Longer text outperformed short text by 40.5%
Short-copy ROI = -14%
Long-copy ROI = +21%
Source: Marketingexperiments.com, 2004
On average, readers scroll 1.3 screenfuls
38% low-experience readers scrolled
46% high-experience readers scrolled
Source: Nielsen Norman Group, 2006
Don’t confuse online services
with online service.
Service is a vital part of
the brand experience.
What is a service?
An intangible event that helps us achieve something.