<b>'CTA above the fold' cost me conversions this week</b>
Everyone repeats it like scripture. I tested it anyway.
Long-form sales page for a high-ticket tool. Variant A: CTA up top, above the fold. Variant B: CTA only after the full pitch, way down the page.
B won. +16% on the actual purchase.
Why: high-consideration offers need the argument BEFORE the ask. Putting the button up top just gave cold visitors a way to bounce before I'd convinced them.
The 'rule' works for low-friction stuff — newsletter signups, free tools. It backfires when the buyer needs persuading.
— Check how expensive/complex your offer is
— High-ticket? The early CTA might be hurting you
Go test your CTA AFTER the full pitch, not before. Report back.
Split Test Street
@SplitTestStreet
<b>'CTA above the fold' cost me conversions this week</b>
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