Brevity is Key When It Comes to Landing Pages

by Ben Turcotte | September 15

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You may not know what a landing page is, but if you’ve ever bought anything or submitted your information online, you’ve definitely seen one.

The purpose of a landing page is to capture user data, usually for lead generation or sales. But whether you’re redirecting your user to a product page or collecting emails for your marketing campaign, remember…less is more.

Brevity is Key 

Think of any extraneous design or copy as background noise that distracts from your message. Your call to action should be at the forefront of your design, and you should keep the number of fields to a minimum. If you have to ask yourself whether you really need gather your users’ zip codes, skip the field and collect that info when you actually need it.

Here’s a case study to back that up: Oli Gartner, Founder of Unbounce, wrote in an article that one company was able to increase conversions by 120% by reducing their form fields from 11 to 4.

As Oli also puts it, “Clearly it’s worth sacrificing that extra information to get such a high conversion rate.”  

One Social Fulcrum client success story is that our best converting landing page had 16 words, 1 logo,1 form for email address, and a call to action that simply said “CRUSH IT.” This page is converting at over 71%!  I’d show it to you, but then I’d have to kill you.

Plan Your Design First

Here are a few design tips to eliminate distractions and encourage the reader of your landing page to focus on your main message. Tempting though it may be to go overboard with copy and design elements, simple design with a clear direction will always win. Your goal is to convey a message, not show off your design skills.

Some points to remember in terms of design:

  • Don’t be afraid of white space. It directs the eye toward your messaging.
  • Use easy-to-digest color schemes. Stay true to the company color scheme/brand and avoid using more than 3 or 4 colors on the whole landing page.
  • Utilize horizontal space to display content for desktop landing pages.
    • Mobile landers should focus on vertical space utilization.
  • Make your call to action (CTA) button large and noticeable.
  • Don’t be generic, avoid using words like ‘Submit’ on CTA buttons.
  • Main bodies of text should be neutral colors. We would suggest white, black, or dark gray, depending on background color.
    • Avoid using bright colors for bodies of text.
  • Use a transparent shape as a background if the text is unreadable on the background of choice.

Choose Content Wisely

In other experiments, we’ve found that adding a testimonial near the bottom of the page with a friendly face can help a page convert better. One example used a high-quality photo of a dapper young man (it might have been me) and converted at over 15%. This is no 71% conversion rate, but keep in mind, the industry average conversion rate is only 2.35%, according to research from Wordstream.

Screen Shot 2015-09-23 at 3.42.53 PM

Content also plays a very important role in landing pages. Sticking with the ‘less is more’ theme, the following tips can help your landing page convert better:

  • Focus on the unique benefits and features of the product or service
  • Start with the most important/relevant information at the top of the page and work down.
  • Avoid including large blocks of text in landing pages. Period.
  • Try to focus on key information and list it in the most digestible format
    • Use bullet points, lists, or diagrams

Test Your Pages

The last bit of advice about landing pages is test, test, test! At Social Fulcrum, we always run multiple variants of the same landing page and A/B test them. (Here is a website to help confirm statistical significance when A/B Testing) One important thing to remember when A/B testing is to only change one variant at a time per landing page, otherwise you will not be able to tell what change actually affected the conversion rate.

When we test, we split landing page traffic between multiple variants at once to determine which variables changed will affect the lander’s conversion rate in the most positive way. It is important to also monitor each variant to determine statistical significance and eliminate less successful variants as soon as possible. This makes it so you are not directing traffic to a lower converting landing page.

As you make discoveries and trends become apparent to your specific landing page, begin to cater your A/B testing to the most successful trends and continue to optimize. This process may take a while, but an optimized landing page with a high conversion rate is well worth the wait.  

To see an example of a landing page, CLICK HERE

Ben Turcotte
About the author

Ben Turcotte