Removing both FAQ and screenshots from a landing page: -3% sales
Commentary byLiftArchiveOur analysis, not theirsRemoving both the screenshots and FAQ sections from a landing page lowered sales by about 3%.
AssessmentDay, which sells online practice aptitude tests, ran this split URL test, and it was published as a VWO case study.
In the same test, removing just one of those sections lifted sales by 56% to 62%, so this variant lost.
- Sales: about -3% versus the original page. This variant lost.
- Removing only the FAQ gave +62%, and removing only the screenshots gave +56%.
- A drop this small may be within normal noise; no significance level or sample size was shared.
The change
Both the screenshots and FAQ sections are removed
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The co-branded landing page for practice aptitude tests had a screenshots section and an FAQ section.
Variant
The same page with both the screenshots and the FAQ sections removed.
Why it likely lost
Our reading of the result, not the practitioner's claim.
- With both sections gone, the page may have felt too thin to trust before buying.
- Visitors still need some proof of what they are paying for. One of the two sections seemed to cover that.
- Cutting content helps only until the page stops answering the basic questions.
Caveats: This was a split URL test on traffic sent only from one affiliate partner's site, and the source gives no sample size, duration or confidence level. It ran in the same test as the single-section removals.
Who ran it
AssessmentDay ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on AssessmentDay →
How to run this test on your site
- Hypothesis
- If we remove several supporting sections at once, then sales may change because visitors get a shorter path but less proof, and we need to know which effect wins.
- Primary metric
- Sales or paid sign-ups from the landing page
- Guardrails
- Bounce rate
- Refund or cancellation rate
- Click-through to the call to action
- Who should test it
- SaaS and digital-product teams trimming long landing pages. Test one removal at a time first; cutting several sections together is risky when the page is already short.
Questions
Can a landing page be too short?
Yes. In this test cutting both the FAQ and screenshots lowered sales slightly, while cutting just one lifted sales a lot.
How should I test removing landing page sections?
Remove one section per variant and compare them in the same test, as AssessmentDay did.
Then you can see which section is helping and which is hurting.
Similar tests
AGConsult
MarketingExperimentsMarketingExperiments