Above the Fold
The portion of a webpage that is visible without scrolling.
“Above the Fold” is a term borrowed from the newspaper industry, referring to the content visible on the upper half of a folded paper. In web design, it describes everything a user sees immediately upon landing on a page, before they start scrolling.
Why It’s Critical
This is your first (and often only) chance to capture a visitor’s attention. Research shows that users spend 80% of their time looking at content above the fold.
What Should Be Above the Fold?
- The Headline: A clear statement of your value proposition.
- The Subheadline: Briefly explaining how you deliver that value.
- Primary CTA: A clear path for the user to take action immediately (see Call to Action).
- Visual Proof: A high-quality image or video that supports the message.
Optimizing the “fold” is one of the highest-leverage actions you can take in CRO.
Explore in-depth guides related to above the fold:
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Related Concepts
CRO (Conversion Rate Optimization)
The systematic process of increasing the percentage of website visitors who take a desired action.
CTA (Call to Action)
An instruction to the audience designed to provoke an immediate response, usually using an imperative verb.
A/B Testing
A method of comparing two versions of a webpage against each other to determine which one performs better.