Long Or Short Copy? Split Test Results

by ewenmack

Posted: 13 years ago 12 replies

COPY WRITING

There is a place for short and long copy...

but where?

These split test results answer the question.

Enjoy,
Ewen

4 Cases Where Short Home Pages Outperformed Long Home Pages | ConversionXL

#copy #long #results #short #split

Jeremey 13 years ago

Thanks Ewen, was just finishing up a PDF flyer for a client this morning. Was struggling between making a flyer with a laundry list of services and benefits for them versus something clever that would get a potential client to visit my client's website for more information. This bit of info helped me decide!
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cassidywilliams 13 years ago

Good stuff
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- wordwizard 13 years ago
  
  Thanks for sharing this article, Ewen!
  
  This is really useful info! I'm going to try this out in a few places...
  
  Elisabeth
  
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  Alex Cohen 13 years ago
  
  The article starts off by asking, "Which is better? Having a long home page with lots of copy, or a short one?"
  
  But the data presented in the 4 cases doesn't answer the question.
  
  The most important metric... sales... was not measured.
  
  It's possible that the longer pages did a better job of pre-selling and resulted in a higher number of sales.
  
  Alex
  
  Thanks
  
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onestrangepath 13 years ago

Very interesting Cast Studies... Looks like you really have to determine what you are trying to achieve with your page.... Then..... The true answer will come from split testing.
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Antonio J. 13 years ago

Thanks for sharing this great case study. I would never guess that a difference is so big.
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JasonParker 13 years ago

I think any B-level copywriter could beat any of those pages with a longform sales page that's a REAL PITCH.
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eugenedm 13 years ago

I like the old expression of the lady's skirt principle. Copy needs to be long enough to cover the essentials and short enough to be interesting.
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emsgroup 13 years ago

How many bought? (Parted with money.) And how many times did they part with money over the life of the customer? That's the real test.
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- TerranceCharles 13 years ago
  
  Good information I tend to stick with shorter copy, but it's interesting that shorter copy works best for free stuff like email signups etc as the article mentioned and longer copy works best when asking for a sale. Something to implement more of. If I'm going to be buying something I would prefer long copy myself so I can get all the details before I spend my hard earned money.
  
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MaxReferrals 13 years ago

Good info, for a debate older than the ages.

TEST and know from your audience.
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- Headstart 13 years ago
  
  I remember Halbert saying that leaving information on a product out of copy just for the sake of having a smaller letter is a huge NO. It makes sense for sure but never drink the kool aid without testing.
  
  Thanks
  
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