Long-form landing page or short-form landing page? Many marketing resources recommend keeping your landing page short and simple. We say it’s more nuanced than that. While a short landing page is often the wisest choice, there are some circumstances where keeping your landing page too short can backfire. Learn when to go long and when to keep it simple to maximize your conversions.
When to Use a Short-Form Landing Page
Short landing pages get right to the point, prompting the user to either convert or exit the page.Most to all of the content rests above the fold. These pages use emotion such as excitement or curiosity to get users to convert to learn more. Studies show that short landing pages do well with advertising channels like Facebook, and AdWords.
Short pages are so useful because they are more mobile-friendly, lay it all out there in clear language, and grab a user’s attention quickly. Short pages generally work well with inexpensive or free products or services, such as an email newsletter or upcoming webinar. If you’re running a contest, brief landing pages are acceptable.Other use cases might include an ebook or white paper that’s relatively inexpensive and aimed at a narrow target audience, who may be pre-primed to opt in without much persuasion.
Short pages also succeed with high pain points users have identified. If you’re offering a new acne treatment, you probably don’t need to highlight why it’s beneficial to reduce acne. Your target audience is highly primed to get rid of acne, so all you need to do is explain why your treatment is different than what’s out there.
Likewise, a user does not need a lot of explanation as to why they should sign up for your email newsletter or free webinar. The assumption is, users will learn more about your products or services through these free offers and opt in down the road to a product offer. Thus, you can use the format of your newsletter or your webinar to offer extended information that engages and informs users. When you have another offer, they’ll be more likely to convert.
When to Consider a Long-Form Landing Page
Lengthy landing pages extend well below the fold. These provide additional written information and may even include video content that demands the user’s attention. When you have a premium product, such as a pricey e-course or consulting service, users naturally want more information before they opt in. When a product has a high price tag, users will be skeptical of getting enough value out of their investment. This places an onus on you to make your case and override any objections. When you take the space to build the case for what you’re selling and why it really works, you’ll naturally get more conversions.
Long-form landing pages often succeed on native advertising channels, and perform less well when when promoted on social media. Long pages work well if you have a new product or service that your users haven’t been exposed to before. Users will naturally need more information if you’ve launched a new service than if you’ve put out an ebook consolidating your best blog posts on a theme. When users aren’t familiar with the problem your service mitigates, you’ll need to spend more time painting the picture to evoke fear or anxiety.
While these tips hold true for most campaigns, every product is unique and your next campaign may be the exception to the rule. To proceed with confidence, test different landing page variants and let the data help you decide.