Ideal landing page sizes. Are there such?
A popular question that marketers, salespeople and business owners ask themselves.
Immediately I hasten to upset fans of the magic pill, there is no unambiguous answer.
Different products need different landing pages.
If you sell clothes, or fitness services, then a cool photo or video + UTP with a short description on 1-2 screens will be quite enough.
The same approach with a complex or software product will be a failure. It requires a larger landing page for a detailed description and closure of the client’s objections.
First of all, you should ask yourself the question:
— And what is the purpose of my landing page? What action should the client perform?
If the answer is: “Make a purchase”, then you are more likely to need a large “footcloth”.
Long landing pages, as a rule, cause more trust.
This is not surprising, because a long page makes it possible to tell more about the product, about its features, about the areas of application, to show the advantages and prove that I need it.
This is very important for brands that need to create a trusting image. But it is also necessary for expensive products, technological, multi-stage, training programs or subscription services.
The more complex the service, or the larger its receipt, the longer the page is needed. She must close all doubts and objections that the client will have.
But there is also a downside to the coin.
If you saved on a copywriter, then your landing page will gather dust like “War and Peace” on the shelf.
Long landing pages should be super-competently worked out. Every block, every picture, every offer and trigger. The client should be interested in finishing it to the end. Intrigue, rock emotions, entice, give value. This is the only way your huge landing will be able to sell well.
If you need high conversions, short landing pages will go better
Subscribe to a product, download a lead magnet, take a test, submit a request to participate in some kind of movement… All this will be done more actively on short pages.
I came, saw, signed up. No need to pull the rubber. The abundance of elements on the page distracts the client.
And so he immediately understands that he is required to click on a button, or fill out a form.
Very often, our clients try to cheat.
— Sluuuushay. And come on, we’ll put our lead magnet in the selling landing page. Well, like, we sell-we sell, and then BAM, and a nice offer, or a bonus to collect contacts of an interested audience.
So, in 8 out of 10 cases, this will give a slight advantage.
If you need a high conversion to a subscription, or an application — do not be lazy, make a separate short landing page!
It would seem that everything is simple. We need sales — we take a long one, conversions — a short one.
But it was not there…
Yes, of course, in most situations, the landing page size is selected according to the specified rules. But conversion optimizers will agree with me that there are cases that are absolutely opposite to the accepted standards.
Exceptions to the rules
Psychologists from Brown University conducted a curious study, during which they found that consumers are divided into 2 types:
- Those who need detailed explanations. These are people who will be able to make a decision only when they have fully studied the product. A large amount of knowledge about it motivates them to buy.
- Those who don’t need explanations. Moreover, their desire to buy a product decreases if they learn more about it.
In other words, the second category of people is guided by intuitive thinking, so they themselves complete the missing information about the product. When they learn more information about it, most often the desire to buy it decreases. The first category was asked to give them additional information, analyzed it, and only after that made a purchase decision and firmly adhered to it.
The main question is: how do we divide these two audiences now?
There are two solutions here:
- Create more landing pages
- Target correctly
Hubspot provides statistics:
Businesses with more than 30 landing pages generate 7 times more leads than companies with 1-5 landing pages.
Here it is a field for experiments.
You need to test different segments of your audience in order to understand who is better off visiting shorties, and who likes to reflect on the big texts of your landing page.
- Test traffic sources.
- Test the text of your advertisements.
- Study behavioral factors (time spent on the site, bounce rate, depth of views, etc.)
- Who and how shows interest in the content
- Which keywords from search ads had a better response
As a result of such tests, you will be able to divide your target audience and understand exactly who needs to be “planted” on which landing page.
As they say, divide and conquer!