Call to Action: Above or Below Fold?

Call to Action: Above or Below Fold?

Last updated on September 28, 2016 by Tyson Quick in Conversion Rate Optimization

Our lives revolve around questions; what to wear, what not to wear, what to say, what not to say, how to act, how not to act, or the most profound of all (kudos to Shakespeare by the way) to be or not to be.

Where most marketers may not question their existence ever so often, they do dwell on one particular question in regards to their landing page campaigns; where should their CTA button go?

After all, in the end it’s the CTA button that decides the fate of your landing page conversions and therefore your entire campaign.

So where should your CTA go: Above the fold or below it?

Placing Your CTA Button Above the Fold

I can actually hear your chants of “above the fold, above the fold!” and true, that’s the most natural response of most marketers, I myself have advocated that the CTA button should go above the fold many a times in my posts.

And here’s why; in most cases placing the CTA above the fold works wonders for your campaigns. This placement immediately draws your visitors’ attention to your CTA which is always good for conversions.

For example if your product is a simple app, you would include on your landing page a small headline, minimal copy, a graphic (probably of how your app is used) and a CTA button. Check out this landing page created by Lyft below:

lyft above the fold

And this is done so because your app landing page is short, and it needs to be because there’s not a lot to explain to your visitors and so you want them to admire the benefits of your app, study the photo of it being used, and then *BAM* click on the CTA button that’s right in front of them to see aka above the fold!

Placing Your CTA Button below the Fold

Some might consider putting their CTA button below the fold synonymous with hiding it away, as it doesn’t appear to your visitors instantly when they open up your landing page.

And though this might sound like a bad idea at first, it in fact really isn’t!

When you’re designing a landing page for a relatively complex product such as a software solution, you want to give your visitors all the necessary details so that they are excited to click on your CTA button when the time comes. If they don’t understand your product they probably wouldn’t buy it.

In such a case you go forward with a slightly longer landing page that has more explanatory copy on it, so that your visitors first fully understand what your product has to offer them. When they’ve done so, they’ll arrive on your CTA button more convinced and ready to commit.

Marekting Experiments conducted an A/B test on CTA button placement, and found that the below the fold CTA button resulted in a 20% increase in conversions:

this image shows an A/B test on CTA button placement, where the below the fold CTA button outperforms the button placed above the fold

See, below the fold can work too! Recommended Read: Pulling Users Below the Fold.

Where you place your CTA button is no doubt an important question, and it should only be answered after you’ve carefully analyzed your campaign. Think twice before placing your CTA, just remember both above and below positions work in different situations. Always test, test and test again!

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