Most landing page advice tells you to rewrite your hero. We did that first and it moved the needle by 0.2%. Then we made five small changes that doubled the rate.

None of them were the hero copy.

1. We removed the navbar from the page

A navbar is a list of escape hatches. Every link is a chance for the visitor to leave before reading the page. We replaced ours with a single CTA in the top-right.

Lift: +0.4%.

2. We made the CTA button absurdly large

Not tasteful-large. Embarrassingly large. The kind of size you'd push back on in a design review.

Lift: +0.3%.

3. We moved social proof above the fold

The testimonial section was originally three scrolls down. We pulled the strongest quote up next to the hero CTA.

Lift: +0.5%.

4. We added a sub-CTA that addressed the main objection

Underneath the main button, we added one line of small text answering the question every visitor was already asking: "No credit card required."

Lift: +0.4%.

5. We removed every other CTA on the page

We had six different CTAs scattered through the long-form content. We deleted five and kept one. The remaining CTA matched the hero exactly.

Lift: +0.4%.

What this adds up to

None of these are clever. They're all variations on the same idea: reduce friction and reduce choice. The visitor has one job. Make it impossible for them to do anything else.