I need stats to support a copywriting debate

Hello

I need any opinions at all on the topic. I own a company that sells "how-to" music DVD's (guitars, bass, drum etc). Most of our sales are done by phone sales to stores or through 3rd part distribution outlets. Our website does "ok" from time to time. I am just getting into the "sales letter and copywriting" techniques way of trying to sell more product.

Here is the debate...
Other people at the company feel since a particular item page with just the product picture, description and buy now button converts at about 1-2% then that is an accepted standard conversion rate.. so leave it alone instead of changing it to a long copy page because it already reaches the "average conversion rate".

Of course I disagree. I feel if the landing page had well constructed copy then the conversion would be higher. Does anyone have any sort of stats to support or counter this theory?

Thanks
Tony

 

"Long copy page" has a different use. That is to annoy people and bring them to boredom so they would just click the BUY NOW button. Seriously, long sales page doesn't work anymore. Ads should know how to strike. Unless you're selling a new product that needs a lot of explanation, you don't really need to have a long sales page. However it doesn't mean that you can't put a copy text to your item page. 1-2$ is also a bit low. That is the average conversion rate of poor ads. Their argument is the most BS thing I've ever heard - something that could have only come from incompetent and non-creative people.

You have an interesting product, not a make money product. It's a media related product - one that can appeal to the 5 senses. Use that in making a sales page.

 

1-2% is not an acceptable conversion rate unless you are selling britney spear's stinky torn socks.

You don't always need stats. It's common sense and logic as well. Would someone more likely buy a thing with just a picture and barebones description Or one with each of it's features detailed and all the benefits to the customer explained along with it's most attractive aspects emphasized and explained in a simple manner.

 

You cannot disprove points with baseless arguments. You need solid proof and evidence.

Although I agree to the rest of what you've said.

 

I don't need stats to understand the effectiveness and pull of good copy.
Experiencing for yourself the power of a good copy, will tell you more than any stat ever could. Human experience is more powerful than stats.

 

Split test it.

Run the new page for a while. Then run the old page for a while and compare. No one knows until you test it.

And 2% is actually good for some products. For example, if it's like lots of others or been out there a while. It depends on the product and how much you're paying for the ad, too.

 

the input is appreciated. looks like a split test will solve the debate. I strongly feel that if something "sits there" and it sells "X" amount, naturally, if more emotion stirring positive attention was drawn to it... the conversion will be higher..we'll see

Thanks again
Tony