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Converting with Extra Copy: 5 Long-Form Landing Page Examples

We all know how effective a short, concise landing page can be. It’s quick to read and, depending on the offer up for grabs, can convince visitors to purchase or opt-in fast.

But there are benefits to building long-form pages too. For starters, longer pages can provide in-depth info visitors need to make informed decisions, helping you attract more qualified leads from the start. Moreover, your company may have offers better suited to a longer page with more convincing to do.

According to our Conversion Benchmark Report, which analyzed the behavior of more than 74 million lead-gen landing page visitors, pages with 125 words or less typically had a 15% higher conversion rate (I mean, concise converts!) But for pages between 250 and 750 words, we found conversion rates really only varied slightly in this range.

Such remains the question facing every copywriter:

“How long should my landing page be?”

Well, the answer is nuanced and comes down to the offer at hand. There are several cases where long-form landing pages can actually be better than shorter ones. For instance, if you’re:

  • describing technical product details and in-depth benefits,
  • showcasing your company’s achievements to establish credibility, or
  • persuading customers to invest in especially expensive software, services, or high-commitment offers.

Page length is less about preference, and has more to do with the complexity of the offer at hand and the stage of the buying process someone’s in. You need to cover all your bases, anticipate objections, and show that your offer is legit. A heckuva task for a limited amount of copy.

So, to inspire your next not-so-short page, we analyzed five long-form landing page examples below. Here’s our take on why each of these built-in-Unbounce pages work so well.

Example 1: American Executive Centers

A long-form landing page example from American Executive Centers
Click the image above to see the full page.

Why this works: No questions are left unanswered.

This long-form landing page immediately highlights American Executive Centers’ distinct offering in the headline, and above the fold (i.e. they’re offering virtual office services like mail handling, virtual assistants, and meeting rooms). Given the decision potential customers face here, it’s important that the brand’s presented a bulleted, quick-to-read list of what’s up for grabs at the beginning of the page.

By listing all the key features above the fold like this—readers can quickly get a sense of whether AEC will meet their core requirements. This is especially important for busy decision makers who are comparing their options. If AEC’s landing page is just one of many someone has open in their browser, for instance, it makes a strong case against competing pages where core offerings may be harder to spot.

The landing page doesn’t stop there, either. Their contact form appears above the fold in an orange rectangle that bridges between the two sections. This contrast encourages the eye to move down the page.

AEC Orange Rectangle

Below the fold, AEC shares detailed information about where they operate and emphasizes the benefits over the competition. They also list packages and pricing so customers can independently decide whether the service fits their budget.

The lesson here? Extra copy may not be required to convert a consumer on a personal purchase, but when their decision impacts an entire team or workplace, it clearly helps. For a B2B company like American Executive Centers, using a long-form landing page makes sense because it allows this brand to cater to a more intense consideration phase in the buyer’s journey.

Example 2: Mr. Rooter Plumbing

Click the image above to see the full page.

Why this works: Simple, straightforward design—and an incentive for customers.

Mr. Rooter’s landing page (developed to promote their South San Gabriel service region) is not necessarily long in terms of the number of page sections, but it’s got a lot of copy and details. Right off the bat, readers can see what Mr. Rooter offers. Adding a phone number to the header also gives customers who are urgently seeking a plumber an immediate point of contact. Hey—when the water’s gathering around your ankles, you don’t have time to read an entire landing page. Additionally, all of the cities within the South San Gabriel region are listed—so customers don’t have to do further research.

And people like a deal. By offering a $20 discount, the page gives customers an extra incentive to use Mr. Rooter over a competitor. The placement of the offer is on the left-hand side of the page, which is ideal considering that online readers’ tend to scan pages from left to right in a Z- or F-shaped pattern. The offer is also an example of basic but effective skeuomorphism, with a dotted line that immediately calls to mind coupons in printed media.

