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How Content Volume on Landing Pages Influences Consumer Behavior: Empirical Evidence
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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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... 2016); signing and sharing political/policy petitions (Dumas et al., 2015;Hagen et al., 2016); and other forms of actively participating in digital information interactions (Dolan et al., 2016;McCay-Peet & Quan-Haase, 2016; Mollen & Wilson, 2010). These behaviors not only transform into comparable performance metrics and quality indicators but also stimulate follow-up activities that replicate and expand on information across other channels and technologies (Bardus et al., 2016;Boyle et al., 2012;Dolan et al., 2016;Dvir & Gafni, 2018;Perski et al., 2017). Such activities have been used as social marketing tools to enhance visibility and extend the reach of information generally or the mission of an organization specifically (Xu et al., 2019). ...
... Task complexity has also been shown to drive IE, with perceived effort suggested as a barrier to IE (Gofman, 2007;Gofman et al., 2009;Nielsen, 2015; H. L. O'Brien & Cairns, 2016). Much research has investigated the factors associated with task complexity, such as the number of possible paths or outcomes of a search task (Dvir & Gafni, 2018), user perceptions of task difficulty (Willett et al., 2014), and degree of a priori determinability or certainty inherent in the task. Research has proposed that difficulty is an attribute of IE, with UX related to whether a task is too easy, too difficult, or at just the right level of difficulty (Chen et al., 2009;H. ...
... Another critical determinant is the design of the content itself, which encompasses the digital information (e.g., text, sound, and video) provided by the system and how it is presented, as well as additional information stemming from the medium in which the information is delivered (Gafni & Dvir, 2018;Rowley, 2008;Jarvenpaa et al., 2006;Jennings, 2000;Lee & Turban, 2001;Wells et al., 2011). Textual features have shown to predict and facilitate IE in various domains, with the amount of text having been found to influence consumers' willingness to disclose personal data (Dvir & Gafni, 2018). ...
With increasing amounts of digital information being published by government, business, organizations, and individuals, understanding how digital information can be presented to improve user experience (UX) has gained increasing importance. Information engagement (IE) is an especially important aspect of UX reflecting behavioral, emotional, and cognitive responses to digital information. While the significance of IE has been well documented, little research has investigated how to systematically measure it; design for it; and, most importantly, improve it.
This dissertation work developed and empirically validated a novel framework for assessment, prediction, and manipulation of IE based on the phrasing of the information itself. The objectives were to a) conceptually and operationally define IE; b) identify textual features of engaging information; and c) develop a method and instrument for systematic prediction and manipulation of IE using computational linguistics, text analysis, and natural language processing. These objectives were fulfilled within three research phases. In Phase 1, a conceptual model of IE dimensions and determinants was developed through a comprehensive interdisciplinary literature synthesis and empirically validated using large-scale user surveys. In Phase 2, a set of engaging textual attributes were identified to inform development of a method and instrument for the assessment and manipulation of IE using computational linguistics. In Phase 3, the IE model, method, and instrument were empirically tested to confirm that they improved IE with textual information.
This research into the importance of word choice on UX contributes to the literature in several respects. Its identification of quantitative textual attributes that can be used to measure and predict engaging words and then applying them to construct and validate a systematic and automatic method for assessment and improvement of IE contributes an important tool and methods for immediate evaluation of IE and for further research into how to improve it. Their further application to diverse domains may identify ways to greatly improve IE, and therefore UX, with various media.
... The main subject of this research is CV communication. The choice of the particular communication channel was motivated by 3 factors: 1) Europeans are willing to get information from official websites ( (Eurobarometer, 2020); 2) website content affects customer behaviour (Gafni & Dvir, 2018) and content perception (Gudmann Knutsson et al., 2021); 3) website organisation involves the freedom to test and spread various communication units (Bouchra et al., 2020). ...
... • Code Group B identifies in which form the content unit is presented. Overall, 10 different content forms that may appear on websites (Bouchra et al., 2020;Gafni & Dvir, 2018;Rahimnia & Hassanzadeh, 2013) were detected. For example, a bullet-pointed list of important information/steps means that content is presented as a checklist. ...
... Predominance of informative content meets waste management communication goals (Vasconcelos et al., 2022). Meanwhile, its usage for functional features reflects website communication practices (Gafni & Dvir, 2018). Detected patterns of content solutions align with the observation that the content form induces guidelines for the content and vice versa (Zheng et al., 2019). ...
Understanding waste management processes and their role in positive environmental changes is significant at various levels. Among members of the public, awareness can be fostered by communicating the benefits of waste management and responding to the needs of individuals. The web is one of the communication channels that is easily accessible to many users and managed by waste management organisations. Therefore, this study aims to explore the combinations of content ideas, forms, and customer value dimensions in communication with society about the value of waste management through a website. Theoretical analysis showed that purposeful communication of customer value can be implemented by utilising different customer value dimensions using content marketing principles. Quantitative content analysis of waste management organisation websites was conducted and directed toward the current state of communication and its patterns. The results revealed that current content focuses on the repetitive communication of functional value through informative articles. Thus, a lack of more diverse content presenting the emotional and social values of waste management was identified. The waste management field can benefit by integrating various customer value dimensions and content marketing theory to identify new opportunities and ways to involve society and achieve the scale of impact needed.
... Like other areas of business, these fields are affected by digitalisation. Analysis of scientific articles (Jiao et al., 2017;Gafni and Dvir, 2018), revealed that understanding of content marketing per se and its application are related to digital space. Kumar and Reinartz (2016) highlighted that customer value researches must take into account the digitalisation process as well. ...
... Moreover, other researchers note (Bruhn and Schnebelen, 2017;Kose and Sert, 2017) that content marketing strategy is a view from business strategy and customer insights to what kind of value is needed to create for the chosen customer, how to convert content into the value, and in which channels to distribute it. Consequently, content could be seen as value creation tool (Gafni and Dvir, 2018), especially when it is consumed and shared by the customer (Ho et al., 2020). From a value creation perspective, researchers (Rancati et al., 2016;Gabbianelli and Conti, 2018) have identified four areas to help assess the contribution of content marketing: customer flow, engagement, leads, and enterprise performance. ...
... Finally, Weerasinghe (2019) concluded that marketers can deliver tangible benefits to customers by providing relevant content that helps to provide solutions to some of the toughest problems they are facing. Other studies emphasise that content marketing reduces customer-perceived risk (Hollebeek and Macky, 2019), saves time (Granitz and Forman, 2015) and facilitates an effort to access necessary information about products (Gafni and Dvir, 2018), which is important in decision making. Therefore, it presupposes the need to get more knowledge about the ways to create benefits and reduce sacrifices for the customer and at the same time to contribute to the creation of superior customer value. ...
... Like other areas of business, these fields are affected by digitalisation. Analysis of scientific articles (Jiao et al., 2017;Gafni and Dvir, 2018), revealed that understanding of content marketing per se and its application are related to digital space. Kumar and Reinartz (2016) highlighted that customer value researches must take into account the digitalisation process as well. ...
... Moreover, other researchers note (Bruhn and Schnebelen, 2017;Kose and Sert, 2017) that content marketing strategy is a view from business strategy and customer insights to what kind of value is needed to create for the chosen customer, how to convert content into the value, and in which channels to distribute it. Consequently, content could be seen as value creation tool (Gafni and Dvir, 2018), especially when it is consumed and shared by the customer (Ho et al., 2020). From a value creation perspective, researchers (Rancati et al., 2016;Gabbianelli and Conti, 2018) have identified four areas to help assess the contribution of content marketing: customer flow, engagement, leads, and enterprise performance. ...
... Finally, Weerasinghe (2019) concluded that marketers can deliver tangible benefits to customers by providing relevant content that helps to provide solutions to some of the toughest problems they are facing. Other studies emphasise that content marketing reduces customer-perceived risk (Hollebeek and Macky, 2019), saves time (Granitz and Forman, 2015) and facilitates an effort to access necessary information about products (Gafni and Dvir, 2018), which is important in decision making. Therefore, it presupposes the need to get more knowledge about the ways to create benefits and reduce sacrifices for the customer and at the same time to contribute to the creation of superior customer value. ...
... In marketing and online commerce, digital content and digital information are often synonymous terms. Digital content has been proven to play a significant role in influence consumers' behavior online (Dvir and Gafni 2018b;Gafni and Dvir 2018). For example, the amount of information provided was proven to influence consumers' willingness to disclose personal data is influenced by the amount of information provided on landing pages -standalone web pages created explicitly for marketing or advertising campaigns (Dvir and Gafni 2018a). ...
This research describes a novel approach to systematically improve information interactions based solely on its wording. Providing users with information in a form and format that maximizes its effectiveness is a research question of critical importance. Given the growing competition for users' attention and interest, it is agreed that content must engage. However, there are no clear methods or frameworks for evaluation, optimization and creation
... The overall aim of a destination website is to convert its visitors into sales or prospective customers (Gafni, 2018). It is highlighted that there are easily visible call to action buttons in landing pages or forms that can be used by website visitors to communicate, to interact with the website for this to be registered as a conversion (Ash, Ginty and Page, 2012). ...
