All plays
When to use it
When an unfamiliar or expensive offer sits on a thin one-screen page, or a simple offer is buried in endless scroll.
How to run it
Expand thin pages with sections explaining how the product works, or cut bloated pages to the few sections that answer real objections.
Why it works
Make the offer instantly understood
A page should be as long as the decision needs convincing. Crazy Egg lifted conversions 30% with a far longer page because visitors needed to understand how heatmaps work.
Source: Conversion Rate Experts: Crazy Egg; Signal v. Noise (Highrise)