Above The Fold, Under The Fold: What’s The Difference?

The term’s “above the fold” and “under the fold” have become increasingly popular in the last few years. With Google placing more of an emphasis on user experience, it’s important for webmasters to deliver their content appropriately. While there are dozens of elements which factor in to a website’s user experience, it’s usually best to perform an analysis starting above the fold.

What Does “Above The Fold” Mean?

First and foremost, let’s go over the basic terminology of “above the fold.” The term was originally used by newspaper companies to describe readable content that didn’t require unfolding. Above the fold content in newspaper is obviously the most valuable since it receives the most views. And due to the high visibility of this area, newspaper companies would sell advertisements here for a premium cost.

On a website, however, above the fold is used to describe the section that’s readable without scrolling. When you immediately land on a web page through a search listing or link, you’ll see the content that’s considered above the fold. If you’re forced to scroll to see additional content, this is considered under the fold.

Elements To Include Above The Fold

There are a few key elements webmasters should include above the fold, one of which is the header/logo. This helps to reinforce the site’s brand while telling visitors exactly where they’ve landed. The bottom line is that you don’t want to force visitors to scroll through your website just to locate your brand logo.

Another important element to include above the fold is the primary navigation menu. Having a secondary navigation menu trailing off from the side down below the fold is perfectly fine, but the primary nav menu should be located above the fold. Incorporating some drown-down menus of your top-level categories directly below the header is an excellent way to achieve this.

If you really want to maximize your site’s conversion rates, try adding a call-to-action (CTA) above the fold. Whether it’s a large “BUY NOW” button or a basic opt-in newsletter form, CTAs are proven to be more effective when they’re placed above the form. Some webmasters have reported an increase in conversion rates by as much as 50% simply by moving their CTA above the fold.

Although this isn’t always necessary, adding your contact information above the fold may also help to increase your conversions. Visitors will trust your website more when you are transparent with your contact information. Publishing your company name, address and phone number above the fold is a simple way too boost conversions.