You’ve probably come across this situation before: your Internet browser takes you to a landing page that has a great headline at its top, which is immediately followed by a form, with which you can submit your details.
This often leaves you wondering:
Is that it? Am I really expected to send my details over just because someone had schlepped a header and a clean form under it?!
And you are absolutely right. Why would you?
You need to know more about this exchange before you pass your name/email/phone number over to this person/company. You need some proof of this product’s quality, and the way in which it may better your life, or ease some pain point you may be experiencing.
Quite like you, I think I’d like to read some more about the product and its qualities, and maybe a testimonial or two from some delighted customers.
And how about a promise not to abuse the info you’re about to provide?
Or some small print to clarify you’re not stepping into some lion’s den…
Longer Lead Generation Landing Pages With Multiple Forms
A form at the head of the landing page is terrific for visitors who already know what the offer is all about and would simply like to opt-in, but not all visitors have the same needs. Consider the fact that some of them may require further convincing through more elaboration on the offer’s advantages, prior to providing you with their info.
Including all of the above mentioned information on your page will naturally produce a longer landing page, and make your visitors scroll down to be able to read the content in its entirety.
Hopefully, once they’re done feeding themselves with the informational text / video / images on your landing page – they be willing to become your leads, but alas – it is more than likely that now, after scrolling down to find out more, they are going to need a reminder of what it is you want them to do…
You need them to enter their details into your form and hit the ‘Submit’ button, remember?
That’s exactly where that multiple forms capability comes in handy on your landing page.
Quite a few articles have already been written on the advantages and disadvantages of using a long landing page vs a short landing page. After reading quite a few of them I’m guessing you’ll reach the same conclusion as I did:
The best way to know what type of landing page works best for your unique offer is to simply test it.
Nonetheless, let me try and sum it up for you:
Long landing pages
Long landing pages are considered to be better in helping convince your visitors that they may trust you or your company enough to convert, as they provide you with more space to place important information about your offer and about who’s behind it.
Visitors who take the time and make the effort to actually go through all of your page’s content are considered to be higher quality leads at the end of the day, as they are obviously interested in what you have to offer, which makes them more likely to convert. Plus, there are the SEO benefits that entering high quality content into your page provide you in the long run, when people come to look up related keywords on search engines.
Short landing pages
There are also, of course, advantages to using short landing pages for your campaign, all depending on your specific offer and target audience. While a shorter landing page contains less information, it is less likely to distract your visitor from the action you’d like them to perform, i.e. your CTA.
Examples Tell It Best
Let’s have a look at some relevant examples to make things clear, and see how advertisers who are running real campaigns containing lots of content are doing it:
- The people responsible for the Nugenix campaign have decided to go with a pretty long landing page.
You can see how they filled their landing page with persuasive content which includes: images, textual information about the product, bullet points, technical information and ‘how to use’ instructions, a comparison with competition, and even some great testimonials to wrap up the convincing process.
At the end of it all is a lead generation form into which people can enter their details. At the top of that landing page is a blue button with a CTA to ‘Click Here to Claim a Sample!’
Clicking this button takes you to the end of the page, to where the form is…
Clicking this button takes you to the end of the page, to where the form is.
Placing another form or two along this landing page would probably have made it easier for visitors to convert on this page.
- Martin Chuck’s landing page campaign is another long landing page, brimming with content. From ‘Free Tips’ and information about golf to benefits and description of the product he’s offering.
A landing page brimming with content.
This landing page combines the opt-in form no less than 4 times throughout the landing page, constantly reminding visitors to opt-in and enter their e-mail address.
This may seem a little aggressive, but you need to remember that people who read the page’s content are probably getting more and more convinced of this offer’s value for them as they read through it. The marketer wants to take advantage of that point in time, in which a person has a good feeling about this offer and seal the deal right then and there.
That is the reason why these opt-in forms are sprinkled strategically along the long page.
- Finally, let’s look at this nice landing page, generated from a long template, offered by Pagewiz as one of the many templates you can use to kick start your landing page campaign.
Kick start your landing page campaign.
This landing page contains a lead generation form at its very top, then goes on to describe various benefits and features available on this offer, including a video, testimonials, and relevant images.
After my visitor scrolls all the way down my informational (but quite long) landing page, at its bottom, I’d like to place another similar lead capture form.
Another lead generation form at the bottom of the page.
Why? Because when you have bucks invested in advertising you want to make sure no potential lead escapes you just because of some technical frustration. This is how I make it easier for them to submit their details, and elevate my campaign’s conversion rate.
Easily Add Another Customized Conversion Point To Your Landing Page With Pagewiz
Inside the Pagewiz platform landing pages are divided into sections, which makes it a lot easier to construct and customize long landing pages that contain a massive amount of content inside them. Placing multiple forms on your page, or even a form on each section could seriously make it easier to convert on.
You can choose to have a different looking form on each section, to complete your page’s design. For example, on an already overloaded section on your page – you may decide to present your visitors with a horizontal form, containing less fields. To do that simply drag a Form element onto your page and customize it.
*Important: to be able to have total control over each field’s positioning, you should be aware of the Pagewiz Pixel Perfect approach, which allows you to separately position & design each form field, by ungrouping them:
Achieve total control over each form field.
After ungrouping my form fields I can freely position and design each one of them, if I need to. For example, on the lower section of my landing page, I decided I want to have a horizontal form with only one field and a button: