Aim/Purpose: This paper describes an empirical examination of how users’ willingness to disclose personal data is influenced by the amount of information provided on landing pages – standalone web pages created explicitly for marketing or advertising campaigns. Background: Provision of information is a central construct in the IS discipline. Content is a term commonly used to describe the information made available by a website or other electronic medium. A pertinent debate among scholars and practitioners relate to the behavioral impact of content volume: Specifically, does a greater amount of information elicit engagement and compliance, or the other way around? Methodology: A series of large-scale web experiments (n= 535 and n= 27,900) were conducted employing a between-subjects design and A/B testing. Two variants of landing pages, long and short, were created based on relevant behavioral theories. Both variants included an identical form to collect users’ information, but different amounts of provided content. User traffic was generated using Google AdWords and randomized between the page using Unbounce.com. Relevant usage metrics, such as response rate (called “conversion rate”), location, and visit time were recorded. Contribution: This research contributes to the body of knowledge on information provision and its effectiveness and carries practical and theoretical implications to practitioners and scholars in Information Systems, Informing Science, Communications, Digital Marketing, and related fields. Findings: Analyses of results show that the shorter landing pages had significantly higher conversion rates across all locations and times. Findings demonstrate a negative correlation between the content amount and consumer behavior, suggesting that users who had less information were more inclined to provide their data. Recommendations for Practitioners: At a practical level, results can empirically support business practices, design considerations, and content strategy by informing practitioners on the role of content in online commerce. Recommendation for Researchers: Findings suggest that the amount of content plays a significant role in online decision making and effective informing. They also contradict prior research on trust, persuasion, and security. This study advances research on the paradoxical relationship between the increased level of information and online decision-making and indicates that contrary to earlier work, not all persuasion theories‎ are ‎effective online. Impact on Society: Understanding how information drives behavior has implications in many domains (civic engagement, health, education, and more). This has relevance to system design and public communication in both online and offline contexts. Future Research: Using this research as a starting point, future research can examine the impact of content in other contexts, as well as other behavioral drivers (such as demographic data). This can lead to theoretical, methodological, and practical recommendations.

So you’ve discovered Divi and went on a quest of creating a website. But as the website went live, you discovered that although it looks great, you’re not hitting the conversion targets you had in mind. This doesn’t mean you should abandon your efforts. Even though Divi lets you skip all the learning you have […]

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https://hren.io/blog/stealing-best-landing-pages/

They say that a picture is worth a thousand words, but have you ever stopped to think what your Ecommerce images are saying about the products you’re trying to sell online? Are your photos helping your products to jump off the screen and convince shoppers to buy them? Or, are your product images quite simply […]

Original post: 5 Product Image Tips For High Converting Landing Pages

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There is something instantly remarkable about a website with a strong, dark color scheme.

Personalization is one of the most effective marketing techniques to connect with customers online. While the exact methods are different for every business, adding personalized elements to landing pages is a proven method of driving conversions on your site. But why is it so successful? The simple answer is that personalization shows customers that you […]

The post How Personalized Landing Pages Can Make Your Site More Profitable appeared first on WebFX Blog.