Landing Page Copywriting… the long and short of it.Learn whether long or short copy is better for conversion…

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In general the least amount of copy you can use to get your message across is best–no surprise there. However, you should also consider the following variables according to Dr. Flint McGlaughlin, Director, MarketingExperiments.com:

  • Cost: lower=less copy; higher=more copy
  • Perceived risk: low=less copy; higher=more copy
  • Level of Commitment: low=less copy; high=more copy
  • Motivation: emotional/impulse=less copy; rational/analytical=more copy

So what does that tell us about copy length on landing pages?
The more complex and costly the product and the greater the committment and consideration process, the more copy you may need on your landing page
and vice versa.

For example, if you’re running lead generation campaign for a complex machine that costs a few million dollars. A committment of such magnitude will have a longer consideration process than deciding to commit to a $50 magazine subscription.
Hint: There should be far less copy on the magazine subsrciption landing page.

Here are a few landing page copywriting techniques to help boost conversion on lengthy landing pages…

  • Get to the point above the fold
  • Place at least one call to action above the fold
  • Repeat the call to action below the fold or further down the landing page.
  • Make the number of form fields commensurate with the perceived value of the offer.
    i.e. don’t ask for name, email, title, company, phone number and physical address for a simple 2- or 3-page white paper, unless the paper is of high value such as exclusive research.
  • Buttons tend to get better conversions than hyperlinked text, so make the call to action obvious… especially when it’s surrounded by copy.

Remember to test everything first. Click here to read Dr. McLaughlin’s landing page critiques and a synopsis of his recent landing page webinar.

That’s integrated marcom!

More next time…

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