Call-to-action is one of the most important elements on your website, therefore it deserves extra attention. In the previous blog posts we have discussed the importance of language and design of CTA. Last but not least, it is worth discussing is Cta Placement.

If you pay a close attention to most of the websites, you will learn that call-to-action is usually placed either in the middle of the site or at the top right corner of it. Sometimes, as you will see in examples below, CTA is placed both in the middle of the page, as well as the top of the page. And at times it is even visible in three different places. Why?

Well, there are different approaches to CTA placement strategies and each business is free to choose what is more suitable for its product and audience.

Studies show that CTA placement is highly dependent on complexity of the product or service offered. It means that CTA and can be as effective when placed above the fold as placed below it. Let’s take a moment to unravel this statement.

Complex product or service
The more complex the good offered is, the more information prospect needs to decide whether or not he or she is interested in it. In this case, a homepage with the name of the product or service and the image of it will not do a justice for the Visitor.

Let’s take a look at the homepage of email marketing service MailChimp.

Once you open MailChimp homepage you immediately can notice their CTA – “Sign Up Free”. The service offered could be interesting for various types of online businesses. This CTA is aimed at those prospects who have heard about MailChimp before and need little to no convincing to try it. On the other hand, uncertain visitors are likely to look for more information about MailChimp service before they decide whether or not it is appealing to them.

As you scroll down the page, you get to learn more about the company and its service. The same CTA appears at the very top of the page and it remains visible throughout the whole length of the page. This CTA is smaller in size and is less intrusive, as company is giving time to their prospects to get more familiar with their service. If at any point visitor makes his mind to try MailChimp, he can sign up for a free service at that very moment by clicking on CTA at the top right corner.

Finally, at the very bottom of the page visitor can see three calls-to-actions: a headline “Get started today” and two “Sign Up Free” buttons. Why three at a time? As a visitor has come to the very bottom of the page, it is likely to be the final point of interaction with him. Therefore, it is the last shot for the company to convert the visitor to customer.

This is quite a common Cta Placement Strategy for companies that offer rather complex products.

Simple product or service
If your product is well known or is not as complex, prospects do not need addition information to make up their mind whether or not product is interesting to them. By now they are most likely familiar with it, and chances are they are on your website for a reason – to start using your service or purchase a good. Take a look at the example below.

Firefox is a free open-source web browser. It is also second most popular browser amongst internet users. There is little to no information about the product on the homepage and the most visible and inviting piece of information is CTA button.

Finding a right place for call-to-action within your homepage is crucial, as it directly connected to potential conversion of your prospects. Make it visible and easy accessible. If it difficult to decide which CTA placement strategy is the most suitable for your product and audience, run A/B test to it find out. You will never know unless you try.