• Goal: increase button clicks
• Result: 114.1% increase in clicks ultimately lowering CAC and increasing revenue by 6-figures

The objective of this test was to increase the number of users clicking the primary call-to-action (CTA) button on a product landing page the brand was sending paid traffic to.

We ran heat maps and click maps on the page to confirm sticking points, and reviewed traffic analytics, which confirmed that the click through rate on this page was underperforming, costing the brand a lot of wasted ad spend.

Because this page was statistically underperforming based on industry benchmarks, we didn’t take a typical split testing approach and test 1 or 2 elements at a time. Instead, we made several assumptions based on proven design and copywriting conversion rules of thumb, and tested the control version against a new design with several changes made.

We hypothesized a few things:

• Increasing urgency would increase clicks
• Reducing psychological friction would increase clicks
• Highlighting the offer explicitly would increase clicks

• Changed the button text from “Try now, risk free!” to “Claim 10% discount”
• Added “Limited-time Offer” below the button to add urgency
• Added 3 “friction breaker” bullet points addressing key benefits and a 30-day guarantee

The change proved to be a clear winner:

• 114.1% increase in landing page shop button clicks
• 6-figure increase in projected revenue

This test confirmed that reducing psychological friction and highlighting clear offers directly impact conversion rates. By ensuring the CTA was more aligned with user expectations, we created a smoother experience, leading to higher engagement and increased revenue.

• Urgency triggers action: Adding phrases like “Limited-time Offer” successfully created urgency, boosting clicks.
• Reducing friction leads to higher conversions: Simplifying decision-making with clear benefit-driven copy helped drive more engagement.
• Urgency triggers action: Adding phrases like “Limited-time Offer” successfully created urgency, boosting clicks.
• Clarity in offers matters: Explicitly stating the discount with “Claim 10% discount” aligned better with user expectations, leading to more clicks.