I recently finished a massive study of profitable and unprofitable sites. The average length of the profitable site’s sales letter was 1.8 pages. The average length of the unprofitable site’s sales letter was 2 pages.
Shorter ad copy was more profitable on average than long copy.
Of course that is heresy. Many, many famous copywriters swear by long copy. Still the study was valid and it is a fact known profitable sites had shorter copy than known less profitable sites on average.
I then remembered that I had done a similar study way back in June 2002. That study wasnt based on profitability, but it was comparing length of copy to an action in that case, a click. The shorter the anchor text (the clickable text), the higher the click-thru rate… on average.
Still, I had a decision to make. Would I follow my own advice? I thought about the hours that I had spent coming up with 10-13 pages of sales letter for the three products I recently released. I thought about the hours I spent in Glyphius optimizing each of the dozens of paragraphs. Could I really just hack up those sales letters based on these two studies?
I realized that I...
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