Landing Page Optimisation
Here are some quick tip to optimising landing pages for conversion and improve the performance of your paid ad campaigns.
Before we look at some quick fire tips lets consider the argument of whether landing pages should short and punchy (short form) or long and informative (long form).
On the short form side you will commonly hear that long landing pages don’t sell. We consider this to be a myth, they can actually be very effective. Look at Amazon the pages go on and on but they provide all the information you could ever want from testimonials to additional products, specifications etc.
On the long form side you will be told that short pages don’t give enough information to make a decision and therefore these pages perform poorly. We consider this to also be a myth/ incorrect.
In our experience we tend to find that long form landing pages work betters for productsd or services that are more complicated or perhaps newer to the market and the customer wants as much information as possible to build trust with regards to sign up or purchase.
Similarly the short form landing pages work better for products that are familiar or easier to understand e.g. a baby stair gate, iPhone etc. and have a bigger brand awareness.
Below, we’ve listed a few more guidelines to consider when optimizing and testing your landing pages.