Mr. Router Coupon

The page goes on to describe the company’s areas of expertise in detail—something condensed landing pages don’t offer—and highlights why customers choose Mr. Rooter by including some benefits of their service (24/7 availability, reliable specialists, local area knowledge) as well as testimonials.

This example proves that in many industries, substance matters more than stunning design—and you don’t need a technical background to build a landing page that does the trick (shameless plug: especially not with our landing page templates).

Example 3: Chronotek

Click the image above to see the full page.

Why this works: Expert insight and in-depth product details.

We’re startin’ to see some patterns here. Just like the above long-form landing page examples, Chronotek showcases its primary features above the fold—along with a direct heading that describes their product in clear, uncomplicated terms. Having both these elements above the fold grabs the target audience’s attention as soon as they land and encourages them to keep reading.

But they don’t stop there. Since Chronotek is B2B software—and likely requires a significant investment of time and money—it’s essential their landing page paints a full picture. By listing six key ways customers benefit (e.g. simplified payroll, live reporting, in-app messaging), Chronotek outlines the value of investing IT dollars in their time-tracking software.

Though their primary messaging is relatively straightforward, farther down the page Chronotek uses short copy with videos and illustrations to connect on a more emotional level. In this case, these elements instill a sense of urgency (“Chronotek sends the alert before it’s too late.”) mingled with the assurance that they have you covered (“Rest assured and know it all!”). The copy in this section is also more ‘you’ oriented. “You” or “your” occur six times—and the copy’s peppered with emotional words, like “stress.”

Chronotek's emotion
An example of the copy paired with videos Chronotek uses throughout the page.

Though many prospects might be convinced by the features and benefits of this product alone, using a long-form landing page lets Chronotek make a more emotional appeal to anyone who has remaining objections or needs to hear certain key phrases before they’ll sign up for a free trial.

Example 4: Throne & Hauser

Click the image above to see the full page.

Why this works: Transparency and convenience builds trust.

Again, not a ton of page sections length wise on this one, but this law firm’s page does contain a fair amount of copy. That said, it also doesn’t waste any of their visitors’ time. The company’s services and location appear immediately—plus a short description of why a client should work with Throne & Hauser. They also feature the credentials visitors expect from a reputable law firm upfront. And, finally, we see two simple methods of contacting the company (via phone or form).

By including personal bios about the firm’s lawyers (photos included), the page creates a connection, which is critical in a largely relationship-driven industry. Testimonials further boost prospects’ trust in the firm by showcasing examples of happy clients.

This long-form landing page also subtly tells a story with a happy ending in its choice of photos:

Throne Hauser CTA image

The hero shot features a sad child divided between parents, while the image underlying the call-to-action at the bottom shows a parent and child happily united. Using their page this way allows Throne & Hauser to tell a story and evoke emotions.

Example 5: Schar School at George Mason University

Click the image above to see the full page.

Why this works: Credit where it’s due.

To impress prospective students, the Schar School at George Mason University has included tons of information on its long-form landing page. Readers quickly learn that the school operates in Washington, D.C. (location’s a major factor when it comes to selecting a university) and that programs combine technical skills and theory. If a student’s interested, they can easily request more information and start their application using the form. There are also opportunities to enroll in sample classes or attend an open house.

The Schar School also features achievements to separate themselves in a competitive category, where options can feel endless. The testimonials come from recent graduates who now occupy high-demand jobs in fields associated with the school’s programs:

Schar Testimonials

The page also includes degree program descriptions. For these (lengthy!) blurbs, short-form pages wouldn’t cut it, but this is the kind of specific info prospective students need to determine if a given option is right for them.

The page leads with the school’s Master’s programs, which makes up the bulk of its enrollment. And although it might make sense to create separate landing pages for each degree program, using a longer format for this landing page helps provide an overview for students who might be considering multiple programs.

