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Home & Landing

Long Page or Short Page: Landing Page A/B Test Idea

A longer page can address more objections; a shorter one asks visitors to process less.

  • Home & landing
  • Primary action completion rate

Option A vs Option B

Two alternatives; neither is the incumbent.

Changed
Options
Page
Home & landing
Difference
changed

Hypothesis

The result depends on which sections are removed, not length alone. Keep information needed for a decision in both versions.

How to run this test

Primary metric

Primary action completion rate

Compare completion of the primary action among all eligible assigned visitors.

Other metrics

  • Section visibilityCompare visibility of predefined sections rather than the same scroll percentage on pages of different lengths.
  • Support contactsMake sure unanswered questions do not increase support volume.
  • Qualified lead rateMake sure the share of qualified leads does not fall as less information is shown.
  • Time to actionMeasure time to action using a predefined event.

What to check before and during the test

  • SectionsFor the shorter version, remove predefined sections that are not required.
  • Keep constantKeep the order and presentation of remaining sections, CTA and offer unchanged.
  • Unanswered questionsReview relevant support requests.
  • AudienceReview existing new and returning visitor segments.
  • Separate testDo not change section order or visual density in this comparison.

Setup mistakes to avoid

  1. 1Do not change the order of remaining sections while removing others.
  2. 2Do not remove information needed for a decision, such as price, coverage or cancellation terms.
  3. 3Do not assume a section is unnecessary because scroll depth is low; its placement may be wrong.
  4. 4Do not generalize a result from one product page to pages at different price points.
  5. 5Do not change page length and visual density together.