I Cut My Sales Page from 2,400 Words to 680 and Tracked What Happened

My original sales page ran 2,400 words explaining every feature, benefit, and use case. Average time on page was 43 seconds, meaning people skimmed or left without reading most of it.

Beginners equate length with persuasiveness. I assumed more words meant more convincing, especially for a product priced at 340 euros.

Setting up the comparison

I created a 680-word version focused only on the main problem and how the solution worked. Both pages stayed live for 28 days with traffic split evenly using URL parameters.

Short version converted at 6.2% while long version stayed at 2.8%. The difference held across 520 total visitors.

What the short version removed

I cut all feature comparisons, background story, and secondary benefits. What remained: the specific workflow problem, a 4-step explanation of the solution, and what people received after purchase.

Kristaps bought from the short page and later mentioned he appreciated not having to hunt for basic information. He said the long version felt like homework.

Length works when people are already convinced and researching details. For cold traffic, they need to understand your core offer in under 90 seconds or they'll leave to compare alternatives.

Write your sales copy, then remove everything that doesn't directly explain the problem or solution. If cutting a section doesn't create confusion about what you're selling, that section was probably slowing down your conversions.