# Multiple competing CTAs on homepage — dev spec
Site: camphollow.com · Priority 6 · Medium · Effort: Medium (2-5 days)

## Problem
The homepage presents many equally weighted CTAs, diluting the primary conversion path.

## Evidence (from the live site)
> Shop All | Shop | Join The Club | Explore | Discover Our Process | Explore Cake Toppers | Get The Goose | Learn More | Contact Us

## Current state
h1: Make Their Birthday A Keepsake; cta: Shop All, Join The Club, Explore, etc.; notes: Multiple CTAs of equal visual weight.

## Required change
h1: Make Their Birthday A Keepsake; cta: Shop All; notes: Prioritize one primary CTA above the fold.

## Acceptance criteria
- GIVEN a first-time visitor on the affected page
- WHEN the change is live
- THEN Prioritize one primary CTA above the fold.
- AND no layout regression at 375px / 768px / 1280px
- AND the changed control is keyboard-reachable with an accessible name

## Tracking
- Fire `cro_multiple_competing_ctas_homepage` 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
- 1,941,808 visitors per variant to detect a 2.0% 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.