Single Columns: The Secret to Landing Page Success

Landing pages can make or break the success of a special promotion. In case you don't know, a landing page is the name for the webpage people see when they click on a link in an email.

We know you're excited about your new offer and ready to create a landing page with every detail of your promotion.

But STOP!

Resist the urge to fill the page with EVERY important detail!

When creating your landing page, remember that less is more. Keep your page simple and limit your text to one column of text- even though you could easily fill three or four different areas of the page with text.

This doesn't mean that you have to insert columns or mess with the margins in a word document. Using a single column of text just means that all of the content of your landing page should be in ONE area - and that area looks like a column because the text is in a tall, slim space. Why? Because people scroll through a page from top to bottom, not side to side.

If you take a look at many webpages, they have several "columns" of text - usually one or two in the main part of the page and smaller ones on either side with supporting information, quotes, stats or other eye catching material.

Though side columns with supporting information can work in regular website, they actually become distractions on a landing page.

Single Columns Convert Better

Single columns increase the likelihood of converting a reader to a customer because they control the eye-path of your readers. Using a single piece of text directs viewers to read from top to bottom without interruption - allowing them to follow the intended order of your message.

When you add more columns you end up distracting the reader by forcing them to choose between various areas of the page. A reader could be a few lines into your sales message and suddenly wander up to another interesting element on the page - killing your chances of a conversion.

In a recent test, two versions of a landing page were compared against each other. The first version had a main column explaining the company's offer, with two side columns containing testimonials and offer highlights. A streamlined, second version contained only one column of text and only had the sign up form on the side.

The results were amazing - the page with the single column had a conversion rate 193% better than the first page! And that's just from taking out the support columns!

Then where should I put supporting information?

If certain testimonials or details are crucial to your sales message - include them in the main column of text and make them work for you. That way, all of the elements are working together to build a strong case, rather than fighting for attention and distracting your reader.

Remember, simplicity is key. Besides a sign up form or a call to action, NOTHING else should be outside of the single column of text.

If you're having trouble narrowing down your landing page's content, try testing several versions that leave out the "crucial content" you don't want to part with. You'll be amazed at how powerful simplicity can be.