Long Landing Pages are trending again. Marketers have begun to realize that short lightweight landing pages are not as effective in terms of conversion as their long versions. Indeed, a large amount of useful text is a compelling incentive. Long sales pages are often more converting. But how can the content be properly organized on such a "sheet"?
What are the must-haves for structuring a long landing page that will give you the most conversions? For example, a sales page on the topic "Marketing Techniques" might be 30,000 words long. Will it be effective? So, there are 6 main landing page elements, arranged in the order of their appearance when scrolling a promo page.
1. Landing page title
This is the most visible and important part of a landing page (both long and short). The headline is selling and should always be at the top of your landing page.
That being said, the size of the header is critical. The first message should be larger than all other fonts on the landing page. But this does not mean that the font height of the title is a fundamental factor. Its content is equally important. If not more.
And this is explained simply. Often, the main point of an informative and meaningful headline has a stronger impact than its position on the page. The Landing Page header, from which it is clear what will be discussed, fulfills its tasks 100%. After all, if the user has the opportunity to immediately see and read the main thesis of the page (i.e. your title), this will increase the level of confidence in everything written below. Or maybe it will lead to a quick decision.
If the visitor of the page from the title does not understand what is expected of him, it will be much more difficult for him to agree with your proposal … And this can have negative consequences.
Test your Landing Page titles first. And only then move on to the next elements.
This example consists of two landing pages with dissimilar content, including titles with different meanings. Page A had a stable conversion rate of around 3%.
Thanks to the correctly chosen title-explanation in example B, the conversion of the selling page increased to 18.7%.
Remember, the headline creates the first impression of the page. He is your only chance to interest the user so that he stays on the page and reads the rest of the arguments … And made an order.
2. Subtitle
Even the best headline should be accompanied by a subtitle. The second is needed to clarify the first. He seems to convex all the advantages of the main message. The subheading should appear under the main heading. They work great in pairs.
3. Image
Every long sales page needs an image. Pictures or photos should be placed at the top of the landing page. However, again, everything is individual and requires A / B testing. And first of all, you should test the page without an image and with it. By the way, the picture can indicate where the visitor should look.
In the example above, a photo of a man personalizes the landing page and allows you to quickly connect with the user. Although most testing of selling pages confirms the effectiveness of placing a CTA element on the left side of the screen, this landing page option does not fit into the rules and shows the maximum conversion with such a “wrong” position.
The landing page can also be decorated with full-screen images - from edge to edge of the page. Long landing pages are perfect for this. So, the photo fills the screen and becomes the main argument pushing visitors to take active action.
4. Video on the landing page
Video can be a powerful tool for increasing Landing Page conversions. A well-shot video or video presentation significantly increases the click-through rate. However, this element shouldn't be the only one on the landing page. For example, video-only landing pages have lower conversion rates. For conversions to grow, the video must complement the content.
The best place for an embedded video is above the line below which the page is no longer visible. That is, when entering the landing page, the user should be able to immediately click on Play (unless, of course, your video will be played automatically).
5. Brief summary (persuasive arguments)
Above are just a few of the working elements of the landing page. But none of them make the landing / landing page that long.
What to place at the point followed by the continuation? Again, there should be nothing excessive on the border with the second page. Here you should explain in an accessible way what kind of product or service you represent and how it is unique. Only 3-5 offers. Persuasive buying arguments.
6. Call to action
Place the CTA element (button, subscription form, etc.) as high as possible, directly on the first screen. You will definitely be visited by users who want to click on the button right away. This opportunity should not be missed. Give customers the tool to make a purchase without hesitation.
Scrollable Landing Page isn't just a lot of content that matters. These are also working elements, correctly submitted semantic blocks that cover all the buyer's objections that contribute to increasing conversion.
