Long Or Short Copy? Split Test Results

12 replies
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
  • Profile picture of the author Jeremey
    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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    • Profile picture of the author wordwizard
      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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      • Profile picture of the author Alex Cohen
        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
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  • Profile picture of the author onestrangepath
    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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  • Profile picture of the author Antonio J.
    Thanks for sharing this great case study. I would never guess that a difference is so big.
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  • Profile picture of the author JasonParker
    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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  • Profile picture of the author eugenedm
    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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  • Profile picture of the author emsgroup
    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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  • Profile picture of the author MaxReferrals
    Good info, for a debate older than the ages.

    TEST and know from your audience.
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    • Profile picture of the author Headstart
      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.
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