A/B Testing Idea #54 - The 4 Ws "Who, What, Where, Why" - Ensure that your homepage addresses all of these

Tactic_The 4 Ws


Your homepage is most usually the first page your customers will arrive on when they visit your website and so it is vital that it is clear, easy to understand and gives them as much information as they need to decide whether to further explore your site.

One simple way of doing this is to check whether your homepage is answering the four main important questions: Who, What, Where and Why? In other words: Who are you, what are you selling, where can they get it and why should they buy it? People are partial to information that is easy to process, unambiguous and comprehensive.

If you make sure you cover the above four questions following the K.I.S.S. principle (Keep It Simple & Smart) then you will increase the chances that visitors won't leave your site without further exploration.



  • Ambiguity Effect (Ellsberg, 1961)
  • Processing Efficacy (Jacoby & Dallas, 1981)
  • Information Bias (Baron; Beattie & Hershey, 1988)

The Research

Ambiguity Effect

The Ambiguity Effect describes people’s preference for known risks over unknown risks.

Processing Efficacy

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

Information Bias

The tendency to seek out information, thinking that it will lead us to make a better decision, even when that information is of no real help.

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