How text length affects conversion

Neil Patel  – a founder of Crazy Egg and KISSmetrics companies and one of the leading western analysts. About a month ago Neil noticed, that majority of the visitors who come to his site NeilPatel.com, do not scroll down the page and therefore do not read it. This can have a direct negative impact on conversion, since an application form is placed under the text at the bottom of the page (approximately the fifth window when you scroll down).  To find out whether it is true, he decided to perform A/B test on the homepage. The initial text size was 1292 words, and as it was noted, the application form was below the text. Alternative version of the homepage contained 488 words and application form was placed nearer to the top (approximately the second scrolled window).

The results Neil received were quite surprising. The first version of the page gave 7.6% more conversion, than its shortened variant. Furthermore, the lead quality sent by the first version was by far better.

Hence, a natural question arises “Whether a page with a large amount of content works better than a page with less text?

Content rocks

SEM Group company has analyzed top 10 search results for over 20 thousands search queries and found out an interesting relationship. The average text length of the page which is in top 10 Google search results is at least 2000 words. The higher ranking is, the more content a page contains. For example, a page in the first place of the search results on average has about 2416 words, a page that occupies the tenth place – 2032 words.

It is interesting, that Google prefers sites with a lot of content not because they are of a great value, but because users like them more. The next study proves this point.

 More content,  more links

Users are more likely to share long posts. This conclusion was drawn by SEOmoz specialists who have analyzed posts of their own blog:

Based on these data it is easy to reveal a direct correlation between the links number and content length. And the more quality links a page has, the better it is being ranked.

Social media opts for content

The next survey Neil did was about the posts on his blog. All content he divided in two groups – posts with less than 1500 words and those that above 1500. Then he analyzed the number of tweets and Facebook-likes each post earned.

Post with less than 1500 words got an average of 174,6 tweets and 59,3 likes, while posts larger than 1500 words received around 293,5 tweets and 72,7 Facebook-likes, which is 68,1% and 22,6% more respectively.

 Larger content gets higher conversion

As we mentioned earlier, page NeilPatel.com had better conversion when it had more text, even with application form placed below it. Crazy Egg page study showed similar results – a version with larger content converted 30% better than its shortened variant.

Marketing Experiments company carried out the same kind of tests for contextual ad. They measured CTR of ads with long and short text. As a result, long texts were displayed 40-45% more often generating positive ROI of 50%.

 The final note

We have come to conclusions, that text length is no less important than its meaning. It doesn’t matter for what type of pages you write the content – online shop or your own blog –if you want to get more traffic and higher conversion, you should create large texts.

But before you start, think of the following:

  1. You should create really good content.
  2. More doesn’t always mean better.  There are some pages for which short texts work better. To find out what variant is good for your web source, perform tests.
  3. Keep it reasonable. You should not try to make a 2000-word text from a good piece of content with 500 words. This can only make things worse.
  4. Remember about social networks users. Your texts should be readable for them.

 

Leave a Reply

avatar
  Subscribe  
Notify of

Recent posts

Call tracking with dynamic number insertion (DNI): how to track the ad source of inbound calls

March 12, 2021

When it comes to effective distribution of marketing budgets, eCommerce businesses that accept orders not only through the digital carts on the website but also through inbound calls, all face the same problem: the inability to see a unified picture of marketing channels that brought customers to their decision to purchase. Here call tracking tools Continue reading >

How to combat cart abandonment with UX: detecting common checkout mistakes of eCommerce brands

February 23, 2021

Online checkout stats shows that more than 80% of online customers abandon their shopping carts. Out of them, about 87% are going to finish their order later. We are not sure if businesses are ready to sacrifice and lose time waiting for those 87% to return and complete the checkout, that’s why in this article Continue reading >

Making the most of email marketing in the beauty industry | Case Study

January 29, 2021

How to engage your mailing subscribers to visit your website? What’s the optimal mailing frequency? How to increase your conversion rates with email marketing? These questions are frequently asked by marketers. The situation gets even more challenging when it comes to the subscribers of a well-known beauty brand. In this material, we share the email Continue reading >

How to market furniture: email, content and remarketing as parts of IKEA marketing strategy

January 28, 2021

Furniture marketing is peculiar for certain reasons. First is that for customers buying furniture this is often emotional and exciting. Second is that this process, when online can take time – there is no way to literally “try on” or test an item. And third is that quality furniture costs money, almost like a small Continue reading >

Let's get the ball rolling

Please fill in this short form and we will be in touch with you soon

For any questions [email protected]

UK | USA | EST

+44 (0) 20 313 766 81
+44 7852 537715

Lincoln
The Terrace AT5,
Grantham Street,
LN2 1BD

+1 347 809 34 86

Las Vegas
6920 S. CIMARRON RD.,
Suite 100,
NV 89113

Tallinn
Roosikrantsi 2-K230,
Kesklinna linnaosa,
Harju maakond,
Tallinn 10119

CEE Ecommerce Report 2019

Based on the analytics data of 292 websites

enter correct name, please
enter correct e-mail, please

How text length affects conversion

0
start now

Start now