CRO Manifesto
Ensure Your Call To Action Is Visible Above Fold
context
Users need to quickly identify how to take the next step without searching or scrolling. If your call to action (CTA) is buried, it can lead to missed opportunities and increased drop-offs.
Why?
Placing your CTA above the fold ensures it’s immediately accessible, guiding users toward action without friction. This clear visibility improves usability and encourages users to convert faster.
Content
- Your homepage bounce rate exceeds 60% or average session duration is under 90 seconds
- Analytics show users scrolling past your main CTA without clicking (heat mapping tools like Hotjar reveal this pattern)
- Your primary CTA requires scrolling on mobile devices or sits below 600px on desktop
- You're running a Shopify store with moderate traffic (500+ monthly visitors) where homepage optimization can meaningfully impact conversions
- Your current homepage conversion rate is below 2-3% and you suspect navigation friction is contributing to drop-offs
- Audit your current fold height: Test on devices with 1366x768 resolution (most common desktop) and iPhone SE (smallest mobile viewport). Your CTA should appear within the first 600px on desktop, 400px on mobile.
- In Shopify theme editor: Navigate to your homepage template and locate the hero section. Move your primary CTA button above any large hero images or lengthy text blocks.
- Optimize CTA button specs: Use minimum 44px height for mobile touch targets, 16px+ font size, and high contrast colors (aim for 4.5:1 contrast ratio). Position with 20-30px margin from surrounding elements.
- Mobile-first approach: Since 70%+ of eCommerce traffic is mobile, design your CTA placement for mobile screens first, then adapt for desktop. Use Shopify's responsive preview to test across devices.
- Code implementation: Add this CSS to ensure proper positioning:
.hero-cta {
position: relative;
z-index: 10;
margin-top: 20px;
margin-bottom: 30px;
}
Timeline: Implementation takes 2-4 hours including testing across devices.
- Click-through rate on primary CTA: Expect 15-30% improvement within 2 weeks of implementation
- Bounce rate reduction: Look for 5-15% decrease in homepage bounce rate as users engage more readily
- Time to first click: Track via Google Analytics enhanced eCommerce - should see 20-40% faster user engagement
- Overall conversion rate: Monitor homepage-to-purchase conversion lift of 10-25% over 4-6 week period using Shopify Analytics or Google Analytics goal tracking
- AVOID: Placing CTA buttons below large hero images that push content beyond 800px fold height on desktop
- BEST PRACTICE: Use split-screen hero layouts with CTA positioned in the text-heavy column for immediate visibility
- AVOID: Making CTA buttons too small for mobile (under 40px height) or using low-contrast colors that blend with background
- BEST PRACTICE: Test CTA visibility in bright sunlight conditions and ensure 4.5:1 minimum contrast ratio for accessibility
- AVOID: Having multiple competing CTAs above the fold that create decision paralysis
- BEST PRACTICE: Feature one primary CTA above fold with secondary actions placed strategically below
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