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.
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.
Related story: Smooth Landings