"High-intent traffic needs a short page." [BUSTED]
The logic: they already want it, so don't make them read. Sounds tidy.
Why it spread: short pages are cheaper to build and "less is more" is unfalsifiable in a meeting.
The truth: intent and information-need are different axes. Someone ready to buy a $4,000 mattress is more likely to read everything — return policy, materials, financing — precisely because the stakes are high. Long-page tests (Crazy Egg's own homepage) beat short variants for considered purchases.
What the advice skipped: page length should match decision complexity, not traffic temperature. Cheap impulse buy? Short. Expensive or risky? Give them the full case or they'll bounce to research elsewhere.
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"High-intent traffic needs a short page." [BUSTED]
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