Growth hacking is an experiment-driven technique to determine the most effective ways of growing a business. In order to grow a successful business, entrepreneurs need to adopt various growth hacking techniques. While some of these techniques have been around for a while, others are new to the market. The process involves a mix of marketing, development, design, engineering, data, and analytics. This paper presents a literature review on entrepreneurial marketing techniques that implement new technologies and identifies smarter and inexpensive alternatives to traditional marketing that can boost startup sales, such as content and viral marketing. In addition, this paper presents the results of an empirical study conducted among 83 digital startuppers from Greece regarding the digital marketing techniques they have used. Based on the findings, we propose the framework StUpGrowthPath including a nine-step growth hacking marketing plan for the first phases of a digital startup with tools and digital marketing techniques that could be effective and low-cost.KeywordsGrowth hackingDigital marketingStartupsOnline promotion
El contenido de este libro trata sobre una ingeniería global y sostenible que guie a la sociedad en su tránsito por el Nuevo Orden Mundial. Los autores de cada capítulo plasman sus pensamientos acerca de muchas de estas cuestiones, tan necesarias en la actual situación del Planeta, ofreciendo una perspectiva global de la ingeniería para el mundo, y no para atender al neoliberalismo imperial. Las investigaciones desde las que se generan los capítulos aquí incluidos son de carácter transdisciplinar, ya que esta deberá la manera en que se desarrolle la ingeniería en la Nueva Era que estamos viviendo.
The Graphic User Interface represents the most common mechanism in human-computer interaction. Thus, its correct development is an utterly important task, which is reflected to the point where most software projects fail due to low user acceptance. The techniques, methodologies, tools, and principles to improve Graphical User Interfaces have been the object of interest of researchers and organizations over time. Due to the low success rate, a recent trend consists in experimenting with a greater number of interface alternatives, lowering their development costs through automation and Artificial Intelligence. Therefore, this paper presents a method that, by Interactive Genetic Algorithms, a semi-automatic continuous improvement process for landing pages is established. The proposed method is applied in a study case, consisting in a landing page that belongs to a translation services company. The method application provides positive results, enabling the landing page to reach the goals for which it was designed.
Given the rapid growth of Internet business practices and the need for companies and academia to understand the effect of this new reality for consumers, this article aims to measure whether there is a relationship between information overload in the virtual environment and the response between consumer satisfaction and feeling confused. The research was exploratory-explanatory and made use of a quasi-experiment as a way of operationalism. A factorial matrix was constructed and from this it was observed that the experience of information overload relates to the responses of consumer satisfaction and a sense of confusion in the digital environment. Finally, it was found that the greater the effect of information overload the more confusing for the consumer at the time of purchase, but, paradoxically satisfaction will also be higher.
This study extends the understanding of signaling in online shopping environments by evaluating the effect of positive and negative signals on perceptions of online buyers. Drawing from signaling theory, this study proposes and empirically tests a model for conceptualizing the influence of website signals on perceived deceptiveness and purchase intentions. The results support the assertions of the model and indicate that the online buyers’ perceptions of website deceptiveness and purchase intentions are mainly influenced by website content, website amateurism and website physical presence, whereas human presence is not significant.
The social networking revolution allows people to share their opinions with their surrounding society, enabling the ability to influence others. Large amounts of consumer reviews are posted on social networks, expressing experiences, either positive or negative, regarding products/services. These reviews are instantly distributed within a huge network of consumers, challenging the firms' managers who need to cope with that. This research study examines the phenomenon of consumers' reviews posted on social networks to measure the influence of negative reviews on the reader's buying decisions and on the firms' attitudes. This research study examines if there are differences between active users, who post and share reviews, and passive users who only read what others posted. This research study was performed merging three sources of information: (1) monitoring consumer posts on three Facebook pages during six months; (2) performing a relevant questionnaire among 201 respondents, and (3) checking the related firms' reaction to those posts. The findings revealed that potential consumers base their decisions on posted reviews; they are exposed to negative reviews that affect their purchase decisions, incoherently to the manner they use the social network (active or passive users), while the firms mostly react, in order to diminish their influence.
Most managers believe that filling their websites with a broad array of information diverts attention from their company's core offerings. A new global study, however, has revealed just the opposite: that such information increases customer engagement. The research also shows that exploiting consumers' desire for engagement is the strongest predictor of superior shareholder value for e-commerce companies.
There is considerable research on how Decision Support Systems (DSSs) enable users to make better decisions. However, there is less focus on the possibility that some of their features may introduce biases and encourage suboptimal user behavior. We report on an experimental study that examines three DSS features that are generally considered beneficial to the user: the degree of choice the system provides to the user, the presence of competition among concurrent users, and the use of training to increase system familiarity. We hypothesize that the three DSS features may increase risky behavior (measured as the amount invested in a stock investment task with random outcomes) and overconfidence, conceptualized as the illusion of control, the phenomenon whereby people believe their chances of success at a task are greater than would be warranted by objective analysis. Our results confirm the effects of the three DSS features on risky behavior but only degree of choice impacts overconfidence. Moreover, overconfidence does not appear to mediate the impact of the DSS features on risky behavior. Finally, we hypothesize and confirm that, controlling for the effect of actual performance, overconfidence increases user satisfaction with the decision-making process and outcome.
This article reviews how ease of processing influences judgments of risk, beauty, and truth. It was written for The Psychologist, a magazine of the British Psychological Society. [The blank boxes in the ms are place holders for pictures and advertisements; no substantive information missing.]
To practitioner and researcher alike, consumer values play an important role in understanding behavior in the marketplace. This paper presents a model linking perceived product attributes to values.