And there you have it: five effective long-form landing page examples…

…across five industries no less! These companies all needed a few more words to get their point across, with detailed descriptions, testimonials, and achievements that short pages just don’t have room for. The extra copy helps the brands be empathetic to the often significant personal or financial impacts of the offers at hand.

Ultimately, the nature of your industry and product or service will help dictate landing page length. What’s important to remember is that there’s no hard and fast rule. We’re often taught that shorter is sweeter, but landing pages—like naps, daylight hours, and vacations—can sometimes stand to last a little bit longer.

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Converting with Extra Copy: 5 Long-Form Landing Page Examples

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19 Form Design Best Practices to Get More Conversions (+ Examples)

form design best practices 2018

Form design matters more than you might think. A poorly designed form can turn off prospects, whether you’re asking them to sign up for your email list or buy your latest product. Web forms are used on nearly every website on the Internet, but some feature extremely poor design. If you don’t want to fall into that trap, this article will teach you how to design forms that boost conversion rates. Feel free to jump around if you’re interested in a single a particular topic covered in this article: What’s a web form? Why do you need a web form?…

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19 Form Design Best Practices to Get More Conversions (+ Examples)

Designing for Subscription: 6 UX Musts for Increasing Sign Ups

Your music is being streamed on all your devices with Apple Music and your favorite shows find a home at Netflix. Your physical store can accept payments via your Shopify subscription and now you can even get your basics like underwear or healthy food delivered to you through services like Stance and Graze respectively. Subscription services are not just the future of e-commerce anymore. They are very much the present. Subscription services are great for consumers as they get to experience much more content than they do with one-off purchases (think entire music libraries instead of a single album). They…

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Designing for Subscription: 6 UX Musts for Increasing Sign Ups

5 Terrible Websites You Should Copy

This isn’t the definitive list of the worst websites I’ve ever seen. But if you’re a sensitive soul with design proclivities, I’d get a blanket and a cup of something soothing before you dig in. There are horrors ahead. Apart from laughing at them, why should we ever look at terrible websites? Wouldn’t it make more sense to learn from the best, rather than the worst? You can learn a lot about what not to do from failure. (If I were planning to go that route, I’d have started here, with the self-declared ‘world’s worst website.’) But the sites in…

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5 Terrible Websites You Should Copy

UX Meets MBA: What Happens When A Designer Goes To Business School

If great design can imbue customers with trust, why are designers so removed from product management and the larger business strategy? As a VP of UX with an MBA, I strive to bring both worlds together to create a new model in which user experience and design align with overall business strategy and company vision to drive increased revenue and customer engagement.
I formulated a hypothesis: If I were educated in core business skills, I could shift myself (and design teams) from a service to a highly strategic functional asset, driving larger organizational direction.

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UX Meets MBA: What Happens When A Designer Goes To Business School

Data-Driven Optimization: How The Moneyball Method Can Deliver Increased Revenues

Whether your current ROI is something to brag about or something to worry about, the secret to making it shine lies in a 2011 award-winning movie starring Brad Pitt.

Do you remember the plot?

The manager of the downtrodden Oakland A’s meets a baseball-loving Yale economics graduate who maintains certain theories about how to assemble a winning team.

His unorthodox methods run contrary to scouting recommendations and are generated by computer analysis models.

Despite the ridicule from scoffers and naysayers, the geek proves his point. His data-driven successes may even have been the secret sauce, fueling Boston’s World Series title in 2004 (true story, and the movie is Moneyball).

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What’s my point?

Being data-driven seemed a geeks’ only game, or a far reach to many, just a few years ago. Today, it’s time to get on the data-driven bandwagon…or get crushed by it.

Let’s briefly look at the situation and the cure.

Being Data-Driven: The Situation

Brand awareness, test-drive, churn, customer satisfaction, and take rate—these are essential nonfinancial metrics, says Mark Jeffery, adjunct professor at the Kellogg School of Management.

Throw in a few more—payback, internal rate of return, transaction conversion rate, and bounce rate—and you’re well on your way to mastering Jeffery’s 15 metric essentials.

