How to Decide Between a Static or Long-Form Landing Page
One of the most critical parts of converting leads into customers is through a landing page. This one-page website needs to grab the person’s attention and steer them toward your product or service. Another purpose that it serves is capturing someone’s contact information, like an email address or a phone number. Many regular websites have lots of bells and whistles. A landing page is a tight, concentrated destination where prospects can learn all the information they need before moving on to the next stage of their buyer’s journey.
There are a couple of different approaches when it comes to constructing a landing page. Some use a static page where all the information is on the screen at first glance. Another strategy is using a long-form landing page, or one that scrolls down. Each way is effective for different reasons. As a business with a product or service, you need to determine which type of landing page best suits it. Here are the explanations of why a static or long-form landing page could be a good option for your business.
When a static landing page works best
The static landing page is best utilized for high-intent prospects. Let’s say someone clicked on an ad to get a free quote estimate for a moving company. The destination should be a simple, aesthetically pleasing static page with a form on it to convert the prospect immediately. There should be a clear headline with a simple call to action (CTA). The person knows what they want, and they are ready to act.
Nielsen Norman Group reported that 57% of viewing time is spent above the fold, meaning the part of the website shown before scrolling. 74% is spent in the first 2 screenfuls. If there’s a clear, easy-to-digest product or service someone is interested in, the static landing page is usually an ideal option.
When a long-form landing page works best
Making a decision to get a quote or estimate doesn’t take that much brain power. However, if you are looking to buy an expensive piece of machinery, an automobile, or some other expensive purchase, you usually need to dig deeper into the landing page.
For the pricier items, the long-form landing page is usually the best plan. Try to insert a good hook at the top of the page. Then build trust in the body of the landing page. After the trust is built, finish with a clear CTA to best get contact information or a form filled out. In fact, a study reported by CXL claimed conversions increased by more than 300% with the CTA or a form at the bottom of the page.
Another point to consider is making sure the long-form landing page ties into the ad. Without certain continuity between the ad and landing page, the prospect is prone to bouncing and not looking into it further.
How to decide which one fits your business
There are a number of variables to consider when deciding whether your landing page should be static or long-form. Determine whether your offer is a simple ask or a time-consuming decision. A quick decision caters to a static page, and the more time-consuming decision blends well with longer-form. If your product comes from paid search with high intent, this usually means you have a motivated buyer, which usually supports a static landing page.
On the other hand, if leads come from organic search with limited awareness of the service, chances are they will need to be nurtured more on a longer-form page. Brand awareness is another factor. If there isn’t much familiarity with a product or service, there needs to be more educational material on the page to get a prospect up to speed, which is another reason to choose a longer-form landing page.
Quick takeaway
The decision to go with a static or longer-form page ultimately boils down to the size of the purchase. People tend to spend a lot more time buying a house than purchasing a George Forman grill. They need to be justified in their decision-making based on the research they conduct.
Brand strength and reputation are also key factors in deciding which landing page to use. Ineos, the new truck manufacturer, has more reason to use a longer-form landing page than Jeep does, based on the history and trust that’s been built over the years. Both static and longer-form landing pages are effective ways to convert prospects into leads. Just remember to think about what you’re selling and the brand you represent in order to choose the right direction.
