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There were mixed reactions on Thursday morning when Adobe announced it had acquired Figma.

Excited press releases extolling the benefits of the “collaboration” followed the news. Dylan Field, founder and CEO of Figma, said: “There is a huge opportunity for us to accelerate the growth and innovation of the Figma platform with access to Adobe’s technology…”

The reaction from the design community has been a little less enthusiastic.

The problem for the design industry is that we’ve been here before. The acquisition of Macromedia followed a period in which Adobe tried to compete, failed to update its legacy code, lost the battle, and purchased the victor. You only need to look at the number of former Macromedia products in Adobe’s stable (zero) to see where Figma’s heading.

Figma has grown faster than any of its rivals in the last eight years. It is, of course, easier to grow when you start at zero. But there’s no denying Figma is a well-managed business and probably a good investment — if not worth the $20bn that Adobe reportedly paid.

Figma’s technology will give Adobe a leg-up in the collaborative design stakes, where it is clearly lacking. And Adobe’s resources will iron out some of the kinks in Figma, especially around typography, which is, if we’re honest, a bit hacky in places.

Adobe will provide a good home (we hope) for the Figma team, who will have the opportunity for career advancement in a much wider pool of development teams.

And, of course, Figma’s annual revenue will begin to trickle into Adobe’s vault — although it may be some time before it makes a dent in that $20bn hole.

But Adobe didn’t buy Figma for its business model, collaborative technology, team, or revenue stream. Adobe bought Figma’s users, all four million of them.

Adobe‘s approach to design software is upselling. It lures you in with free apps, and when you’re engaged, it integrates them with other parts of its ecosystem until suddenly, without meaning to, you’ve agreed to a Creative Cloud subscription.

Adobe was losing customers to a competitor. And more importantly, due to Figma’s free-use approach for individuals, it was losing young customers to a competitor. If it hadn’t bought Figma, Adobe would have needed to invest heavily in its own products while providing them to freelancers for free; that isn’t viable for a company with as many commitments as Adobe.

Yes, it is entirely accurate to say that competition drives innovation, and with fewer competing apps, there is less need for companies like Adobe to build high-quality, reliable products. However, it is also true to say that a lack of competition creates opportunities for new apps.

Somewhere out there, in a dorm room, or a basement, or on a kitchen table, someone is working on Adobe’s next big acquisition. It’s probably an AR design app; we need a few more of those.

For Figma, the next 12 months will be bright as Adobe works to retain the customers it’s bought. Within five years, you’ll probably need an Adobe Fonts subscription and a Photoshop plugin to use Figma. In ten years, it will be stored in a code archive next to Freehand.

Some designers will turn to Sketch; others will turn to Affinity; some will shrug and keep using Figma; others will shrug and keep using XD.

If an app is intrinsic to your design work, it’s probably time to switch apps. Your skills are transferable. I’ve switched apps many times; some I loved, some I just needed. I’ve never encountered an app that improved my work, although plenty have improved my mood while working.

Figma took a great approach and will continue to be great until it isn’t. Tools come and go, Adobe’s acquisitions team, it appears, is eternal.

 

 

Featured image uses photos by Afrika ufundi, Andrea Piacquadio, Andrea Piacquadio, Anna Tarazevich, cottonbro, fauxels, Ketut Subiyanto, Mikhail Nilov, Moose Photos, Pavel Danilyuk, Pavel Danilyuk, Polina Tankilevitch, Tima Miroshnichenko.

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The purpose of a website is to reach new customers and keep current ones engaged. Therefore, customer-first should be at the top of your list for design features. After all, without your clients, your business won’t grow or succeed.

Customer-first has been a buzzword for a few years now. In a nutshell, it’s easy to imagine what customer-first design means. The needs of consumers come before anything else. However, the concept isn’t quite as simple in practice. A lot of nuances enter the equation.

Just what does it mean to have a customer-first web design? What are the must-haves to reach users on their level and keep their attention for the long haul?

Embracing quality customer experiences has driven loyalty for as long as anyone can remember. However, we now live in a time of uncertainty, and when people leave companies on a dime if they’re dissatisfied with any aspect. So you must hit the high notes on every song – your website is your purest online persona and must engage users and keep them entertained.

Whether you embrace causes that matter to your customers and share information on them or tweak your design to meet accessibility guidelines, many factors come into play with a customer-centric design.

