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A/B Testing Idea #94 - Ensure that your call-to-action appears above the fold

Tactic_Ensure that your call-to-action appears above the fold

Description

The "fold" is the line that separates the visible part of your webpage from the part that will only be visible once your visitor scrolls down. Your Call-To-Action (CTA) button should always be placed above the fold so that it is immediately visible when people arrive on your page.

You want to make your visitor feel as at home and clear on the actions they can take as possible from the moment they first see your page and a CTA is something most users are familiar with.

It will make them feel clear on the objective and the way in which they can continue further in the process and will increase the chances that they will actually click on the button (and not just go off the page without even scrolling down).

Principles

  • Mere-exposure Effect (Fechner, 1875; Zajonc, 1960)
  • Attentional bias (Bradley & al., 1996; Buodo & al., 2002; Pessoa & Ungerleider, 2004; Vuilleumier, 2005)

The Research

Mere-exposure Effect

The Mere-exposure Effect is the way in which a positive reaction can be induced simply from familiarity with something.

Attentional bias

Attentional bias is the way in which human beings notice and pay much more attention to things that touch us emotionally.

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