Is It Okay to Put a CTA or Form Below the Fold

[Shakhawat]

Placing your call-to-action and form above the fold of your landing page is a well-documented best practice - is it not? It turns out the answer isn't nearly as clear as some may make it seem. In fact, based on our experience and research higher conversion rates have little to do with whether a button or form is above the fold, and a lot to do with the overarching purpose of the template and whether the actionable element is accompanied by the right amount of quality copy.

Of course, what works best for one company may moj database not work best for another and the only way to be sure is to run multi-variate or A/B tests. There are just too many variables to assume a one-size fits-all solution (industry, quality of web traffic, quality of content, value of the offer being featured, brand aesthetics, etc.).

In today's post, we're going to dive into this important question further and take a look at some case studies on both sides of the aisle.

What "above the fold" means
The fold is the portion of a Web page that is visible to a website visitor without scrolling. However, the fold today is very different than it was only five years ago for three primary reasons:

The number of screen resolutions that your site is being accessed through is much greater
Mobile traffic and responsive design further negates the practicality of a universal fold
Scrolling has also become prevalent among nearly all website visitors, in fact 91 percent of users scroll to the bottom of Web pages, regardless of visual design cues
If you want to see how this applies to your site, use this handy tool, Where Is the Fold to see exactly where the fold is on different resolutions on your website or landing page. You can also see exactly what screen resolutions your site is being viewed in with this simple two-step report in Google Analytics.

Download our 30 Lead Generation Tips & Tricks to learn proven ways to attract more people to your business.

So, can I put my CTA and form below the fold? Here's what you need to know:
Fortunately, this isn't a question we have to spend too much time hypothesizing over. It's been studied again and again, so instead of discussing hypotheticals let's take a look at a few case studies that address this question specifically.