In split tests, long pages often beat shorter pages.
As a rule of thumb, your page should contain at least as
many words as you’d use when selling your product or
service face to face.
The winning page we designed for SEOmoz was six times
longer than the control, which it outperformed by 52%.
Whenever someone tells you that they’d never buy from a
long page, remind them how long Amazon’s pages are.
Long pages are effective, but only if your users know that
they can scroll and are given compelling reasons to do so.
In our initial micro-test, long copy outperformed short
copy by 40.54%. Click-through traffic sent to the short
copy page was unprofitable (-14% ROI), while traffic sent
to the long copy page produced an ROI of 21%.
Short copy performs better when there is low perceived
risk, low cost, and low commitment... when the customer
has an emotional, impulsive, and “want-oriented”
motivation. When you want people to take action that
doesn’t cost them dollars (email signups, free trial,
clickthrough)
Visitors are equally likely to scan the entire page no
matter the page size.
Below 540 pixels, both visitor attention and page exposure
decline exponentially.
http://www.conversion-rate-experts.com/scrolling-tips/
http://www.conversion-rate-experts.com/crazy-egg-case-study/ http://www.marketingexperiments.com/improving-website-conver... http://conversionxl.com/4-cases-where-short-home-pages-outpe... http://blog.clicktale.com/2007/10/05/clicktale-scrolling-res...