Conversion Optimization: Choosing Below or Above the Fold for Your CTA

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The truth is that getting someone to come to your landing page is useless if you don’t have a way to achieve a high level of conversion for turning landing page viewers into paying customers. If you don’t want all of that effort towards encouraging more hits on your landing page to go to waste, then you should think about your conversion optimization strategy for your call to action button and where it goes on the page.

Use “Above the Fold” Call to Action Buttons in the Right Circumstances

The “above the fold,” area of your landing page is whatever customers can see without scrolling down. Scrolling down might seem like a trivial inconvenience, but, well, conventional reason dictates that Internet people are kind of lazy. This isn’t a real kind of laziness though; it more just looks that way because there are such a huge number of options available.

That’s why you have to keep your call to action button up above the fold if you expect the type of traffic full of people with no attention span, or at least no attention span for what they’re doing. See, this is the important bit, paying attention to what your page is about. Conventional wisdom might apply when your page and call to action is about something that people want to get out of the way quickly.

For example, if you’re selling some $5 accessory that fixes some annoying problem, like a car dock to keep a phone fixed where you want it on your dash, then having the button above the fold would often be a good idea. This is because your audience isn’t going to need a lot of convincing since it’s a trivial problem and a small amount of money.

In this case, increasing the conversion rate is going to be more about making things quicker and easier and less about persuasion and rhetoric. Your customer is just going to look at the page, confirm it’s what he wants, and then click furiously to get the solution sent to his door.

Use CTA Under the Fold When Persuasion Is Necessary

Conventional wisdom says that you should always have your “call to action” button at the top of your landing page, but plenty of sources online indicate that this may not be ideal in all situations. Some people reported increases of three-fold or more when they went from an above the fold button to one that was at the bottom of the page.

This is often the best way to go if it turns out that whatever product or service your selling is something that requires a lot of thought. If you’re trying to sell a subscription for a yearlong service, for example, especially if it’s for something that’s higher-end, then you really need to reel people in. This means getting them interested enough to scroll down.

In this case, coming with the call to action too early isn’t going to really help at all. In fact, it could hurt because people feel like you’re overselling and get scared away. They need to not get distracted by the button too early. Instead, they need to focus in on the argument that you’re making. You should call attention to the points that are going to have the biggest effect on their decision-making.

This means that the call to action button may not be able to do it alone, it may need some help.

Give Your Call to Action Button Help

What you need to do is read your pitch all the way through. Identify where the most critical point is in the area “above the fold.” This should include a piece of information or an argument that your audience hasn’t heard before, or at least something that will keep their attention.

If you can get them to scroll down to learn more, then you’re halfway there. In fact, the act of scrolling down can often activate a sense of commitment in their head. They’ve already decided your ideas merit enough time and effort to fully commit to reading them, after all.

It also helps if the passage you identify is a turning point. Other depression-treating drugs have this problem, but your version can fix that particular problem handily, having a seriously positive effect on your potential customer’s life.

Once you’ve identified the crucial turning point of your landing page above the fold, what you need to do next is call attention to it. This part shouldn’t’ be a call to action or anything that requires clicking or performing an action, but it should be an effective phrasing for getting the hooks in. You can call attention to this part in any way that you want, but it’s common to change the color of the passage, make it bold, or even make it a larger size of text than the other sections.

You don’t want to do this more than two or three times, of course since then the effort will lose its effect. People also are turned off by this type of behavior if you do it too much. If your page is littered with changes to formatting and pictures, not only will it take forever to load potentially depending on the equipment of the customer, but it may also be off-putting.

But, if you’re selling a service that takes a big decision to commit to, a well-placed bolded passage above the fold could help convert your customer and guide him on the way to your call to action button.

For more information about optimizing your landing page, contact us today.

Matthew Santos

About Matthew Santos

Matthew is one of our SEO leads at Foxtail. He brings the grit that allowed him to play D1 football to the office every day.

Foxtail Marketing is a digital marketing firm that provides content marketing, digital marketing, and lead generation services for small and mid-market companies.

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