Why You Must Have Calls to Action Above the Fold
I recently stripped all third party ads and promotion from this web site, and used the space to promote my own products more effectively.
I put three promotions / callouts / calls to action in the side column: one for the Pro Web Design Course, one for Save the Pixel, and another for my SEO from Scratch video series.
Then I thought I’d repeat those promotions, so they appear again below the recent posts and site search.
Those lower promotions have different text. (In fact, I allowed myself to write more, because real estate gets cheaper the lower down the page you go.)
I thought it might be interesting to put a different link on each of the side promotions, so that I could go back and see how many people click the top one versus the lower one.
Here are my results
From the past month…
Pro Web Design Course Sales Page
- Out of 2993 total clicks (from all sources, including other callouts in articles, plus email broadcasts)
- 680 people clicked the promotion at the TOP of the side column
- 109 people clicked theÂ promotion LOWER DOWN the side column
- So over 6x as many people clicked the promotion above the fold
Save the Pixel Sales Page
- 1541 total clicks
- 876 clicks on the TOP promotion
- 101 clicks on the LOWER promotion
- Nearly 9x as many people clicked the TOP promotion
SEO from Scratch Sales Page
- 944 total clicks
- 386 clicks on the TOP promotion
- 118 clicks on the LOWER promotion
- Over 3x as many people clicked the TOP promotion
- All the promotions nearer the top of the page got significantly more clicks than the lower ones.
- The promotions that appear “above the fold” (i.e. visible without scrolling) – the Course and Save the Pixel – got significantly more clicks (2993 and 1541, against the 944 that the third promotion got).
- Plus, a higher proportion of those clicks were clicked on the topmost promotions – the ones that are visible above the fold.
- So if you have an important promotion, make sure you put a call to action above the fold. I would say in the top 600 pixels.
I wonder what will happen if I rearrange the promotions. If I reverse the order, I would expect these results to change.
Of course, this will help me isolate other factors, such as the differing appeal of these offers.
I will make that change now, and we’ll see what happens in another month’s time.