Cut the copy nobody reads

When to use it

When a simple offer sits under long paragraphs and scroll reach falls off before the CTA, or average scroll depth stops short of it.

How to run it

Cut the page to short, scannable lines and bullets with the value in the first words of each. Aim for half the word count with the same promises.

Why it works

Make the offer instantly understood

For a simple offer, extra prose buries the CTA under text nobody reads. Jakob Nielsen's reading research (NN/g) found users read at most 28% of words on a page, and 79% of users scan rather than read.

Source: NN/g: How Little Do Users Read