I was sitting in my local coffee shop the other day (okay fine, it was a bar), and Pearl Jam’s version of “Last Kiss” started playing. Being the metaphorical addict that I am, I started trying to insert marketing words into the first verse of the song, using CTA as an awkward rhyming partner for “baby”. Call it ridiculous, or call it inspiration, but what came out of it was a post idea based on where you should place your landing page CTA, and why.
First, let’s read the start of the song to see if I can lodge it in your head, the way annoying songs like Tiffany’s “I think we’re alone now” do. (If you’re singing that now, sorry).
Original version:
Oh where, oh where, can my baby be?
The Lord took her away from me
She’s gone to heaven, so I’ve got to be good
So I can see my baby when I leave this world
My version:
Oh where, oh where should my CTA be?
Your website hid it away from me
I’ll use a landing page, they’re known to be good
So I can see my CTA the way that I should
I should seriously consider a career in marketing music right? No? Fine.
In this post, I’ll cover the following ideas for where to place your landing page CTA:
- Above the fold
- At the bottom of the page – AIDA
- Below the fold using directional cues
- In a minefield of clutter
- A case study on CTA positioning
Where you place your CTA on your landing page can have a big impact on conversion, which I’ll explore with some case studies.
I can already hear the chants of “Above the fold, above the fold!” – Yawn
The web has evolved, behavior has evolved, and marketing needs to evolve too. Not only is the “fold” bigger now than it was, but the way people read your story has changed (if you know how to tell a story on a web page).
History lesson: since MySpace (sorry), Facebook, and other long websites, and the invention of the mouse scroll wheel, scrolling has become second nature.
To add to this, placing your CTA in someone’s face before they’ve had a chance to become engaged with your message is like running in a straight line to second base.
Not to say that placing your CTA above the fold is wrong, most of the time it’s a good idea. But you shouldn’t be afraid of experimenting based on how your marketing story needs to be told.
Consider the example heat map below – from a recent post – that shows by placing less content above the fold, people are actually more likely to scroll down the page.
Now that I’ve set the scene for CTA placement, take a look at the five tactics below. Hopefully they’ll inspire your next CTA test.
1. Landing Page CTA Above the Fold
I’d be remiss not to talk about placing your CTA above the fold, as it is still the most common placement choice. As I mentioned above though, this can be expecting too much of someone right off the bat (there’s that baseball reference again – I’m so clever).
What I’d suggest is what I call the 5-point punch, which works like this:
- A powerful and descriptive headline: The type that stops you in your tracks when you see it in a newspaper dispenser on the street.
- A complimentary supporting sub header: This is designed to to give you both the ability to keep your headline short and sweet, and to provide the extra information that would make your headline a bloated mess if it was included.
- A brief benefit statement: This should succinctly describe the core benefits of your product or service.
- An urgency or special offer statement: Entice people to click by adding urgency to the experience. Examples include a time limit or a limited quantity available (Expedia does this really well by saying there are only 2 seats available for this flight). A special offer like a discount can also entice the click.
- A CTA that describes exactly what you’ll get: This should be really closely tied to the title to reinforce your page’s purpose.
Using these 5 steps you can create a mini experience above the fold that can improve your potential for an above-the-fold conversion.
2. Landing Page CTA Below the Fold – AIDA
Let’s go old school for a second. You remember the marketing concept called AIDA?
It stands for Attention, Interest, Desire, Action, and is based on the idea that a visitor progresses through a series of linear steps on their way to making a decision to take action. The template below illustrates this flow, and is a good example of placing the CTA at the bottom of the page once the visitor has followed the progression of your marketing story.
Let’s break down the template to illustrate how it follows the AIDA principles:
- ATTENTION: You capture the attention of your visitor with a highly relevant and punchy headline.
- INTEREST: Through the use of the video, you gain the interest of your visitor.
- DESIRE: Desire is created through the use of features and benefits that appeal to the needs of your visitor.
- ACTION: And finally, a strong call-to-action completes the story at the point where your visitor has been convinced that your solution is appropriate for their needs. In this case, it uses contrast, color and defines what you’ll get when you click the button, with a little extra nudge in the copy beside the button.