In a recent report, researchers found that about 88% of company leaders feel customer engagement impacts revenue. You can’t control every variable, but you can ensure your website hits all the strong points for a customer-first web design that grabs them and keeps them on your page.

Here are our favorite tips to create a customer-first approach. You may already be doing some of these things. Pick and choose what makes the most sense for your business model. Even small changes can have a big impact.

1. Know Your Customers

Before creating a website centered around your customers’ needs, you must know who they are. What are the demographics of your typical clients? Survey them and find out what their needs and expectations are. How can you best help them?

You may also want to survey them about your website. What’s missing that might help them? Is there anything they love? What do they hate? The more you know, the better your design can match their expectations. Create buyer personas based on their preferences.

At the same time, buyers will sometimes say one thing but actually feel another way. No one is quite sure why people do this when being surveyed. One way around that issue is to do some A/B testing to see how they actually feel about various changes. Do they respond the way you thought? What other adjustments need to be made?

2. Find the Right Color Palette

Different industries trend toward various hues. For example, businesses in the banking industry trend toward blues and occasionally reds. Blue elicits trust from users and has a calming effect. On the other hand, the fashion industry might tap into brighter shades, such as lime green. Think about what colors people expect in your industry, and then find your color palette.

Each hue has its emotional impact. For example, red is a color of power and can elicit excitement in the viewer. Choose your shades accordingly to get the most emotional punch possible.

3. Accept Feedback

One of the best ways to improve your site over time to match the needs and preferences of your audience is by allowing feedback. Add reviews, place a feedback form in your footer, and even send out requests for feedback to your mailing list.

It’s also a good idea to find a mentor who has been successful at running a business. Ask them to look at your site and give you advice. You might also enlist the help of a marketing professional.

4. Stick With the Familiar

Have you heard of Jakob’s Law? The rule of thumb states that people prefer common design patterns they’re most familiar with. So when they see a pattern they know, such as a navigation bar layout, it boosts their mood and improves their memory of the site.

When making edits, don’t make significant changes. Instead, implement minor adjustments over time to give your followers a chance to acclimate to the shift.

5. Cut the Clutter

If you want users to feel wowed by your page and engage, you have to limit their choices. Add in too many options, and they may not know where to go first.

Start by choosing an objective for the page. Cut anything that doesn’t point the user toward the goal. Ideally, you’d have a little info, an image, and a call to action (CTA) button. However, this may vary, depending on where your buyer is in the sales funnel and how much information they need to decide to go from browser to customer.

6. Choose Mobile Friendliness

Recent reports indicate about 90% of people use mobile devices to go online at times. With phones gaining greater capabilities and 5G bringing faster speeds to communities, expect people to use their mobile devices even more frequently for internet browsing.

Making sure your site translates well on smaller screens makes sense for your company and for your customers. Be sure to test everything. Click through all links. Fill in forms. Ensure images and text auto-adjust to the correct size, so people don’t have to scroll endlessly.

7. Make Multiple Landing Pages

Like most businesses, you probably have several buyer personas as you segment your audience. Don’t just create a single home page and expect it to fulfill the purpose of every reader. Instead, create unique pages for each persona to best meet their needs.

Make sure each landing page speaks in the natural language patterns of your specific audience. Think about the unique needs of each group. How do their pain points differ? How can you best meet their needs?

8. Keep Important Info Above the Fold

People are busy. They work, have families, and might visit your site on the 15-minute break they get in the afternoon. Most consumers want the information they need to decide and don’t want to dilly-dally around with other things.

Place the essential headlines and info they need above the fold, so they see it first. Make it as readable as possible by using headings and subheadings. Add in a few bullet points. People also absorb information easier in video format, so add a video highlighting your product’s or service’s main benefits.

You should also place a CTA button above the fold if it makes sense for your overall design. Keep in mind people may have visited and already read some of the information. Some users return just to sign up and want to find the CTA quickly.

Step Into Your Customers’ Shoes

Look at your site through the eyes of your audience. What works well? What needs to be adjusted? Over time, you’ll develop a customer-first web design that speaks to those most likely to buy from you. Then, keep making changes and tweaking your site until it hits the perfect balance for your customers.

 

Featured image via Freepik.

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What benefits does SAST have? What’s the difference between SAST and DAST? What’s IAST? What do all these words mean?! Let’s talk about this and more in the overview of the main types of Application Security Testing (AST).

