Whether you are an owner of an e-commerce store, small business owner or an independent blogger, chances are that your landing page is often on your mind. In terms of attracting traffic and conversion rates, landing pages play a pivotal role. According to studies, however, only 52% of companies actively use their landing pages to improve their overall conversion rates.
This leaves a lot of room for experimentation and improvisation since established brands rarely need to worry about word of mouth or first impressions. But how do you decide what type of a landing page to implement on your website? Both short and long-form landing pages have their pros and cons which often make the line blurry as a result.
Landing Pages 101
To quickly summarize the gist and purpose of a landing page wouldn’t do the concept justice. However, what’s important to know is that we often distinguish two types of landing pages – short and long. According to data, 48% of marketers create brand new landing pages for each campaign their companies run. This means that the turnaround times for landing pages are generally high and very few businesses opt for static landing pages with no additions or innovation over time.
While it is self-explanatory, it’s worth noting that short-form pages lean towards very quick, cohesive and direct messages without added complexity. Long-form, on the other hand, gives the impression of depth and often contains social proof, research, numeric data as well as a more complex overview of the products or services in question.
In short, this means that you should never choose one or the other on a whim and without taking all the market and industry-specific factors into consideration. With that in mind, let’s take a look at several determinants for deciding which landing page type to implement on your own website.
- Pricing Concerns, aka “How much does my product cost?”
Justifying your product’s or service’s price point on the web can often be difficult, especially with so many alternatives to each brand. However, the choice of your landing page type usually comes down to how much you are willing to explain your product to the potential buyer.
Short-form content with high price points can come off as concerning, especially if you are not a reputable and established brand. Long-form landing, on the other hand, can do a good job of persuading a reader to give your offer a shot and see what lies behind it.
Gauging the price point of your product vs. what the audience expects comes down to your target demographic and your abilities as a salesperson and a copywriter. No product is unsellable, however very few are able to achieve that level of success if their navigation bars don’t contain a name such as “Nike”, “Coca-Cola” or “Swarovski”.
- Complex Sales Pitches, aka “How complicated is my product?”
Products that are too complex to be understood by the uninitiated should be sold very carefully online. You need to make your offer as clear and understandable as possible to the general audience. The logical step would be to opt for long-form landing and explain every detail in regards to your product and service – right? However, even this doesn’t automatically entail that you should use long-form content, despite the room for explanation.
According to statistics, landing pages using multimedia materials such as videos can increase their conversion rates up to 86%. The reason for this lies in the accessibility of video as a means to digest content as well as to demonstrate any product or service in a succinct manner.
In terms of selling established, well-known products, short-form landing pages are perfectly adequate for the task. They can be more elegantly designed and rely on copywriting messages which are to-the-point and point directly toward the conversion methods of your choosing.
The question remains as to how complex is complex in terms of online sales? Once you have a good idea of what the answer might be, you will be a step closer to choosing your perfect landing page type.
- Product Placement Efforts, aka “How popular is my product?”
Product placement is arguably the most difficult process in terms of e-commerce sales and conversion. Making people aware of what your product or service can do for them is the main concern you should keep in mind. Typically, people spend very little time reading an unknown landing page.
This means that you should focus on to-the-point messages and problem-solving sales pitches in your landing page design. For example, if someone searches for “cleaning products” online, your landing page should adequately meet their needs immediately upon clicking.
However, the sell is often far more complicated than that in practice. According to stats, 48% of landing pages on the internet contain more than one offer. This means that businesses rarely opt for single-sale pages which make sense only in terms of selling exclusive products or on-demand services.
- Commitment Concerns, aka “How much will the customer have to be committed to our product?”
Speaking of on-demand and cloud services, landing page types are often more complex than simple black or white. Based on the level of commitment your product or service demands, you should develop a pitch that reflects that.
For example, e-commerce sites such as Amazon offer single-purchase products which they ship internationally. Once the shipping is done, the client-customer relation ends successfully. However, sites such as Netflix offer recurring, subscription-based services. This type of commitment should be highlighted and reflected through discount offers, loyalty incentives and plans for future iterations.
Research has shown that services with long-form landing pages achieve up to 37% increase in conversions. However, the choice between the two types still remains a question of what you are selling, to whom and in what market and industry.
No Two Landing Pages Are Alike (Conclusion)
Now that we have a better understanding of the factors that go into landing page design choices, it’s time to choose the right type for the job. However, as you can surmise, it’s not a question of which one to use definitively and which one to discard.
Landing pages are complex, endlessly flexible parts of web design. Make sure to switch things up and use both short and long landing page forms depending on your current marketing campaign, sales efforts and conversion targets.
About the Author
Kristin Savage nourishes, sparks and empowers using the magic of a word. She does her voodoo regularly on the Pick Writers blog and occasionally contributes to other educational platforms. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors.