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When to use it
When the first screen has no CTA, and the heatmap shows clicks landing on hero elements that do nothing.
How to run it
Put the primary CTA, or a compact version of the offer, in the first screen, and repeat it lower on long pages.
Why it works
Point every eye at the one action
Visitors can't click what they never see. Google's visibility research found above-the-fold placements are seen 73% of the time vs 44% below, and on complex offers a later CTA can also win, so repeat it rather than move it.
Source: Unbounce CTA-placement case; Google viewability data
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