Kommunicate Lifted CTA Clicks 25.5% by Cutting One Form Field
A named brand's landing-page experiment shows how removing friction near the call-to-action can drive immediate conversion gains. Here's what changed and why it matters for your site.
The 5-second version
- Kommunicate removed a single email field positioned beside its CTA button and saw CTA clicks jump 25.5%.
- Other brands in the same study lifted lead submissions 9.52%, form interactions 30.09%, and conversions 25% through targeted field and copy changes.
- The pattern: less friction between visitor intent and action drives measurable results on high-stakes pages.
Kommunicate runs a software business where every landing-page visitor matters. A single form field positioned next to its call-to-action button was costing conversions. The team removed it and ran the change against the original design.
25.5% Increase in CTA clicks after removing one email field
The result: CTA clicks jumped 25.5%. The insight is simple but powerful. Visitors who see fewer required inputs before they act are more likely to act. Removing that single field stripped away friction between intent and conversion.
Other Brands Moved Conversions by Changing Copy and Layout
Kommunicate's result is not an outlier. Other brands in the same study lifted key metrics by making targeted changes to their landing pages.
- One brand increased lead submissions by 9.52% by testing form variations.
- Another lifted form interactions 30.09% through layout and field repositioning.
- A third drove a 25% conversion increase by adding information that directly addressed buyer hesitation.
The pattern across all tests: small, specific changes to what visitors see and how they move through the page produce measurable wins. The brands did not overhaul everything at once. They tested one change, measured it against a control, and moved to the next.
What Friction Points Block Your Conversions
Form fields are one source of friction. Others include unclear CTAs, missing trust signals (reviews, guarantees, case studies), lack of clarity about what happens after the click, or copy that does not answer a visitor's primary objection.
Kommunicate's 25.5% gain came from eliminating one unnecessary input. Your landing page likely has similar opportunities, waiting for a test to reveal them.
Landing page optimization case studies show that brands increase CTA clicks, lead submissions, and conversions by testing targeted changes to form fields, copy, and layout.Wingify, 5 Landing Page Optimization Case Studies: Top Brands
Questions owners ask
Why would removing a form field increase clicks on the CTA button?
When visitors see fewer required inputs between their intent and the action, friction drops and more people follow through. Kommunicate's test showed that removing the email field beside the CTA reduced the perceived effort to click, lifting clicks 25.5%.
Does cutting form fields hurt lead quality?
Not necessarily. The study shows brands lifted form interactions and submissions by addressing buyer hesitation with better copy and layout changes, not just by removing fields. The goal is removing *unnecessary* friction, not all friction.
What other changes moved the needle in these tests?
Brands in the case study saw gains ranging from 9.52% to 30.09% by repositioning fields, adding information that answered customer concerns, and clarifying the CTA. Each change was tested against a control to confirm the lift.
How do we know which field or phrase to test on our page?
You identify friction points by asking where visitors hesitate or drop off. Common tests include removing optional fields, moving trust signals higher, clarifying what happens after they click, or addressing common objections with a sentence or image.
