Long Landing Page again on trend. Marketing specialists began to understand that short easy landings are not so effective in terms of conversion, than their long versions. Really, a large number of the useful text are a convincing stimulating factor. The long selling pages in many cases differ in bigger conversion. But how on such "sheet" it is correct to organize contents?
What obligatory components of structuring the long landing page which will give the maximum conversion? For example, the selling page on the subject "Marketing Receptions" can consist of 30 thousand words. Whether there will be it effective? So, 6 basic elements of landing located as their emergence when scrolling the promo-page.
1. Landing heading
It is the most noticeable and important detail of the landing page (both long, and short). The heading sells, and it always should be located in the top part of landing.
At the same time the size of heading is crucial. The first message should be more, than all other fonts on the landing page. But it does not mean at all that height of a font of the title is fundamental factors. Its contents is not less important. If no more.
Also it speaks simply. Often the main idea of informative and substantial heading has stronger influence, than its location on the page. The heading Landing Page from which it is clear about what the speech will go carries out the tasks for 100%. If the user has an opportunity at once to see and read the main thesis of the page (i.e. your heading), it will increase level of credibility to everything written below. And, maybe, will also lead to fast decision-making.
If the visitor of the page from heading does not understand what from it wait for, – it will be much more difficult for it to agree with your offer … And it can have negative consequences.
First of all test the headings for Landing Page. And only then you pass to the following elements.
This example consists of two landing pages with unlike contents, including with headings, different in sense. Page A had stable conversion around 3%.
Thanks to correctly picked up heading explanation in an example of B the conversion of the selling page grew to 18.7%.
You remember, the heading makes the first impression about the page. It is your only chance to interest the user so that it remained on the page and read other arguments... Also made the order.
2. Subheading
Everyone even the most successful heading should be followed by the subheading. The second is necessary for specification of the first. It as if does convex all advantages of the main message. The subheading should stand under the main heading. They perfectly work in couple.
3. Image
Each long selling page needs the image. Pictures or photos it is necessary to have in the top part of landing. However, we will repeat, everything individually and requires A/B-testings. And first of all it is necessary to test the page without image and with it. By the way, the picture can indicate where the visitor should look.
In the example given above the photo of the man personifies the landing page and allows to come into contact with the user quickly. Though the majority of testings of the selling pages confirms efficiency accommodation of HUNDRED - an element on the left side of the screen, this option of landing is not entered in rules and with such "wrong" situation shows the maximum conversion.
Also full-screen images can decorate the landing page - from edge to edge of the page. Long landings as well as possible approach for this purpose. So, the photo fills the screen and becomes the main argument pushing visitors to active action.
4. Video on landing page
Video can become the powerful instrument of increase in conversion Landing Page. Well shot video or the video presentation many times increases click-through rate coefficient. However this element should not be the only thing on the landing page. So, landings with only one video differ in lower indicators of conversion. In order that conversion grew, video should supplement contents.
The best place for the built-in video – is higher than the line under which the page it is not visible any more. That is, getting on landing page, the user should have an opportunity at once to click Play (if, of course, your video will not play back automatically).
5. The short summary (the convincing arguments)
Only some of the working elements are given landing page above. But any of them does not do the landing/landing page such long.
What to place in a point which continuation will follow? Besides on border with the second page there should not be nothing excessive. Here you should is available to explain that for a product or service you represent and than it is unique. Only 3-5 offers. The convincing arguments bringing to purchase.
6. Call to action
Place a CTA element (the button, a subscription form and so forth) it is the highest, directly on the first screen. To you users who will want to press the button at once will unambiguously come. It is impossible to miss such opportunity. Let's clients the tool make a purchase without thoughts.
The scrolled landing Landing Page page – it is not simple a lot of content which is important. It also the working elements, correctly given semantic blocks blocking everything the objections of the buyer promoting increase in conversion.