Removing the FAQ section from a landing page: +62% sales
Commentary byLiftArchiveOur analysis, not theirsRemoving the FAQ section from a landing page lifted sales by 62%.
AssessmentDay, which sells online practice aptitude tests, ran this split URL test, and it was published as a VWO case study.
It was one of three variants: removing the screenshots instead gave +56%, while removing both cut sales by about 3%.
- Sales: +62% versus the original page, the best of the three variants.
- Removing the screenshots section instead gave +56%.
- Removing both sections dropped sales by about 3%, so the page can get too thin.
- No significance level or sample size was shared.
The change
The FAQ section is removed; screenshots stay
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The co-branded landing page for practice aptitude tests included a screenshots section and an FAQ section.
Variant
The same page with the FAQ section taken out. Everything else, including the screenshots, stayed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The FAQ may have raised doubts visitors hadn't thought of, or slowed them down before the buy button.
- Affiliate visitors arrived already warmed up by the partner site, so they needed less explaining.
- A shorter page puts the offer and the call to action closer together.
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.
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 the FAQ section from our landing page, then more visitors will buy because the page gets shorter and stops raising questions that slow people down.
- Primary metric
- Sales or paid sign-ups from the landing page
- Guardrails
- Refund or cancellation rate
- Support tickets about pre-sale questions
- Scroll depth and time to purchase
- Who should test it
- Digital products and SaaS with warm traffic from partners or ads, where visitors already know the offer. Be careful if your FAQ answers real objections like pricing, refunds or compatibility, since cold visitors may need it.
Questions
Do FAQ sections hurt landing page conversions?
They can. In this test removing the FAQ lifted sales 62%.
But the result came from warm affiliate traffic, so test it on your own page before cutting.
Is a shorter landing page always better?
No. When AssessmentDay removed both the FAQ and the screenshots, sales dropped about 3%.
Cutting one section helped; cutting two went too far.
Where should FAQ answers go if I remove them?
You could keep the key answers near the call to action, or link to a help page.
That way people with real questions can still find them.
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