Summary: Page length isn’t the most important factor – how well you engage your visitors is more relevant.
Is it true that long pages don’t sell? Many online marketing experts believe that long pages don’t sell. The truth is, both long and short pages can sell – it’s not about the page length, it’s about engaging your visitors. If (for the topic you’re discussing) a long page is what’s required to engage your visitors, then a long page will sell better than a short page.
Is this proven?
Yes. CRE (Conversion Rate Experts) worked with our favourite SEO company, SEOmoz, to try and improve the conversion rates for their pro membership. They analysed Rand Fishkin’s face to face presentation which was effective in converting, and they noticed that Rand spent at least five minutes making the case for SEOmoz pro. But the web page being used on their website was around a minute long. CRE added in the missing elements from Rand’s presentation, making the page far longer.
The changes that CRE made (which included other changes too) contributed to an incredible 52% increase in sales of SEOmoz’s PRO membership.
As CRE say, “Who says long pages don’t work?”
CRE also cites Amazon as a further example of long product pages that can be effective. Amazon tends to use very long product pages – their Kindle reader page takes me an incredible 34 scrolls to get down – http://www.amazon.com/gp/product/B0015T963C?amp%3Brw_absolute=y).
You can find out for certain how far people get when looking at your page using ClickTale. ClickTale is a paid tool that allows you to:
- Watch your visitors’ actual browsing behavior
- Optimise your website usability
- Boost your conversion rates
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