Use visual cues to improve usability
1. Use relevant images and visual cues that will attract visitors to the main purpose of the page.
A common way to do this is to have a human face gazing in the direction of a CTA or even pointing to it. You can also use arrows or other visual symbols to direct attention.
2. Use a scroll map to locate the heaviest drop-off points on a webpage.
Filter users when analyzing scroll maps, so you are not analyzing junk traffic that bounces right away.
3. Look for any design elements that are implicitly leading users to assume the page is not worth scrolling any further.
For example, check if huge hero shots, too much white space, familiar conclusions, horizontal lines and return-to-top arrows are present.
4. Use arrows to get visitors to scroll further down the landing page, to pay attention to a CTA, or look an element for a longer amount of time.
Use arrows as strong directional cues for horizontal navigation. Use triangles as indentations to let the user know what tabs they are currently in.
5. Use photos with faces if your value proposition is emotion-related - if not, use product images or informational graphics instead.
6. When using photos, direct the gaze of humans at a message or call to action to make visitors look or make them point to a message.
7. Box in forms and important copy within an area to highlight that area and drive attention effectively.
8. Use triangles on return-to-top buttons for blogs and long-form content.
Have them typically at the bottom of the page. Make them scroll with the visitor only when it is obvious to the user they have not reached the end of the page.