1
Urgent
Homepage
Competing Primary CTAs
The hero presents two equally prominent CTAs (SHOP MEN and SHOP WOMEN) that split user intent and delay the path to purchase.
⚠ Competing Primary CTAsThe hero presents two equally prominent CTAs (SHOP MEN and SHOP WOMEN) with no single primary action, splitting user …
Both are photographs of the live page — the right side has the
change applied in the browser.
Evidence
Observed on the live site
✓ Flagged independently by 2 of 7 analysts
- Hero section contains both 'SHOP MEN' and 'SHOP WOMEN' CTAs, with no single primary action; the page also has 'Shop All' in the nav and 'Shop + -' in the cart drawer.
- H1: 'Wildly Comfortable. Super Natural.' CTAs: 'SHOP MEN', 'SHOP WOMEN'
Business case
If this change wins
$70,762 – $283,046
annual opportunity if it wins
Medium
Effort — 2-5 days
40 days
A/B test duration
Prioritisation
PXL score: 5 / 10
| 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 |
| 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 |
| Verified by direct technical measurement? | No | 0 |
Implementation
Hand this to your developer
- Surface
- Homepage — HOMEPAGE HERO
- Problem
- The hero presents two equally prominent CTAs (SHOP MEN and SHOP WOMEN) that split user intent and delay the path to purchase.
- Current state
- h1: Wildly Comfortable. Super Natural.; cta: SHOP MEN / SHOP WOMEN; notes: Two CTAs of equal weight; user must choose a gender before seeing products, adding friction.
- Change
- h1: Wildly Comfortable. Super Natural.; cta: Shop All; notes: Make 'Shop All' the primary CTA to reduce decision load; keep gender links as secondary nav.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Make 'Shop All' the primary CTA to reduce decision load; keep gender links as secondary nav, with no regression at 375px and 1280px widths. - Tracking
- event: cro_competing_primary_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
- Medium — 2-5 days
- Test plan
- 118,817 visitors per variant (95% significance, 80% power); 40 days.
- Rollback
- Feature-flag the change; revert the flag if the primary metric drops for 3 consecutive days.