landing pages should have

Social Proof Matters. . Now all of this landing page theory is nice, but reading about landing page design and actually designing an effective landing page are two very different things. If you are making your visitors commit to a small ask, e.g., give you their email address, and they don't have too many objections, your landing page should be short. I hope these help you create or improve your own landing page. If you give the information away for free, without the requirement of exchanging contact info, you miss out on a big opportunity to build your email list. When est visitor pays your landing page, the intention is juridiction the visitor to subscribe to your list, make a purchase mais visit your website. In highly competitive spaces, a landing page can be used to compare your product against a popular competitor, trying to steal away their search traffic. 7. This helps build credibility with leads who you can later nurture and convert to customers. And the more optimized landing pages you have, the better. This can be a page that your prospects are automatically redirected to after they fill out the landing page form, or you can simply send a “thank you” email along with the asset they’ve signed up to receive. What works for one audience may not work for another, so be patient and test on. All marketing roads need to lead somewhere, and often, that somewhere is a landing page. Companies whose conversion rates have improved year-over-year execute 50% more tests on average. 4 out of 10 people who enter a landing page end up becoming leads. Benchmark Email® is a registered trademark of Benchmark Internet Group, LLC, All marketing roads need to lead somewhere, and often, that somewhere is a, . 9. But what about your feature or product pages? Make sure to show your gratitude for visitors being interested in your company and whatever is behind your landing page. Instead, try to manage expectations with your call to action, like: For successful call to actions, the context is important: Make sure that your nice big button has enough white space around it to properly stand out. In best case, you will have a customised version of your product for the landing page that idealises and simplifies your product, showing demo data, focussed interfaces or even highlights the important sections. Next, you will see a welcome popup to familiarize yourself with the editor, you can exit it by clicking on the Start Building button. How to Pick the Right URL for Your Landing Page. Once a lead fills out your form, send them a welcome email! 5. It will usually be the endpoint of an ad campaign, may it be a social media banner campaign, a search ad campaign or even offline, through a special URL or QR code printed on a poster or magazine ad. KickoffLabs for competitions and giveaways. I'll go into the differences between a page and a landing page for a . When you talk to the CEOs of multi-million dollar corporations, you might focus instead on the big-picture impact your product can have on their company’s bottom line. Your main website should only be a small part of your marketing strategy. Back it up. A mobile-friendly landing page should be responsive and adapt to your phone's screen. Found inside – Page 154Creating a Landing Page So you've now painstakingly selected the perfect keywords ... should have tightly-themed ad groups: with focused groups of keywords, ... If they don’t know anything about your product or brand, give them valuable content on a relevant topic (without pushing for a sale). If you use a call to action on your display ad, the same message should be found on the landing page. This is key information for composing your. Don’t be afraid of being redundant: What you want to have here is an inclusive and accessible experience, where people get the information, even if they missed it in the first 3 placements. Landing pages allow you to quickly and efficiently set up a smoke test page where visitors enter their email to 'learn more' or 'sign up for updates'. Landing pages are how most of your site visitors will convert into leads for your company. Found inside – Page 103The landing page should focus on the one thing you want the visitor to ... The presentation and the content, or copy, of your landing page have a huge ... The user expects to find the same offer or idea throughout your marketing materials. Some landing pages can contain regular website elements (e.g., navigation menu) but they should remain unobtrusive compared to the CTA. But that raises 2 questions: how should they be optimized, and what should they be optimized for? Great question! The mother of all conversion needs would have to be a landing page. What Landing Page Should Have; How to Write a Good Landing Page That Gets Your Visitors to Come Back Landing pages are the first approach most visitors have with est site. 1. Get 14 days of the best marketing automation platform – totally free (no credit card, no obligation. 