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- Your fold needs this CTA
Your fold needs this CTA
See the homepage change that worked (and steal our 4-step testing hierarchy)
Oliver Kenyon
August 20, 2025
Hey optimizer!
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This week's ConversionMail is packed with the kind of simple changes that make you wonder why you didn't think of them sooner.
Ready to dig in?
Highlights of Today’s Newsletter
Design: Stop leaving visitors confused on your homepage
The Chosen Topic: One simple redesign to the top of our product page drove an extra $36k/month - and $441k per year (forecasted)
CRO Insight: High-growth brands don’t run CRO tests at random. They follow a clear order so every win builds on the last
Video: We just hit 100 episodes of CRO Insights
Weekly Content Roundup
Get the latest and greatest CRO content from around the web.
Design 🎨
Price anchoring is powerful, but have you tried this twist? (Link)
5 Powerful behavioral psychology principles you can use to drive more sales (Link)
CRO Around the Web 🌐
Shopify: Early Adopters Explained: Tips for Attracting Early Adopters (Source)
Baymard: Accounts & Self-Service UX 2025: 5 Common Pitfalls & Best Practices (Source)
Academy 🎓️
New Custom Audits For Our Conversion Rate Academy Members: Body Accessories, Outdoor Furniture & Appliances, Workflow Automation, Mindset Coaching (Link)
Client’s Results
Not a bad way to start the day.....
Video Of The Week
We just hit 100 episodes of CRO Insights. 🎉
What began as a way to share our CRO process openly has grown into a series watched by founders, marketers, and ecommerce teams all over the world.
From messy, confusing pages to clean, high-converting designs, we’ve broken them down, rebuilt them, and shown every step along the way.
Episode 100’s a good one… we took a messy page and turned it into a money-maker with just a few key changes.
If you’ve ever wondered what 12 years of CRO looks like in action, this is it.
High Converting Design Inspiration
Stop leaving visitors confused on your homepage.
No CTA above the fold? Big mistake.
Here’s why…
When optimizing ecom homepages, here’s what matters:
Most visitors won’t scroll if they don’t see a clear action.
And here’s the truth:
If they don’t know where to click, they’ll leave.
What matters?
A full-width CTA button that stands out.
That’s why we always add:
✔️ A clear "Shop Bestsellers" button above the fold
✔️ A directional cue to guide clicks
✔️ Social proof (star ratings) right next to it
This removes doubt, builds trust, and pushes visitors to buy.
CRO Insight
High-growth brands don’t run CRO tests at random.
They follow a clear order so every win builds on the last.
Steal this 4-step testing hierarchy to maximise ROI 👇
One Simple Redesign to the Top of Our Product Page Drove $36k/month in Extra Revenue - and $441k Per Year (Forecasted)
Here’s what we changed:
- Added an interactive image slider
- Improved the clarity and visibility of CTAs
- Surfaced key benefits and sale info above the fold
No pricing changes. No full-page overhaul.
Just a sharper first impression.
The goal?
- Increase Add-to-Cart rate
- Reduce early scroll drop-off
- Keep users engaged from the start
If users bounce before they scroll, your best content doesn’t matter.
By redesigning the first view to inform and convert, we turned more interest into action.
The results?
✅ +$36,772 per month
✅ +$441,264 per year (forecasted)
✅ +$0.628 Revenue Per Session (RPS)
Design the top. Win the rest.
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