Why “The Fold” Is A Myth – And Where To Actually Put Your Calls To Action (D Bnonn Tennant)

If you’ve spent any time at all learning about web design, online marketing, or conversion-rate optimization, you’ll have heard to never put calls to action below the fold. Indeed, in industries where web designers know enough about marketing to use calls to action in the first place, you see an awful lot of “templati­fication”—websites all starting to look suspiciously alike. Here’s an obvious example: tech startup websites. Don’t they all look a little like this? (kissmetrics.com)