Does a Shorter Landing Page Actually Improve Conversions?

Our current landing page is quite long, with testimonials, feature comparisons, pricing details, and an FAQ before the final signup button. A colleague suggested cutting it down to just a headline, one paragraph, and a form. I’m skeptical because the longer page answers many questions prospects have before committing. Has anyone tested both versions and seen measurable differences? I’d love to hear whether removing sections helped or hurt conversion rates in your experience. Does page length matter more for cold traffic versus returning visitors? I’m also wondering if the issue isn’t length itself but how quickly visitors find the key information. Would a sticky call-to-action button solve the problem without sacrificing detail? Please share any insights about balancing thoroughness with simplicity, and how you measured the results so I can design a fair test of my own.