages, we can consider such an area as tourism - in this area, one-pagers are the most popular.

Peculiarities:

• Having a bright title that can attract the attention of visitors. The headline plays an important role in forming the first impression. For example, if a company offers apartment renovation, then the headline should fully reflect this - the client will immediately see and be interested.
• Using buttons for calls to action. This is one of the most important marketing moves - the use of contrasting buttons signed with phrases that encourage the completion of the necessary targeted actions. For example, a company that offers kitchens or doors can use both “Order now” and other options as a call. It is important to use non-impersonal forms (Download, Buy, Ok), and also not to use “We”.
• Simplicity of design. Pay special attention to the design - it should be quite simple and easy to understand. An excessive amount of decorations and elements can only scare away potential buyers. The general design style must be uniform, the colors must be in harmony. If the company has a corporate identity, then the landing page should also be designed in this style using brands and logos - this will not only increase the level of trust, but also make the landing page recognizable. You can use a ready-made design template (it’s easy to find on the Internet for any topic and area of ​​business - it’s best to buy a good template rather than download a free one). Such website development will cost less, and the overall quality will be no worse than when developing an individual design (provided that the template was of high quality).
• Content. Informational and graphical content always appears in a separate line - maximum attention should be paid to it. Firstly, text content is always as concise, informative and brief as possible. Ideally, the amount of text should not only reflect the essence of the service or product description, answer most of the customer’s questions, but also provide the necessary amount of information for making a decision without leaving the resource. For example, the company offers suspended ceilings. All the advantages of such ceilings, the description of the service offered and the general characteristics should be no larger than two or three screens in size, while giving the client the impression that he has learned as much information as possible and can make a decision right now and take the necessary targeted action. Secondly, it is important to observe proper text optimization - this is important not only for potential clients, but also for further promotion of the resource, so that search engines index the page and display it in searches for certain search queries. There is a slight difficulty in this - due to the small amount of text, it is quite difficult to correctly indicate all the keywords, so promotion may be slower than with a classic multi-page site. It is also important to pay attention to photographs. They should be as unique as possible and reflect the essence of your sales offer or the entire business area. For example, a beauty salon posts photographs of the services offered (manicure, pedicure, haircuts), and a company that sells flowers fills the site with photographs of flowers. Be sure to maintain a reasonable balance - the right number of photos will attract attention, and an excess will only disperse it further throughout the resource.

INSTEAD OF CONCLUSION

The popularity of this type of site, such as a landing page, is growing every day. Therefore, regardless of the field of your activity (web studio, house construction, catering, video surveillance, custom-made furniture or real estate agencies), you can become the owner of an effective marketing tool that not only attracts new target customers, but also expands your sphere of influence and increases the level of income.

Today we will look at an interesting and quite popular topic today - a landing page for excursions. On the natural search results page you can find many suitable one-pagers. Let's see which of them are effective and which are not so effective, and we will also suggest an LPgenerator template.

Runet landing pages

The first web resource that we will analyze today is a company offering “Interesting, unexpected, original excursions around the historical center of Moscow.” This phrase is an offer and attracts attention, as a good headline should. To sum it up, the header is pleasing to the eye. There are no unnecessary elements here, the background is perfectly chosen, and the appropriate font is chosen (based on ancient writings). Good start!

Behind the fold line are the company’s advantages, divided into several blocks: why it’s profitable to work with us, why it’s interesting to work with us. The copywriter who took part in the creation of this landing page can only be praised. The texts are well written, the main feature is brevity, but informativeness. The designer is also worthy of praise. The style set on the first page is respected, the texts are easy to read, and stylized images add bright accents.

The next section is information about guides, which is important for a potential customer; he is interested in finding out who can guide him through the historical streets of the capital; it is likely that he will want to choose a certain person he likes, close in age, profession or other characteristics.

Below are descriptions of the types of excursions, as well as necessary information for the customer. We are pleased with the variety of services provided; they offer to find out more by clicking on the CTA button. By the way, about the latter. There is no excess of these elements on the entire one-page page, as happens quite often. The buttons are placed in the right sections, and the user is gently guided to click it, completing the conversion action. Definitely a plus.

The presence of social proof is an excellent opportunity to convince the visitor of his decision, a kind of decisive “touch” of a one-page page.

The only question here is that the comments are all from last year, there are no recent reviews. This fact risks confusing the visitor.

