> In comparison tests, longer copy almost always wins.

Really? I'd love to see A/B results somewhere of this, as it doesn't agree with my experience. Maybe it depends on industry. Or, maybe sufficiently good copy beats out shorter designs, but most people just can't generate that kind of copy. (Though it sounds like we're getting to a New True Scotsman a bit.)

When my start-up did an A/B test of our homepage, we found less content won out. Also 37 signals did their series on optimization, and had strong results[1] that shorter beat out long form, too.

[1] http://37signals.com/svn/posts/2991-behind-the-scenes-ab-tes...