AB Testing Long-Form vs Short-Form: Which Works Best?

As a digital marketer, you know that the content you create can be the difference between a sale and a bounce. But with so many different types of content out there, how do you know what will work best for your audience? That’s where a/b testing comes in. In this article, we’ll be exploring the pros and cons of long-form vs short-form content, and how you can use A/B testing to determine which works best for your business.

Understanding the Importance of AB Testing

Before we dive into the specifics of long-form vs short-form content, let’s first discuss the importance of A/B testing. A/B testing is the process of comparing two versions of a webpage, email, or other piece of content to see which performs better. By randomly showing different versions of your content to different visitors, you can determine which version leads to more conversions (e.g. sales, signups, etc.). A/B testing is an essential tool for any marketer looking to optimize their conversion rates and improve their bottom line.

Once you have a system bringing you leads on autopilot, the next step is to start optimizing your funnel. Optimizing your funnel starts by adopting a mindset of “this is what I think, but let’s test and see”. Because really, what are the chances that you have nailed the absolute optimal setup on the first try? There’s no chance, which means there is room for improvement, and AB testing is how we improve.

The Pros and Cons of Long-Form Content

Long-form content is typically defined as content that is over 1,500 words in length. The primary advantage of long-form content is that it allows you to go into much greater detail on a topic. This can be particularly useful for complex products or services that require a lot of explanation. Long-form content can also help establish your authority on a subject and give you a competitive advantage over shorter-form content.

However, long-form content also has its downsides. One of the biggest drawbacks is that it can be time-consuming and expensive to produce. Additionally, long-form content can be overwhelming for some readers, leading to a higher bounce rate. Finally, long-form content can be difficult to scan, making it less effective for users who are looking for quick answers.

The Pros and Cons of Short-Form Content

Short-form content, on the other hand, is typically defined as content that is under 1,500 words in length. The primary advantage of short-form content is that it is quick and easy to consume. This makes it ideal for users who are looking for a quick answer or solution. Short-form content is also typically less expensive and time-consuming to produce than long-form content.

However, short-form content also has its drawbacks. One of the biggest is that it can be difficult to provide enough information to fully explain a complex topic. Additionally, short-form content can come across as shallow or lacking in depth, which can hurt your credibility with some users.

Best Practices for AB Testing Long-Form vs Short-Form

So, how do you determine whether long-form or short-form content is best for your business? The answer, as with most things in marketing, is to test and see. Here are some best practices for A/B testing long-form vs short-form content:

Start with a clear hypothesis: Before you begin your A/B test, you should have a clear hypothesis about what you expect to happen. For example, you might hypothesize that long-form content will lead to more conversions because it provides more information.
Test one variable at a time: To ensure that your results are accurate, you should only test one variable at a time. For example, if you’re testing long-form vs short-form content, you shouldn’t also be testing different headlines, images, or calls-to-action.
Use a large sample size: To ensure that your results are statistically significant, you should use a large sample size. This means showing each version of your content to a large number of users (ideally, thousands).
Analyze your results carefully: Once your test is complete, you should analyze your results carefully to determine which version of your content performed better. Look for statistically significant differences in conversion rates, bounce rates, time-on-page, and other relevant metrics.
Iterate and test again: Finally, once you’ve determined which version of your content performs better, you should iterate and test again. For example, if you determine that long-form content performs better, you might test different lengths of long-form content to determine what length works best.

Real-Life Examples of AB Testing Long-Form vs Short-Form

To give you a better sense of what A/B testing long-form vs short-form content looks like in practice, here are a few real-life examples:

The Obama campaign: During the 2012 presidential election, the Obama campaign tested two versions of their homepage. One version had a long-form video introducing the president, while the other had a shorter video. The longer video version led to a 13.1% increase in conversions (i.e. donations).
Basecamp: In 2014, project management software company Basecamp conducted an A/B test of their homepage. One version had a short-form headline (“Basecamp: The smarter way to manage projects”), while the other had a longer headline (“Basecamp: All your projects, all in one place”). The longer headline version led to a 30% increase in signups.
Crazy Egg: In 2011, heatmap tool Crazy Egg conducted an A/B test of their pricing page. One version had short-form pricing information, while the other had long-form pricing information. The longer version led to a 64% increase in conversions.

Conclusion

In conclusion, there is no one-size-fits-all answer to the question of whether long-form or short-form content is best. The answer depends on your audience, your product or service, and a variety of other factors. However, by using A/B testing, you can determine which type of content works best for your business. Remember to start with a clear hypothesis, test one variable at a time, use a large sample size, analyze your results carefully, and iterate and test again. By following these best practices, you can optimize your funnel and improve your conversion rates, ultimately leading to more sales and revenue for your business.