Informational Security

Before we start deciphering these terms, let’s figure out why we need security testing at all. In modern world, software integrates into automation processes almost everywhere, the number of code lines in applications is increasing. As a result, the number of possible vulnerabilities and errors is increasing as well. This creates the need for effective checking and testing of the source code.

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For developers working with low-resource environments that nevertheless wish to harness the full advantages of Kubernetes, the open-source Red Hat MicroShift project and Shipa (an application-as-code platform you can spin up for free) offer a rather compelling pairing. In this article, I’ll take you through the steps of using MicroShift to set up a lightweight Kubernetes distribution, and then manage the same cluster using the “free forever” version of Shipa Cloud. 

But first, why MicroShift? A research project started by Red Hat, MicroShift is built for running Kubernetes clusters in environments with tight resource constraints, such as edge and IoT devices. It’s a memory-optimized lightweight flavor of OpenShift/Kubernetes, and currently supports Fedora, RHEL, and CentOS Linux distributions. Shipa fits in here by helping solve some of the usual problems faced by developers and platform operators. It lets developers focus on what they’re good at and want to do (building applications) and reduces the time platform operators spend on deployments and governance. Onboarding MicroShift to Shipa offers some nice benefits by making it possible to manage multiple clusters from an administration and operations perspective. 

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Personalized marketing is when you attune your marketing efforts based on customer data. This data can be anything from the first and last name to purchase intent, concerns, and history.

Personalized marketing has revolutionized the way businesses market their product and service to their audience. It brings value to people’s lives, spiking the sales graph for brands and businesses. So it’s a win-win situation for both the company and the consumer.

Even big companies do this for their campaigns. They do so because it gives them great results and ROI for their marketing initiatives. If these multinational businesses do this, it’s a good idea to incorporate this strategy and learn from a top resource on digital marketing.

This article aims to explain every nook and cranny of personalized marketing. By the end of this 5-minute read, you will know the impact of personalized marketing on our lives. And how you can integrate this into your marketing strategy to benefit your business.

What Is Personalized Marketing?

Have you ever encountered a business that knows what you’re going through? Or did you see an ad online that you closely relate to? Chances are, you were one of the target markets of those marketing materials. And if you could associate yourself with the ad, their marketing strategy worked.

That is what personalized marketing does to your audience, market, or particular demographic. This style of advertising leverages personalization in your marketing materials. The details of your marketing content are tailored to a specific audience and address the issues or real-time problems of a particular segment in your market.

Personalized marketing has become popular because more people demand it from businesses. Once the people have experienced what it felt like, they want to feel more of it.

To objectively see the demand for personalization, here are some statistics to back it up.

Accenture reported that 91% of consumers are likelier to shop with businesses that offer them relevant content. This shows that the right product recommendations can increase the chances of shopping with you.

Salesforce mentioned that 66% of consumers expect companies to understand their individual needs. This statement proves that a generalized way of marketing isn’t as effective as before. The consumer mindset has already developed, and they demand more personalization from businesses.

A striking piece of data from Statista showed that 90% of consumers in the US find the idea of personalization appealing. If that figure is accurate, almost all businesses should start incorporating this into their strategies. There’s no reason for them not to try this out.

Given the high positive demand for personalized marketing, it’s no secret why more and more businesses are doing this. However, not every company out there is doing this right. A wrong way of doing this can bring a loss of clients and a negative ROI.

To help you go on the right track of using personalization in your marketing, read up on the next section of this article.

Know These 6 Tips To Correctly Do Personalized Marketing

You’d agree that knowing your customer’s first and last name is essential. But with the dynamically changing strategies, personalized marketing is going beyond that. It’s actually about understanding what your targeted consumers need, merging with a way to convey the message that your business is the solution.

To help you achieve this, take note of the things below:

1. Leverage Your Customer Data

The foundation of personalized marketing is laid on customer data. The best marketing professionals and strategists emphasize gathering relevant data if you want to scale. Excellent digital marketing courses will teach you that customer data will help you build a solid foundation for your content and campaigns.

Consumer behavior has always been the most important detail for target marketing. With every click, it has become easier to gather data about individual customers, their interests, hobbies, purchase history, buying behavior, and more.

You’ll be able to get this information if you’ve practiced data management and collecting customer data throughout the years of your operation. However, it’s not too late to begin if you haven’t started with this yet. There is a lot of marketing automation software that aids marketing teams in doing this. For example, many businesses use lead scoring software to gain insight into their clients’ needs and categorize them appropriately.

