Clicks 'n Conversions Blog

This article first appeared October 4, 2007 on the Tatum Marketing blog.

One of the most hotly debated issues in online marketing is whether long copy or short copy is the best for generating conversions on a web landing page.

Last week I watched a webinar sponsored by Omniture and featuring Dr. Flint McGlaughlin, founder of Marketing Experiments, presenting some useful findings about this subject. They tested a variety of pages – some with long copy, some with short copy, and some with virtually no copy.

The results were basically this:

The landing page with the shortest copy (and fewest required information fields) delivered the best response – up to a certain point. The study found that it is definitely possible to provide too little information and therefore reduce the response. Your copy must be long enough to communicate the value proposition.

However, it really depends on what it is you’re trying to get the visitor to do.

Marketing Experiments has found that whether long copy or short copy is more likely to keep visitors moving through your pipeline (as opposed to abandoning your site) is based on 4 key factors.

1. Cost. If there is no cost or very low cost involved in taking your desired action, then short copy works better. If there is a high cost involved (over $95 in this study), long copy works better.

2. Perceived risk or anxiety. If there is little or no risk involved in taking action, short copy wins. With high risk, say more.

3. Commitment level. If the commitment level is low or short, then short copy is more effective. If it’s high or long, you’ll need more text.

4. Motivation type. Actions that are emotional or impulsive (I “want” something) respond best to short copy. Actions that are rational and analytical (I “need” something) respond better to long copy.

At first glance, this might seem to indicate that technology marketers – due to the high cost, high risk and high commitment factors involved in purchasing their products or services – will get a better response with long copy.

But think about that for a minute.

Are you actually trying to sell your product or service on the landing page? If so, go for the long copy version. If – as is much more likely – you’re trying to move someone through the marketing funnel, your best copy length is going to vary.

If your goal is to get someone to download a free report (no cost, very little risk or commitment) then short copy should work better. Want them to sign up for a demo? (Still no cost, but definitely more of a time commitment.) You’d probably want to try a little more copy.

Unfortunately, there are no easy rules for the ideal copy length. Say what you need to say in order to get the visitor to do what you want them to do. And then say no more.