With a freemium product, I think the short vs long copy really depends. For my product, the average time between first visit and a sale is 5 months. Unless yo

With a freemium product, I think the short vs long copy really depends. For my product, the average time between first visit and a sale is 5 months. Unless you run the tests for a year, it is difficult to determine which version effects the most revenue/profits. My rule of thumb is that if you have a very solid on-boarding process, then short copy and a giant signup button will likely work well (Dropbox, 37Signals, etc). They transition the prospective customer from mildly interested to an active user via the app itself. If it is not, then longer copy on the homepage to prime the customer for why they need your product makes more sense. When A/B testing, it is important that you are optimizing for active users, not just trying to maximize the number of rows in the user tables. When I run A/B tests, the units are dollars, not percent. It means the tests have to be run for a really long time, but it is common that what is best for revenue, is not always what creates the most button clicks, or the most rows in a database table.