If you can turn your page’s message into a story, then the AIDA approach can be a very effective way to build a landing page.
3. Landing Page CTA Below the Fold Using Directional Cues
Sometimes you can’t help but have the CTA below the fold, the best example being a long form on a lead capture page. In order to entice your visitors down where you need them, use a directional cue to drive their subconscious. A good place to add this is the header of the form itself, pointing directly down at your form (which is your desired conversion goal). You need to lead the eye to let people know there is more below.
Here’s a good example:
Another great example is this animated homepage by sidigital, where they pull you down the page stage by stage in a really interesting way.
4. The Cluttered Landing Page CTA Placement
Here’s an example of having too many CTAs slapped all over your proverbial page. Trying to figure out what you’re supposed to do on this page is like trying to find a needle in a pile of needles.
5. A Case Study on Landing Page CTA Positioning
In this A/B test, we experimented with an Unbounce landing page with traffic driven via pay-per-click (AdWords). You’ll note that the CTA’s are below the fold. To mitigate this, there is a secondary navigational CTA at the top of the page that says, “Pick your plan below”, and uses a smooth scroll effect to move down the page to the pricing grid. The smooth scrolling effect allows the visitor to see how much content there is on the page as it scrolls. Also, by indicating that you are going to pick your plan “below”, the visitor knows that there is more below the fold and the button won’t take them away from the page.
The hypothesis – created by our Director of Marketing, Gia – was that by moving the CTA above the pricing grid, we’d see a lift in the number of click-throughs. The hypothesis was designed to keep the CTAs above the fold of the bottom of the page (after the smooth scroll created by the button at the top of the page). Previously after scrolling down, there was the chance that the CTAs were still hidden.
The outcome: The B variant (the treatment page) produced a conversion lift of 41% over the control page.
Recap
I hope you learned something about CTA placement from this post. To cap things off, here are a few Do’s and Don’ts to remind you of some core points:
Do
- A/B test where you place your CTA
- Use multiple CTAs on a long page to chunk it up into mini sections
- Use directional cues (visual or copy based) when the CTA is below the fold
- Develop a story to guide people to your CTA wherever you place it
- Use design to make it stand out (contrast, whitespace)
Don’t
- Don’t be afraid to go below the fold
- Don’t place your CTA in a busy or cluttered area
- Don’t have multiple CTAs unless they all have the same core purpose
Got an opinion about where your CTA should be? I’ll see you in the comments.
Comments:
James
Great read Oli, thanks.
Certainly interesting to note the changes in “above and below” the fold tactics over the past few years.
Marketing Day: February 4, 2013
[…] Oh Where, Oh Where Should My CTA Be? [Case Study], unbounce.com […]
Lou
Great article Oli, I did learn a few things about CTA placement. Now back to Pearl Jams “last Kiss”
Thanks!!
Oli Gardner
Thanks Lou, and yeah, crank the speakers :)
Michelle Murphy
Good read, extremely enlightening and noticeably detailed. I certainly think that having the correct design will increase CTA engagement levels; just as much as placing it in a jumbled part will deter it.
Hova kerüljön a CTA gomb? » Compendium.hu
[…] (Call to Action – Felszólítás a cselekvésre) gomb elhelyezésével kapcsolatosan írt egy hosszabb, gyakorlati példákon alapuló összefoglalót Oli […]
Suzanne Carter
Thanks for this. I am often talking to our clients about their CTA and where it should be placed (once I have explained what one is that is!). We also sometimes repeat a CTA in the footer – no harm in repeating your strongest one.
Dave Rosenthal
A brilliant post and a dose of Pearl Jam all in one!
