Long Copy Or Short?

There is a prevalent belief that shoppers don’t read long form copy.  This is a wrong assumption.  What shoppers don’t read is poor long form copy.  But then, they don’t read poor short form copy either.

Highrisehq.com is a subscription service.  The business objective is to generate maximum signups.  This is their current page–

Here is what they tested–

Result: 37.5% increase in net signups over original.  [Screenshots above taken from (http://37signals.com/svn/posts/2977-behind-the-scenes-highrise-marketing-site-ab-testing-part-1?)]

Even mighty Amazon.com uses long form copy for its top selling Kindle– http://www.amazon.com/Kindle-Globally-Graphite-Display-Technology/dp/B004HZYA6E

One thought on “Long Copy Or Short?

  1. Thank you for the article. Any thoughts on how content change management? How often is too often? Should content be updated regularly to keep users interested/returning?

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