"Your CTA must live above the fold." [BUSTED]
A SaaS team A/B tested moving the signup button off the hero and to the bottom of a 4-section explainer page. The myth said conversions would crater.
— Result: signups rose 38%, with no drop in scroll-depth
Why it spread: 2000s research on newspaper websites where the fold was a hard cutoff. Modern users scroll by reflex.
The boring truth: people convert when their questions are answered, not when the button is closest to their thumb. For a product nobody understands in 3 seconds, the early CTA was just an awkward proposal on the first date.
The nuance the slogan skipped: if your offer needs zero explanation (a known brand, a download), the early CTA wins. Match button placement to intent maturity, not pixel position.
Above The Fold Heresy
@AboveTheFoldHeresy
"Your CTA must live above the fold." [BUSTED]
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