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When to use it
When the heatmap shows a long page's hero CTA taking the clicks while scroll reach falls off before the form or offer section.
How to run it
Make the hero CTA a click-to-scroll anchor that jumps visitors straight to the form or offer section.
Why it works
Make the action easier to complete
An anchor CTA carries motivated visitors straight to the form without making the page shorter. Unbounce's anchor-link guidance shows it moves them past intermediate content to the decision point, and clicks on it double as intent tracking.
Source: Unbounce anchor-link guidance
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