Even though the Nielson group might say that only 20 percent of people read below the fold

[Shakhawat]

UX research conducted by Huge, shows that website visitors today will nearly always reach the bottom of the website of the visual cues presented to them. This particular study compared three unique treatments to a control and found that in all cases at least 91 percent of users scrolled and at least 73 percent of users reached the bottom of the page.

The key takeaway is that designers can work to create the moj database best experience possible in the context of the broader design. Additionally, they should not feel obligated to use scroll arrows and short or animated images just to prompt the user to scroll down the page.

Long landing pages can increase conversion rate
When you're trying to convey a complex concept to a website visitor, limiting yourself to placing both the content and CTA or form above the fold isn't always the best course of action. In cases such as these taking the time to fully convey the value of your offer or company can decrease friction and increase the probability of a conversion.

In one experiment run by Content Verve they were able to increase conversions by over 304 percent by placing the CTA below the fold instead of above it.

In another example from MECLABS a below the fold treatment increased the conversion rate of the page 220 percent over the control that included both the form and CTA above the fold because the variation layout was able to clearly convey the value proposition of the company.

CTA placement doesn't always impact conversion rate
Of course, the real confounding factor here is that sometimes testing the placement of your form or CTA isn't going to make a difference. This is particularly true for certain visitors that already know your brand and have moved into the consideration and decision stages of the buyer's journey and because of this are going to convert on your offer regardless of CTA placement.

A great example of this is the experiment that MECLABS ran for the Boston Globe testing three different layouts for a subscription landing page. What they found was that there was no significant difference between any of the treatments.