Often times we get caught up with over stuffing a landing page with too much information. Our intentions are good, we think that more is better. We have a lot to say and we get caught in the rut of adding more stuff when the page is not converting as well as it should. We have so much to say about our product or service that we keep adding more and more information and that can sometimes mean we’re trying too hard to convince and convert, but often times less is more. There is a time and a place for long sales copy which is different than adding more to a page. Long sales copy is usually on point with the goal of converting the visitor to buy or take an action, as long as it does not detract from the internal voice in the customers head that leads to conversion.
The next time you want to increase your conversion rate try removing information from the page in a systematic and controlled way. Delete one element at a time or delete groups of elements that fit within a common theme or category of information and measure your conversion rate diligently to see it move.
