The way web pages are consumed by readers is changing so landing pages and sales pages should change too.
Less is usually more when it comes to landing pages. Some would argue that long copy on landing pages is the way to go because it caters to the entire audience and answers questions for those who need a lot of information and those who need a little. The biggest problem with long copy is twofold, first, so much traffic is coming from mobile with limited screens, too much copy or information can be a negative. Second, the attention span and patience of today’s web user is very short. People want quick easily digestible, scanable information. If they have to think about it in the beginning it’s a problem. I say focus on multiple touch points if more information is needed but keep the landing page simple and clean.
Improve your landing page conversions:
Less is more. Keep your landing pages simple, short and clean in design.
Make the font a little larger. Small screens and an aging population with bad eyes like larger fonts.
Clear call to action. Tell them exactly what you want them to do. Test where the best place for that call to action should be placed, you might be surprised at the results.
Split test pages to find the best version.
Match your ads and your landing page messages. What’s worse than clicking an ad and landing on a page that doesn’t match what the ad offered?
Use social proof, testimonials and trust seals if you have them and can use them legitimately.
Video sells, use it if you can.
Avoid leaks and ads. If you are counting on ads to shore-up your monetization maybe you should work on something else. If you want to sell advertising focus on that but keep it off your landing page. I realize there are always exceptions, but most people should avoid this. Also don’t put links on the page that will allow the visitor to leave. They came looking for something, give it to them, don’t give them other places to go looking for it.
Consider the trust factor. Using trust colors (orange, blue, etc.) and making sure you segment traffic and landing pages in a way that makes sense can help people trust your page and ultimately your offer.
Ultimately, take a good look at your audience and how they are consuming information then work back from there and you will be ahead of many marketers who are not adapting to the reality of today’s changing web.