If you are like most web marketing people using landing pages for your ads, then the dilemma of long copy vs. short copy factors in to your thinking on a daily basis. Yes, we can split test our landing pages, but there are so many variables impacting what will and will not work, that sometimes you just wish there were rules for it. Now there is a great graphical tool from MarketingExperiements.com that makes it a lot easier to gauge what you should do.
Factors affecting the efficacy of body copy length on a landing page:
- Nature of visitor motivation
- Initial level of Anxiety about product/company
- Level of cost/commitment associated with conversion.
Short copy performs better when…
According to Bob, short copy performs better when there is low perceived risk, low cost, and low commitment. Also, when the customer has an emotional, impulsive, and “want-oriented” motivation.
In other words, if you’re looking to write high-impact copy for concert tickets, designer shoes, or mp3 players…keep it short.
Long copy performs better when…
Bob states that long copy is the better performer when there is a rational, analytical, need-oriented motivation. Think consumer insurance products or many complex B2B offerings.
Click the image or the link below to view the Matrix.