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May 8, 2006 :: Volume 2, Issue 4
Next Issue: May 2007

Long Copy vs. Short Copy: How Micro-Testing Increased Conversion Rate by More Than 100%

Posted by TimSlavin at November 12, 2004

"While our initial Long Copy vs. Short Copy micro-tests returned results clearly in favor of long copy, true optimization of your own website's copy will only come through your own testing. However, the guidelines above should give you a good place to start."

From MarketingExperiments.com, a website that offers free and paid access to experiments that test various marketing techniques. The results in this case offer a lot of useful information, although copywriters will already know the results. Readers want an array of information available as they make purchase decisions. The trick is to make that information readily available on every screen without overwhelming the reader.
URLs:

http://www.marketingexperiments.com/archives/long_vs_short.cfm

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