Which is better: long or short web copy?

Which is more effective online: long or short copy? If you said short ... you're only half right. In reality, it depends. On everything really. Here's a magic question:

Where is your shopper in the buying process?

At the very beginning? Then you might want to use short, scannable copy to quickly conveys the benefits of clicking to get more. Then again, I've also tested longer intro messages -- such as personal letters or stories -- that have been very effective. It's not the winning test often, but if you have a compelling reason to feel long is better, definitely test it. Interested, but searching for details to persuade her? Then you might want to:

1. Summarize -- briefly! -- additional benefits to persuade at the top of the screen,
2. Offer a way to buy just below, then
3. Lt your customer scroll down for all the nitty-gritty. But even the nitty-gritty shouldn't come across as legalese or word-smithed brochure copy. Break up longer sections into categories, add meaningful subheads, and bold key words.

Clearly wants it, but isn't sure it's right for her? Consider organizing your content into sections that describe your primary types of buyers. For example, if you sell outdoor furniture, you might create sections for Beach Lounging, Restaurant Dining, Travel-Ready, Poolside, and Home Lounging. Then describe how that furniture is ideal for that situation. Ready to purchase? Go short. Specific. And easy. It's not the time for marketing messages. Make it easy to add an item to the cart wherever she is.The button to buy should be easy to spot and click. She should know what kind of payment you take and whatever she needs to know about shipping. This is a good time to add details about security and privacy. If you're struggling with long or blocky copy, Entrepreneur.com published "5 Ways to Evade the Text Trap" by Susan Gunelius earlier this month. It has solid copy writing tips that apply to print and web.