Intersting study on Conversion Rates varying with length of copy on a page.
Here are the results :
|
Short vs. Long Copy Test |
||
| Metric | Short Copy | Longer Copy |
| Unique Visits | 2,478 | 2,348 |
| Paid Orders | 36 | 65 |
| Increase in Orders | 1.45% | 2.73% |
..... the addition of more information might help readers feel they had sufficient information to complete a sale. For the test
For this test two new pages were created. One was a short version, providing only the essential points and benefits of buying. In the longer version, more text was added to the length by about 30 percent; the additional information was added to be helpful and reassuring.
What you need to understand
The longer copy version resulted in an increase in orders of 80 percent.
The increase in orders was very significant. Vonclusions with tests like this are always somewhat guarded. One cannot take the results from one test and declare that one has established an immutable fact.
However, in this case the figures were certainly strong enough to support the idea that web site visitors need enough information to feel confident about making a purchase before making the commitment to do so.
You'll find a full archive of test results and analysis within the MarketingExperiments.com Research Archives.
So, longer text, in certain cases can almost double you conversion rates.
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