A/B Testing Idea #89 - Follow a simple rule: 1 Call-to-action 1: direct message 1: unique selling proposition

Tactic_Follow a simple rule: 1 Call-to-action 1: direct message 1: unique selling proposition


People respond best to clear, direct and easy-to-understand information and are easily distracted or put off by extraneous information or demands on their attention.

To avoid this, try following the simple yet very effective 1-1-1 rule on your landing pages: 1 value proposition, 1 clear message, 1 Call-to-Action. Any additional information could distract your customers from your main goal and Call-to-Action whereas using the 1-1-1 rule will focus customer attention and could therefore increase conversions.


  • Attention Ratio (Schwartz, 2004; Khaneman, 2011)
  • Processing Efficacy (Jacoby & Dallas, 1981)

The Research

Attention Ratio

Attention Ratio is based on the fact that people are more likely to follow through on an action if their focus is concentrated and their attention is not split between lots of different elements.

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

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