You have probably designed a couple of web pages for converting your audience and leads. If not, you would have encountered one online that nudged you into clicking the buy button.
However, you need to know that your sales page and landing pages are only effective when used at the right time for the right audience. It can be tricky since they are both conversion magnets.
So in this article, we will be explaining the differences between sales page vs landing page. As well as what to consider before deciding what the right page for your needs is. Then we will take a deep dive into long sales pages vs short sales pages.
Firstly, what is an ad landing page? A ad or paid search landing page collects information from leads and nudges them a step down your sales funnel.
The information requested on a landing page could be names, email addresses, or even phone numbers, usually in exchange for some value — a lead generation magnet. Think about the pages you design for your newsletter sign-up or an eBook offer.
Usually, the primary intent of a high-converting landing page is to collect user information and then gently nurture these leads over time.
On the other hand, a sales page sells a product or a service. It usually features the product/service detail, benefits, and a CTA asking leads to purchase or book a sales call. Unlike landing pages, it involves monetary exchange.
There are two types of sales pages - long sales pages vs short sales pages. They vary in content. We will be looking at these types of sales pages later in this article.
Just remember that the difference between a sales page vs landing page are
A landing page aims at generating leads, while sales pages are focused on selling products/services for monetary conversions.
Conversions on landing pages are usually not monetary conversions, while sales pages, on the other hand, involve monetary conversions.
The length of a sales page is usually longer than a landing page. While a landing page can have less than 500 words, a long-form sales page can have up to 5000 words. A sales page is lengthy because it shows off features, benefits, and potential uses of a product/service to a lead.
A sales page and landing page both require clear copywriting. They are both encouraging their audience to take a specific action. So the copy should be persuasive and conversion-based.
Having understood the significant differences and similarities between a sales page vs landing page. The question now is, how do you know which one is best suited for your needs?
The answer is simple — It all depends on your end goal.
Do you want to collect leads and pitch your product/service to them later? Or do you want to pose your sales pitch right on that page?
Take a look at this example - if you want people to sign up for your free webinar, sign up for a newsletter, or want them to join your free challenge, then you need to put up a landing page. Your audience, in this case, does not have a significant commitment to make when signing up for your offering.
If you need your customers to subscribe to a course or pay for a service or product, you should create a sales page. People generally require a lot of convincing when making more significant commitments like spending their money.
If you have decided to create a sales page, you need to know what type to design. As we earlier mentioned, there are two types - long sales page vs short sales page.
A short sales page is a sales page that has content that is less than 1200 words. Typically includes bullet points, a brief copy, one image, and CTAs. They are usually one page long. Here is a short sales page example by Aesthetics Complications.
What makes this page an excellent short sales page is that:
It uses checkmarks to convey essential features, making it easy to find a specific use case and tally it with your need as a prospective customer.
It targets a specific audience: As you will see on the page, it states that the course is only for technicians who have completed training.
For customers who would prefer a different type of content, there is a short sales video embedded on the page.
It has only one clear CTA: All elements on the page direct you to click on the button. No other distractions or anchor links are taking you away from this page.
Excellent copywriting: Asides from offering convenience as a value, the copy also conveys a sense of exclusivity by stating that this offer is only limited to this page.
A long-form sales page has more than 1200 words. It answers all the questions a lead can have about your service. It also has more media and more CTAs.
These pages are typically long or multiple pages. Here is a long sales page example from UX Writing Hub.
What makes this page an excellent long sales page includes:
Trust symbols: This persuades readers to act. The sales page shows social proof of where graduates now work with reviews. There is also a money-back guarantee which gives a form of reassurance for skeptical readers.
Multiple CTAs: To reduce scroll fatigue when a reader is ready to take action, the page uses multiple CTAs.
An FAQ section: One of the perks of a long sales page is that it is your chance to answer the questions your prospective clients might have about your offering. This page makes it easy to find those answers by adding an FAQ section.
Pricing Breakdown: As opposed to just stating the pricing options, this sales page highlights the details of each package as well as the differences between both offers.
Syllabus details: There is also a syllabus to further convince prospective clients. They can decide whether this course is the right fit when they see what it entails.
Here is a video on long form sales landing page, you can check out.
As a marketer, you might be conflicted about choosing which sales pages to use as they both have their pros and cons. However, we would like to reiterate that your sales page will convert and generate revenue if you use it correctly.
But before looking at what type of sales page is best for you, let us hop into some of the drawbacks and perks of each sales page.
As we have stated, your sales page will improve your conversion rates. However, depending on your use case and offer, a particular sales page will be more effective than the other. Here is a short guide on when to use a long sales page vs a short sales page.
A short form sales page aims to convince an audience to purchase your product/service. So when do you sell using a short sales page?
If you have a prospective client who already knows about your business and your offerings, you should not spend much time talking about everything you offer. They already know this, so it becomes repetitive.
Say they have already signed up for your newsletters or follow you on social media. At this point, you do not need to show them case studies. Because they already see reviews and trust your content. At this point, a short sales page will be sufficient in converting them to paying customers.
Products or services that are relatively cheap tend to require lower commitments. It means people do not need a lot of persuasions before they convert because it is an amount they would be okay with spending.
It does not mean that there is no consideration period for inexpensive products. It simply means that this period can be significantly shorter when compared to other commitments.
So a short sales page can answer the few questions they have about your offering and turn them into paying customers.
Let us say you are pitching a simple introductory course. It’s easier to explain what it entails and how it can benefit the reader. That’s why a short sales page is perfect for this use case because it can sell all benefits on a simple page.
A long sales page also aims to convince an audience to purchase your product/service. Here are a few instances where you should sell with a long sale page.
For cold leads who have never had prior contact with your brand, you’d have to spend more time convincing them that your offering is the best fit for their needs. So you’d want to introduce your brand, its benefits, show reviews, and testimonials, among other elements.
It is why a long sales page is the best fit for this pitch. Here, you have ample space to explain your offerings and tie them to their needs.
Complex products usually require detailed explanations. Your leads will also have questions concerning your product/service. A long page is better suited for this use case because it answers all probable questions.
Higher-priced products and services usually spend more time converting leads when compared to other cheaper offers.
In this scenario, a long sales page will convert better because it’ll justify why the offering is pricey. It’ll also convince leads to opt for it regardless of the price.
Whether you opt for a sales page vs a landing page, what matters is that you choose the right page that aptly suits your product/service type.
You should also determine if your product/service requires a high level of commitment or not. It will help you decipher which page will improve your conversion rates.
If you do opt for a sales page, keep in mind that along with your product type, your audience also determines what sales page you’d end up creating.
Regardless of it being a long sales page vs a short sales page, what matters is that it works for your business and converts.
At Apexure, we can help you understand when you need a landing page or a sales page. We can create landing page designs that boost conversions and increase business growth. Contact us today!
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Founder & CEO of Apexure, Waseem worked in London’s Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences. Read more
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