6
Medium
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Multiple competing CTAs on homepage
The homepage presents many equally weighted CTAs, diluting the primary conversion path.
scroll ↕ — this is the live page
⚠ Multiple competing CTAs on homepageThe homepage presents many equally weighted CTAs, each vying for the visitor's attention. This creates choice overload and dilutes the primary …
One CTA instead of nineRemoved secondary buttonsClear visual hierarchy
Birthday Keepsakes
Make Their Birthday A Keepsake
Celebrate the moments that matter with personalized gifts they'll treasure.
Shop All✓ One clear pathA single primary CTA focuses attention and drives conversions.
FixConsolidate all secondary CTAs into a single primary CTA, 'Shop All', placed prominently above the fold. This creates a clear, singular focus for the visitor, reducing decision fatigue and guiding them toward the intended conversion action. The removal of competing buttons streamlines the visual hierarchy and reinforces the primary goal.
Evidence
Observed on the live site
✓ Flagged independently by 1 of 7 analysts
- Shop All | Shop | Join The Club | Explore | Discover Our Process | Explore Cake Toppers | Get The Goose | Learn More | Contact Us
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 presents many equally weighted CTAs, diluting the primary conversion path.
- Current state
- h1: Make Their Birthday A Keepsake; cta: Shop All, Join The Club, Explore, etc.; notes: Multiple CTAs of equal visual weight.
- 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, with no regression at 375px and 1280px widths. - Tracking
- event: cro_multiple_competing_ctas_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.