"Always put the CTA above the fold." [DEPENDS]
A rule so repeated it's stopped being questioned.
Why it spread: it pairs with the fold dogma and gives designers a checkbox.
The truth: a CTA only converts when the visitor has enough reason to click. Put "Buy now" above the fold on a complex product and you're asking for commitment before you've made the case — the button gets ignored, and ignored buttons train scrollers to ignore the next one too.
What the advice skipped: place the CTA at the moment of conviction. For simple offers that's the top. For considered ones it's after the proof — often repeated, not relocated. Match button to belief.
Above The Fold Heresy
@AboveTheFoldHeresy
"Always put the CTA above the fold." [DEPENDS]
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