4. Put your CTAs at the bottom of the page
After everything we’ve just discussed, putting your CTAs at the bottom of the page might seem a little counterintuitive, right?
After all, why would you put the most important audience instruction in the place they are least likely to see it?
Allow us to explain.
As we discussed earlier, in the West, we read top to bottom and left to right. And keeping this in mind can help influence intelligent button placement in your web design.
Call-to-action button places towards the bottom right of content often outperforms alternative placements.
CTA buttons should appear in places that best align with the users experience.
Ask yourself, why would you put an “order now” call to action as the first thing a user sees, when they haven’t even seen or read anything about the product yet - that makes no sense.
Take a look at the diagram below, for example.
This is the Gutenberg diagram, which describes a general pattern that eyes move through when looking at heavy content.
Here’s a brief overview of each section.
- Primary optical area
The top left area in the primary focus. It’s where eyes will automatically go to.
This is where you should place your logo and value proposition.
- Strong fallow area
A follow up to the first, left portion, but not as important. It’s not a good idea to break the user’s attention here, though.
This is a chance for you to keep the user engaged.
- Weak fallow area
Some would say the least important area. The user will not give much consideration to content in this area of the page.
Avoid putting important information or CTAs here, as it will be lost.
- Terminal area
A chance for a break in the reading process - it’s time to to take action!
The fourth, bottom-right terminal area is the ideal spot to insert your CTA.