# Removing product screenshots from a landing page: +56% sales

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Page length, Screenshots
- 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-screenshots-section/

Removing 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%.

## Result

**+56% sales**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Refund or cancellation rate
- Guardrail: Click-through to the call to action
- Guardrail: 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.

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Credit: AssessmentDay ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/assessmentday-remove-screenshots-section/).
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.