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
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This is just one of many examples (some obvious, and some not-so-obvious) of how we use buyer psychology to take visitors to your site from “I’m interested” to “That’s it, I’m pulling the trigger”. We use established principles of behavioral economics to influence. Marketers try and get results by dialing up the marketing volume. We show you how to zig when everyone is zagging.