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Incredibly Long Landing Pages
I`ve never been a huge fan of them. In fact, I tend to click off of them right away. They must work though, right? Otherwise they wouldn`t be found all over the place.
I found winning page is very much like the stereotypical never-ending landing page. Makes a person wonder if they should use pages like this, even if they don`t personally like them.
Thoughts?
I found winning page is very much like the stereotypical never-ending landing page. Makes a person wonder if they should use pages like this, even if they don`t personally like them.
Thoughts?
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Comments
But when they run a test of several thousand visitors, and that page shows better results than any of the others (many of which look very good to me), it`s really hard to argue with the numbers.
Anybody else? Thoughts on looking good vs performing well? (And whether or not they really are conflicting goals?)PiperTax2007-9-17 13:51:39
TwilightPics2007-9-17 14:44:19
I`m with you! A lot of marketers that use that long sales letter style also use tawdry tricks like - "only 4 left, hurry to reserve yours now!" Now I see those and it just turns me off completely!
~SandraP
What I`m having trouble dismissing though is a test that takes into account a sufficient quantity of visitors (several thousand) that its findings are clearly statistically significant (over 95% certainty).
Now, just because the super long, awful-looking page style works for marketing a subscription service to a SEO publication doesnt mean it`ll work for everything. That seems obvious.
But it must work for a lot of things. Aaron Wall of Perry Marshall (likely the most high-profile Adwords consultant) uses it. And I`m sure that both of those guys have done tests to bear out its usefulness as well.
It still seems like such an odd situation though. Pretty much everybody here (myself included) thinks those pages look terrible. So who is it that buys from them? And why would they not be convinced by a more standard-looking page? What, specifically, is it that makes those long pages work, and is there a way to capture at least some of that utility without having to put up a page that you don`t even like on your own site?
Hmm. Now there`s a great point. Perhaps the reason for those pages` success is just as simple as the marketers in question knowing precisely who their customers are. (And knowing who they aren`t: The rest of us, who think those pages are awful.)
I also think it`s a bit ostentatious to consider the people who respond to these pages as somehow being inferior consumers. Nothing could be further from the truth. That kind of convoluted thinking is the eptitome of pomposity, arrogance and ignorance!
Dale King
DKing2007-9-18 19:17:40
Also readership studies show that most people don`t necessarily read every single word of a long advertisement or salesletter. They scan for bits and pieces of information specific to their particular needs. If they find that information on your site, they`ll continue reading. If they don`t, they`ll simply move on. That`s why your copy has to be laser-targeted, and expertly crafted to catch the eye of casual scanners.
Dale KingDKing2007-9-19 13:23:3
Personally, I think your landing page should welcome your visitor and give an introduction to you and your serivces. A well placed navigation menu will direct visitors to the pages which appeal to their needs.
- well, that`s my two cents.