Why should you care?

Because Mark echoes the assessment of his peers from other top schools of management:

Organizations that embrace marketing metrics and create a data-driven marketing culture have a competitive advantage that results in significantly better financial performance than that of their competitors. – Mark Jeffery.

You don’t believe in taking marketing and business growth advice from a guy who earned a Ph.D. in theoretical physics? Search “data-driven stats” for a look at the research. Data-centric methods are leading the pack.

Being Data-Driven: The Problem

If learning to leverage data can help the Red Sox win the World Series, why are most companies still struggling to get on board, more than a decade later?

There’s one little glitch in the movement. We’ve quickly moved from “available data” to “abundant data” to “BIG data.”

CMO’s are swamped with information and are struggling to make sense of it all. It’s a matter of getting lost in the immensity of the forest and forgetting about the trees.

We want the fruits of a data-driven culture. We just aren’t sure where or how to pick them.

Data-Driven Marketing: The Cure

I’ve discovered that the answer to big data overload is hidden right in the problem, right there at the source.

Data is produced by scientific means. That’s why academics like Mark are the best interpreters of that data. They’re schooled in the scientific method.

That means I must either hire a data scientist or learn to approach the analytical part of business with the demeanor of a math major.

Turns out that it’s not that difficult to get started. This brings us to the most important aspect, that is, the scientific approach to growth.

Scientific Method of Growth

You’re probably already familiar with the components of the scientific method. Here’s one way of describing it:

  1. Identify and observe a problem, then state it as a question.
  2. Research the topic and then develop a hypothesis that would answer the question.
  3. Create and run an experiment to test the hypothesis.
  4. Go over the findings to establish conclusions.
  5. Continue asking and continue testing.

    Scientific Method of Growth and Optimization

By focusing on one part of the puzzle a time, neither the task nor the data will seem overwhelming. As you are designing the experiment, you can control it.

Here’s an example of how to apply the scientific method to data-driven growth/optimization, as online enterprises would know it.

  1. Question: Say you have a product on your e-commerce site that’s not selling as well as you want. The category manager advises lowering the price. Is that a good idea?
  2. Hypothesis: Research tells you that similar products are selling at an average price that is about the same as yours. You hypothesize that lowering your price will increase sales.
  3. Test: You devise an A/B test that will offer the item at a lower price to half of your e-commerce visitors and at the same price to the other half. You run the test for one week.
  4. Conclusions: Results show that lowering the price did not significantly increase sales.
  5. Action: You create another hypothesis to explain the disappointing sales and test this hypothesis for accuracy.

A/B Testing

You may think that the above example is an oversimplification, but we’ve seen our clients at The Good make impressive gains by arriving at data-driven decisions based on experiments even less complicated.

And the scientific methodology applies to companies both large and small, too. We’ve used the same approach with everyone from Xerox to Adobe.

Big data certainly is big, but it doesn’t have to be scary. Step-by-step analysis on fundamental questions followed by a data-driven optimization plan is enough to get you large gains.

The scientific approach to growth can be best implemented with a platform that is connected and comprehensive. Such a platform, which shows business performance on its goals, from one stage of the funnel to another, can help save a lot of time, effort, and money.

Conclusion

Businesses need to be data-driven in order to optimize for growth, and to achieve business success. The scientific method can help utilize data in the best possible ways to attain larger gains. Take A/B testing, for example. Smart A/B testing is more than just about testing random ideas. It is about following a scientific, data-driven approach. Follow the Moneyball method of data-driven testing and optimization, and you’ll be on your way to the World Series of increased revenues in no time.

Do you agree that a data-driven approach is a must for making your ROI shine? Share your thoughts and feedback in the comments section below.

CTA_FreeTrial_Being_Data_Driven

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Data-Driven Optimization: How The Moneyball Method Can Deliver Increased Revenues

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How your Color Choices can help you Increase Conversions (Part 1)

This is Part 1 of a 2-part blog post written by David Rosenfeld and Milad Oskouie on how colors can help increase your website’s conversions and revenue.

David Rosenfeld is a director at Infinite Conversions. David spent five years working as a lawyer in Australia and London and three years as an associate in the Mergers and Acquisitions department of a global Investment Bank focusing on technology startups. David’s experience has included significant work on campaign specific conversion optimisation. David holds a Bachelor of Laws and Bachelor of Software Engineering from the University of Sydney and an MBA from the University of Chicago, Booth School of Business.

Milad Oskouie is a former lawyer and current analyst at Infinite Conversions. Milad has a background in the law as well as in funds management and financial services.

Most people can choose their favorite color if you ask them to, and most people understand that we typically associate color with emotions. This makes color choice an important tool when trying to influence the choices consumers make, or so says the University of Winnipeg’s Professor Satyendra Singh. Singh has noted how retailers attempt to influence consumers using colors in order to drive up profits. Tactics that are used range from targeting consumer color preferences based on gender, to employing subliminal “tricks” such as using specific colors to entice customers to make a purchase. Online retailers take care in choosing their brand colors too, using color psychology to attempt to improve conversion rates when they design their site’s landing pages. If used appropriately, color becomes less of a tool, and more of a weapon.

Using colors to convey your Brand Personality

If you’ve a brand new detergent to send to market, then you’ll want it to be associated with cleanliness and purity, so white seems the obvious branding choice. If you want to express urgency on your site to entice your potential customers to finalize their purchase, then make the “Buy!” button green, as green equates to growth. If you’re an attorney, and you want to express your authority and to make people trust you, then blue is the correct choice.

Color is not just about capturing attention. Color also has a lot to say about a company’s branding image. What do the chosen colors say about a product’s personality? What message is a company trying to communicate? Branding choices need to take into account the way that people typically associate specific colors with different emotions.

Subway Homepage

The sandwich retailer Subway’s site is mainly branded green, which is the color of harmony, growth and good health.

Here are some more “green” businesses.

John Deere Logo

John Deere, a manufacturer of farming and lawn equipment

BP Logo

BP is one of the world’s leading oil and gas companies

As I stated earlier, the color blue inspires confidence and trust. Here are 2 examples where companies use this color to convey this particular emotion.

Deutsche Bank Logo

JP Morgan Chase Logo

So, what are you trying to sell? Life insurance, organic bread or console games? For life insurance, choose the blue path, as blue is associated with confidence and trust. Organic bread? How about green and browns to create a natural, rustic and wholesome image. Console games? Black and reds will excite the minds of your target audience, which is likely to be male teenagers and young adults.

Everything of course depends upon the atmosphere that you are seeking to create, and the way your potential consumers will react to your marketing. Making the proper color choice can mean the difference between a missed opportunity and a successful conversion.

Creating red-hot logos and headlines – even if they ain’t red!

Mr Average has an attention span of around half a minute. A website is lucky if it can maintain the attention of a semi-interested visitor for longer than ten seconds. The average consumer, according to Jakob Nielsen, will spend between 10 and 20 seconds on a page looking for what they want before giving up (if they don’t find it) and looking elsewhere. Amazingly, in this short expanse of time, nine out of every ten purchasing decisions are influenced by color alone. Is this surprising? Well, most of the information we receive about the world ends up in our heads via our eyes, after all. Let’s take a look at some examples.

Coca Cola color scheme

Coca-Cola’s red and white scheme has been a permanent success. Red evokes feelings of courage, vitality and strength. The palette also allows headlines and text to be used that’s both eye-catching and easy to read. It’s a palette that’s served Coca-Cola effectively for over a decade.

Apple color scheme

When it comes to their branding, Apple likes to keep things clear, uncluttered and simple. Black and white creates the impression that Apple’s products are technological marvels, and yet are easy to understand and operate.

