Here are a few pointers that apply independently from the kind of page you will run:
- Do not use fillers. If you do not have much to write remember that relevant content is better than useless content.
- If a point needs to be given more relevance since it does a good job at persuading people to purchase your product, then be certain to insert it in the top part of the page (also known as above the fold). If an additional section makes your copy more convincing, then make sure that section is added to your page also but maybe below the fold to not drag people’s attention away from your main selling proposition.
- Many companies add a number of points that rellly do not say much about a product or service. You are better off using testimonials and other proof of expertise. Your copy needs to be long only if it makes sense.
- while you’re writing copy for your sales page, think like a customer and analyse it. Is it boring or not to the point? Are you bored by it or interested in finding out more? Test several variations and make sure to keep bounce rate and average time on site as low as possible.
- You should test the conversion rates for your copies in the sales page and keep only the most successful ones active. It’s in fact complicated to know how to improve your sale page without measuring its success.
- Supporters of the short copy for the sales pages may say that people don’t want to read read a lot but they would rather prefer to get only the necessary information. They believe that lengthy copies on web pages will not get attention. Still, many successful companies successfully use long sales copies. Short page supporters believe images and videos are the best way to go.
- Longer copies are excellent for technical products that require a large number of explanations and for high value merchandise. Longer copy is required so customers can better understand the merchandise and learn why they do need it. The Longer copy is useful to present more reasons why consumers pay a premium price for a product
- Sometimes short copies are best. This is particularly true for quick decision making processes.. It’s the copywriter’s work to reduce the copy into the most successful short form to get the communication across and persuade consumers to take action.
The question to ask yourself is whether there’s sufficient information provided to persuade consumers to take action. If the answer is a resounding yes, then you are good to go for a test! Sometimes additional copy on your sales pages would likely just get in the way.
The next point to keep in mind is that long copy allows you to address potential concerns.
Whenever a client is taking into consideration an offer, some objections burst into their minds and prevent them from making an acquisition. There’s an potential objections for every product. Try to reassure customers at the sales page level to boost your conversion rate
Our job is to recognize these objections and help out get the consumers over those objections and make that purchase. This is where long copy can come in handy.
This finally means that one of the most significant benefits of long copy is that it allows you to respond to more objections which ultimately can lead to more sales.