# Removing a PDF download button beside the CTA: +36.9% enquiries

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Cta, Distraction removal
- Test run by: [Majestic Wine](https://liftarchive.com/practitioners/majestic-wine/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/majestic-wine/
- Page: https://liftarchive.com/test/majestic-wine-remove-party-planner-pdf-button/

Majestic 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.

## Result

**+36.9% enquiries**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Enquiry-to-sale rate
- Guardrail: Bounce rate
- Guardrail: 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.

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Credit: Majestic Wine ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/majestic-wine-remove-party-planner-pdf-button/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.