Computers and Society
Less Is More
Two online experiments compared how people responded to landing pages with different amounts of information.
Research question
Does the amount of text on a landing page affect whether a visitor shares an email address?
Methods
Two experiments in commercial settings compared landing pages with shorter and longer content. The study measured visitors’ willingness to provide an email address.
Findings
In these experiments, more content was associated with lower engagement. The results concern the pages and behavior studied; they do not establish that shorter text is preferable for every purpose.
Paper
Dvir, N., & Gafni, R. (2018). When Less Is More: Empirical Study of the Relation Between Consumer Behavior and Information Provision on Commercial Landing Pages. Informing Science.