How long should your landing page be?
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.
- They reflect the person’s own feelings about reading. 600 words feels easy to someone who reads well. The same 600 words feel like hard labour to someone who struggles to read or doesn't enjoy it.
- It’s theoretical - the colleague or stranger on the internet commenting on your page isn’t likely to think the way your future customer does.
- They’re parroting what they’ve read or heard elsewhere.
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:
- that you do what they’re looking for;
- that you’re trustworthy;
- and that you’ll respond if they make contact.
Want higher conversion rates?
I’ve seen conversion rates double, triple and even 10X after a few quick and easy changes to the enquiry form.
Subscribe now and I'll send you a free copy of my in-depth ebook High-Converting Enquiry Forms.
You're already paying for clicks. Now turn them into conversions.
Privacy policy. Unsubscribe at any time.
RELATED ARTICLES
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.
Don't make it difficult for your customers to contact you. Businesses with the smoothest processes will attract (and keep) the best customers.
If your enquiry form asks for much more than contact details you're losing qualified sales leads. Read on to learn why...
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 long should your landing page be? The answer isn't a number.
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...
Here's how I doubled the conversion rate on some Google Ads lead generation landing pages by improving visitor's motivation.
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.
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.
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.
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?
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.
I took on an account with no useful conversion data. Here's how I started tracking calls, forms and live chat accurately.
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.
