I’ve been thinking a lot about this whole “above the fold” versus “below the fold” thing.
It’s one of those age-old marketing debates right? Like choosing between Coke and Pepsi or whether to wear socks with sandals (I’m on the fence about that one).
The Allure of the Above-the-Fold CTA
Let’s be honest everyone wants their call to action to be the first thing people see.
It’s like shouting “Hey look at me!” from the rooftop.
And that’s a pretty natural instinct especially if you’re selling something simple like a cool new app.
Think about it: if you’re promoting an app you don’t need to bombard people with a ton of information.
A catchy headline maybe a snazzy graphic and a big bold “Download Now” button – that’s all you need to grab attention.
Just like Lyft they’ve got their app front and center a concise tagline and a clear CTA button.
Simple effective and right there above the fold.
It’s like saying “Hey want to make your life easier? Download this app!”
But Wait… There’s More to the Story
Now while I totally get the appeal of the above-the-fold approach it’s not always the magic bullet.
Sometimes it’s like trying to shove a square peg into a round hole.
Let’s say you’re selling a complex software solution.
It’s not something you can explain with a few words and a picture.
You need to give potential customers the whole story – how it works what problems it solves the benefits it offers.
That’s where the below-the-fold CTA comes into play.
It’s like inviting someone into your living room to sit down and have a chat giving them a chance to really understand what you’re all about.
It’s about giving people the information they need to make an informed decision.
Remember that study by Marketing Experiments? They found that placing the CTA below the fold actually led to a 20% increase in conversions.
Think about it.
If someone’s reading your landing page they’ve already shown interest.
They’re willing to spend a little time getting to know you.
By giving them the full picture you’re actually increasing their likelihood of converting because they’ve had the chance to get excited and truly understand what you’re offering.
The Bottom Line: It’s All About Testing
So where should you put your CTA?
The short answer is it depends.
There’s no one-size-fits-all answer.
The best approach is to experiment and see what works best for your audience and your product.
Here are some questions to consider:
- What’s the complexity of your product or service? A simple app? Go above the fold. A complex software solution? Consider below the fold.
- How long is your landing page? A short and sweet page might benefit from an above-the-fold CTA. A longer page with more information might do better with a below-the-fold CTA.
- What’s the purpose of your landing page? Are you trying to generate leads drive sales or get people to sign up for a free trial? Each objective might call for a different approach.
The key is to test test test. Run A/B tests with different CTA button placements different colors different wording – experiment until you find the sweet spot that drives the most conversions.
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Don’t be afraid to get creative.
And remember your CTA button is your golden ticket to success so make sure it’s placed strategically and designed to stand out from the crowd.
Beyond the Fold: Other Considerations
While the above-the-fold vs. below-the-fold debate gets a lot of attention there are other important factors to keep in mind when designing your CTA button:
1. Placement within the Content
Even if you decide on a below-the-fold placement the specific location within the content matters.
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Don’t just randomly throw your button at the end of the page. Make sure it’s positioned in a way that feels natural and flows with the rest of the content.
Think about how you’d naturally read a page.
Where would your eye naturally fall after absorbing the key information? Place your button in a spot that maximizes visibility and encourages a click.
2. Visual Design
A poorly designed CTA button is like trying to get someone’s attention by whispering in a crowded room.
You need to make it stand out!
Think about the following:
- Color: Use a contrasting color that grabs attention and complements the rest of your design.
- Size: Make it big enough to be easily seen but not so big that it overwhelms the rest of the page.
- Shape: A rectangular button is the most common but you can experiment with other shapes to create visual interest.
- Wording: Keep it clear concise and action-oriented. “Download Now” “Get Started” “Sign Up Today” – these are strong direct calls to action.
3. Context and Flow
Remember your CTA button shouldn’t feel like a random interjection.
It needs to be a natural part of the flow of your landing page.
Think about the following:
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- Context: How does the button relate to the content leading up to it? Is it a clear continuation of the message?
- Positioning: Does it feel like an abrupt interruption or a natural progression?
- Psychology: Is it designed to evoke the desired emotion (excitement urgency confidence) in the reader?
Final Thoughts
There’s no magic formula for determining the perfect CTA placement.
It’s all about experimentation and understanding your audience.
By considering the factors we’ve discussed you can craft a compelling CTA button that drives results.
So go forth and experiment!
And remember a great CTA button isn’t just about location.
It’s about creating a seamless experience that guides your visitors towards their desired outcome.