What is above the fold?
“Above the fold” refers to the portion of a website or webpage that is visible to the user without scrolling. It is so called because it is reminiscent of the top half of a newspaper or magazine, which is typically visible when the publication is “folded” in half on a newsstand.
Why is above the fold important?
Content layout and placement is crucial because content that appears above the fold without scroll is what is first visible when a user loads the page. It is prime position that gets the most attention from users.
Due to its high visibility, the content that you place above the fold should be the content that is most crucial to achieve your goals. This above the fold content should immediately capture the user’s attention and present them what they are looking for so that they stay on your site and don’t bounce.
When it comes to advertising, placing ads on above the fold position improves their visibility and generates more ROI than below the fold ads that are placed in less visible locations. Placing key CTAs and value preposition of product on above the fold of homepage or other internal and landing pages leads to higher conversion rates.