For your personalization efforts, you can use questionnaires, surveys, and feedback forms to capture personal data on the internet. A customer will happily fill out a survey form if a reward in return entices him. This reward can be in any form– a voucher, a first buy discount, free shipping, or more.

This initiative will help you get more data in a shorter time frame.

2. Understand Your Customer’s Needs

Hoarding data will be a complete waste of marketing efforts, capital, and efficiency if you do not extract consumer behavior from it. When you have access to a rich set of data, you have the privilege to understand your customers’ trending needs deeply. After gaining insights from the data, create a marketing strategy based on those findings to target your audience.

Doing this doesn’t just apply to B2C; it also works for B2B companies, which is why the demand for custom software development, tailored services, personalized packages, and B2B data providers have been on the rise in these recent years.

It is a two-way road. While you are on the lookout for your target market, at the same time, the customers expect businesses to know what they need. The market you’re currently serving expects you to know what products or services are fit for them.

So this is where it gets crucial: you have to dig deeper into your niche and find the specs of your audience’s needs. Having a general idea about the needs of your target audience and personalized marketing usually don’t go harmoniously.

Planning a better-personalized marketing strategy will not be a piece of cake but will be much more rewarding for every aspect of your business. May it be sales, return on investments, customer relationships, or personalized marketing campaigns.

3. Personalize Every Stage Of The Customer Journey

The first rule of business is convincing the customer that you are their best friend. Now that you know what they want, you pledge to provide them with whatever best you can. Limiting personalization to marketing is not the solution. You have to be vigilant in meeting these individual requirements at every stage. And remember that consistency is the name of the game. That is how you bring your business into the running.

You can integrate CRM automation, email marketing tools and deploy other content marketing strategies to help make this process a lot simpler. Personalized live chat and chatbots, such as those offered by ThriveDesk, allow businesses to personalize their offerings and build their brand reputation.

As a customer, my requirement would be reading content, browsing, and experiencing products that would hit home. A personalized experience is what every consumer demands. And this is what makes them want to go back and do business with you again.

By creating helpful and relevant content, recommending the right products to them, and giving out convenient payment options, you are setting your business apart from the rest. Doing this allows you to have personalized every touchpoint that your customers do with your business.

4. Present In An Engaging Way

Consider customer engagement as absolutely necessary. Having the best data set and knowing what your customers want is not enough. In the competitive space of business and marketing, everyone is trying to get the attention of one another. And this is what you are supposed to do. This helps in building consumer-brand relations.

When a consumer engages, meaningful things happen. Engaging content pushes the consumer through the funnel and hence promotes conversions. Your content should be creative and eye-catching.

Engaging content blended with personalization boosts the brand experience. Increased loyalty, trust-building, and improved customer experience enhance the conversion and sales speed.

A great way to use personalization in an engaging manner that most businesses overlook would be through exit-intent popups.

5. Be Where Your Customers Are

This is an element that some businesses miss out on. They have created excellent social media marketing content but only distributed it on the wrong channel. For personalized marketing to be effective, it needs to be seen by people.

Are you questioning your marketing techniques because all you see is stagnancy? You have set up an engaging online store on Shopify or Wix, collected all the relevant data, your content is engaging enough, and your marketing strategy is top-notch. But you are still unable to reach your clientele.

You start wondering what you are missing out on. Your content and your strategies will not be prolific if you are on the wrong channel. Remember: the message of your content has to reach the right people for it to be effective.

Should you be on social media? If so, which one? Do you get more traction with email campaigns? Or do you have more engagements on forums?

Find out where your market is, then spend your focus there. Now the next step is how to know where they spend most of their time?

This is where we go back in the loop. And hence we again emphasize that data collection is the foundation of any great marketing strategy.

6. Improve Marketing Content

Don’t rest on your laurels when you’ve gotten everything down to a tee and have attained your desired marketing analytics behind your personalized marketing content. Always think of ways how you can improve.

Evolving at every step will keep you in the running. Don’t be misguided into thinking that your work is done if you feel like you have reached the pinnacle. Keep looking for ways to get better. Set bigger goals and status for your business.

Always go back to the drawing board and brainstorm with your team on how you can change and strive with the dynamically changing world and mindsets. In the end, all you want is to build better relationships with your customers, new and existing.

