Less is more: An empirical investigation of the relationship between amount of digital content and user engagement
Abstract
Does more information elicit users’ compliance and engagement, or the other way around? This presentation 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.
Date
Jun 28, 2018
Location
Rio Mar, Puerto Rico