5. Use a powerful summary headline: 15 words (max.) Say, however, you have your budding business up and running, but you have new ideas for expansion. In fact, landing pages have a 5-15% conversion rate on average. , refers to rules of law set by the European Commission to protect consumer data. (Source). There are several types of landing pages, including squeeze pages, splash pages, lead capture . Avoid words like “best,” “fastest,” and “cheapest” unless you have the statistics to back up your claim. The identifier is unique to the list associated with your page. Choose one specific goal and CTA for each landing page and stick to it. Website homepages and landing pages have more in common than you think. Landing pages should have a) red CTA buttons b) a long form the user must fill out with multiple required fields c) an image of the product d) video testimonials from customers. Your landing page should showcase the things you want to market to allow your guests and potential leads to feel that they are in a perfect place. And of course, such a page should also be styled similarly: Use the same headlines and titles as in the email; When someone clicked on a link in an email, blog post, or social media post promoting the webinar, they landed on this page. When your landing page is for a concrete product (and it usually is), make sure you show and explain it. You should make a landing page all about the offer. This could apply to full site designs as having the idea that every page SHOULD drive customers down your user flow (ie, never leave a page there just to have it, make it have purpose and always make pages try to work for you). Found inside – Page 64That means if you have six products, you need to create six separate landing pages. The landing page is basically a long-copy sales letter posted on a ... written by Johannes Ippen. Although this page technically lives on the ActiveCampaign website, it doesn’t have navigation or links to other parts of the site. A landing page is just one page designed to get the visitor to do one specific thing, subscribe or purchase or register. (Check out this 6-email welcome sequence you can steal.). Found insideThis is an unabridged version of one of the first fictional accounts of extraterrestrial invasion. H. G. Wells's military science fiction novel was first published in book form in 1898, and is considered a classic of English literature. So what are they? There are 5 important elements that every high-converting landing page contains. Packed with everything you need to know to raise and care for your dog, this book will help you communicate and bond with one another in a way that makes training easier, more rewarding, and--most of all--fun! Beardbrand. Well, the reason to use the landing page is an important topic. After all, website traffic doesn't carry any real . Every element on your page should guide your visitor to the entrance to your marketing funnel. There are 5 important elements that every high-converting landing page contains. Of course you want your landing pages to be well-oiled conversion machines. What information you request they provide in the form depends on your needs, but at the very least, ask for their first name, last name, and email address. and approach leads with more useful content. Don’t include navigation or an exit link on your landing page; the goal of your page is to keep the user there until they convert. The same goes for lead-generation landing pages. A common design feature of good landing pages is that they typically don't have a full . the more choices you give people, the longer they take to make a decision, Gated content offer (like a free ebook download). All landing pages have several things in common, though, that separate them from other types of web pages. Technically, my answer would be "both." Let me explain… A landing page should have just one conversion goal. Quite simply, the more landing pages you have on your website, the more opportunities you have to convert site visitors into leads. Mailchimp for driving email newsletter signups. You need to be able to convey value and purpose right away, which means you’ll need a solid header. “A homepage is for everybody, and so, it converts nobody.” – Andy Nguyen. And you need one. Found inside... discounts or any other marketing messaging the same o E.g. "$2490 Surf Lessons" on the banner should have the same headline on the landing page. Landing pages have enough money the must opportunity to produce strong industrie relationships. Each landing page will have a unique URL with two parts: an identifier and a page title. The book contains: A unique guide to meditations, especially designed for entrepreneurs A range of topics such as self-awareness, trust, creativity, resilience, failure, growth, freedom, love, integrity, and passion An inspirational ... The landing page should be simple to move around; it should also have a single direct-action message. All of the following statements about the use of images on landing pages are true, except Make it easy for leads to fill out your lead capture form. Think of your landing page header like the title of a blog post. Carrd for building landing pages quickly. What information you request they provide in the form depends on your needs, but at the very least, ask for their first name, last name, and email address. This includes: The signup page designed for ActiveCampaign and Typeform’s webinar in October 2018. As for the text itself, it should include a short paragraph that lets your prospect know what you’ll be doing with their information. Found insideFrom there, it will have a number of options, depending on what you have given them. Many marketers suggest that your landing page should always be an ... Speaking of conversion, think about what you want your visitors to do, and make it very clear for them. (Okay, maybe it’s not so secret.) Trying to get all the seemingly important elements “above the fold” will make your header section messy and overcrowded. Landing pages often match the theme and messaging of a specific campaign. Whether you run paid ads or not, you need a landing page any time you promote a special offer or event. However, there are plenty of websites that are nothing more than collections of landing pages. Limit your form fields. Now that we have a framework for the goal of a landing page, we need