Fresh Pressed: 2/7/2013 | CopyPressed
[…] Where’s the Best Place to Put Your CTA? [Case Study] […]
Where’s the Best Place to Put Your CTA? [Case Study] | Finland Auction
[…] Original article found at: http://unbounce.com/conversion-rate-optimization/landing-page-cta-placement/ […]
Friday Catch-Up: Most Important News and Posts about SEO and Online Marketing This Week Promodo Blog
[…] When it comes to making a landing page, the smallest thing can make all the difference. You have to make sure each and every aspect of your landing page is perfectly in sync and that visitors aren’t distracted and tempted to click away. One of the many issues you need to address is the position of the CTA. Now, there are virtually endless options for you to select from depending on the design and layout of the landing page but you have to get the positioning right else you wouldn’t get the results you want. Read more at Unbounce. […]
Sugestii marketing online, 4 – 10 februarie
[…] Cel mai bun loc pentru un call-to-action – ce trebuie sa stii daca alegi un call to action in primul ecran, in partea de jos a paginii sau daca preferi multiple mesaje de acest gen. Recomandari + studiu de caz, neaparat de pus in aplicare. […]
Препоръки за онлайн маркетинг, 4 – 10 февруари | 2Leva blog
[…] Най-доброто място за call-to-action – препоръки + случаи от практиката, задължително прилагане. […]
Strategic Advisor Resources April with 169 links
[…] Where’s the Best Place to Put Your CTA? [Case Study]: I was sitting in my local coffee shop the other day (okay fine, it was a bar), and Pearl Jam’s version of “Last Kiss” started playing. – by Oli Gardner – http://unbounce.com/conversion-rate-optimization/landing-page-cta-placement/ […]
BlueNovaConsulting.com | Call to Actions
[…] Positioning – Where’s the Best Place to Put Your CTA [Case Study] by Oli […]
Seven tips for designing an effective ecommerce call-to-action
[…] this example from Unbounce the site owner managed to increase CTR by 35.81% by changing the colour and shape of the CTA. […]
Crafting The Perfect eCommerce Button | Digital Marketing & Analytics Blog | Mediahawk Call Tracking
[…] recently did a very comprehensive eCommerce CTA placement experiment where they tested placing their eCommerce button above the fold, at the end of the page, in a […]
Does a Call-to-Action Above or Below the Fold Affect Conversion Rates? | siouxsays
[…] Unbounce study on landing page call-to-action placement determined that there are actually several different ways you can locate a CTA on your landing page […]
Website Conversion Rate Optimization | Learn CRO
[…] Unbounce A/B tested their landing page and hypothesized that shifting their pricing call-to-actions above the fold should boost their conversions. And their hypothesis proved to be right. The treatment page with call-to-actions visible above the fold increased their clickthroughs by 41%. […]
Website Conversion Rate Optimization | Learning CRO
[…] Unbounce A/B tested their landing page and hypothesized that shifting their pricing call-to-actions above the fold should boost their conversions. And their hypothesis proved to be right. The treatment page with call-to-actions visible above the fold increased their clickthroughs by 41%. […]
Website Conversion Rate Optimization | 21 Conversion Optimization Best Practices for Beginners
[…] Unbounce A/B tested their landing page and hypothesized that shifting their pricing call-to-actions above the fold should boost their conversions. And their hypothesis proved to be right. The treatment page with call-to-actions visible above the fold increased their clickthroughs by 41%. […]
Optimizing Landing Pages for Effective Online Advertising, Part 2: Testing | Advertise.com Blog
[…] Action (CTA) Placement: While it is a common practice to place your CTA toward the top of the page, it can also be effective in the middle or bottom of the page. It all depends on how you want your visitor to consume the information, and then […]
The 6 Keys for Effective Calls to Action
[…] increasingly, prominent voices such as Kissmetrics and Unbounce are making the case that placing the CTA below the fold can actually increase conversion rate. […]
5 Key Elements to Test On Your Landing Page | WooRank Blog
[…] how Unbounce improved its pricing page’s conversion rate by 41% with an above the fold placement of […]
Are you making these 4 website mistakes?
