Landing Page Test: Why less equaled (54%) more when reducing friction and highlighting value proposition
“Less is more…”
Whether it’s at MECLABS or my mother’s kitchen, I’ve heard people spout this phrase throughout my 35 years. And when hearing this, more often than not, I’ll thank the person that said it, dismiss it as a trite platitude, and resume my knitting.
Joking aside, in a world that constantly bombards us with promises of “bigger,” “better,” “faster” and “more,” it’s sometimes tough to accept that time-honored practices are often still the best course of action. Yet, as we’ve learned numerous times on these pages, even the most basic marketing tenets still apply, even in an increasingly terse, staccato, digitally communicating world.
And, after a few months of really absorbing the impact of our successful webpage tests, I now know that when it comes to landing pages, less is not only more, it’s often the difference between conversion and abandonment. Read more…