Does “Above The Fold” Really Matter?

To put it simply: Yes. But content creation is more complicated than that. Depending on where you look, you’ll find varying opinions on the extent to which the fold matters. Some cite statistics; others cite studies; but the overall consensus is clear: there is validity to the practice of investing in your content “above the fold.”

What does “above the fold” mean and why is it thought to be important?

“Above the fold” is a reference to the folded upper half of the front page of a newspaper. It’s where you’ll typically find the most important story of the day. It’s also the space likely to get the most attention.

Translated to the web, “above the fold” refers to the section of a webpage that is visible without scrolling. When the internet first came to be in the nineties, scrolling was brand new, cumbersome, and non-instinctual. Concerned designers and developers believed that in order for content to be consumed, it needed to be “above the fold,” readily available for users to see as soon as they landed on the page. If it wasn’t, you’d risk your users assuming your page did not have what they were looking for and bouncing.

Today, like the internet itself, our browsing habits have evolved. We’ve become accustomed to scrolling, we understand how to navigate more efficiently, and search engines have helped create a dynamic, easy-to-use search experience where finding information on a subject is limited only by your imagination.

What does the data actually tell us?

According to a study conducted by Nielsen Norman Group, an analysis of 57,453 eyetracking fixations found that, “there was a dramatic drop-off in user attention at the position of the page fold. Elements above the fold were seen more than elements below the fold: the 100 pixels just above the fold were viewed 102% more than the 100 pixels just below the fold.” This confirms that the content above the fold is the most important, right? At the very least, it’s the content that is viewed first. This is a very important distinction to remember.

Nielsen Norman Group explains, “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.” And the evidence that users scroll is strong. Heatmap service provider ClickTale analyzed 120,000 pageviews. They found that 76% percent of users used the scrollbar, with 22% scrolling all the way to the bottom regardless of page length. The data clearly tells us that the content above the fold is viewed the most, but users are more than willing to—and often do—scroll.

How do we adjust our strategy?

Focus on creating an amazing, condensed explanation or story of what you have to offer above the fold. Like the back cover of a book, you want to pull users in, make them curious and excited enough about your product or service to inquire more, whether that’s by scrolling for further information, submitting their contact information, or calling your business.

You can also encourage visitors to scroll by avoiding creating a false bottom. Joanna Wiebe of Copy Hackers & Airstory advises, “Visitors are willing to scroll…as long as they know there’s something to scroll down for…Don’t prevent people from exploring your content by making assumptions about their use behaviors.” That means avoiding creating the illusion that there’s no more content below the fold.

Another critical element to consider when constructing your page is calls to action. Where do you put them? Well, this is another answer that depends on what you hope to accomplish. Brian Massey at Conversion Sciences says, “The most important parts of the page will usually do best above the fold. Now the exception is when you’re bringing somebody to take action…it’s okay to save the call to action until you’ve made some key points.” The key is to place your CTAs where it makes most sense. Have you provided all of the information your user is looking for or needs to make an informed decision about your services or product? If not, placing a call to action above the fold may be asking too much of somebody who has just landed on your page.

Key Points & Takeaways

“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.” –Shanelle Mullin, ConversionXL

We know the fold matters. It’s more complicated and complex than you may have previously thought, though. So when creating a page, it’s important to keep the following in mind:

1. Put your most critical and important content above the fold. Why should users choose your product? What makes your services valuable?
2. Don’t be afraid of “below the fold.” If the content above the fold is enticing enough, users will be more than willing to scroll. If it makes more sense to put your calls to actions below the fold, go for it.
3. Avoid creating false bottoms. Make it obvious that there’s more valuable content below the fold worth scrolling for.
4. Understand what your visitors are looking for and “the complexity of your value proposition.” If a user doesn’t find all of the information they need to make an informed decision, wait to place your CTA until they do.
5. Lastly, be willing to experiment. Again, this best practice is not set in stone. Test different placements for your calls to action; try different content above the fold. Find what works best for you.

For more information on creating engaging content or how to drive more leads, contact the team at Aronson to get more information on our SEO services.