Long Form Sales Page: Effective or Overwhelming?
We’ve all seen those loooong sales pages, especially for courses.
They seem endless, right?
🤔 So, does this long form sales page really help convince buyers, or are they just a scroll-fest that might push people away?
Let’s dive into this juicy topic and figure out what really works.
Buyer Types: The Basics
First up, let’s break it down. There are two main types of buyers:
Buyer 1: This person needs all the details. They want to know exactly what they’re getting and need a hefty dose of social proof. They like to be reassured before making a purchase.
Long form sales pages? They thrive on details and can’t get enough of them.
Buyer 2: This buyer is more of a “get in and get out” type. They’re usually already familiar with you or your brand and just need the core info to hit that buy button. They prefer a speedy overview—no fluff, just the essentials. Or they may be more of an intuitive buyer who just senses your offer “feels” right without needing to know all the details.
Understanding Your Biases
✨ Here’s the thing: We all bring our own biases into the mix. Which one do you relate to more and has that influenced the length of your pages?
I’m definitely a Buyer 1.
I love digging into the details and will read every bit of a long sales page. It’s how I make sure I’m making the right choice.
If a sales page is well-organised and designed and packed with info, I’m here for it. That said, not everyone is like me, so it’s crucial to cater to both types of buyers.
Offer Type Matters
Now, let’s look at your offer. The cost of your product or service plays a huge role.
- Low-Cost Offers: If your offer is under $50, people might not need a deep dive. A concise page with the basics should do the trick.
- Mid-Range Offers: For something around $500, a bit more detail is needed. You’ll want to show the value and give a good amount of convincing.
- High-End Offers: When you’re dealing with offers in the thousands, a longer page can be essential if you’re trying to convert a cold audience. You’ll need to guide potential buyers through every aspect of the offer to help them feel confident in their decision.
Warm Leads vs. Cold Leads
Who’s coming to your sales page? Are they warm leads or cold ones?
- Warm Leads: These are folks who already know and trust you. They’ve been following you, reading your emails, or maybe they’re repeat customers. They might not need as much convincing.
- Cold Leads: These people might find you through ads or a random search. They don’t know you yet and will need more convincing. Your page needs to work harder to build trust and provide all the necessary details.
The Clarity Factor
👉 How easy is it for people to understand your offer?
If your product or service is pretty straightforward, like a hairdresser or a dentist, you don’t need a lot of explanation. But if your offer is new or complex, you’ll need to spell it out clearly. Explain what it is, who it’s for, and why it’s valuable.
Page Speed: Don’t Make Them Wait
⏳ Longer pages can slow down your site, especially if you’re loading tons of images. A slow page is a big no-no, particularly on mobile devices. If your page is sluggish, it might turn people off. Make sure your images are optimised to keep things running smoothly.
Urgency and Solution-Seeking
How urgent is the problem your offer solves?
If it’s something that people need immediately, they might not have the patience for a lengthy page. Think about whether your audience is looking for a quick fix or if they have time to explore in depth.
Catering to Different Buyer Types
So, if you’re going with a longer sales page, how do you keep both Buyer 1 and Buyer 2 happy?
🤩 Here’s a trick: Include options for people who want to skip straight to the info they need.
The main things people typically want to know are:
- The Price
- What’s included
- Dates (If relevant)
Consider adding anchored link buttons that let users jump to specific sections of your page like “See Pricing” or “Jump to What’s Included.”
This way, you cater to the fast-track buyers while still providing a comprehensive experience for those who want the full scoop.
Wrapping It Up
Whether you go for a long-form page or a snappy one, the key is to understand your audience and tailor your page to meet their needs. Think about what will make your buyers feel confident and comfortable. Mix in a bit of detail and a dash of speed, and you’ll have a sales page that works for everyone!
Hope this helps get you thinking about your next sales page. Happy writing!
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Stay tuned for future episodes where I’ll dive deeper into the practical steps of creating your brand visual identity.
