# Ambiguous primary CTA hierarchy — dev spec
Site: stripe.com · Priority 5 · High · Effort: Medium (2-5 days)

## Problem
Multiple competing CTAs on homepage and pricing page create choice overload and dilute the conversion path.

## Evidence (from the live site)
> 12 distinct calls to action compete on the same page: “Sign in”, “Start now”, “Contact sales”, “Sign in Sign in”, “Get started”, “Sign up with Google”, “Create a card issuing program”, “Watch now”.
> 12 distinct calls to action compete on the same page: “Sign in”, “Contact sales”, “Find what's right for you”, “Watch now”, “Get support”, “Start now”, “Get started”, “See more payment methods”.

## Current state
h1: Financial infrastructure to grow your revenue. Accept payments, offer financial services, and implement custom revenue models—from your first transaction to your billionth.; cta: Multiple CTAs: Sign in, Start now, Contact sales, Watch now, etc.; notes: No single primary CTA; secondary CTAs compete for attention.

## Required change
h1: Financial infrastructure to grow your revenue.; cta: Primary CTA: Start now; secondary CTAs de-emphasized.; notes: Designate a single primary CTA per page and visually de-emphasize secondary CTAs.

## Acceptance criteria
- GIVEN a first-time visitor on the affected page
- WHEN the change is live
- THEN Designate a single primary CTA per page and visually de-emphasize secondary CTAs.
- AND no layout regression at 375px / 768px / 1280px
- AND the changed control is keyboard-reachable with an accessible name

## Tracking
- Fire `cro_ambiguous_primary_cta_hierarchy` on interaction with the changed element
- Verify the event fires in BOTH variants before opening traffic

## Test plan
- Two-proportion z-test, 95% significance, 80% power
- 315,206 visitors per variant to detect a 5.0% relative lift
- Run at least one full business cycle; duration depends on traffic

## Rollback
Feature-flag the change; revert if the primary metric drops for 3 consecutive days.