What is Shorter Landing Page?

Landing pages started as a simple online version of a print-ad, where visitors were driven to fulfill a single, primary action before leaving.

Over time, as understanding evolved about the site visitor’s online behavior, marketers started experimenting with different formats. One such format is the "Shorter Landing Page." A shorter landing page hinges on the concept of reducing visual clutter by eliminating any unnecessary elements. Its objective is to present pertinent information concisely and within easy view, typically "above-the-fold," so that users can make quick decisions.

The aim is to leverage impulsive behavior of web visitors, making them more likely to convert because brevity tends to distract less. In terms of "Conversion," shorter landing pages are very effective. The less time and effort a visitor has to put into understanding your page, the more likely they are to complete the action you want them to, therefore increasing your conversion rate.

Examples of Shorter Landing Page

  1. An online clothing store could use a shorter landing page for a limited-time sale, only showing the most popular items and the timer for when the sale ends.
  2. An ebook landing page highlighting only the title, author, key benefits, and the download button.
  3. A charity organization's donation page, that only consists of a stirring image, a brief impactful story, and a simple donation button.
  4. A webinar registration landing page displaying just the topic, speaker bio, time and date, and a clean registration form.
  5. A software trial landing page focusing on the core benefits, a quick demo video, testimonials, and a call-to-action button.

Marketing Tactics Similar to Shorter Landing Page

  1. Clear Call to Action - A marketing approach that includes a clear direction meant to prompt an immediate response or sale.
  2. Above-the-Fold Content - A design technique where your primary content or call to action is displayed in the visible portion of the webpage without scrolling.
  3. Minimalistic Website Design - A visual design approach that focuses on simplicity and using only essential elements for functionality.
  4. Single-Page Websites - A type of website that presents content on a single scrollable page, reducing navigation complexity.

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