Removing a PDF download button beside the CTA: +36.9% enquiries
Commentary byLiftArchiveOur analysis, not theirsMajestic Wine removed the 'Download PDF Party Planner' button that sat beside its enquiry button, and enquiry submissions rose 36.9%.
The UK wine retailer ran this A/B test on its already redesigned weddings page, and it was published as a VWO case study.
It was a single change, so the lift can be tied to removing the competing button.
- Enquiry form submissions: +36.9%, reported at 99.99% significance.
- This came on top of the earlier 201% lift from the page redesign.
- Sample size, duration and any drop in PDF downloads were not shared.
The change
The PDF download button beside the enquiry CTA is removed
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The redesigned weddings page showed a 'Download PDF Party Planner' button next to the 'Make an Enquiry Now' button.
Variant
The same page with the PDF download button removed, leaving 'Make an Enquiry Now' as the only button in that spot.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Two buttons side by side forced a choice. With one button left, the enquiry was the obvious next step.
- Downloading a PDF let visitors feel they had made progress without contacting the business.
- Visitors who still wanted to plan may have enquired instead, which put them in touch with trained staff.
Caveats: Sample size and test duration were not shared, and the result is vendor-published. The test tracked enquiries, so any effect on orders or on people who wanted the planner is unknown.
Who ran it
Majestic Wine ran this test for UK wine retailer (wedding services enquiries) and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Majestic Wine →
How to run this test on your site
- Hypothesis
- If we remove the secondary download button next to our main enquiry CTA, then more visitors will enquire because they no longer have an easier, lower-commitment option competing for the click.
- Primary metric
- Enquiry form submissions per page visitor
- Guardrails
- Enquiry-to-sale rate
- Bounce rate
- Email sign-ups or other secondary conversions
- Who should test it
- Lead-gen pages that place a content download or brochure next to the main contact CTA. It may not fit if the download is a key nurture step for long sales cycles where people are not ready to talk yet.
Questions
Does a secondary button hurt the main CTA?
It can. In this test, removing a download button next to the enquiry button lifted enquiries by 36.9%.
Should I remove lead magnets from my landing page?
Not always. Test it when the lead magnet sits right next to your main CTA and offers an easier way out of contacting you.
What should I watch when removing a CTA?
Track the main conversion and the quality of the leads it brings. Also check whether other secondary actions shift.