Ask 10 people, get 10 different answers.
Ask Google and you get hundreds of case studies on page length and its relation to conversion rate.
But, you can't blindly apply every case study you read on the internet. You see, case studies aren't perfect.
They say what happened in the author’s circumstances. Your market is different. You could test a long page against a short page and get the exact opposite result.
They're prone to survivorship bias. How often do you read a case study where changing the length of the copy did nothing to move the conversion rate, or, made it worse? We hear lots about winners but almost nothing about the losers or inconclusive tests.
Listening to people’s opinion on the length of your page is no more reliable.
I can’t tell you how long your landing page should be, and nobody else can either.
You see, the number of words on a landing page relates to the conversion rate in the same way that the number of spoons in a restaurant relates to the food quality.
How many spoons does a restaurant need? Too few and you can’t serve soup. Too many - a restaurateur with a spoon fetish - and there wouldn’t be room to cook.
A restaurant needs enough spoons. Your landing page needs enough words to convince visitors:
Will using technical terms and industry jargon improve conversion rate? Landing pages have to be written for both the expert and non-technical user because you get both expert and non-technical visitors. Here's how to do that.
Improve conversion rates with visitor-focussed headlines High-converting headlines are about what the visitor cares for, not about the characteristics of the business. Here's how to check your headline for visitor focus.
6 Critical Mistakes You're Making with Your Landing Page Amy Hoy wrote a brilliant article titled 6 Critical Mistakes You're Making with Your Landing Page. She makes a really interesting observation which resonated with me: Landing page design is actually a usability exercise.
CAPTCHA is like putting barbed wire in front of your shop Don't make it difficult for your customers to contact you. Businesses with the smoothest processes will attract (and keep) the best customers.
Do long enquiry forms get more qualified leads? If your enquiry form asks for much more than contact details you're losing qualified sales leads. Read on to learn why...
Honest conversion tracking when you've got live chat, click to call and a form I took on an account with no useful conversion data. Here's how I started tracking calls, forms and live chat accurately.
How I got landing page load time down from 0.8 seconds to 0.2 seconds. Here’s a quick tip for improving landing page speed. As you know, nobody likes a slow website. Load speed is strongly correlated with the conversion rate: Fast website = more leads.
How to craft high-converting headlines, even if you have the copywriting skills of a turnip. If you’re anything like me, starting is the hardest part of writing. It's like I'm staring at the screen waiting for someone to unblock the idea pipe. That struggle is over.
How to improve landing page conversion rates by increasing visitor motivation Here's how I doubled the conversion rate on some Google Ads lead generation landing pages by improving visitor's motivation.
How to improve landing page experience. Improving page speed helps improve landing page experience. Google's guidance is broad, not specific. That makes it hard to know what to do. Google does provide one specific set of instructions, following these will improve landing page experience and boost conversion rates.
I’m paying for clicks but I'm not getting enough leads. Read on to learn how your website could be sabotaging your advertising. And, what you can do to get more leads from your the clicks you've already paid for.
Improve website conversion rates with autocomplete. Here's a small tweak to the contact form on your website that'll make it easier for people to complete it. Adding autocomplete to your form fields is one of those 1% kaizen improvements. They all add up.
Landing pages: Click-to-call or contact form? You get the highest conversion rates from landing pages that concentrate on convincing visitors to do just one thing. Offer visitors too many choices and they bounce. But what if there are two equally good things your visitor could do?
Use HTTPS for your landing pages or kill your conversion rate. The number of website enquiries you get is going to fall off a cliff after 24th of October if your website doesn't use HTTPS. After the 24th of October 2017, Google Chrome will warn people that web pages with forms are insecure unless they’re served over HTTPS. Here's how to fix this.
We read websites like we did 100 years ago Even though the internet is infinitely more ubiquitous now. Even though we've had a generation grow up with Google. Even though 2-year olds have iPads . The way people read websites hasn't changed...
What's your landing page's first job? It’s not to convince someone to buy from you, establish trust, build your brand or educate your customer. Those things are important but they're not the first job. The first job is ...
Length is a liability; value per page is an asset. This is a quote from Write Useful Books by Rob Fitzpatrick. His advice is perfect for lead-generation landing pages.