"getting people to take the action you want them to take. But once they have taken an action, getting them to take yet another action becomes much easier."
"The issue isn’t whether the call to action is visible when your prospect first arrives. The issue is whether your call to action is visible at the point where your prospect has become convinced to take action."
"Done right, the call-to-action button can act as a visual attention-getter that, when paired with a compelling offer, gets people eager to act. But some users are finding that how they create that call-to-action button – and even the text they use – can have a serious impact on click-throughs."
Our results showed that the calls-to-action above the fold were clicked on more often than those below the fold in 78% of the emails tested.
Within the emails, above-the-fold calls-to-action received an average of 13% more clicks than their below-the-fold counterparts.
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