If you are planning a long-copy mini-website or a landing page to sell
a single product, make it one long continuous page that the
reader can read by scrolling down.
Don't break it into multiple pages, each ending with a "cliff
hanger" and a "next" button the reader can click on to read the
next page.
Reason: according to online marketing wizard Yanik Silver, when
he broke his long-copy Web page into multiple linked pages, response
rates declined by 40%.
Why this happens: whenever you give the reader a choice between
doing something (i.e., clicking "Next") and doing nothing (i.e.,
leaving), a percentage of them will opt not to take the action
you desire.
Therefore, the more steps in your online sales process, the
greater the "abandon rate" - the percentage of people who leave
without completing the purchase transaction.
"This article appears courtesy of Bob Bly's Direct Response Letter,"
and include a back-link to www.bly.com.
