CRO is mostly about removing friction, not adding features
Almost every CRO engagement we run starts with the same pattern: the business wants to add things to the landing page — more testimonials, more features, more trust badges, a longer hero section. The data usually says the opposite. Pages that convert better in 2026 tend to be shorter, with one clear offer, one clear call-to-action, and one clear social proof — and to cut everything else. Friction removal beats feature addition in 80% of the tests we run. The mental model is not "how do I convince them more" — it is "how do I stop getting in their way." A shorter page with fewer fields, faster load, and cleaner typography reliably beats a richer, busier page with every trust signal crammed in.