The first organic search result for the question is an internal content page on Unbounce.com as shown on the right.
Looking in Google Analytics, we discovered that the most common next step was to visit the “landing page templates” page from the navigation, which is a powerful page in the journey to becoming a customer.
Knowing this, we refocused the page on our new goal: to get more people from this page to visit the templates page.
To optimize the page, we ran an experiment with two overarching changes (this is where the CCD principles of Attention and and Congruence came into play):
1. Attention: We removed all content links and sidebar navigation.There were distracting SEO-based links spread throughout the content, which distracted from our new campaign goal. They also lowered the page’s Attention Ratio, which originally sat at 27:1 (49:1 if we included the footer navigation).
2. Congruence: We added a call to action to the bottom of the page linking directly to our templates page. Because research told us that the common next step was to visit our templates page (and because we knew that every page needs a call to action), we added a big orange CTA button to encourage people to go directly to the templates page
It seems obvious right? All of the best ideas do. Simply removing these distractions increased visits to the templates page by 172.1%.