Less is More: An Empirical Investigation of the Relationship Between Amount of ‎Digital Content and User Engagement

7f4c45e7ce1e090cc6dd5f9f3fc8a127?s=47 ndvir
June 28, 2018

Less is More: An Empirical Investigation of the Relationship Between Amount of ‎Digital Content and User Engagement

Does more information elicit users’ compliance and engagement, or the other way around?
This paper explores the relationship between content strategy and user experience (UX). Specifically, we examine how the amount of information provided on marketing web pages, often called “landing pages,” impact users’ willingness to provide their e-mail address (a behavior called “conversion” in marketing terms). We describe the results of two large-scale online experiments (n= 535 and n= 27,900) conducted in real-world commercial settings. The observed results indicate a negative correlation between the amount of information on a web page and users’ decision-making and engagement.

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ndvir

June 28, 2018
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