My price was 16 phone screens down. On my own site.

The measurement

On 24 October I loaded getmoxel.com at 390 by 844 pixels, the size of a normal phone. The page was 15,659 pixels tall, about 18 and a half screens. The heading "Try it for a month. Then $27." started on screen 16.

On the way down you pass five "Join the waitlist" buttons, on screens 1, 4, 5, 11 and 16. None of them says what it costs. I was asking people to sign up for a thing without telling them the price. I would not sign up for that.

What my own data said

Moxel runs on getmoxel.com. Fewer than 1 in 10 visitors who scrolled got to three quarters of the way down the page. The average deepest scroll was about 18%. The sample was small, under 50 visits that reported scroll, so Moxel labelled it a hunch, not a finding. A hunch that agrees with a tape measure is good enough for me.

This matches what eye-tracking studies keep finding. People spend most of their attention near the top of a page and it falls off fast as they scroll. The numbers are in how far people scroll.

The fix

Not a redesign. One line of small text under the first button that says the price. Anyone who cares about cost gets the answer on screen one. Everyone else keeps scrolling if they like.

TRY THIS TODAYOpen your homepage on your phone. Count the swipes until you see a price. More than one? Add a line under your first button today, like "Free for 30 days, then $27 a month."

What the reel said

Asked a lot

Where should the price go on a landing page?

Close enough to the first button that people see it without scrolling, even as one line of small text. Most visitors never reach the bottom of the page.

How far do people scroll on mobile?

On getmoxel.com, fewer than 1 in 10 scrolled visits reached three quarters of the page. Eye-tracking studies also find attention drops fast below the first screen.

Sources

1. Scrolling and attentionNielsen Norman Group, Therese Fessenden, April 2018.