Removing product screenshots from a landing page: +56% sales
Commentary byLiftArchiveOur analysis, not theirsRemoving the screenshots section from a landing page lifted sales by 56%.
AssessmentDay, which sells online practice aptitude tests, ran this split URL test, and it was published as a VWO case study.
It was one arm of a three-variant test: removing the FAQ instead did slightly better at +62%, and removing both cut sales about 3%.
- Sales: +56% versus the original page.
- The FAQ-removal variant in the same test did a bit better at +62%.
- Removing both sections lowered sales by about 3%.
- No significance level or sample size was shared.
The change
The screenshots section is removed; the FAQ stays
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 the screenshots section removed. The FAQ section stayed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The screenshots may have made the tests look harder or less polished than visitors expected.
- Taking a large visual block out brings the call to action higher up the page.
- Visitors from the affiliate site may already have known what the product looked like.
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 FAQ removal.
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 product screenshots section from our landing page, then more visitors will buy because the page is shorter and the call to action comes sooner.
- Primary metric
- Sales or paid sign-ups from the landing page
- Guardrails
- Refund or cancellation rate
- Click-through to the call to action
- Bounce rate
- Who should test it
- SaaS and digital products whose screenshots are dense, dated or hard to read, especially with warm traffic. It probably won't help if the screenshots are the clearest proof of what the product does for cold visitors.
Questions
Should SaaS landing pages show product screenshots?
Often yes, but not always. Here removing them lifted sales 56%.
If your screenshots are busy or hard to read, a test may be worth it.
Why would removing content increase sales?
Less content can mean fewer distractions and a quicker path to the button.
It also removes anything that might put visitors off.
Can I remove the FAQ and screenshots together?
AssessmentDay tried that and sales fell about 3%.
Remove one section at a time and test each step.
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