Research
Less Is More
A study of how content volume on landing pages influences conversion and engagement, based on large-scale online experiments in real commercial settings.
Research areas
- Landing pages
- Conversion behavior
- Content strategy
Methods
- Online experiments
- Behavioral analytics
- A/B testing
Project description
Does providing more information increase compliance and engagement, or does it create friction? Less Is More examines that question through the lens of landing pages and digital decision making.
Approach
The project reports findings from two large-scale online experiments conducted in live commercial settings. The research compares how shorter and longer content treatments affect willingness to share an email address and continue engaging with a page.
Findings
Across both studies, the results indicated a negative relationship between information volume and user engagement. The work demonstrates that content strategy is inseparable from UX because the amount of information on a page directly shapes attention, motivation, and action.
