Long vs Short Landing Page – One Converted At 80.27%

0:00My team and I have been split testing a brand new landing page

0:03format for the past couple of months, and let me tell you, the

0:07results shocked me.

0:08I tested two pages with the exact same headline, the exact

0:13same benefit bullets, the exact same copy, the exact same call

0:16to action, and pretty much the exact same images.

0:19The only significant difference was the length and the layout of

0:23the page. One was short and one was long.

0:26Can you guess which one boosted my opt in conversion rate by

0:3233.64%? Yeah, my jaw was on the floor too.

0:35Today, I am showing you a side by side comparison of these two

0:39landing page layouts I tested, including exactly why a pretty,

0:43relatively small change made such a massive difference in my

0:47conversion rate.

0:48If you're a freelancer, business owner or service provider who

0:51does marketing for yourself or for your clients, this one is

0:55definitely for you. And hey, while you're here, don't forget

0:58to subscribe below for more "show, don't tell" marketing

1:01tutorials, just like this one. All right, so let's dive in.

1:04Both of these landing pages are promoting my free social media

1:08swipe file that includes 99 Hot Hook templates. And if you

1:12haven't grabbed your copy yet, then what are you even doing?

1:15The link for that is in the description box below, and

1:21you'll definitely wanna grab your copy at the end of this

1:21video.

1:21Now, as I mentioned earlier, I intentionally kept the messaging

1:23on both of these pages the same headline, the same benefits and

1:27the same CTA, because I only wanted to test the length and

1:31layout of the page. Now, I actually got the idea to test

1:34this new landing page layout from my buddy Stu McLaren, who

1:37recently shared with me a landing page that boosted his

1:39cold traffic opt in conversion rate from 18 to 39%.

1:44Now, I don't know about you, but when someone tells me something

1:47converted, well, I must test it immediately. Because, as we

1:52should all know as marketers by now, just because it worked for

1:56one person does not mean it'll work for you too.

1:59So you always want to test. But guess what? It did work, and in

2:03my case, it worked even better than I could have imagined.

2:06So let's talk actual numbers, because you guys know I don't do

2:11vague, trust me, tips. I make data back decisions and believe

2:14in "show, don't tell" marketing.

2:16That way, you can make smarter decisions in your business based

2:20on proven strategies, not generic ChatGPT advice. Yeah, I

2:25said it.

2:26Okay, so before the new layout was implemented, my conversion

2:30rate for my Hot Hooks guide landing page was 60.81%. Now I

2:35have to say this landing page gets mostly warmish traffic

2:38because these are people who come to me from my YouTube

2:41channel, like you guys, or Instagram or my other social

2:44media content.

2:45And while we do run some paid ads during the timeframe of this

2:49test, and in fact, months before it no paid traffic was sent to

2:53either of these pages, the old page or the new page.

2:56And this is why I was already getting a pretty high conversion

2:59rate on this landing page, and much higher than the average

3:03conversion rate, which, according to multiple sources

3:05like Unbounce and HubSpot, happens to be approximately 6%.

3:09But by simply changing the layout of this page, we boosted

3:14our opt in conversion rate to a massive 81.27% That is a huge

3:20difference, when you consider that not much else on the page

3:24changed.

3:24Yes, there were a few minor differences, and I will show you

3:27those in just a moment, but that is pretty mind blowing. The new

3:31landing page format was rolled out on June 30 of this year, so

3:35a couple of months ago.

3:36So before we look at the actual pages and exactly what we

3:39changed, here's the exact data from the 30 day period before

3:44and after that new page went live.

3:46So the original version of the page had 467 unique visitors

3:50during that previous 30 day window.

3:52And of those 467 unique visitors, it had 284

3:57conversions, or opt ins for a conversion rate of 60.81% then

4:02the new page went live, and for those next 30 days, it received

4:05678 unique visitors and 551 conversions, bringing the

4:10conversion rate to 81.27%.

4:14Crazy, right? And to be honest, I didn't quite believe it at

4:17first. I was like, really?

4:19When you've been in marketing for as long as I have, you get

4:22really familiar with average conversion rates, and it is

4:25really rare to see this much of an improvement in results,

4:28especially on such a simple test and a simple change.

4:32So I actually made my team triple check and cross reference

4:36every single opt in with my Google Analytics, my Segmetrics

4:41and my Kit accounts, just to make sure and you guys, these

4:45stats were dead on the page.

4:48Really saw that much of an improvement.

4:50Now it's time for the moment you have all been waiting for. Let's

4:54look at the pages side by side.

4:56So I'm gonna do a side by side comparison of these two pages

5:00and talk about why I think the new version converts so, so much

5:04better.

5:04All right, so the very first thing you will notice about

5:06these pages is the length. And if you didn't already guess, the

5:11original page was much longer than the new page.

5:15In fact, the new version has been condensed and formatted in

5:19a way that the entire page, the entire thing fits above the

5:23fold, which means the viewer, or the visitor, if they're viewing

5:26on desktop, does not need to scroll at all to read everything

5:30that's on the page and opt in for what they came for.

5:32Whereas on the original page, the viewer has to scroll in

5:35order to read all of the copy. But what is super interesting

5:39here is that there isn't any more or less copy between these

5:43two versions. It really is just formatting.

5:46Now the other thing you'll notice here is that the colors

5:48are slightly different, and that's because we just rebranded

5:52our entire site, and that teal color is being phased out. So on

5:56the new page, I just went with our classic yellow color because

5:59I knew that that color wasn't going anywhere.

