6
Medium
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Competing CTAs on homepage
The homepage has six distinct CTAs with no clear primary action, making the next step ambiguous.
scroll ↕ — this is the live page
⚠ Competing CTAs on homepageThe homepage presents six distinct CTAs with no visual hierarchy, making the next step ambiguous for first-time visitors. With multiple competing …
One CTA instead of sixSecondary actions as pillsClear visual hierarchyReduced cognitive load
Birthday Keepsakes
Make Their Birthday A Keepsake
Celebrate with a personalized cake topper that becomes a cherished memory.
Shop All
From $12.99
Free shipping on orders over $50.
Join The Club Learn More
✓ Single Primary CTAOne clear action guides visitors to the main offer, reducing ambiguity.
FixReduce the homepage to a single primary CTA (Shop All) that is visually dominant and clearly the main action. Relegate secondary actions like Join The Club and Learn More to subtle text links or pills below the fold, so they do not compete for attention. This creates a clear visual hierarchy, guiding users toward the intended conversion path and reducing ambiguity. The change is low-effort and can be implemented quickly, with a potential lift in conversion by focusing user attention.
Evidence
Observed on the live site
✓ Flagged independently by 1 of 7 analysts
- 9 distinct calls to action compete on the same page: “Shop All”, “Shop”, “Join The Club”, “Explore”, “Discover Our Process”, “Explore Cake Toppers”, “Get The Goose”, “Learn More”.
Business case
If this change wins
0.1 – 0.4
orders per 1,000 visitors
Medium
Effort — 2-5 days
Not A/B testable
At typical traffic
Detecting this needs about 1,941,808 visitors per variant. Ship it as a sequenced change and log the date instead.
Prioritisation
PXL score: 5 / 10
Assessed from the live page
| Question | Answer | Points |
|---|---|---|
| Is the change above the fold? | Yes | 1 |
| Is the change noticeable in under 5 seconds? | Yes | 2 |
| Does it add or remove an element? | Yes | 1 |
| Does it run on a high-traffic page? | Yes | 1 |
| Verified by direct technical measurement? | No | 0 |
Criteria that need your data
4 of these could not be answered from the live page. Session recordings, survey or support themes, and analytics access would raise the confidence of this ranking — they do not indicate a weaker finding.
| Question | Answer | Points |
|---|---|---|
| Discovered via user testing? | No | 0 |
| Discovered via qualitative feedback (survey, support)? | No | 0 |
| Supported by heatmaps or session recordings? | No | 0 |
| Found via digital analytics or real-user field data? | No | 0 |
Implementation
Hand this to your developer
- Surface
- / — /
- Problem
- The homepage has six distinct CTAs with no clear primary action, making the next step ambiguous.
- Current state
- h1: Make Their Birthday A Keepsake; cta: Multiple competing CTAs; notes: Homepage has six distinct CTAs with no clear primary action.
- Change
- h1: Make Their Birthday A Keepsake; cta: Shop All; notes: Reduce to one primary CTA (Shop All) and relegate secondary actions.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Reduce to one primary CTA (Shop All) and relegate secondary actions, with no regression at 375px and 1280px widths. - Tracking
- event: cro_competing_ctas_on_homepage on interaction with the changed element; verify it fires in BOTH variants before opening traffic.
- Success metric
- conversion rate on the affected step
- QA checklist
- Chrome / Safari / Firefox · 375px + 1280px · keyboard reachable · screen-reader name present · no CLS introduced
- Effort
- Medium — 2-5 days
- Test plan
- 1,941,808 visitors per variant (95% significance, 80% power); duration depends on traffic.
- Rollback
- Feature-flag the change; revert the flag if the primary metric drops for 3 consecutive days.