Just Finished running a very interesting AB test on AtYourService and thought it would be good to share.
We tested our normal (very)long form page vs a short form page.
We tested this only on landing pages. To see the 2 copies just open https://atyourservice.com.cy/photography from incognito window till you get both different variations.
So here, I was quite sure that the short form would win. In the past couple of years I am constantly getting feedback that our landing page is too loooooong and that distracts the user.
CRO theory agrees on that. In general, you maximize your conversions if you have a page with a single CTA button.
Well guess what. Our 20 000 trial experiment (10 000 each variation) and the long form is 12.5% better than the short form.