Everyone has a favorite position.

The right one just feels better – it’s more comfortable, it had better results, and it leads to more satisfaction all around.

When it comes to the CTAs in your marketing campaign (Call to Action), all positions aren’t created equal. In marketing, there are numerous different factors to consider if you want to create the perfect web experience for your users. From designing easy-to-use navigation, to enhancing your SEO efforts so that you rank higher for various crucial keywords. CTAs are just another part of the puzzle.

Your CTA needs to be placed in the optimal location to give you the best chance of achieving your desired action. After all, CTAs have proven their worth in countless different ways, for instance:

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Source: Pixabay

While the perfect position for you will depend on several different factors:

From the type of business you’re running, to your own personal preferences, it’s worth noting that there are a few tried and tested options that could help you to maximize your conversions.

As with anything else remember to A/B test your CTA placement, and keep in mind that the ideal location will change according to your website layout, and various other design features.

Let’s get into it, shall we?

The Cream of the Crop

Let’s start with the best options – the crème de la crème. If you’ve just started placing your CTAs on your website – which is more common than you might think – then it’s best to start simple. Here, we’re going to look at some of the “high impact” areas used by other major websites. Over time, you’ll be able to get a better insight into which positions work best for you.

Location 1: Above the Fold

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Not sure just how lazy your customers might be?

Increase conversion rates by ensuring that buying your product is simple. Putting your CTA above the fold helps to ensure that your visitors see it straight away – which is perfect if your customers don’t want to learn anything more about you before they convert.

What does “above the fold” mean?

The area “above the fold” in your website is the place that your visitor sees first when they arrive on your website – They don’t need to scroll at all to get to your message – it’s instantly there, drawing attention.

Though “above the fold” positioning doesn’t work for everyone, it can be beneficial because it’s easy to locate, and doesn’t require any additional effort from leads that are already in the buying stage of the sales funnel.

Of course, it’s not always the perfect solution. For instance, Neil Patel believes that his users prefer learning about his offers before they’re asked to click on a CTA. By placing his CTA above the fold, he found that his conversions decreased by 17%!

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Source: Pixabay

Location 2: Inline

If placing CTAs above the fold doesn’t work for you, there’s always the opportunity to blend them into the body of your web copy. When most people think of calls to action, they imagine big, bold, in-your-face buttons, but the inline format is different. It’s far subtler.

HubSpot’s analysis into anchor text CTAs found that between 47% and 93% of the leads generated by a post came exclusively from anchor test CTAs. In other words, ignoring these options could mean robbing yourself of crucial conversions.

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These solutions for CTAs often work well for people further up the sales funnel because they give you a chance to prime them for conversion with lots of relevant content. In other words, you’re convincing your reader to act before you actually ask them to do anything. At the same time, a lot of users prefer the Inline CTA format because it’s not as disruptive – it takes attention away from the content as much as a big flashy button.

If you’re writing extra-long content, like white papers or three-thousand word blogs, then you might need to include more than one CTA to help break up the text. Don’t ask your reader to go searching through the rest of the article if they want to click on a link they saw twenty minutes ago.

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Source: Pixabay

Location 3: Popups

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Hate them, or love them – popups remain to be one of the most effective ways of getting your visitor’s attention.

The truth is that most of us browse the web in a zombie-like state, and popups force your visitors to wake up- even if it’s just to press the little “x” button. Even if your reader just has to move their mouse to exit out of a pop-up, they’ve been jolted into action.

Pop up CTAs won’t work positively on all your visitors – but they can help to convert at least a portion of your traffic into active customers – so it might be worth giving them a go. Some companies find that relying on their visitors to click on passive CTAs at the bottom corner of a blog post is a huge missed opportunity. It’s all about finding what works for your business, and your customers.

Some people will always find popups annoying, but it doesn’t take much effort to close a window that appears on your browser screen. If they don’t want to click through and learn more about your offer, they don’t have to. Just be sure to keep an eye on your metrics and ensure that your pop-up efforts aren’t having a negative impact on your audience.

The CTA Gutter

We’ve covered the best, now let’s look at some of the worst. Some CTA locations are repeatedly proven to be ineffective when it comes to boosting conversions. Unfortunately, despite the evidence that they simply don’t work, many companies still use them because they seem simple, straightforward, or better for design purposes. If you’re using any of the following methods for your CTA, it might be time to make a change.

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The bottom of a website page turns out to be one of the least-effective options for converting traffic into customers. Though a small number of people consider the bottom of their web page to be an effective location for a call to action, most get nothing from the banners and buttons that come beneath the text. Note, we’re not talking about placing an in-line call to action in your last sentence of a blog post here, but rather embedding a button somewhere below everything else.

Why is the bottom of a page so useless for turning your visitors into customers? Well, there’s a few reasons:

  • First, your visitors have to scroll for miles to see whatever it is you actually want them to do. That’s way too much work for the average web user.
  • The bottom of the page is brimming with other navigation links and buttons – meaning that your CTA has to compete for its attention.
  • Your lower CTA is frequently ignored thanks to the problem of banner blindness.

The truth is that you won’t accomplish much with a CTA in your footer. Instead, your footer should be simple, and filled with helpful links that allow your visitors to move seamlessly throughout your website.

Location 2: Website Sidebar

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Another terrible place to put your CTA? The sidebar.

The “classic” CTA option for some, the sidebar call to action is still used across the web – but it ranks poorly for conversions. Rather than being the home of your call to action, your sidebar should be where you house things that are constant across your website – such as blog subscription options, popular resources, and more. Just remember to use your sidebars sparingly.

Too much info in your sidebar distracts from other conversion goals on your website, and they’re frequently ignored because of the banner blindness issue. An experiment by Impactbnd.com found that removing their sidebar helped to increase their conversion rates from inline CTAs.

The reason for this was that too many distractions were pulling the visitor’s attention away from the CTAs, and reducing the clutter helped to keep visitors focused. The increase in downloads was around 71% higher for their free eBook – which represents a pretty incredible result from such a simple solution.

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Source: Pixabay

How to Place Your CTA

At the end of the day, you can put your CTA wherever you want – I can’t stop you.

However, we recommend that if you want to make the most of that all-important traffic – you should be placing your options in the best places first – above the fold and inline. Don’t be afraid to try new positions and discover what works best for your business. Building the perfect website requires a lot of dedication, a lot of testing, and a lot of learning from your past mistakes.