An unusual feature for a landing page is the offer to “leave a review.” You rarely see such an option on one-page websites, although, to be honest, its absence is justified. Landing Page is a type of web resource that presents services, but does not offer the full functionality of a full-fledged website.

The sample ends with colorful photographs, clearly not taken during the excursions (judging by some historical photographs), but the illustrations allow the visitor to understand what awaits him - this is a plus.

The second landing page for excursion tours presents the services of the Minsk brand. Here the header is, of course, more “loaded” than in the previous case. The offer contains several names of places where tours are offered, several phone numbers, social network buttons, and a lead form are written at the top. A selection of background images with an SUV in the foreground does not add beauty. In short, the impression is ambiguous.

Behind the fold line is a description of excursion tours. By clicking on the desired object, a new text opens. His style is typical for describing tours, but he doesn’t “sell” at all, he just tells it dryly. This can already be regarded as a disadvantage.

The next strip is also benefits, but in a different format: “What guests receive,” with a footnote “depending on the time of year.” The clarification, of course, is necessary, it gives accuracy to the user and removes risks from the company, but starting a section with such a footnote is not the best solution, because the visitor already focuses more of his attention on the limitations.

A separate advantage of the latter is that the comment can be viewed on the VKontakte social network by following the link. Thus, the company only inspires the trust of a potential customer.

Landing page LPStore

So far there is one thematic template dedicated to excursions. Services, as in the previous case, are offered throughout Moscow. The offer is precise; it even lists the minimum cost, which is sure to attract a potential client.

There is always a section with brief advantages (a more detailed block with them is also available, see the full version). Each template of our catalog contains a promotion, a lead form, this one is no exception.

Social proof (reviews, certificates, as here, or photos of work, for example) is an essential component of a high-quality one-page website.

Remember that in LPStore you can choose any sample and adapt it to your niche business.

6828 October 16, 2014 Daniil Davydov, online travel business farmer Hello, dear colleagues! In this article I will tell you about selling tourism landing pages and how to increase their effectiveness.

Let me give you a couple of examples of tourism landing pages

Each landing page has its own structure, which can be, for example, one of the following

Site header

The header (the top part of the website page) must contain three elements:

• contact phone number (ideally a number on 8 800)
• immediately below the number is a CTA button (call to action)
• company logo

An important point: if you add an indication under the contact phone number that calls within Russia are free, this will increase the conversion by 1.8%!

At the beginning of the page, in the header, we insert the key query itself (the phrase by which the site should be found by the search engine). Under the title we use a USP (unique selling proposition), that is, something with which we can attract our tourists and interest them.

Grip form

In capture forms it is also necessary to use the USP. In addition, you can add photographs of vacationing people who embody the collective image of your target audience. Happy faces next to a capture form significantly increase conversion rates, meaning they bring in far more leads for your agency than a boring, plain background.

Below are some examples of a page with a capture form.

The capture form works very effectively, where you are asked to subscribe to the site's news - in this way, you attract the visitor to your product, stimulate his loyalty, but do not directly offer to buy anything, do not impose. The capture form with a subscription to useful tips related to vacations and travel works especially well.

Think through in detail all offers that may prompt a site visitor to fill out the capture form. How can you interest him, other than immediately buying a tour?

Please note that wherever you talk about the benefits of your agency, you must indicate the benefits that the tourist will receive by contacting you. Many people miss this point, speaking only about themselves: “we are the best...”, while you need to talk about the advantages compared to other TAs from the point of view of your client (“with us you can...”). And to do this, you need to study your target audience in more detail.

USP segmentation according to target groups

The target audience, as well as key queries, must be segmented in order to more accurately meet the needs of a potential client and are guaranteed to attract him. For convenience, it is worth creating a so-called “USP matrix”.

You should have the most detailed possible collective portrait of your client in each segment. You need to know what he is interested in, what attracts him, in order to understand what can hook him.

Having defined several USPs for different segments of the target audience, they can be placed on the landing page in different forms of capture. By scrolling through the page, your tourist will see exactly what suits him best and will definitely leave you his details to select a tour.

CTA button

This button should be bright, noticeable, and immediately catch your eye. Practice shows that orange buttons get the most clicks, but there is no exact recipe. Try different colors, experiment and find your perfect button design!

Landing page components

Please note that landing pages generally contain a general USP, and we segment it and create a separate one for each category of potential clients. The question arises: how not to overload the page and force the visitor to view it to the end. The answer is simple: place only the essentials on it.

