+39% CONVERSIONS BY REMOVING A PROMINENT CALL-TO-ACTION

Summary from the TLDR Marketing newsletter

Removing a prominent homepage CTA increased conversions by 39% because it guided first-time visitors through the service before asking them to request a quote. The original CTA sent people straight to a form that asked technical questions many could not answer, so many left before converting. The updated journey introduced service details, trust signals, and expert credentials before visitors reached a quote CTA on the relevant service page. Match each CTA to the visitor's level of understanding so the next step feels simple and appropriate instead of asking for a commitment too early.