6:02So while keeping the color of the pages the same would have

6:05made for a cleaner test, because we're really just comparing the

6:09layout and not the colors.

6:10I wanted to make sure that the new page we were building would

6:13still work with our new color palette, and of course, make

6:16sure it would still convert and, it absolutely did.

6:19Next you can see that both versions of the page start with

6:22the exact same headline, 99 social media hooks that capture

6:27attention get more clicks, engagement and conversions.

6:31Then in the original version, there's a third headline that

6:34says, Click below to get free and instant access to the Copy

6:37Posse's sizzlin hooks swipe file, and then it had a little

6:41button there that you could click on, and an opt in box

6:43would pop up. And right under that, it has what I call an

6:47authority banner with all of those media logos.

6:49Now the good thing about this page is that we do have the

6:52button above the fold, which is really important, because you

6:55never want to have your viewer have to scroll in order to

6:58figure out how to get the thing that they came there for.

7:00You want to give it to them straight away. So the original

7:02page did do that.

7:04Now in the new version of the page, I did remove that third

7:07line of text to optimize space, and I included the following

7:10headline.

7:11Use these fill in the blank hook templates to write attention

7:15grabbing hooks for your captions, real cover photos,

7:18headlines, subject lines, ads, YouTube video titles and sales

7:23page openers.

7:24Now you can see that we do have that exact copy in the original

7:28version as well, but you just have to scroll in order to see

7:31it. It's the headline on the second section and this is

7:34subtle but absolutely key in the new layout, the opt in form is

7:39embedded right there in the page.

7:40Whereas in the original, as you saw earlier, you had to click

7:43that button first, and then the form would then pop up.

7:46So remember this, any extra click creates friction, and

7:51friction is a conversion killer.

7:53While a single button may look, you know, cleaner on the actual

7:56page itself, having the form directly embedded right there on

7:59the page, does remove an entire click from the opt in process,

8:03and of course, that could contribute to that higher

8:05conversion rate.

8:06Then in both versions, we go on to list out the exact same very

8:10short and concise benefit bullets, which basically just

8:14communicate exactly what's inside this freebie that they're

8:17signing up for.

8:17And then we also include a cover image of the lead magnet on both

8:21versions, which just adds a little visual element so people

8:24can see exactly what they're getting.

8:26Then in the original version, we added another opt in button

8:29here, right in that section. Both versions then have a short

8:33bio about me and who I am. Of course, this helps build trust

8:36with people who don't know me yet. And the only change that we

8:40made here in the new version was to slightly shorten this bio to

8:43only the most important points.

8:45So as you can see in the original version, the viewer

8:48actually has to scroll to get to that bio section and to read

8:51about who I am and what I'm all about.

8:53For the new version, you can see that we included the authority

8:56banner right there under my bio, whereas in the original version,

9:00as I mentioned, it was up at the top of the page, so the elements

9:03are still there. They're just in different places.

9:05And then lastly, on the original version, you can see that we

9:08added another call to action section at the very bottom of

9:12the page, prompting people to sign up.

9:14Now this is important when you do have a longer page, because

9:17if the viewer needs to scroll, you wanna make sure that a call

9:20to action is the very last thing that they see. So if you

9:23counted, yes, the original had three call to action buttons

9:26that would then pop up a form, and it took about three to four

9:29scrolls on desktop to get from the top to the bottom of the

9:32page.

9:32And in the new version, the entire page was above the fold

9:36on desktop and only had one singular Call to Action form and

9:40button directly on the page. And the shorter page, as you know,

9:45out converted the longer page by a massive 33.64%.

9:49So what is the big takeaway here? What should you implement

9:53in your own marketing, on your own landing pages?

9:56Well, the first thing you know, I'm gonna say, is that you

9:59absolutely have to test this for yourself.

10:01I'd be really curious to see what kind of results you got on

10:04your test. But if I were to make a data backed declaration here,

10:08I would say this short, simple landing pages work very well,

10:11especially for warmer traffic and freebies that require very

10:16little education.

10:17Tell people what they're getting and how to get it ASAP.

10:21Now, I still think longer pages work well for lead magnets that

10:25require a greater level of commitment from the visitor,

10:28like, say, signing up and then showing up to a masterclass or a

10:31webinar.

10:31But hey, you know, I will be testing that too, and you better

10:35believe I will report back right here.

10:37So I'm dying to know what split test do you want to see next?

10:41Comment below and let me know, then make sure to subscribe to

10:44my channel so you don't miss it.

10:45And hey, while you're down there, go ahead and grab your

10:48free copy of my 99 Hot Hooks swipe file so you can see our

10:53brand new landing page in action.

10:54And if you love geeking out on split testing data breakdowns

10:58and real time marketing lessons like this, then you are

11:01definitely going to want to check out the next video from me

11:04right here.

11:04And I will see you next week with a brand new video. Until

11:08then, I'm Alex. Ciao for now.

11:09All right, guys, if you enjoyed that video, make sure to check

11:13out the next one from me right here, and you can click right

11:16here to get a free gift.

11:17Okay, so my team and I just discovered a massive blind spot

11:21in our funnel that's been quietly slowing down sales,

11:24dragging out the customer life cycle, and potentially costing

11:27us 1000s of dollars every single month. And want to know the

11:30craziest part we didn't even realize it was happening.