[…] more visible. Unbounce found that placing their CTA above the fold increased its conversion rate by 41 per cent. While this may vary for some companies, it generally makes it easier for visitors to take […]
When Conversion Optimization Best Practices Fail
[…] a CTA low on the page gives you time to take the user through a linear AIDA process to persuade them to […]
Generate Even More Leads With These Simple Landing Page Tweaks
[…] Check out this example detailed by Unbounce: […]
The Ultimate UX Design of the Perfect CTA Button - Designmodo
[…] on the page you place the button is just as important as its color and the text on it or accompanying […]
Come ottimizzare la call to action della tua landing page
[…] o alla fine? Dipende da diversi fattori. In uno studio particolarmente interessante, i ragazzi di Unbounce dimostrano che la tendenza è quella di mettere la CTA above the fold, ma che non bisogna […]
What a Call to Action is and Where You Should put it | Purple Lioness Marketing
[…] can repeat your CTA if you have more than one type of visitor coming to your page. Or you can put one at the bottom of […]
Persuasive Landing Page Design - Landing Page Tips
[…] than “Click Here” or “Submit”. Through A/B testing of CTA placement, Unbounce increased conversions by 41%. (Gardner, […]
8 Conversion Rate Optimization Best Practices for Beginners
[…] They moved their pricing call-to-action above the fold. As a result, their clickthrough rate (CTR) was increased by 41%. […]
Are You Making These 6 Landing Page Mistakes?
[…] Unbounce tested the same and experienced a great boost in conversion rates. They moved their CTA above the fold and their clickthrough rate (CTR) shot up by 41%. […]
Here's How to Counter Low-Attention Span to Increase Sales - Konvert
[…] The variation page beat the control page by increasing clickthroughs by 41%. […]
The Ultimate UX Design of the Perfect CTA Button | Max Stasiuk — Web&UI/UX Senior Designer from UA
[…] on the page you place the button is just as important as its color and the text on it or accompanying […]
Is Your Audience Bored? These Tips Will Make Your Website More Engaging - Localco.net Business
[…] a clear CTA (call-to-action) and adding them on strategic places can help you with just that. When adding CTAs try to keep these points in […]
6 Optimization Tips for Your Nonprofit's CTA - Elevation
[…] text, users should be able to follow a path, and somewhere located on this path should be the CTA. Generally, CTAs located at the top of a page get more clicks and conversions, whereas those placed a…. The CTA placement should be aligned with the goals of your nonprofit’s website in order to fully […]
12 Blog Post Hacks You Must Use For More Love
[…] be afraid of doing A/B testing to figure out the best placements for your CTA. Digital marketing expert Neil Patel apparently has […]
Read these 12 Secret Blog Post Hacks To Skyrocket Your Readership – Tricks Here
[…] be afraid of doing A/B testing to figure out the best placements for your CTA. Digital marketing expert Neil Patel apparently has […]
read-12-secret-blog-post-hacks-skyrocket-readership
[…] be afraid of doing A/B testing to figure out the best placements for your CTA. Digital marketing expert Neil Patel apparently has […]
12 Blog Post Hacks To Grow Your Readership - Shoot the News
[…] be afraid of doing A/B testing to figure out the best placements for your CTA. Digital marketing expert Neil Patel apparently has […]
Designing Call-to-Action Buttons That Entice and Convert
[…] are busy debunking the myth that important information always needs to be located above the fold, visibility is […]
Read these 12 Secret Blog Post Hacks To Skyrocket Your Readership
[…] be afraid of doing A/B testing to figure out the best placements for your CTA. Digital marketing expert Neil Patel apparently has […]
Read these 12 Secret Blog Post Hacks To Skyrocket Your Readership - DesiSolution
[…] be afraid of doing A/B testing to figure out the best placements for your CTA. Digital marketing expert Neil Patel apparently has […]
21 Conversion Rate Optimization Tips - Bomb Media
[…] Unbounce A/B tested their landing page and hypothesized that shifting their pricing call-to-actions above the fold should boost their conversions. And their hypothesis proved to be right. The treatment page with call-to-actions visible above the fold increased their clickthroughs by 41%. […]
How to Increase Engagement with Better Calls-to-Action - AM&P
[…] does matter. However, you won’t know where you will get the best results until you test a variety of CTA placements and analyze the […]
Lesson 6: How to Create Calls-to-Action That Get a Reaction
[…] [Credits: Unbounce] […]
john123342
That’s look cool…
How To Create The Perfect CTA That Gets Clicks And Conversion - Blogging Tips
[…] you study the home page of Basecamp carefully, you’ll see AIDA at […]
Gabecheekee
good morning
tank trouble
I know how it’s an awesome game so I real want to Play it haha :) :)
Best List Building Course : Free Step By Step List Building Guide From Zero To Hero - MMO With Shahnawaz
[…] to Action The best place for your call to action is under the conclusion/closing statement of your email. But, what you have to understand about the […]
5 Lead Era Concepts to Assist You Enhance Your Web site’s Conversion Charges – Seaco Pan
[…] placement can have a profound effect on the variety of leads you’re producing out of your website. And but, not many entrepreneurs are […]
5 Lead Generation Ideas to Help You Increase Your Website’s Conversion Rates | marketeriumusa
[…] placement can have a profound effect on the number of leads you’re generating from your site. And yet, not many marketers are […]
5 Lead Generation Ideas to Help You Increase Your Website's Conversion Rates - Marketerium
[…] placement can have a profound effect on the number of leads you’re generating from your site. And yet, not many marketers are […]
5 Lead Generation Ideas to Help You Increase Your Website’s Conversion Rates – seekeasyocala
[…] placement can have a profound effect on the number of leads you’re generating from your site. And yet, not many marketers are […]
5 Lead Generation Ideas to Help You Increase Your Website’s Conversion Rates | MarketingTumbler.com
[…] placement can have a profound effect on the number of leads you’re generating from your site. And yet, not many marketers are spending […]
5 Lead Generation Ideas to Help You Increase Your Website’s Conversion Rates - Marketing Article Hub
[…] placement can have a profound effect on the number of leads you’re generating from your site. And yet, not many marketers are […]
5 Lead Generation Ideas to Help You Increase Your Website’s Conversion Rates – A2Z Web Pros
[…] placement can have a profound effect on the number of leads you’re generating from your site. And yet, not many marketers are spending […]
5 Lead Generation Ideas to Help You Increase Your Website’s Conversion Rates | Web Design, Development & SEO - AdaZign
[…] placement can have a profound effect on the number of leads you’re generating from your site. And yet, not many marketers are spending […]
5 Lead Generation Ideas to Help You Increase Your Website’s Conversion Rates | The Profit Scout Club
[…] placement can have a profound effect on the number of leads you’re generating from your site. And yet, not many marketers are spending […]
The Different Ways That Visual Design Can Impact UX – UXD Jobs
[…] Image from Unbounce […]
6 Things Your Retail Website Desperately Needs. – OMD Agency
[…] People are jumping off your page as soon as they arrive? Okay, better test a new structure and CTA above the fold. […]
5 Lead Generation Ideas to Help You Increase Your Website’s Conversion Rates | DigitalMarketingBox.co
[…] placement can have a profound effect on the number of leads you’re generating from your site. And yet, not many marketers are spending […]
5 Simple Steps to Boost Your Landing Page Conversion Rates | Vrtical
[…] approach is based on the 5 Point Punch technique, named and refined by Oli Gardner of Unbounce and Dan McGaw of Kissmetrics. He’s going […]
Proof That Calls-to- Action Increase Sales On Websites
[…] Where you place the CTA matters as much as the message itself. Some websites place them top right, so it’s right there before you’ve even consumed the content. Others place it in the middle of the content and repeat the CTA again at the end (very popular with email marketers these days). Others prefer to place it below the content because they want you to read the message first before hitting you with the CTA. The best way to decide what works is to test it for yourself, so get busy experimenting! Just remember, the whole point is to keep guiding those visitors through the web maze until they get what they need and you get the sale. For a more in-depth look at the web design psychology of CTA positioning click here. […]
Above or Below the Fold? | Siouxology
[…] Unbounce study on landing page call-to-action placement determined that there are actually several different ways you can locate a CTA on your landing page […]