Landing Pages – Short or Long?
There is no specific template to follow when developing a landing page in order to generate customers over the Internet.
Every company – every industry – has its own context. Thus the Landing Page should reflect its specific advantages, features and benefits.
Everything this about greater efficiency, or increasing conversion – gaining new customers in the online world. We use various tricks to perform this, from: “how to write a compelling title” up to “how to define a call to action button”. Minor adjustments, to large overhauls.
Here the question is just that with regards to landing page: large or small? Short or Long? As the entrance to your website, the way you disseminate information from herein is critical ion beginning your user’s experience. Do we describe everything at once, or slowly feed information as the journey lengthens?
This requires a number of factors: Is the user going to be on the site long enough to see what I want him to see? If not, how do I show everything quickly? …How do we get that User Experience off to a great start?
Why Choose a Short Landing Page?
A short landing page has the function of transmitting only one message in a concise and clear way. The idea of this method is to seek an immediate reaction from visitors.
To translate this from the theoretical to the practical, let’s see the first example, which shows how the meaning of a tool can be explained through only a title. 5 words explaining what it’s about; and a subtitle, explaining how they will provide their functionality. That information is all you need.
Fields are offered to enter search data allowing users to jump in and use the tool immediately. No waiting, no searching around.
Headline: “Find a place to stay”.
Subheadline: “Rent from people in over 34,000 cities and 192 countries”
Search Data: “Where do you want to go?” + Check In + Check Out + Number of Guests.
Another, even more emblematic example: the ‘professional network’, LinkedIn. As seen in the example above, it follows the same methodology. It shows a title that describes what the tool is and then there are three very concise sentences that show what the benefits are; simple, concise, and perfect.
I preferred to show first these two clear examples of short landing pages in order to summarize their objectives and the reason why both cases represent successful choices.
We should first go back, and understand Blaise Pascal’s expression in the fifteenth century: “I have written this letter more extensive than usual because I lack the time to write it shorter”.
As Blaise notes, the more limited and precise our message is, the clearer to understand. When visiting our site, Internet users dedicate an average of 5 seconds to understand what our service is about, and what they should do next.
If we are not able to transmit our functionality in those few seconds, then the chance of gaining a customer falls dramatically.
Whenever our functionality – our mission statement – can be summarized in one line of text, then we should not miss that competitive advantage. We can explain all our new and innovative extra features to our client about later on, but meanwhile keeping it simple and catching an eye is key.
Why Choose a Long Landing Page?
Unfortunately, not all online profiles can be transmitted with a simple summary. Let’s waste no time and start with a good example of a long landing page:
As can be seen in the example above, this type of landing page has various points to transmit. The best way to do it is by first presenting the ultimate goal that is being offered to the customer.
Then, as the client moves down the landing page, additional features (options, modules work, etc.) appear, adding to the initially offered content.
Next, you see how in one page all the necessary information required to make a decision can be included. From the features to the price, through other user’s recommendations, to videos that explain how the service can be used, and how the final product offered works. Those users who want to know more about the product can spend all the time they need to get to know it from beginning to end before making the investment.
Every user is different; there are the impulsive, and those that will want to know every detail before making a purchase.
Long landing pages are meant for these users; we can’t afford to polarise our visitors. For those that want more information, we should have all the data available, and those who feel they know enough should have an easy path to their goal.
B2B (Business to Business) services often differ from selling a cell phone or an airline ticket. These services require a lot of information, research, monetary investment and commitment from buyer. This is where a longer landing page is often better suited, as shown below with an example of Salesforce CRM Cloud computing (software as a service).
As seen above, every one of their features is shown. Alongside this, every advantage they provide to the end user, as well as pricing information.
This works brilliantly for the task at hand. It clearly shows every aspect of the business that the client needs in order to make a final decision. Contact information is also made clear at the top of the page in case they missed anything!
It is clear that each type of landing page, short or long, has a defined purpose. It is our decision to choose which of the two options is most suitable for our site, dependant on what we are offering.
However – as a final suggestion – aside from which type of page we have decided to select, it is important to never skimp on the design: Design is crucial.
On an online level, the design of our landing page must transmit safety, professionalism and transparency. It can be compared to entering a physical store and finding everything neat, clean and decorated.