Pattern #49: Above The Fold Call To Action
Pattern Author: Daniel Shapiro - Co-Founder @ Designlab
Add: Visible Call To Action Repetition
The pattern suggests to raise a call to action visibly above the fold. The idea is if a button is more visible, more people will act on it. The counter hypothesis is that by placing it earlier, some people might not be ready to act just yet. Perhaps positioning the call to action further down, generates more motivation to act.
Ex: First Action
Ex: Leads, Quotes
Ex: Future Action
Ex: AOV, LTV
Ex: Return Visits
Ex: Social Shares
For each pattern, we measure three key data points derived from related tests:
REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.
SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process
DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.