Web designers are faced with many questions and options when building or renovating a website. You must consider all elements used on each page of the site, where to place images and video, and much more. One of the most crucial issues you face is where to place the CTA on a landing page. The question is whether the CTA is best placed above or below the fold.
When you choose the right placement for the CTA, the business is sure to thrive. However, incorrect placement could cause your client’s conversions to sink. The debate of where to place the CTA has been going on for quite some time. And everyone seems to have their opinion on the matter. But is there a best practice for placing the CTA?
What is a CTA, and Why is It Important?
CTA stands for “Call to Action” and is essential for a website. The CTA is a prompt that asks site users to take a specific action. Many CTAs are written as a request, such as “Sign Up for Our Newsletter” or “Buy Now.” CTAs are usually found on buttons and in hyperlinks.
Most businesses and marketers want their site visitors to take a specific action on their sites. A clear CTA drives conversions when the target audience takes the next right step.
What are the Benefits of CTAs?
The call to action is an important element of most web pages. CTA links and buttons provide users with the information they need to take the next step. However, if a CTA is unclear, users may become confused and not know what to do next.
Here are some of the benefits the right CTA offers:
- Removes decision fatigue: easy-to-understand statements show users what to do and where to go next.
- Keeps audience on the page: a call to action also keeps your audience on the page and interacting with the site. There’s a lower chance they will click off the site due to being overwhelmed or feeling confused.
- Increases conversion rates: when you have an effective CTA, there’s a higher chance that more site users will convert to paying customers.
Examples of easy CTAs include:
- Start Your Free Trial
- Click Here to Read More Articles
- Share Now on Social media
- Sign Up for Our Newsletter
In the next sections, we’ll take a look at where to place the CTA and why.
CTA Above the Fold – What Does it Mean?
What does “Above the fold” mean? “Above the fold” refers to any part of the website seen on the screen when a user first visits a website. The content and information is at the top of the webpage, rather than at the bottom.
The content that appears above the fold first loads, while the content below the fold is the point where the user has to scroll to see the content beneath it. When information is placed above the fold, it can easily show up in the wrong place on various devices and screen sizes. However, content that engages the site visitors needs to be higher on the page and optimised for visibility and usability. This rule applies to every device and screen size.
Remember that the concept of above the fold is just that—this is a guide to use when designing websites.
Why Place the CTA Above the Fold
When the CTA is above the fold, there’s a higher probability that users will see it right away. In addition, it catches the attention of site visitors who may not want to scroll down the page to find what they need.
What’s more, according to the NN group, the 100 pixels that appear above the fold are seen 102% more often than pixels under the fold. This was deduced from eye-tracking technology; it showed that most engagement is above the fold. And it’s not just one study that has found the same results with CTAs placed above the fold.
When to Place the CTA Above the Fold
It’s that CTAs are usually more effective than the old; however, there’s always an exception. For instance, if you’re building a landing page with crucial information for site users, they will need to scroll down to find your CTA at the end of the content.
For example, if you’re asking a site visitor to download an app from a business they already know, the CTA is best placed above the fold. The reason is that the user wants to get to the app, quickly download it, and be on their way. However, if you are convincing someone to sign up for a webinar, it’s first important to explain what the webinar’s about. In this case, the CTA is best placed below the fold.
Remember that site users want to get the information they need. And they will scroll for that information when necessary. This applies to those who’d like to learn more about a company and make a decision on whether to follow the CTA or not. Some studies have shown that CTAs placed below the fold can boost conversion rates. But this only works when the page provides information that’s engaging, valuable, and persuasive.
The Fold Isn’t Always Important
Of course, the fold is something important to consider when building a webpage. However, it’s not all that needs to be considered. You must also figure out where to place call-to-action buttons and more.
The information above the fold is crucial but taking advantage of customer motivation is even more effective rather than being focused on “the fold.” So, this is the focus—what is the customer’s motivation? How motivated is the site visitor to click on a button? How attractive is your offering at the time, and how much does your visitor know about the item that’s offered?
If you find it necessary to provide more information to the customer for them to convert, then a CTA below the fold is the best choice.
If all the information a user needs has already been provided and they are visiting from an ad or another page on the site, the CTA is best placed above the fold.
The Truth of the Fold
When it comes right down to it, going for higher conversion rates, it doesn’t matter if the CTA is above or below the fold. The important consideration is if the call to action buttons come under the right amount of copy and answers the users’ questions.
On some pages, you may even find it beneficial to include several CTAs on the same page. This serves the site users who already know about the business and its product. They’re ready to click that button and get what they need.
On the other hand, you’ll also receive visitors to that same page who are not familiar with the company or the offering. In that case, the information should be easily accessible for the visitor, with the CTA placed below the fold.
Summing It Up
As you’ve seen, the issue of importance is not where to place the CTA. It’s considering whether visitors can find the CTA when they’re ready to take the next action.
It’s essential to consider your entire project and the target audience when it comes to optimised placement of the CTA.
