Noting that on the before the "you're one step away" immediately jumps out at you. Personally I don't like that it seems like overselling to me. I'd like an a/

Noting that on the before the "you're one step away" immediately jumps out at you. Personally I don't like that it seems like overselling to me. I'd like an a/b test just with that one phrase actually. The ideas presented sound good in general and make sense. I'd guess you'd have to tease out which of them actually did the trick. Anyway, another possibility is that there was something negative on the sparse form (like the "you're one step away") and by adding a few things to the page it detracted from that. In the same way that if you have a big nose it's less obvious if you do your hair (and makeup if a woman) in a certain way. So it's not the fact that you are adding makeup or hair as much as it is that the nose doesn't appear as big.