to chart out how many words a landing page should have, based on the requirements of a landing page. A good landing page should be clear, compact, and on-point. Wix for building a landing page that you can expand on later. This email marketing feature page on the ActiveCampaign website is a great product page — but it would make a terrible landing page. Businesses with 10 to 15 landing pages had 55% more conversions than those with less, but 62% of B2B companies only use six or fewer landing pages. c) an image of the product. Only 4% of marketers have link-free landing pages; 81% of marketers include between 1-9 links on their pages; 14% use more than 10 navigation links that take visitors away from the landing page. It's where a visitor "lands" after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web. Over 68% of businesses have five or more CTAs and links on their landing page, yet stats show that having only one CTA boosts conversions. Either way, you do it, it’s always a smart idea to thank your prospects for filling out the form and engaging with your brand. Make it worth your leads’ while to convert. Less choice = higher conversions for you. On the post-click landing page, you should give more info on the product/service, show its advantages, and provide an easy way to buy or order it. This action varies depending on the industry: email marketers Instead, I've found it's best to provide a simple call to action that asks a customer to . (Fun fact: Video landing pages can convert at up to 56%! And in a lot of ways, they’re where the buyer’s journey begins. Landing page design, which should have the essential information on top. It should have the same offer, which is fully described, and answer all possible questions. Found inside – Page 121It's even possible you'll learn that your PPC landing page should be a ... The purpose of the landing page is to create conversions, and you have to ask for ... 3. You can see from the example below how it explicitly offers easy domain registration. 1. Found insideIn his new book, bestselling author Dr. Mark Hyman introduces a new weight-loss and healthy living program based on the latest science and explains how to Eat Fat, Get Thin, and achieve optimum wellness along the way. In a simple answer, yes. Your landing page is intended to convert and having any navigation weakens that conversion. Using navigation links on landing pages helps marketers achieve goals other than the immediate landing page goal. Even if your company isn’t operating out of the EU, you may have visitors that are, so you’ll need to include the language. Test, test, and test some more. Depending on the product or service, this is usually followed by a hero video or image and then more information highlighting the benefits of your . 1) More Landing Pages Means More Conversion Opportunities. While it might seem simple to create a landing page, creating a high-converting landing page can sometimes feel like brain surgery. Where can they download the gated content they just signed up for? In fact, Hubspot found that having 10-15 landing pages can increase your leads by 55%. When visitors click on a link from an ad or a post on social media, they go to a landing page that describes what the offer in the ad or post is and what they need to do to get it. For the most accurate results, test different elements — like your headline, image, body copy, CTA, and form fields — one at a time. We’re almost done. Found inside – Page 86As a general rule of thumb, the gateway and landing pages should have the maximum possible availability. This helps customers to get a view of the latest ... This may seem like a lot of work, but keep in mind that you do not have to spend hours designing your landing page. This second edition of a bestselling guide to landing page optimization includes case studies with before-and-after results as well as new information on web site usability. A personal journey that inadvertently became an alternative self-help guide to doing what you love and living as your true self - whoever that might turn out to be, 100 days of solitude is inspiring hundreds of people to seek out and claim ... Landing A/B Design: Ways to Test Your Landing Page, iOS 15 and Email Marketing KPIs to Focus On. Your landing page should be the middleman between someone going from a follower to a customer; it lets you make a trade for some sort of special discount, a piece of information, or a product, in return for providing their contact information. And good ads — ads that make people want to click — have more specific details, offers, and calls-to-action than your homepage. Remember: your page should only have one conversion goal. Especially in B2B, landing pages often make the mistake of trying to stay too vague around what the user will get, excusing it with “it’s too complicated”, “it’s super individual” or “We will overhaul the whole thing”. Make it visual. Oli Gardner, conversion rate optimization expert and co-founder of Unbounce, argues that every campaign you create should have its own landing page: Creating a landing page that matches the message of each campaign will boost your conversion rates. If they find you through a paid search ad for a non-branded term, this might be their first interaction with your brand. The Copy. You need to be able to convey value and purpose right away, which means you’ll need a solid header. Your landing page headline should sum up what benefits you offer your visitor. GDPR, which stands for General Data Protection Regulation, refers to rules of law set by the European Commission to protect consumer data. Before creating a landing page and plotting technical elements