2
Urgent
Homepage
Multiple competing CTAs
The homepage presents multiple competing primary CTAs without a clear primary action, diluting user focus and potentially reducing engagement with any single path.
scroll ↕ — this is the live page
⚠ Multiple competing CTAsThe homepage hero presents multiple competing primary CTAs—'Sign in', 'See more stories on Yahoo 100', and 'See forecast'—each vying for the user's …
One CTA instead of threeClear primary actionSecondary CTAs de-emphasized
Homepage
Welcome to Yahoo
Your daily essentials, all in one place.
Sign in to personalize your feed
Secondary: Weather, Horoscope, Events, Sports Scores, Yahoo Scout
✓ Single CTAOne clear action guides users to sign in.
FixConsolidate the hero into a single primary CTA: 'Sign in to personalize your feed'. This creates a clear, singular action that aligns with the user's intent to personalize their experience. Secondary CTAs are de-emphasized and moved below the fold, reducing visual competition. By prioritizing one action, we guide users toward a decisive step, improving focus and conversion likelihood.
Evidence
Observed on the live site
✓ Flagged independently by 2 of 7 analysts
- CTAs on homepage: 'Sign in', 'See more stories on Yahoo 100', 'See forecast'
- Body_sample shows multiple 'Featured' items: weather, horoscope, events, sports scores, and 'Yahoo Scout' chat prompt, all competing for attention.
Business case
If this change wins
0.4 – 1.6
orders per 1,000 visitors
High
Effort — 5+ days
Not A/B testable
At typical traffic
Detecting this needs about 124,891 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
- Homepage — HOMEPAGE HERO
- Problem
- The homepage presents multiple competing primary CTAs without a clear primary action, diluting user focus and potentially reducing engagement with any single path.
- Current state
- h1: None; cta: Sign in, See more stories on Yahoo 100, See forecast; notes: The homepage lacks a clear primary CTA; multiple CTAs compete for attention.
- Change
- h1: Welcome to Yahoo; cta: Sign in to personalize your feed; notes: Prioritize a single primary CTA (e.g., Sign in) and de-emphasize secondary CTAs to guide users toward a clear action.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Prioritize a single primary CTA (e.g., Sign in) and de-emphasize secondary CTAs to guide users toward a clear action, with no regression at 375px and 1280px widths. - Tracking
- event: cro_multiple_competing_ctas 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
- High — 5+ days
- Test plan
- 124,891 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.