All plays
When to use it
When the headline, key benefits or CTA sit low on the page, where the heatmap or scroll depth shows little attention.
How to run it
Run the value proposition across the top, list supporting points as short left-aligned bullets, and place the CTA on that scan path.
Why it works
Point every eye at the one action
Content off the scan path gets skipped. NN/g's eyetracking of 232 users found people scan web pages in an F-shape: two horizontal sweeps near the top, then a vertical scan down the left.
Source: NN/g F-pattern eyetracking study