Remove distractions

Declutter the page to one primary action

Proven

Build this play with Tailor

Case studies that use this play

PropertyGuru

+69%

click-through rate on guide pages

Read the case study

Results for Tailor customers

+60-70%

CTR on high-traffic guide pages

Removing one above-the-fold ad won; broader cleanups often lost.

Anonymized results from Tailor accounts.

When to use it

When promo banners, widgets, sidebars and competing offers crowd around the page's primary conversion goal.

How to run it

Hide secondary banners, sidebars and competing modules so a single action dominates the viewport.

Why it works

Point every eye at the one action

Attention is zero-sum, so every extra module taxes the primary goal. The Weather Channel removed homepage clutter down to one action and saw a 225% increase in conversions.

Source: Case roundup: Weather Channel homepage declutter

What Tailor customers saw with this play

PropertyGuru

+69%

more clicks after removing one distracting element above the fold

Targeted layout experiments beat full-page redesigns on high-traffic guide pages

The situation: PropertyGuru runs high-traffic guide pages with an ad above the fold, and wanted to know which layout changes actually moved click-through.
What they changed: Removed the top ad above the fold.
Ran it as a targeted experiment across 10 guide pages.
Compared it with broader page cleanups.
The result: Removing the top ad increased CTR by as much as 69%. Broader cleanup often hurt performance.
Watch out: Bigger cleanups often lost here. Change one thing at a time.

Related plays