Short Or Long Form Landing Page

September 9, 2009 | Posted by admin

There are as many different types of landing pages used on the web as there are stars in the tabloids. All kidding aside the world of landing pages is filled with dogs and superstars when it comes to their performances. Our aim is to help you create, test and capitalize on your marketing efforts.

All landing pages fall into two categories long or short formats. Seems pretty simple, right? Like saying “I would like some cheese!” when visiting France. Choosing either the long or short format is the first step in moving your marketing project forward.

Which to choose? The long or short format landing page?

To help you make an informed decision for your company I’ve broken down the two types and their pros and cons.

The first of the two types is the long format. The long page format has a lot of information on the product. The page content length is to educate the visitor on its product. Within the body of the page a complete product description with features, advantages, and product benefits will be listed out. Product comparisons may also be used to show value and further support strong features of the product against competitors. The long format may also include testimonials from customers who have used the product, lending credibility to the product.

Pros:

Gives the user all the information they could ever want about the product to make an informed product buying decision.

Cons:

If you do not provide a reason for the user to buy and add enough areas for them to purchase the product your view to sale ration may go down.

The short format landing page works best with products the customer is already familiar with. These landing pages use a lot more visual attraction and buying cues along with price point buttons in order to get the user to buy. Heavy usage of visuals, animations, video’s and buttons that are bold and to the point dominate the page’s elements. Text is minimal and used to define and enhance the visual presentation, providing the simple but fine points of the product.

Pros:

Shows the customer the strong points of the product, including price point, and keys on visuals to create desire.

Cons:

May not provide enough information for first time viewers of the products, giving them a lack of confidence in purchasing the products.

The key to deciding which format you should can be boiled down to these questions:

1. How well does the public know or need my product? Well: Short Format. Poor – Unknown: Long Format.
2. How complicated are the features of the product? Simple: Short Format. Complex: Long Format
3. What is the price point of the product? Cheap: Short Format. Expensive: Long Format

Some products may fall into both types of format categories, creating an hybrid may be the answer by combining elements of both the long and short format landing pages together.

No matter what format you use, the whole goal of a landing page is action now. You want the customer to order while they are on the page. You must have a way to contact your potential customers. Email capture forms promoting upcoming sales are a great way to do this. Another solution for customer contact is an opt in newsletter. Using instant messaging options, and 800 numbers through Skype or your telephone provider are also great ways to provide either product support, or follow up customer service depending if you are the primary marketing agent for the product or service.

The bottom line is always keep testing and honing your page design in order to increase your success and increase sales.

Good Luck and Keep Selling!

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