What is above the fold

What is above the fold
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What is above the fold?

The concept of “above the fold” has been around for centuries, starting with newspapers and continuing to this day in the digital world. It refers to the area of a webpage or document that is visible without scrolling, and it has a significant impact on user experience and engagement. In today’s fast-paced digital landscape, it’s more important than ever to understand the importance of “above the fold” and how it can influence the success of your website.

In this post, we will explore the concept of “above the fold” in more detail, discussing its history, its significance in today’s digital age, and how it can be used to improve the user experience of your website. We’ll also provide tips and best practices for optimizing the content and layout of your above the fold area to increase engagement and conversions. Whether you’re a seasoned web developer or a newcomer to the digital world, this post will provide valuable insights into this critical aspect of website design.

On a website,  above-the-fold refers to the portion of a webpage that is visible without further scrolling or clicking. The idea is that this content gets the most attention.

You should place the highest priority items above the fold as this area gets the most user attention and readership. In contrast, portions available via clickthrough are described as “after the jump.” The best practice states that your call to action must be above the fold because visitors do not typically scroll beyond the fold.

Must have elements in Above the fold

The content that appears above the fold on a web page can have a significant impact on user engagement and conversions. Here are some of the most important elements that should be included in the above-the-fold area:

  1. Clear and concise headline: The headline is the first thing users will see when they land on your website, so it should be clear and concise, conveying the main message of your site.
  2. Call-to-action (CTA): Including a clear and prominent call-to-action (CTA) can encourage users to take the desired action, such as making a purchase, signing up for a newsletter, or contacting your business.
  3. Navigation menu: Your website’s navigation menu should be easy to find and use, allowing users to quickly and easily find the information they’re looking for.
  4. Relevant visuals: High-quality visuals, such as images or videos, can help to capture users’ attention and convey your brand’s message.
  5. Key features and benefits: Highlighting the key features and benefits of your product or service can help to entice users and persuade them to explore your site further.
  6. Trust indicators: Including trust indicators, such as customer reviews or security badges, can help to establish credibility and trust with your users.


By including these elements in the above-the-fold area of your website, you can create a user-friendly and engaging experience that encourages users to explore your site further and take the desired actions.

What is above the fold

Why is above the fold important?

The top of the page is a prime location on a site. New visitors to any website have little concentration. Therefore the impact of the content or images appearing above the fold is significant. You should prominently display high-priority information that will grab attention and make the visitor want to read on, scroll down, discover more details, fill up forms, and lead to conversions. According to some studies, around 84% of web visitors never scroll down. Instead, they see above the fold and attention drop-offs below it. Therefore, most designers advise placing the essential information at the top. They also encourage prioritizing design and usability. However, on the other hand, advertising companies often insist that ads be placed above the fold for this very reason. According to Google research, the viewability of ads drops off if they appear below the fold.

What is Considered ‘Above-the-Fold’?

There is no set definition for the number of pixels that define where the fold stops. The reason is that screen sizes and resolutions vary drastically, showing different portions of the website without scrolling. Some sites also adjust their layout based on the browser window size, so the fold is not a static feature on a page. As such, many companies have their definition of what is above the fold. For example, some large ad networks define the page’s top 1000 pixels as above the fold; others as the top 768 pixels. Nielsen Norman Group concluded that “what appears at the top of the page vs. what’s hidden will always influence the user experience—regardless of screen size.” In fact, they found that the average difference in how users treat info above vs. below the fold is 84%. To summarize Nielsen Norman Group’s findings: “Users do scroll, but only if what’s above the fold is promising enough. What is visible on the page without requiring any action is what encourages us to scroll.” Above the fold, content can contribute to your bounce rate. (What is bounce rate) Once again, the fold does matter. However, it matters because it sets the stage for future content and provides quality expectations, not because of some arbitrary, absolute rule.
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In conclusion, the “above the fold” area of a webpage plays a critical role in the user experience and engagement. By optimizing this area with clear and concise headlines, prominent CTAs, easy-to-use navigation menus, relevant visuals, key features and benefits, and trust indicators, you can create a user-friendly and engaging experience that encourages users to explore your site further and take the desired actions.

Remember that the content and layout of the above the fold area can vary depending on the type of website and its goals. It’s essential to understand your target audience, their needs and preferences, and how they interact with your site to create a customized and effective above the fold experience. By paying attention to this critical area of your website and continuously testing and refining your approach, you can maximize the impact of your digital presence and achieve your desired outcomes.

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