At the bottom of that guide is a link, alongside the following copy: When less is more: Empirical study of the relation between consumer behavior and information provision on commercial landing pages. In a nutshell, less information increased conversion rate. Lack of context, but still interesting:https://www.researchgate.net/publication/324965555_When_less...
Landing pages are not meant to be done and dusted, they are meant to evolve. Landing pages are not meant for all, so visitors do need to be based on a persona. A persona has to be based on facts, therefore you should know the visitors to a certain degree.
"What do you know about me?"; if too many people are creeped out, then the landing page needs working on. If there is an acceptable conversion rate, and a small percentage are creeped out, then that may or may not be acceptable. You can't win them all, so you win the ones you can and see what can or should be done to attain more.
What is important is that there needs to be understanding and appreciation of the internal dialogue, and you show and/or to tell to whatever degree.
If the landing page creator is overwhelmed, so be it. If the visitor is overwhelmed, then either the visitor was the wrong persona or the landing page needs working on. The guide is not meant for all, it is meant for a specific persona.
Edit: To clarify my last line: If the specific persona is overwhelmed, then yes it will need working on, but based on showing it to them. Some have said it is heavy, and it took a bit of time to get their head round it. That's acceptable. However, there is a v2 that covers a lot more, but it will have to wait.
At the bottom of that guide is a link, alongside the following copy: When less is more: Empirical study of the relation between consumer behavior and information provision on commercial landing pages. In a nutshell, less information increased conversion rate. Lack of context, but still interesting:https://www.researchgate.net/publication/324965555_When_less...
Landing pages are not meant to be done and dusted, they are meant to evolve. Landing pages are not meant for all, so visitors do need to be based on a persona. A persona has to be based on facts, therefore you should know the visitors to a certain degree.
"What do you know about me?"; if too many people are creeped out, then the landing page needs working on. If there is an acceptable conversion rate, and a small percentage are creeped out, then that may or may not be acceptable. You can't win them all, so you win the ones you can and see what can or should be done to attain more.
What is important is that there needs to be understanding and appreciation of the internal dialogue, and you show and/or to tell to whatever degree.
If the landing page creator is overwhelmed, so be it. If the visitor is overwhelmed, then either the visitor was the wrong persona or the landing page needs working on. The guide is not meant for all, it is meant for a specific persona.
Edit: To clarify my last line: If the specific persona is overwhelmed, then yes it will need working on, but based on showing it to them. Some have said it is heavy, and it took a bit of time to get their head round it. That's acceptable. However, there is a v2 that covers a lot more, but it will have to wait.
Cheers, Ace.