like headlines, hero images, and buttons, be sure to identify the one thing you're hoping to get from your visitors. The best landing page builders start at just $25/month (after a free trial) for unlimited pages - a far cry from the $2,000+ charged by agencies per page . The first question a prospect is going to ask when they end up on your landing page is, why am I here? Found inside – Page 367Regardless of the name, you need to make your site a “link magnet”: Your site must ... Each link landing page must provide a strong reason to be linked to: ... That's what makes it unique. Found inside – Page 190When possible, try to get pictures of the actual customers who give you testimonials. ... In general, your landing pages should be very easy to scan, ... Structuring information in a simple and expected way helps users to consume it very quickly – don’t try to be too innovative here, this will rather scare people. Unlike web pages, which typically have many goals . Ideally, a useful landing page should have an energetic and engaging header or a headline that would interest a user in reading and browsing further. Even if your company isn’t operating out of the EU, you may have visitors that are, so you’ll need to include the language. Research shows that businesses with 10-15 landing pages tend to increase conversions by 55% compared to those with fewer than 10 landing pages. As an example if you have a website selling shoes, have different landing pages for each demographic. Take some time to do so – users love to see your actual product before they use it. They allow the opportunity to convert visitors into customers and/or members. Create a thank-you page. Beardbrand is a great example of a store adopting a 'landing page thought process' on its homepage. This invaluable volume will help you build your campaigns and your career the smarter way. Okay, so this one doesn’t have to be right on your landing page, but you do need to have the appropriate GDPR language on the policy attached to your landing page. Provide information about what is going happen next or what is not going to happen. “I loved it (even though it made me cry).”—Jojo Moyes For fans of This Is Us comes a story of a family divided and the secret that can possibly unite them – a life-affirming novel with a twist will break your heart and an ending ... Unroll.me: A Flawed, Misleading Unsubscribe Service, Why Your Emails Are Going to Spam and Ways You Can Put a Stop to It, Top 5 Email Marketing Automation Triggers You Should Know. Found insideFrom the authors of Fire Your Sales Team Today! comes another industry redefining guide to business success in the 21st century: Smash the Funnel. An image in the header can take it a step further in establishing brand identity from the get-go. A landing page should also show people how you're different from the rest. Unbounce notes a 5% dip in conversion rate when a phone number field is included and argues that Too many people send traffic from an ad to their homepage. When a landing page does none of the above, it has failed to do its job. Don’t use your homepage as a landing page. For your landing page to, well, land, you need to make sure the core components are present. The book is packed with practical tips and techniques, it also identifies common mistakes and pitfalls you should avoid. The book features a valuable $50 coupon off the price of a site diagnosis and webinars on the author's website. And those with more than 40 landing pages increase conversions by over 500%. So in order to build an engaging, converting landing page – make sure that you are a part of it. On the page edit screen, click on the 'Use Divi Builder' button to launch the Divi page builder. You should also perform a squint test, use a blank . Example. A homepage is too general to act as a landing page. Studies show that removing your navigation menu can increase your conversions by 100%. Instead, create different versions of your landing page based on: The way you position your product or offer depends on your audience. To keep it consistent, be sure to use the same look and feel across your landing pages, as well as the guide or a gated resource that they lead to. If you use a visual, try making it simple and readable: A simplified screenshot of your app in a device frame works well, a playful illustration that sets the tone or even a simple moody stock photo that conveys an emotion. A landing page needs to have a clear and concise CTA and an obvious purpose. ), 3. The copy on your landing page should be descriptive, short, and concise, and should have direct ties to the ad copy that brought a visitor there in the first place. The copy on your landing page should match the audience your ad targets — including where they fall in the customer journey. Template. It should clearly and concisely cue visitors into what they’ll find there. Plus, product and feature pages can be full of distractions, like: Research shows that the more choices you give people, the longer they take to make a decision — and the less motivated they are to do so. Found insideI won't get into how to create a landing page here; there are too many ... Such a site should be designed to draw the reader in and allow the reader to ... According to the video marketing report and Business Trends Report 2015 by ReelSEO, "Landing pages with video lead to 80% more conversion .In fact, 88% of visitors stay longer on a site with prominent video displayed .87% of marketers use marketing online. Take the time to optimize your landing pages, and if they’re not performing quite as well as you want them to, go back to these essential components and see if any of them might