Rocket Lawyer color scheme

The site of Rocket Lawyer makes excellent use of the color red which makes their site look vibrant and energetic. However, they also make effective use of whitespace to make sure a visitor’s eyes are not overwhelmed.

RIPT Apparel – a Case Study

RIPT Apparel, a Chicago based online retailer, managed to up their conversion rate by a whopping 6.3 percent simply by A/B testing the color of their CTA button from red to green using Visual Website Optimizer.

Control

RIPT apparel - control

Variation

RIPT apparel - variation

The question that arises here is that, if green is such a compelling color, why isn’t every single CTA button you see on the internet colored green? The answer is that in this scenario, it wasn’t the specific color of the button that mattered, it was how that color contrasted with the rest of the page. The green button blended in with the rest of the site’s palette, while the red button created a contrast. This is what drove the increase in conversion rates.

Convincing colors to convince customers

People generally do not like to make decisions. From minor decisions like deciding what to have for breakfast, to life-changing decisions such as breaking up with a long-term partner, people prefer to have decisions made for them, or to have only limited choices.

In addition, as discovered by Psychology Roy Burmeister, they don’t like to read, either. To be an effective businessman, it’s really down to you to help your consumers make an effective choice in a way that takes little effort. You can give them a gentle shove in using color to highlight what you think would best solve their needs.

For example, consider Coca-Cola again. Their easy-to-recognize red and white logo has worked so successfully for them since it was created in 1885 that they’ve barely ever changed it. But what’s the secret behind their success?

The rather simple yet sleek design is intended to be associated with youthful exuberance. If a friend or vendor asks you if you’d like a Coke, then the Coke logo instantly pops into your head, re-awakening memories of the beverage that supplies that all-important buzz.

How different would Coca-Cola’s logo appear if they chose to drop red in favor of, say, yellow? Yellow is often used as a branding color that hints at fun and frolics, but it’s also associated with illness and cowardice, which are not aspects you’d necessarily want associated with a thirst-quenching soda (although such a re-branding may work brilliantly in Egypt where the color yellow is associated with prosperity and happiness.)

In Conclusion

The internet is still in its infancy, so further color studies need to be undertaken to ascertain how effective color choices really are when it comes to influencing purchasing decisions. There already exists a wealth of evidence to suggest that the correct use of color in the correct context goes a long way to reassure and inspire site visitors in a way that will boost conversions. In short, taking the time to increase your knowledge of color psychology will help you in making intelligent branding decisions and turning people on to the idea of purchasing your products.

How to Create WInning A/B Tests through Stronger Research

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Mental Health: Let’s Talk About It

Many of us struggle silently with mental health problems and many more are affected by them, either directly or indirectly. It’s Geek Mental Help Week and we would like to help raise awareness with a couple of articles exploring these issues. – Ed.
Talking about mental health can be awkward and embarrassing, but it really shouldn’t be. Mental health is just an illness, like any other. When we talk about mental health, we do so in hushed terms.

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Mental Health: Let’s Talk About It

Desktop Wallpaper Calendars: September 2013

We always try our best to challenge your artistic abilities and produce some interesting, beautiful and creative artwork. And as designers we usually turn to different sources of inspiration. As a matter of fact, we’ve discovered the best one—desktop wallpapers that are a little more distinctive than the usual crowd.
This creativity mission has been going on for over five years now, and we are very thankful to all the designers who have contributed and are still diligently contributing each month.

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Desktop Wallpaper Calendars: September 2013

Key Ingredients To Make Your App Go Viral

A viral app is the highest achievement on iTunes and Google Play. It’s an app that customers eagerly share across the Internet, through social networks, email, chat and word of mouth. It’s like rocket fuel, and it is the best case scenario for an app developer because word of mouth is far more powerful than any paid advertising. Ad clutter is everywhere, and people just ignore it.
No one trusts ads, and they cost too much for developers anyway.

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Key Ingredients To Make Your App Go Viral