4 Length Factors to Consider When Building Landing Pages
Landing pages are a great way to educate and engage online visitors to your company. But how do you know what's the right amount of data for your landing page and, more importantly, how do you convert these prospects into paying customers?
The answer lies in four key factors: the goal of your landing page, the complexity of your offering, the barriers to adoption, and the "ask."
1. Identifying your goal: To begin, you need to ask yourself what's the goal of your landing page? Is it to generate leads? Drive sales? Longer pages offer more room for information and more opportunity to convince a visitor to perform an action, while shorter pages are more direct and to the point. As a result, it's not uncommon to see shorter pages generating a higher number of leads, but they're often less qualified than the fewer number of leads that are generated by longer landing pages.
2. Complexity: How difficult is it for visitors to understand what you're selling? If your content is easy to understand, you can typically go with a shorter landing page. If, however, the concept is complex or potentially difficult for visitors to grasp, a longer landing page would be in order.
Michael Aagaard from ContentVerve concurs. His study found that shorter pages perform better in situations where little to no explanation is needed — e.g., a simple offering in a mature industry. Aagaard concluded that the amount of information (and the length of the landing page) need to be proportional to the level of scrutiny expected by site visitors.
3. Barriers to adoption: Identify and remove any barriers that might prevent your website visitor from taking the action you desire, whether it's downloading a document or making a purchase. Typically, longer landing pages allow you more room to position your products and services, while also providing information that can help you to build trust — e.g., customer testimonials, easy access to your refund policy, and full descriptions of your business processes.
Related story: Smooth Landings