# Removing both FAQ and screenshots from a landing page: -3% sales

- Outcome: Lost
- Page type: Landing page (SaaS)
- Elements: Page length
- Test run by: [AssessmentDay](https://liftarchive.com/practitioners/assessmentday/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/assessmentday/
- Page: https://liftarchive.com/test/assessmentday-remove-faq-and-screenshots/

Removing 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.

## Result

**-3% sales**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Bounce rate
- Guardrail: Refund or cancellation rate
- Guardrail: 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.

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Credit: AssessmentDay ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/assessmentday-remove-faq-and-screenshots/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.