Learn how to optimize a web page by testing multiple variations around page components to determine which produces the highest conversion rates and least bounce rate. |
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Recall, this test was designed to examine the effect of two factors on page performance:
- Length of Copy (this page)
- Number of fields in Information Capture (Next Page).
Whether short or long copy causes your visitors to bounce off your site into your competitor's arms or proceed into your conversion funnel depends on several key factors:
| Influencing Factors for Copy Performance |
| Attribute |
Short Copy Best |
Long Copy Best |
| Cost | Free or Low Cost | High Cost |
Anxiety,
Perceived Risk | Low | High |
| Commitment Level | Short term / Low | Long Term / High |
| Type of Motivation | Emotional / Impulse /
"Want" | Rational / Analytical / "Need" |
Long Copy Often Performs Best
As you can see from the chart above, long copy is required under certain circumstances. These include:
Expensive, Risky or Long-Term Commitment - This is an expensive buy, with a high perceived risk and a long-term commitment. Most importantly, the motivation for the buy is a rational, analytical and need-based purchase.
Rational and Analytically Motivated Buy - In this instance, buyers perform more research, more information gathering in advance of the buying decision. Provide a small amount of information for products/services of this time and you'll achieve very little desired outcomes.
Example:
Acme Financial Company offers a variety of financial planning products and services. Mutual funds, life insurance decisions or retirement and estate planning require a substantial commitment on the part of the buyer.
This is definitely a long-term commitment, high anxiety, rational/analytical purchase. This website visitor needs detailed information in order to make an informed decision.
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Factor 2: Information Capture Fields 
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INFLUENCING FACTOR 1: LENGTH OF COPY
CASE STUDIES
THE OPTIMIZING STRATEGY
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