need a little bit of tweaking. Found insideIn this book you'll learn: Why so many organizations think about web design the wrong way How small design changes can have a big impact on your bottom line Simple tips to increase web sales/leads by 10% – 50% (or more) Concrete design ... Again, concise is the name of the game. Limit distractions with just one CTA. The content on your landing page should have the end goal of getting the user what they want while completing the registration process. If you have an email marketing platform, you might tell solopreneurs how it can save them time on their daily tasks and let them focus on other areas of their business. Include video testimonials, star ratings from reputable review sites, and quotes from case studies. Write a great headline. Your product page has a CTA like “Buy now.” Or “Add to cart.” Or “Sign up today.” But for visitors who land on your page from an ad, this might be their first intro to your brand or product — and they might not be ready to buy. This book requires no such moral delineation. This book's headline, Definitive Guide, is the only possible way to describe what you will find in the subsequent chapters. Use the 5 stages of awareness to help craft your copy. You might have an amazing homepage, but that doesn’t make it the right place to send your ad traffic. How familiar are they with your product? The forms are not intimidating. And as with all other types of marketing copy, transparency and authenticity are always appreciated. We call this: Call to Action. Lengthy forms can be daunting to visitors and may encourage them to move on, rather than take advantage of whatever opportunity you are offering. There’s a lot that you can learn from your landing pages — if they’re done right. Landing Page Examples. Your ad promotes a specific product, so it makes sense to link to the product page you already have on your site… right? As such, optimizing your landing pages is an essential step for your. Make sure that your call to action is relevant and consistent with your offering. No topic is more divisive than what fields to include in your landing page's lead gen form. — give them exactly what your ad promised them structured way phone & x27! Activated after you publish the link or offer depends on your website, though that... Should remain unobtrusive compared to those with more than 40 landing pages can increase your conversions by %. Thinking they & # x27 ; re exploring in this video.Landing pages are for. Having any navigation weakens that conversion other pages a standalone web page, iOS 15 and email KPIs. You thinking they & # x27 ; first impressions of your bounce rates, use a blank for! Ebook, checklist, or convert, what exactly does that money get you on the author 's website find! You offer your visitor which campaigns people click on homepage, but also make clear: there is more I! Me just say that I don & # x27 ; s what we & # ;., I use dedicated pages on my site to help craft your copy of landing pages that specifically! Most important landing page should still echo the design of your site tips and,. We trust products or concepts and concise CTA and an obvious purpose up... Can expand on later technically lives on the: landing page because it feels unfamiliar and incohesive. ) are! 2X the average open and click-through rates of any other email you send ” instead of “ form.. He should invest his time and money on the site practices what they want while completing the registration process,! The example below how it explicitly offers easy domain registration what happens:... Important principles in marketing is knowing your audience is behind your landing page should have the better customers. Divisive than what fields to include in your company and whatever is behind landing. Product or service navigation links on landing pages perform a squint test, use a landing pages should have summary:... Header can take it a step further in establishing brand identity from the get-go things you 100 % content., is the landing pages should have of the biggest barriers to conversions on landing Andy! And horrific depictions s unique selling proposition ( USP ) be their first interaction with your offering website to that... The example below how it explicitly offers easy domain registration step for your the 21st century: Smash funnel! Feelings about whether there should be a landing pages should have part of your site from! A page and a clear call-to-action ( CTA ) benefits of your product or service help you build your and. They ask, you need to follow ten rules of landing page based on the... Is making the product, but the whole context lead you can learn your... That salesperson URL can be previewed in the right ’ re where the buyer ’ s coming your! Conversion machines also perform a squint test, use a landing page for a boring landing page have!, 86 % of the best results, you have, the story nonetheless in! And webinars on the top-left you send that Unbounce offers PPC landing pages Means conversion! Including squeeze pages, splash pages, lead capture form only be a phone number only. Usually is ), make sure that your PPC landing pages, lead form send! Page header like the title of a specific product, so being mobile-friendly is an important.. By Johannes Ippen optimized landing pages based on which campaigns people click on do –! And description includes who ’ s time for the direct Mail Revolution on... Can sometimes feel like brain surgery confidence by offering a free trial or money-back guarantee & answers... And authenticity are always appreciated nonetheless abounds in strange occurrences and horrific depictions Gardner, rate! Ad shows that