What is above the fold?
The term “above the fold” has its roots in traditional newspapers. When papers were displayed on newsstands, they were often folded in half, leaving only the top half visible to potential buyers. This “fold” became a prime piece of space where editors strategically placed their most captivating headlines, images, and lead stories. After all, if the content couldn’t grab attention immediately, it can be missed entirely.
Fast forward to the digital age, where “above the fold” has taken on a new meaning. Today, it refers to the portion of a website that’s visible on the screen without scrolling down. With the rise of mobile browsing and different screen sizes, the exact location of the fold can vary, but the core principle is the same, that is, make the most of that initial view.
Where is the “fold” on a webpage?
Unlike a physical newspaper with a defined fold, the “fold” on a web page isn’t a fixed location. It depends on several factors, including:
- User’s Device: The screen size and resolution of the device used to access your website significantly impact what’s considered “above the fold.” For example, the content visible on a desktop browser window will differ from what’s visible on a mobile phone.
- Browser Window Size: Even on the same device, the size of the browser window can influence the “fold.” When users maximize their browser window, they see more content initially compared to a minimized window.
- Zoom Level: Users can zoom in and out of webpages, further affecting the “fold’s” position.
Therefore, it’s impossible to define a single, universal location for the “fold” across all users. However, most website design principles consider the first screenful of content) the content visible without scrolling) as the “above the fold” area.
Why is above-the-fold important?
Studies have shown that people form their impression of a website within the first 10 seconds of landing on it. That’s exactly why optimizing the “above the fold” section is essential. Here’s why:
- Capture attention: You only have a few seconds to grab your audience’s attention before they scroll away or click elsewhere. The content above the fold should be clear, concise, and visually appealing to capture their interest and inspire them to learn more.
- Communicate your value proposition: What makes your website or business unique? What solution are you providing? Does your business offer any value? The “above the fold” section should answer these questions in a way that resonates with your target audience.
- Drive user engagement: It could be a call to action, an attention-grabbing image, or an attractive headline. The goal is to increase interaction with your audience. This could lead to signing up for a newsletter, downloading an ebook, or simply scrolling down to explore further.
- Optimizing for different devices: The “fold” isn’t a fixed location. It changes depending on the device used to access your website. Make sure your website has a responsive design, as it can adapt to different screen sizes for a better viewing experience and engagement on all devices.
How is above the fold measured?
While there’s no single, definitive measurement for “above the fold,” some methods provide helpful estimates:
- Pixels: You can measure the pixel height of your browser window and divide it in half to get an approximate “fold” location in pixels. However, this is a static approach and doesn’t account for different screen sizes or browser window dimensions.
- Viewpoint Height: The viewpoint height represents the portion of the webpage visible on a user’s screen without scrolling. While it’s not a direct measurement of “above the fold,” it provides a more dynamic understanding of the visible content area.
- Heatmaps: These visual representations track user behavior on your website, showing where users click and scroll. By analyzing heatmaps, you can understand which sections of your “above the fold” content receive the most attention.
- Tracking Tools: Analytics tools like Google Analytics can offer insights into how much users scroll on your website. Despite not being an accurate measurement, this data can help you understand if users are engaging with content below the initial fold.
Above the Fold Best Practices
Now that you understand the importance of the “above the fold” section, let’s explore some best practices to get you started:
- Start with a clear and concise value proposition. Explain what you do and why it matters to your audience in simple, easy-to-understand language.
- Use visuals strategically. High-quality images, infographics, or even videos can grab attention and communicate your message effectively.
- Add catchy headlines. Your headline is the first thing visitors will see when they open your page. Make it attractive, informative, and relevant to your target audience.
- Include a clear call to action. Tell your visitors what you want them to do next, whether it’s subscribing, contacting you, or exploring further.
- Ensure your “above the fold” content is optimized for mobile devices with smaller screens, and consider implementing a “fold-below” menu for additional options.
Explore Beyond the Fold
While optimizing the “above the fold” content is crucial, don’t neglect the rest of your website. Your “above the fold” content should entice visitors to explore further, and the rest of your website should deliver on the promise made “above the fold.”
Create a seamless experience for users to navigate through your website with clear information architecture and engaging content throughout the page. Think of “above the fold” as the handshake and the rest of your website as the conversation that builds trust and connection with your visitors. Hence, don’t neglect the content below the fold. These tips will help you create a lasting impression among your audience with your website, which can ultimately drive them towards conversion.
