What kind of information attracts consumers' attention? Studying the differences in the amount of information on the landing page of a product

Abstract

This study aimed to determine the amount of information that is interesting to users on a landing page for the purpose of purchasing a product. In this study, we clarified the amount and kind of information that attracts the interest of users. Specifically, we created three types of landing pages with different amounts of information for three products, and conducted an impression evaluation questionnaire. The three types of information on the landing pages were: (1) product image, product description, and catch copy, (2) one with additional campaign information, and (3) one with additional product sales results and satisfaction levels. Using the impression evaluation data obtained after the questionnaire survey, we conducted a factor analysis for each product and analyzed the factors that influenced the evaluation. Additionally, we found out the website design that made a difference in the willingness to purchase the products and the evaluation items that caused the difference using a t-test. It was found that users' willingness to purchase the product increased when data such as campaign information and actual results were included, and that reliability affected the willingness to purchase, especially for products that are used for a long time.