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.
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.
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.
Kommunicate's result is not an outlier. Other brands in the same study lifted key metrics by making targeted changes to their landing pages.
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.
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
How WebKing runs this
We test landing-page changes in real traffic and track which ones lift conversions. Removing a form field, reordering sections, or adding buyer-reassurance copy are all changes we measure before and after.
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%.
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.
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.
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.
Sources
The Lab is original analysis by WebKing. We summarize and interpret developments from the sources above for industrial, commercial, and small business owners. Figures are reported as published by their sources.
More from the desk
Photo: jordis smallNew Adobe data shows visitors from AI tools convert differently than traditional traffic. Retailers are seeing the pattern, and adjusting their sites to capture it.
New 2026 B2B research shows buyers self-educate and resist talking to sales until late. For long-cycle industrial and commercial sales, your site is the silent shortlist maker.
Photo: Sajad NoriA case study shows what happens when you stop fixing one stage and start connecting them all: checkout initiation jumped 25%, completed purchases surged 60%.
Free audit
We read your search, ads and AI visibility, then tell you which of these moves actually applies to your business. Free, 30 minutes, no pitch deck.
