CTA clarity and conversion

The page already had a prominent call to action. Prominent was not the same as obvious. People still had to work out what would happen next, and that hesitation was showing up before the journey had properly begun.

I treated it as a comprehension problem, not an excuse to redesign the entire page. I tightened the label, gave the primary action a clearer place in the hierarchy, and moved it closer to the information people needed before deciding. The surrounding experience stayed deliberately stable so we could read the effect of the change.

Design and engineering agreed on two signals before launch: clicks would tell us whether the next step was clearer, while downstream conversion would tell us whether we were attracting the right clicks rather than manufacturing curiosity.

After release, the primary CTA received 45% more clicks and the resulting journey converted at 25%. A button did not magically create growth. Removing a small but persistent moment of doubt did—and the numbers were large enough to make that visible.