When it comes to designing websites and web applications to provide the best possible user experience – and to optimize landing pages for lead generation – utilizing the space ‘above the fold’ is still a very important practice.
The industry term of above the fold originated from the world of traditional print journalism, whereby newspapers would position their headline story in the top half of the page where readers’ attention lay. It’s a similar concept in the online world. Content positioned above the fold on a website can be digested by users without having to touch their mouse or trackpad to scroll down the page.
For some years now it has been a best practice for UX designers, and those working in collaboration with SEO marketers to focus on conversion rate optimization (CRO) for revenue-driving pages, to position calls-to-action clearly above the fold. In years gone by, that’s because website visitors have rarely looked below the fold – unless they are seriously interested in what you have to say.
In the days of dial-up and even the earliest form of broadband internet, page load speed times were such that users had little to no patience with websites. If they didn’t get what they were looking for within a matter of seconds, they would be out of there. Cramming every last drop of the content above the fold is now a major turn-off for landing pages, but it used to be the norm. Fortunately, times have changed, and we are no longer in the early 2000s. Although the concept of above the fold content remains the same, the general speed and flow of the internet means that users are far more likely to scroll down a page given the ease with which they can navigate the major search engines.
The case for above-the-fold content
Today, there are two ways of utilizing the above-the-fold technique for UX and CRO. First and foremost, you can design what is known as a “false bottom” of the landing page that a user lands on. It’s called false because it is designed to appear that there is no further content beneath this, which guides users to take the call-to-action above the fold. HubSpot is a full-service CRM platform that has even designed above the fold to look like the bottom of the webpage. As a content-heavy example, Search Engine Journal is search marketing gurus that use their space to steer users to their latest and most popular articles.
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The second design technique for the above-the-fold content in 2020 is to position valuable content or calls-to-action above the fold but make it obvious that there is more to read below it. This may be through the use of partially visible imagery or content. TopRatedForexBrokers find brokers based on users’ experience in trading, with their ‘Find Broker’ call-to-action clearly visible, while the latest trusted forex brokers list is teased just beneath. Optimizely is a leading experience optimization platform and it too avoids using a false bottom for their landing pages by teasing content below the fold that’s only half visible at first glance.
The case for below-the-fold content
Although Google’s “Importance of Being Seen” PDF study, published in November 2014, found that ad content below the fold had just 44% viewability compared with 73% of ads above the fold, there is a genuine consensus that users’ viewing habits have changed considerably of late. Sure, content above the fold has a dual-purpose – a) to outline the value proposition and b) to generate easy leads where the proposition just makes sense to users.
However, today’s consumers are savvier than ever. Although brands will always have advocates that will convert with their website no matter what, there is a growing number of consumers that require more convincing or education to convert. Taking uncertain users on a journey of content below the fold can help to appease their concerns or queries and still hoover up profitable leads and sales.
Of course, given that we all use multiple devices to view websites, it’s also true that the amount of content you can display above the fold depends on the screen size used to view it. In a survey of design, cues conducted a short time ago, it was discovered that at least 91% of users scrolled beyond the fold, regardless of screen size.
In summary
The need to cram vital content and calls-to-action at the top of the page is much less great than it once was. This breathing space allows designers to greet users with more minimalist and digestible user journeys that allow them to take their time to discover what you offer.
