Web experiments

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.

Nim Dvir
Ph.D. candidate and adjunct instructor


(2018). When less is more: Empirical study of the relation between consumer behavior and information sharing on commercial landing pages. In Informing Science: The International Journal of an Emerging Transdiscipline, 21, 019–039..

PDF Project Project Source Document DOI

(2018). How content volume on landing pages influences consumer ‎‎behavior: empirical evidence. In Proceedings of the Informing Science and Information Technology Education (InSITE) Conference. La Verne, California..

PDF Project Slides Source Document DOI


Does more information elicit users’ compliance and engagement, or the other way around? This presentation explores the relationship …