For enhanced productivity, your marketing team should always look for new strategies. This is how fresh and great marketing ideas are made.

See How You Can Benefit From Personalized Marketing

Irrelevant information can waste energy and time for both customers and the business. Personalized marketing hits the bull’s eye 99% of the time. It brings immeasurable value to the company as well as the customer.

Here are some of the top benefits of personalized marketing:

1. Better Engagement

The first target personalized marketing aims at is grabbing an individual’s attention. And this results in better engagement eventually. If you are presenting your customer with something that wows them, needless to say, it will grab their attention.

This will help bridge the gap between your customer and your brand. Identifying customers’ needs and then giving them what they want will help improve customer interaction with your brand.

It can even be enough for them to follow your call to action. The next thing you know, they will be checking your website, signing up for a list, or even purchasing a product right then and there.

2. Higher Conversions

Are you there for your customer at the right time and place? One-on-one marketing provides easy solutions to customers because you hit them with just what they are looking for at the right time.

When potential customers realize that you understand what they’re going through and provide the solution, most won’t hesitate to try your business out.

Personalization isn’t just focused on content. It can also be integrated into your processes. This results in aiding the increase of higher conversion rates.

3. Improved Customer Experience

Offering personalization will significantly improve the user experience. Once you provide the products, services, and content that meet their needs, their opinion of your business automatically improves.

Considering the statistics about personalized experiences, it is evident that consumers demand personalization strategies from companies. And if you offer such an experience, you increase the chance of making them do more business with you. Personalization helps businesses in reducing cart abandonment rates, better customer journey, increased customer satisfaction, and many more.

4. Customer Retention

Retaining persisting customers is equally important to your business as bringing new ones. Most businesses face low customer retention. It’s also a factor that some companies overlook. You must understand that it’s not all about converting prospects into paying customers. Your focus should also be on retaining those customers to make them loyal advocates of your brand.

One of the major benefits of consistent personalization is an improved customer retention rate. Consumers tend to stay with a business that understands their needs and provides solutions to their problems.

Once you can transfer a customer to a loyal advocate, you can also receive a ton of benefits. These are people that are going to defend your brand from critics. These are the same people who will give you free marketing via word of mouth and positive reviews.

5. Better Customer Relationships

Personalized experience leads to customer retention, eventually building better relationships with your nurtured customers. These entities are connected in a loop.

Customer relationships are an aspect of business that significantly helps with scalability and higher revenue. So connecting with your customers and building a relationship with them is as important as the product you are selling. This is why strengthening customer relationships should be a top priority for businesses.

Personalization makes you an expert on your target market trends. You get to know your audience deeper, which helps you build a foundation for creating a great customer relationship. And this requires marketing and customer experience teams to work together in a symphony.

For this, you can use team collaboration software which aids in the optimization of content and your approach toward the market. You’ll have a better strategy in getting their attention, providing what they want, and recommending things they’ll be interested in.

All of these things help in building customer rapport. When a customer feels that you treat them as more than just a paying customer, their customer loyalty goes to your business.

Best Examples Personalization Marketing

To inspire you to integrate this marketing strategy into your operations, below are different personalization marketing campaigns done exceptionally by various businesses. Grab inspiration, ideas, and motivation from these examples.

1. Coca-Cola

We all know the most basic form of personalization is addressing your customers’ names, but Coca-Cola took this simple idea into a massive global campaign. Their “Share a Coke” campaign started in 2011, wherein they printed different popular names on their Coke bottles and cans.

It seemed like a regular campaign at first, but it started getting traction as more customers wanted to get the name of their family, friends, and themselves. Coca-Cola said the campaign’s purpose was “to create a more personal relationship with consumers and inspire shared moments of happiness.”

The soft drinks giant used personalization and tied such a strategy with its mission: to bring memories and happiness to its consumers. You, too, can do the same – combine your mission and personalization strategy to create a unique campaign.

2. Spotify

Spotify leverages user data in its marketing strategy. They have several campaigns that make users want to use their application more often because it gives out a more tailored experience.

Other than their year-end campaign( #spotifywrapped), where they show the most played songs and podcasts their users listen to (which was a viral hit), they now also have an #OnlyYou campaign that shows your unique listening taste partnered with a musical astrology reading.

3. Nike

Nike has consistently been recognized for authentic, personalized, and heartfelt ad campaigns. This personalization always makes them capture an audience who can relate and those who start connecting to the brand. So Nike isn’t new to personalization. Their aim is robust community engagement.

