Long Versus Short Landing Page Copy – Which is Better?

March 16, 2012 Tara Slover

Landing page copywriting should focus on your business goals, and capitalize on your value proposition. So the answer is…it depends. According to Bob Kemper, Director of Sciences, MECLABS, short copy performs better when there is low perceived risk, low cost, and low commitment. This is also true, when the customer has an emotional, impulsive, and “want-oriented” motivation. Long copy is the better performer when there is a rational, analytical, need-oriented motivation. Think consumer insurance products or many complex B2B offerings. Read the entire article:


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