In some cases, that will suffice. Just think of websites from which you can download software (see image above). They mainly want you to download and use their software as soon as possible. And frankly, if we want to download software, we prefer nothing more than a single button immediately on the homepage that takes us to a download page. Better still, a download link that automatically detects our OS (operating system) and immediately starts the correct download.
Wonderful! We have the solution. From now on, we place all our call-to-actions at the top of the fold by default. In this way, all users can see with certainty our cta's and we get our conversions! Everybody happy! ... Or not?
Unfortunately, that's not how it works. Tests show that a call-to-action at the top of the page does not always work optimally. In some cases it is even better to place the call-to-actions after your article or story. Why should I do this? If the user is presented with a CTA without any explanation, he will not feel the need to click on it. Which also seems logical to us. Imagine, you are visiting a website where all you are presented with is a button with on it: 'Book now' or 'Donate'. Nobody will feel the need to click this button simply because we don't know why we should book now or what we should donate for.
That is obvious. But what if we post our call-to-action, or the continuation of our article, 'below the fold', will our users still follow? Or in other words: