What is CTA Above The Fold?

The marketing growth tactic "CTA Above The Fold" refers to placing a call to action (CTA) in a prominent spot on a webpage that is visible without scrolling down, often referred to as "above the fold".

This term has its roots in the newspaper industry where the most important news is placed above the physical fold of the paper in order to catch the reader's attention immediately. In the context of web design and online marketing, the equivalent is making sure that key information and actionable items, like CTAs, are instantly visible when a visitor lands on a page.

The intention behind "CTA Above The Fold" is to optimize for the maximum number of visitors. Most people, approximately 65%, never scroll down, or "below the fold" on a webpage. Therefore, positioning a compelling CTA above the fold increases its visibility and likelihood of interaction, which in turn generates more conversions. This contributes directly to business growth, as the goal of a CTA is often to encourage a purchase, sign-up, download or other engagement that can lead to revenue generation.

Examples of CTA Above The Fold

  1. On an e-commerce website, the "Add to Cart" or "Buy Now" button is prominently displayed on the product page, visible immediately when a customer lands on the page.

  2. A business consultancy website features a "Book a Free Consultation" button prominently at the top of their homepage.

  3. An online magazine places a "Subscribe Now" button prominently on its homepage, allowing new visitors to sign up for their newsletter without scrolling down.

  4. A software as a service (SaaS) company puts a "Start Free Trial" button above the fold on their homepage.

  5. A non-profit's donation page could feature a standout "Donate Now" button at the very top of the page to instantly draw attention.

Marketing Tactics Similar to CTA Above The Fold

  • Landing Page Optimization: This term refers to the process of improving elements on a website to increase conversions. Like CTA Above The Fold, optimization aims at making the most important components of a webpage immediately visible.

  • Heatmapping: This is a data visualization method that highlights the most-used parts of a website. It can help identify where visitors interact the most, assisting in placing CTAs effectively.

  • A/B Testing: This involves testing two versions of a webpage to see which one performs better. It could be used to test different placements of a CTA button, including positions above and below the fold.

  • Conversion Rate Optimization (CRO): This encompasses a range of tactics designed to increase the percentage of website visitors who complete a desired action, including positioning a CTA above the fold.

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