There are enough e-commerce websites that are absolutely stunning making their visitors mesmerised and incapable of leaving even if they were not planning to buy anything. Yet, at the same time, some of these websites are frequently left without conversion. This can be rather frustrating for business owners and, at the same time pretty confusing.
If this is also your problem and you are struggling with finding the reason for such a situation, it is recommended to check the location of your click-to-action button.
What is a click-to-action button?
As the name suggests, a click-to-action button is the button that is pressed for completing an action. Such actions can be of various types depending on the exact meaning and purpose of your website. Still, for e-commerce websites, it is usually a button used for completing conversion, for instance, through making a purchase.
The idea of the fold
In order to understand the proper position for a click-to-action button, it is crucial to get an idea of the fold.
You can see the fold as an imaginary line that is dividing any web page into two parts horizontally. Everything above the fold is the area that can be seen by the visitors of your website without a need for scrolling. The part below is not visible without scrolling.
Well, even though it is absurd to think that people have to perform extremely intensive work by scrolling their mouse a bit to be able to see the information below the fold, in practice, it is just like that. Unfortunately, the visitors of websites have a strong tendency to abandon websites where they wanted to make a purchase without conversion if the click-to-action button is hidden below the fold. Actually, there has been some research of the topic and it turned out that the content above the fold has 84% more chances of being processed by the Internet users than the information located below the fold.
Needless to say, it would be a better idea to position your click-to-action somewhere higher.
Be particularly careful about landing pages
Needless to say, the position of your click-to-action is even more crucial for landing pages. One of the common problems that can occur on these particular pages is a click-to-action button being lost in the overwhelming amount of information about the product you are selling. It is recommended to keep it as minimalistic as possible. A good approach is also transferring a part of the information into a video format which will help you to save a lot of space on your web page. By the way, this itself is one of the solutions increasing conversion.