The essence of such a “minimalistic” page is that the visitor does not need to scroll through it: all information and main blocks are located compactly, up to the shift line (that is, immediately visible to the visitor, on one screen). Contrasting photographs that complement the landing page elements work well on such pages. At the top of the page you need to place a menu where all sections of the site that are potentially interesting to a tourist will be displayed, so that by clicking on a button he can easily get additional information on the main site or on an additional landing page related to this section.

It is important to be able to place all the useful information before the shift line, so that the tourist at first glance finds what interests him and stays on the site.

You can also make a universal landing page that a tourist lands on based on a key query from a search engine. This page immediately contains a form in which the visitor fills out the necessary tour parameters. Don’t forget to place the advantages of your agency next to the form so that the tourist immediately understands that he is in the hands of professionals.

If you add a “request a call” button to such a page or indicate that “calls within Russia are free,” then the conversion will increase even more due to calls, since many tourists find it more convenient to communicate by phone.

Another trick

Remember when we talked about photographs of tourists next to the capture form? If you use an image of the tourist looking directly at this form, you can increase your conversion rate by another 6%. This is due to the fact that a person instinctively follows the direction of view of photographs and is not distracted by looking at all the elements of the page. This effect can be enhanced by arrows leading to the CTA button, the capture form and the fields that need to be filled out.

Incentives can also be used to encourage the user to take a targeted action. For example, place information about a current promotion in the capture form, offer a certificate or a discount.

You can add photos and reviews of other tourists about the work of your agency to inspire confidence on the part of a new client who has just arrived on your site.

That's not all!

Having achieved the target action, be sure to provide the tourist with feedback. There is a so-called “5 minute rule”, which means that a site visitor, in order to become a full-fledged client, must receive a response within 5 minutes, since he almost certainly performed the same action on the sites of 4-5 of your competitors, so if you A call back has been ordered, please make it as soon as possible.

As for filling out the form, you should set up a thank you page so that the tourist is confident that the process has been completed successfully and all that remains is to wait for their application to be processed. Promise to contact him as soon as possible and be sure to keep this promise!

There are many other secrets to increasing the conversion of landing pages in the tourism industry, in this article I only talked about the basic practical techniques that work well. Don't forget to test your pages, fix bugs, and meet the needs of your target audience.

We wish you high tourist conversions and successful sales!

Daniil Davydov, online travel business farmer

If you need attract new clients to your travel agency, the first thing that comes to mind is a PR campaign on the Internet. But you need to approach this issue wisely, otherwise you can waste your money. The Zexler company offers an up-to-date solution that is guaranteed to recoup the costs - developing the right landing page.

Our team has a wealth of experience and we know how to attract visitors. We will develop for you a high-quality landing page that will not go unnoticed. Thoughtful design and emphasized benefits They will become your company business card– within a few weeks the client base will expand significantly. We will do everything to the flow of visitors has not only increased, but also trust in your companyincreased, A fame increased.

Gradually sales will increase, A profits increase. All you need to do is just contact Zexler! We will prepare a commercial offer for you and send it for free.

How much does it cost to create a landing page for a travel agency?

Before answering this question, we hold a personal meeting with the customer and find out how he wants to see the future landing page. We will study in detail features of your business and we will work in accordance with your wishes and preferences. Formal business or casual style? A minimum amount of content or a detailed description of services? The choice is yours.

Depending on how complex the landing page will be and how much time will be spent on development, the cost will vary. Standard sales pages cost 50 thousand rubles. More voluminous and complex landing pages (multi-landing pages) require more investment, and this should also be taken into account. In any case, you will receive a guaranteed result - the right landing page, working to attract customers and increase profits. Your costs for it will pay off within a few months from the moment of launch. Detailed reporting will give an idea of ​​the resources spent: we work conscientiously, efficiently and on time!

How to attract clients using a travel agency landing page?

Zexler company specialists have been developing landing pages for several years. Our team consists of experienced professionals who know their business. We know how to attract clients for your company, even if we are talking about creating a single page.

We take a responsible approach to developing a travel agency landing page: We think through the structure, create a unique selling design, emphasize the advantages. Once on such a page, the client will know exactly what services you provide, what their cost is and how to contact you. We'll speed up conversions by making sure you have the correct application form. As a result, your customer base will expand, A brand trust will increase. Contact Zexler, and new horizons will open up for you that you could not even dream of. Our solutions are the best, our ideas are fresh, and the results will exceed all expectations. All you need to do is call or fill out the application form on our website. Our managers will contact you as soon as possible!