Their highly inspirational campaigns with real-life heroes induce inspiration in their audience. Nike is great at converting people because of its excellent storytelling ability while adding personalization to the mix.

Nike’s just launched a new app that offers personalized content and rewards for committed fans. They tackle challenges and issues head-on, but they always make their marketing messages relatable to their audience. That is why they “just do it.”

Conclusion

Personalized marketing is the secret sauce to thriving businesses in the world today. However, incorporating this marketing strategy and finding success is not as simple as you might think. You will face challenges, but with enough perseverance and brainstorming, you can surpass them and successfully create a great campaign.

Remember, this marketing approach can be a hit or a miss. The first step to making it a success is relevant data collection followed by judicious implementation. This isn’t an overnight activity that you can do. It requires months of diligence in the right direction with the proper guidance. And you can gain valuable insights into this guidance via the content marketing strategies outlined in this article. But remember, once you start rolling, there is no looking back.

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Over the years, I’ve been in various discussions regarding the benefits of clean architecture, best practices, techniques such as code reviews, unit tests, etc., and I think to some degree, most of us are aligned on the reasons behind it. Having a clean architecture or code-base not only makes your development team happier, but it has a far-reaching impact on the business itself.

In this post, we will learn about NDepend, which is described on their website as the following:

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Web3 and smart contracts are growing in popularity. In fact, a recent analysis of public code repositories has shown that over 18,000 developers are regularly contributing to open source crypto and Web3 projects on a monthly basis. Some of the keys to this growth are blockchains like NEAR and developer platforms like Infura.

This article will look at the NEAR blockchain, its benefits, and how to build on NEAR using Infura. Then we’ll use the NEAR Rust SDK to mint in three steps and then interact using Infura. You’ll need a NEAR account, an Infura account, and some Rust skills and tools to get up and running quickly.

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Data is becoming increasingly crucial for success in the digital economy. You might ask, why do organizations rely so much on data? Well, a majority of organizations rely on data for multiple processes, from product management and fraud detection to HR, finance, and manufacturing. Data analytics allow users to use pre-made reports to track performance metrics on demand. Research shows that 94% of organizations believe that data and analytics solutions are critical for growth. Not a surprising statistic since it offers several benefits, including an increase in productivity and efficiency, faster and more effective decision making, and financial gains!  

Before we dive into the ins and outs of data analytics, it is important to understand the two terms, namely ‘data science’ and ‘data analytics. Data science lays emphasis on finding meaningful correlations between large datasets, while data analytics is a branch of data science designed to uncover specifics of extracted insights 

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As a website designer, your professional life revolves around crucial questions that might help you to deliver better results for your clients.

Which widgets are essential to driving conversions? What kind of checkout page elements do you need to include? Should there be a video or slideshow on that product page?

One of the biggest queries that we face when building landing pages to encourage sales is whether a CTA (call to action) button needs to be above or below the fold. 

Answering the question: “Where should the CTA go?” correctly could make or break your client’s chances of a sale. Unfortunately, this particular concern has been the source of a raging debate for many years now. Everyone has their own opinion about CTAs and where they belong.

Today, we’re going to cover the benefits and issues with placing a CTA above the fold.

Should You Place a CTA Above the Fold? 

Starting with a quick refresher, the term “above the fold” refers to any area of a website seen on a screen when a user arrives on a webpage. The content that appears above and below the fold may differ depending on the device you’re visiting a website with. 

Experts in the design and digital marketing world have frequently claimed that if you want to get the best results with a CTA, you need to place it above the fold. 

This strategy makes a lot of sense. If your CTA is above the fold, then your chances of it being seen are significantly higher. Some customers might not want to scroll to the bottom of a page to find out what they need to do next in their buyer journey. 

Additionally, according to the NN group, the 100 pixels that appeared above the fold were seen 102% more often than the pixels underneath the fold. Eye-tracking technology learned that more often than not, you’ll get more engagement above the fold. 

Just look at this landing page from Lyft, for instance, you immediately see what you need to do next:

It’s not just a single study that has touted the benefits of an above-the-fold CTA, either. 

Another report into the “importance of being seen” found that above-the-fold ads and CTAs had a 73% rate of visibility compared to only 44% for those below the fold

So, with stats like that to think about, why would you ever consider using a below-the-fold CTA? 

