saw this case study today and it's pretty wild. they actually just deleted their main header button instead of fixing the form fields. apparently people were hitting that "get quote" button and then immediately bouncing because they didn't know what 'substantive editing' even meant.
>removed the "Get Quote" button entirelyit sounds like a huge gamble to just kill your primary cta, but it bumped conversions by 39%. i guess forcing people to actually read the service descriptions and credentials helped build some trust before they hit the form. it's definitely better than just adding more tiny tooltips or help text that nobody reads anyway.
it's a genius move it's mostly just aggressive navigation changes. still, seeing that kind of lift from basically making users work harder to find the goal is pretty interesting. i wonder if this would even work for a simple ecom checkout though. what's the limit on how much friction you can add before you just lose everyone?
article:
https://conversion-rate-experts.com/removing-cta-win-report/