If you’re running a complex service, such as the data monitoring and identity and financial protections services provided by IdentityForce, you may be inclined to think that your customers want to know everything you do before they’ll subscribe.

But as this week’s Case Study on our sister site, Subscription Site Insider, shows, you would be wrong.

IdentityForce’s CEO Steve Bearak let us in on some of his company’s A/B testing results. Surprisingly, despite the incredible wealth and complexity of IdentityForce’s services, they got better conversions with less text and more visuals. In fact, the company routinely sees 65% of visitors converting for the free trial offer. (One key visual was the Better Business Bureau icon.) All they included to lead visitors to a more in-depth description of their services was a line of hyperlinked text in a font size smaller than the body copy. Ingenious.

So if you’re looking to redesign your conversion pages (and you should be reviewing your design on a regular basis), remember this equation: Less Text + More Visuals = Better Conversions.