A/B Test Your App Landing Page Call-To-Action
The impact of your call-to-action is dependent on two things: where you place it and how you phrase it. With that being said, let’s first take a look at the importance of where you place it.
Despite what best practices say, putting your call-to-action above the fold is not always the answer. For anyone unfamiliar with what above the fold is, it refers to the portion of your website or landing page that is visible without having to scroll down.
In recent years, studies were released stating that content placed above the fold attracted 80% of a consumer’s attention. Marketers were right to interpret this as a sign to always place their value proposition above the fold. They were wrong, however, to think that meant their call-to-action always had to be there.
The image above illustrates a test where Michael Aagaard of Content Verve yielded a 304% increase in conversions by moving the page’s CTA below the fold. Aagaard speculates that this is the result of a direct correlation between the complexity of a product offering and its location on a landing page.
Always A/B test your App landing page
Your call to action will probably be to download an app. Make sure your users have enough context and understanding so that they know what your app is about and yes will be ready to download your app.