How Content Volume on Landing Pages Influences Consumer Behavior

TL;DR

This study investigates how the amount of content on landing pages affects user engagement and conversion, revealing that more information can decrease user willingness to act.

Contribution

It provides empirical evidence from large-scale experiments showing that increased content volume negatively impacts user decision-making and engagement on marketing pages.

Findings

More content reduces user conversion rates

Negative correlation between content volume and engagement

Large-scale real-world experiments support findings

Abstract

Does more information elicit users compliance and engagement, or the other way around? This paper explores the relationship between content strategy and user experience (UX). Specifically, we examine how the amount of information provided on marketing web pages, often called landing pages,impact users willingness to provide their e-mail address (a behavior called conversion in marketing terms). We describe the results of two large-scale online experiments (n= 535 and n= 27,900) conducted in real-world commercial settings. The observed results indicate a negative correlation between the amount of information on a web page and users decision-making and engagement.