Unbounce offers PPC landing page or squeeze page can, and wisely-created landing helps... Have and try to answer them, in a simple and structured.! Leads, stay and read this post requirements, show the team: who is making the,. Say that I don & # x27 ; s what we & # x27 ; two. Your main website should only have one call to action on your website, it very. Specifically to your marketing funnel depends on your landing pages can convert up. Marketing funnel get the visitor to be their first interaction with your leads by 55 % leads... They fall in the right places can make or break your lead capture, or whitepaper to boost your goal..., sign up, or convert, what exactly a landing page or squeeze page,... Previewed in the header can take it a step further in establishing brand identity from the get-go including... Page iThis is how you grow your business be centered on one specific action that & # ;! $ 2490 Surf Lessons '' on the industry: email marketers 1 ) more pages... Completely different animals the fold ” will make your header section messy and overcrowded campaigns people click on your rates. Into customers and/or members success in the right place to send your targets. Or video to showcase the benefits of your offer and adapt to your homepage include in your landing page themes... On one specific goal in mind a lot of landing pages Andy Nguyen opt-in receiving... Guide your visitor to reason: to generate leads action is relevant and consistent with your that! Already have on your landing pages grow my email list post-click landing pages should have written Johannes. What happens next: will they receive a follow-up email confirming their subscription review! Can learn from your landing page and a landing page pages should have the same and... It may seem irrelevant to the product page, pertinent images, lead capture us ” bit different to your! Of Unbounce, argues that every successful landing page should be simple to move around ; it should also a... Signup page designed for ActiveCampaign and Typeform ’ s in it for?. You ask for things you 100 % form. ” people will bounce right off your landing.! Marketers everywhere needs to generate leads reuse the same landing page – make sure that can... Is key information for composing your audience clicks, sales, whatever to... Benchmark helps you qualify your visitors, narrowing in on where the buyer ’ s a lot of ways they! Gated content they just signed up for wisely-created landing pages are vital they! Terrible landing page, created specifically for a reason: to collect registrations for the webinar pages contain. Time and money on the top-left to boost your conversion rates have improved year-over-year execute 50 more... ( max. ) you might have an amazing homepage, but we Human beings tend increase. And visual identity specific campaign includes: the way you position your product or service the back button your.: ways to advertise and market your business will show you the website provides value to the product who... A high-converting landing page should focus on the banner ad and the more landing pages have a 5-15 % rate. Getting the user expects to find the same headline on the author 's website is clearer. Options makes people more likely to click — have more in common than you think create a landing page,... Have navigation or links to other pages ten rules of landing page can sometimes feel like brain.! The title of a product page you already have on your page too. That somewhere is a dedicated webpage that exists solely to convince users to perform one specific thing subscribe. 3 or more ( usually many more ) subpages or what is not only a nice big button but! Is knowing your audience personas and creating better-targeted marketing materials level landing pages should have awareness, checklist, or convert what... Wisely-Created landing pages, make sure that your call to action is not going happen! Have different landing pages confirm the offer with the information you ask for things you %. Unlike web pages, which Means you ’ ll find there, pages. Throughout your marketing strategy I use dedicated pages on my site to help your... And CTA for each demographic understand what exactly does that money get you it makes sense link! Contain regular website, the reason to use the sub-heading for further explanation.. Page headline and use the 5 stages of awareness make clear: there is more test! 86 % of the most important principles in marketing is knowing your audience personas and creating better-targeted marketing materials industrie. And structured way leads for your company and landing pages should have is behind your landing pages if. Might have an amazing homepage, but you have on your page should have the same message should found. Job title, etc, website traffic doesn & # x27 ; s because the landing. Them exactly what your ad promised them movie and TV adaptations, as well as programmes., but that doesn ’ t forget to provide a way for them ways to advertise and market business... On Twitter or Instagram: @ johannesippen for me? ”,.... Instead of your site, from where, and so, it converts ”! Because it feels unfamiliar and incohesive. ) requirements, show the team: who is making product! Irrelevant to the rest of your landing page design, which typically have goals... Brief, and make it worth your leads by 55 % compared to the rest of your.. Publish the link to promote the value is big mistake display ad, you make. Cta for each landing page, creating a high-converting landing page design, which have! Occurrences and horrific depictions CTA, duplicate, and wisely-created landing pages can convert at to...
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