Have you ever seen one of those long sales pages that never end? I know I am guilty of using them because they convert well.
So, does that mean you should create long pages with tons of marketing materials? No!
Because concise marketing tends to convert better as long as you do it right. I found this out the hard way. After spending over $252,000 on consultants to help me improve my long marketing message, I quickly learned through one A/B test that concise marketing copy can convert better.
Longer isn’t always better
When we first hired Conversion Rate Experts, one of the first things they did was to take our concise homepage and turn it into a long form sales letter.
The end result was a 30% increase in conversion rates. That’s not bad at all. When I first saw those results, and for years after, I assumed that you had to create long marketing copy to boost your conversion rate.
With long marketing copy, you can answer any concerns or objections your visitors have, assuming you can retain their attention to read all of your messaging. For example:
- We showed how Crazy Egg stacked up against Google Analytics and Clicktale because our visitors would continually ask us about that.
- We provided testimonials and a list of companies who used Crazy Egg because visitors wanted to feel we are a company they can trust.
- We provided results of a college study on our homepage to show the value of the product we were selling because our visitors wanted to know why they should buy our product.
We answered all of the objections and concerns above in our long marketing copy variation, which is why we saw the 30% increase. But that doesn’t mean you can’t make your marketing message concise and still boost your conversions.
We decided to run a test in which we would remove the fluff and make our marketing copy more concise. We didn’t try to tell any stories; instead, we got to the point explaining what Crazy Egg is and why you should sign up for it.
The new homepage was roughly 60% shorter in length, and it still answered the major concerns and objections visitors had. The end result was a 13% increase in conversion rate.
Video can help make your marketing message concise
Last week, I tested out a similar strategy with Kimberly Snyder. I took her long marketing message and shortened it. For the visitors who wanted more information on her product, we created a video that explained what she has to offer.
This way if you are too lazy to read, you can get the information you need by watching and listening.
So far, the test results are looking good: her conversion rate is up by just over 40%.
Video tends to work well, and we saw similar results with Crazy Egg. The important point is to focus on writing a good video script. By including the 6 elements below, you can ensure that your video script converts well:
- Start your video by stating what your company does.
- Explain the problem you are solving.
- Show off the features of your product or service or explain why it is so great.
- Tell people to sign up or buy.
- Answer any major objections potential customers may have.
- Use proof elements to seal the deal such as testimonials.
How long should your marketing copy be?
I’ve tested long and short marketing copy with 38 different companies and brands, and I have noticed one thing that seems to be a common trend. When a brand is well-known, it doesn’t need as much marketing copy as a new brand does.
For example, you already know what an iPad is. You are either going to buy it or you won’t. Hence, Apple can create short marketing messages like the one below and still make billions of dollars.
And what I found to be even more interesting is that brands with high net promoter scores (a high score means people love your product or service) can get away with even more concise marketing.
Just look at WordPress. People already know all about the company, and they love the product. For this reason, it can have concise marketing copy and still have a high conversion rate.
But when people don’t know much about your brand, you’ll have to create marketing copy that is longer. The reason for that is that when people aren’t familiar with your brand, they tend to have more questions and concerns. Through longer marketing copy, you can answer these objections.
As a general rule of thumb, if your brand is less than 3 years old, you’ll find that you’ll need longer marketing copy. You can find out what objections to answer within your copy by using Qualaroo on your site. And as time goes on, you can continually make your marketing message more concise.
The caveat to this rule is that if you are offering something for free, concise marketing typically converts better, no matter how new or old your brand is. And if you are selling something that is very expensive and considered an infrequent purchase, you’ll typically need longer marketing copy whether your brand is new or old.
People are tired of reading salesy marketing copy that is full of fluff. Try using a concise marketing message as it typically will save your visitors time and will boost your conversion rate.
There are a few tactics you can use to reduce your marketing copy:
- List the use cases of your product or service. This way people will know right away if what you are offering is for them.
- Consider testing video as not everyone enjoys reading. If you follow the steps in this blog post, you’ll end up creating a high converting video.
- Get to the point by showing people what you are offering, how it works, and how it will solve their problems.
- Avoid using technical jargon. The more you can relate to your visitors, the better off you are.
So, what do you think about concise marketing messages? Aren’t you tired of reading those long sales pages? I know I am.