All plays
When to use it
When a full-screen hero ends in a clean edge and scroll reach shows many visitors never get past the first screen.
How to run it
Shorten the hero so the top of the next section shows in the first screen, or add a subtle scroll cue below it.
Why it works
Point every eye at the one action
A layout that looks finished at the fold tells visitors there's nothing below, so they stop. NN/g calls this the 'illusion of completeness'.
Source: NN/g illusion-of-completeness research