To a great extent it should be determined by your readers’ anxiety level.
Research firm Marketing Experiments tested a short landing page versus a long one, asking for the readers’ email in order to get a free assessment to find out what type of communicaters they are.
Turns out the shorter landing page’s conversion was better by about 7%.
Then an even shorter landing page was tested – barely any copy – just an image and a button.
That performed best. By far.
So a really short landing page is best, right?
No. Or at least, not necessarily.
Marketing Experiments compared it to another test, for an investment newsletter, which costs $90. Here, longer copy won the day.
So what made the difference?
If the perceived risk is low (free signup) then anxiety is low, and a shorter landing page works better. If the perceived risk is higher (cost, commitment), then anxiety is higher.
More copy (as long as it’s good) is needed to give the buyer reasons to buy. There’s also more room for testimonials and other “credibility indicators” to reduce the buyer’s anxiety.
The length of your landing page makes a big difference.
But you have to know when to go long and went to go short.