Where to actually put the CTA, step by step

Where to actually put the CTA, step by step
"Put the CTA above the fold." [DEPENDS] It spread from 1990s newspaper logic and never died. The truth: placement follows intent and price, not screen height. Use this decision sequence:
— Cheap or free offer, hot intent (branded search, retargeting)? Yes: CTA high, no scroll needed.
— Expensive or unfamiliar offer, cold traffic? Then the buyer needs evidence before the ask. Put the first CTA after the proof block.
— Map the questions a skeptic asks in order. Place a CTA right after each one is answered, not before.
— Repeat the CTA every 1.5 screens so it's never more than a thumb-flick away.
The nuance: "above the fold" was never the rule. "At the moment of conviction" is. Sometimes that's pixel one, sometimes it's pixel three-thousand.