This project encompasses empirical examinations of how users 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.
A series of large-scale web experiments (n= 535 and n= 27,900) were conducted employing a between-subjects design and A/B testing. Two variants of landing pages, long and short, were created based on relevant behavioral theories. Both variants included an identical form to collect users’ information, but different amounts of provided content. User traffic was generated using Google AdWords and randomized between the page using Unbounce.com. Relevant usage metrics, such as response rate (called “conversion rate”), location, and visit time were recorded.