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When to use it
When mobile share is above 45%, click rate is below the site average, and the primary CTA sits at the top of the screen, out of one-handed reach.
How to run it
Pin the primary CTA on mobile as a sticky bottom bar in the thumb zone, bottom-center of the screen.
Why it works
Make the action easier to complete
A button where the thumb already rests takes no stretch to tap. Steven Hoober's mobile research found roughly half of users hold their phone one-handed, with bottom-center the effortless zone and the top corners the hardest reach.
Source: Steven Hoober thumb-zone research (via Smashing Magazine)
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