We Made One Button Heavier. Conversions Rose 18%.
A small experiment on a single call-to-action — visual weight, copy, and placement — and the surprisingly large effect on qualified bookings.
We ran a two-week test on one page: the primary call-to-action. No new traffic, no new offer — just a heavier button, sharper copy, and a placement change.
The change
- Copy: "Get Started" → "Book a Strategy Call"
- Weight: ghost outline → solid, high-contrast fill
- Placement: moved above the fold on mobile
The result
Qualified bookings rose 18% over the control, with no drop in lead quality. The lesson is not "make buttons bigger" — it is that the highest-leverage surface on a page is usually the one decision you are asking visitors to make.
How to run your own
Pick one CTA. Change one thing at a time. Give it enough traffic to reach significance. Most teams over-redesign and under-measure; flip that ratio.