False Bottoms and How to Avoid Them
How do you know when you've gotten to the bottom of a web page? Usually you hit a "footer" and whether you realize it or not, it's most often a darker shade than the rest of your page. This tells your reader that they've reached the end of the information on that page, so now go ahead with your call to action.
What happens if you use a darker strip in the middle of your page? This can create a "false bottom", something that accidentally indicates to your readers that there is no further information down the page, thereby posing the risk that your page visitors have not yet found the information they are looking for and will move on.
How to avoid this? Stick with a prominent header and avoid drastic visual changes in the sections on your page. Vary sections by only a shade or two and then make your footer darker. This is where you can put a second call to action. As we mentioned last week, this is part of standard layout that website users have come to expect.
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