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Detailed or Simple Landing Pages?

Is too much a bad thing for visitors?

     
3:00 pm on Apr 2, 2006 (gmt 0)

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I have a couple of Adwords campaigns and landing pages that are working well right now, however, I think that they (my landing pages) could be converting better.

The keywords that I bid on are very specific. That is to say, when a user searches and clicks through my ad, they are usually in the state of mind to buy, not shop around.

Having said that, I initially created landing pages that had just about all of the product detail information that you could think of - in a nice presentation for the visitors. Now, I'm thinking that this may not be the best way to convert sales, not after they may already be ready to buy. Does this make sense?

With these kinds of visitors, is it better to create a detailed landing page (like the ones I created), or to create very simple landing pages (with a few sentences and links to purchase products?)

I ask this question b/c I do notice quite a few visitors who hop over to the page, but seem to immediately go away. The page's asthetics are not too bad, but I'm wondering if there's too much info presented to them.

What are your thoughts? Should I keep it down to a few sentences and a few links for these types of visitors?

Thanks!

4:37 am on Apr 5, 2006 (gmt 0)

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My recommendation, a short intro, a good picture link to another view, a buy now button (way above the fold) then details. another buy now button near the end. finally a related product link (maybe the traffic is not a targeted as you thought0
2:56 pm on Apr 5, 2006 (gmt 0)

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Thanks for your response! I never really thought about including buttons as a possible call-to-action link. This would look better than standard text links. I'm going to give that a try to see if this might boost the % a little.

Thanks again.

3:57 pm on Apr 5, 2006 (gmt 0)

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You might also consider showing some price comparisons (favorable to your offer, of course). Someone ready to buy but searching for where to buy will likely respond well to such content.
6:56 pm on Apr 5, 2006 (gmt 0)

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Try layering the information. For instance, the landing page includes a brief description, thumbnail picture, specification table and price. i.e cover the basics.

For visitors who want more detail include links to detailed pages such as how to use your widget, feeding your widget, when your widget goes bad, etc.

Layering your information in this way has several benefits:

1) Buyers who know what they want can buy straight off the landing page without distractions.

2) Customers who need more convincing can read the more detailed pages

3) More pages for the searchengines arranged in a natural pyramid for SEO!

12:17 pm on Apr 6, 2006 (gmt 0)

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Thanks guys, for the wonderful information!

I've managed to add a couple more action links (especially right above the content), and am working on a couple of "buy now" buttons.

The price comparison is a good idea, i've included that in my original design, although I'm wondering whether the customer might not see it as that (it doesn't have any kind of title like "Compare Prices", etc).

Also, I never really thought about adding additional pages to my landing page, yet. I'm going to think that one over, especially while deciding if the info I have on that one particular page is too much.

Thanks again for the great info.

3:14 am on Apr 9, 2006 (gmt 0)

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I've compromised by having a short review page for people who just want to move through fast, with a link to more information and a very detailed page for those who are still wavering or specifically information gathering.

This is working quite well for me, something for everyone, and because the content is actually quite different on the two pages, I'm ranking well with both for my keywords... bonus!

 

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