When to Place a CTA Below the Fold

As with most things in web design, there is an exception to the rule. 

Yes, above the fold, CTAs will be better for you most of the time. However, there are times when you might need to think outside of the box. 

Most people think that placing a CTA below the fold practically guarantees that it won’t be seen. However, if you’re creating a website page or landing page that includes a lot of vital information, your audience will need to scroll. 

For instance, if you’re creating a page where someone can download an app to engage with a business they already know about, it makes sense to speed the journey along with an above-the-fold CTA. However, if you’re trying to convince someone to sign up for your webinar, you might need to tell them what that webinar is all about first. That’s where a below-the-fold CTA comes in handy. 

Customers might not have a lot of time in their busy schedules for scrolling these days. However, they still need the right information before they can make a decision about what to do next with your brand. According to Marketing Experiments, below the fold, CTA buttons can result in a 20% increase in conversions. However, this conversion boost only happens when you’re providing valuable, engaging, and persuasive content.

Check out this example from the Boston Globe, for instance:

The Fold Isn’t Everything in Web Design

The fold is often an essential consideration in web design. 

However, it’s not all you need to think about when you’re deciding where to place sign-up forms and valuable CTA buttons. 

According to the Nielsen Norman group, the content that appears at the top of the page will always influence user experience. However, that doesn’t mean that you need to place your CTA there. What you do need to do is ensure that whatever you have above the fold is promising enough to engage your visitor and make them scroll. 

Put simply, what’s above and below the fold does matter, but your focus should be on taking advantage of customer motivation, rather than worrying exclusively about an imaginary line. 

When deciding where a CTA belongs, you need to think about motivation. 

How motivated is your prospect to click on a button? How desirable is your offering at that time, and how much does your visitor already know about the thing they’re being offered?

If you’re going to need to provide more information before your customer wants to convert, then a below-the-fold CTA makes more sense. 

If you’ve already provided all the information that your customer needs and a prospect is visiting from an advertisement or another page on the website, then above the fold should be exceptional. 

The Truth About Designing for The Fold

The reality for web designers today is that achieving higher conversion rates doesn’t really have that much to do with whether a CTA is above or below the fold.

What’s important is whether your buttons come under the right amount of copy that answers the correct questions for an audience. 

Remember, when visitors come to a website, they’re looking for different things. There are visitors that:

  • Already know your brand and value your offering: These people are often clicking into your landing pages from other marketing campaigns where they’ve learned about the brand or offer. You can give these prospects a CTA immediately so they can continue down the buyer’s funnel as fast as possible. 
  • Are uncertain about your offering and need to know a bit more: These people need some extra information. They might have a concern that needs to be addressed before they’re willing to spend their money. You might not need much copy here, which means that a CTA may still appear above the fold. 
  • Are brand new to your website: These prospects need a reasonable amount of copy. They don’t know what you’re offering or why it’s valuable to them. Because of this, you may need to wait to push them into action until you’ve delivered the right copy. 

In some cases, you may even place multiple CTAs on the same page. Some people will have a general understanding of the technology and what it does. This means that they’ll be happy to click on the button at the top of the fold. 

On the other hand, there could also be visitors arriving on the same page that don’t understand what the benefits of real-time personalization are. This means that you need to elaborate a little on what you have to offer. A simple one-line explanation isn’t enough here.  

Figuring Out Where to Place a CTA

Deciding where to place different elements of a website is a common challenge for web designers. Despite tons of blogs out there, that claim “above the fold” is always the best option for any conversion rate optimization, the truth is a little more complicated. 

The critical thing to remember as a web designer is that a CTA button asks a customer for commitment. Even if the CTA allows someone to download a free demo or sign-up for a newsletter without spending any money, it requires a customer to start a relationship with a brand. 

In a world where customers are less trusting of companies than ever, it doesn’t make sense to push them into a relationship too quickly. Asking for a commitment from a target audience before they’ve had the chance to see what’s “in it for them” is not a good idea. 

Jump in too quickly, and you’re likely to rub people the wrong way. 

Go Out and Master the Fold

The issue for today’s designers isn’t figuring out whether a button needs to be visible from the moment someone arrives on a page. Instead, you need to think about whether visitors are finding the CTA at a time when they’re ready to take action. 

You can only answer the question “where should the CTA go?” after you’ve carefully analyzed the project that you’re working on. 

Remember, above the fold isn’t always the answer. 

 

Featured image via Pexels.

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