@edward.builds

What they said

Cases (speech + caption, numbers from the caption):

1. Yuppiechef (wedding registry): removed the top navigation; conversions 3% -> 6% (doubled).
2. Imaginary Landscape (contact form): cut 12 fields to 4, shortened intro copy; submissions +160% (speech says "doubled"; caption says 160%).
3. Career Point (nursing/medical training page): shortened form, big obvious image of a nurse at top before scrolling, removed navigation, one clear CTA; conversions 3.12% -> 13.64% ("more than quadrupled").
4. Humana homepage banner: cut text to one short line, made paginator grey so it doesn't compete, made the shop button the obvious focus; clicks +1,456% ("over 15x" in speech; "Shop Medicare plans" button; original banner mentioned "Save on prescription drugs, over $3,637 a year").
5. Ring (create-account screen, mobile app): replaced the video background with a plain grey/dark background ("Design A" video vs "Design B" plain, labelled "Winner"); more accounts created (no figure given).
6. Highrise (CRM): replaced a cluttered homepage with one customer photo, three short bullets and one CTA button; paid signups doubled.

• Summary lines: "Time and time again the story is the same", "You can make more money by doing less - by reducing the amount of distractions to your main call to action".
• CTA: all 10 examples and sources at freeseoknowledge.com (spoken "freeseonowledge"), article "How to Double Your Conversions by Doing Less (10 Before-and-After Examples)".
• Caption lists only 6 of the 10 cases, with the pattern "remove distractions, simplify the page, make the main action obvious".

Try this

• Landing pages with one goal: Remove the top navigation. In the first example, conversions went from 3% to 6%.
• Forms: Cut fields. One example went from 12 fields to 4 and submissions rose 160%. Ask only for what you need to follow up.
• Copy and visuals: Use one short line, one clear image and one obvious button. Make secondary items, such as a banner pager, quieter.
• Product screens: Test a plain background against a busy video background on sign-up pages.
• Homepage: Reduce it to one customer photo, three short bullets and one button.
• Test properly: These are single tests from public write-ups. Run your own A/B test, and keep the navigation on pages where visitors browse many items, such as shop categories.

Links

• freeseoknowledge.com, article "How to Double Your Conversions by Doing Less (10 Before-and-After Examples)" by Edward Sturm (hosts original sources).
• Case sources mentioned: Yuppiechef, Imaginary Landscape, Career Point, Humana, Ring, Highrise.
• No testing tool named.