Sales Copy Length, Short Or Long?
by Keith Awen
http://ptbook.artemispro.hop.clickbank.net
This is a very controversial subject. Everyone has
read at least 25 articles, forum posts and other
items over the last few years where everyone says that
long copy (sometimes over 100 pages) is needed to create a
sales page that sells. Some defend short copy. There is
also the group that feels copylength depends on the market.
When something is in debate, the only answer is to do a
study. First thing to do was to separate a list of sites
into two batches. Those that were profitable with the exact
same paid advertisement being run for half a year,and those
that were less profitable having paid ads that were either
stopped or changed monthly.
Then a print view of the landing page for each site was
done and we looked at the page count. These are the
results:
Sites that sell averaged: 1.8 printed pages
Sites that didnt sell averaged: 2.0 printed
pages
I then took a look at market. I first divided the sites
into 12 separate generic markets and looked at the
variability. I could see no statistically significant
difference in page length between markets. In all 12
markets, profitable sites averaged a shorter landing page
than less profitable sites.
It is also interesting to note that less than 2% of all
sales pages studied (those running Google Adwords and/or
Overture ads) were longer than 5 pages when printed.
This study has vastly changed our tactics for copywriting.
There seems to be no reason for having a sales copy of 5
pages. The best length seems to be a single printed page
for highest conversions to sales.
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