4 Length Factors to Consider When Building Landing Pages
Moz, one of the world's largest providers of tools and resources for online marketing, discovered that when it drastically expanded the contents on its web landing page the new and longer page generated 52 percent more sales. Similarly, when software manufacturer Crazy Egg increased its web content 20 fold, it realized a 363 percent increase in page conversions.
4. The "ask": One final factor to consider when designing a landing page is the "ask." If you want visitors to make a $3,000 purchase, you might err on the side of a longer landing page, where you can provide ample resources to explain why the investment is worthwhile. If, however, you're merely asking for the visitor's contact information in exchange for data or a free trial, the page content can be lighter.
Building a solid landing page is a combination of science and art. When planning your site, ask yourself what content is absolutely necessary versus what's nice to have. Consider how each could help improve conversion rates. Which content is irrelevant to the desired action, and which content is necessary to make your case? If you follow these criteria, and add in sufficient illustrations and a good amount of negative space, you should be well on your way to creating the ideal landing page for your company.