Less is more
Does more information elicit users’ compliance and engagement, or the other way around?
This project 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.
less is more Nim Dvir.pdf