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