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.
Testing the wording on buttons can make a big difference e.g More Details, Buy Now, GO Etc.
It’s always a good idea to test the size of your buttons – too big and they can look nasty and
unprofessional or too salesey, too small and the visitor can miss them and move on.
Colours of your buttons
Different colours can have different effects on visitors and much has been written with regards to peoples relationships to different colours. So consider this point when creating your buttons.
Position of buttons
Make sure they are clearly positioned on your page maybe have arrows from your key point text pointing to the next step/ button.
If you have a long page then add the button in a variety of places to save scrolling all the way to the top to place that order.
Test existing landing pages against direct response ones
Try a page with no other navigation other than the one activity of Buy or Go alongside your normal pages that have loads of routes to take.
Don’t be scared of sending people to your home page rather than a segmented landing page. If you have a strong home page that clearly provides the information for the product or service then definitely test against that as well. You may be surprised!
Test out price points
Why not consider trying to create pages with a variety of price options, all good shops and sites do this. That way you can grab the premium purchase as well as the bargain basement ones. Having 2 or 3 price points means you can present your product to the full spectrum of visitors and budgets. Similarly highlight your top sellers. People like to be shown which is the top seller or most popular package amongst the range of options.
Real reviews or ratings are very popular and really influence people. So adding independent channels really helps conversions.
Play around with layout
Fiddle around with the layout of your page and bin some content that may be waffle or surplus to requirement. Single content columns with right hand information bars are very popular as people are used to them and know where to look. Again think Amazon, people don’t mind scrolling through clearly labelled and split information if it’s relevant and punchy.
Use high res clear images.
A powerful image or clear image of the product is always a plus. Don’t slow your page down though!
Provide as much detail as you can
More information on the product the better – specifications, images from all sides, feedback, videos etc. Don’t leave the visitor wondering or having unanswered questions.
Keep it simple
Explain your product or services in laymen’s terms and don’t bamboozle them.
People love videos and creating a you tube channel or adding videos to your server is easy. Let them see an advert for your company and services or see the product in more detail.
Bullet points Vs Text
Don’t be afraid to test out punchy bullet points alongside long block of text.