Key Takeaways

• Never assume shorter or longer copy is definitely better. As the popular saying goes, "copy should be as long as it needs to be in order to effectively make the sale". However, keep in mind that an opt-in form is a small action that often doesn't require a lot of selling. This is why you can test simple vs. longer with a low-commitment action like this. This would not apply when selling a decently priced item.
• With a more informative home page, you can get away with permanently putting a welcome gate style opt-in on top. If you simply present the opt-in form on it's own, showing it every time would likely lead to a bad user-experience. At the same time, that one-time you show it may be more effective than the many times you show a less isolated opt-in.

Analyst Spotlight

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!