You can improve conversions by eliminating choice.

We have all come across websites where the hero section (top of the page — first fold) looks something like this:

Or a CTA block that looks like this:

So, what do you do? Do you get started, or do you ‘Learn more’?

Some of you may get started right away. For many others, learning more before getting started would seem like the right logical choice.

The result? We have just introduced at least one additional click and one additional page/section the user has to go through before he decides to take it for a spin. And as we all know, there is bound to be some drop offs at each step. Conversions just fell down.

The best converting websites have a very clear pre-defined direction they want their users to take.

Look at some of these examples: