Long Copy Or Short?

Rishi Rawat Blog 1 Comment

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

Comments 1

  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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