Are Above the Fold Calls to Action essential?
When you open a webpage, everything that is visible immediately before scrolling is above the fold.
If you’ve spent any time reading about website design, you’ve probably read that you must always have a call to action above the fold.
This isn’t true.
Where to put the call to action depends on the motivation of the visitor.
Certain visitors are motivated to click that button, they’ve largely made their mind up before visiting the website. They are a pre-sold prospect. In these cases, placing a call to action immediately makes sense – keep that motivation going.
Uncertain visitors are not motivated. You need to convince them about the value of your proposition. […]