What is Page Fold?
ELI5 — The Simple Version
Think of a webpage like a bakery window. The 'above the fold' section is what you see through the window without stepping inside. It's filled with the most tempting treats to catch your eye and make you want to come in. On a webpage, this is the part you see without scrolling. Just like the bakery, there's more to explore if you decide to look further. The 'below the fold' is everything else you'd find if you go deeper into the site. Websites put their best offers and info above the fold to grab your attention quickly. If you like what you see, you're more likely to stay, explore more, and maybe even make a purchase.
Technical Deep Dive
Definition
The page fold is an invisible line on a webpage that separates the visible area from the part that requires scrolling. This line shifts based on the device and screen resolution.
How It Works
- 1.Screen Resolution: The fold's location changes with different devices; for example, a desktop has a different fold than a smartphone.
- 2.Content Prioritization: Crucial content is placed above the fold to ensure it catches the user's eye.
- 3.User Engagement: Users decide to scroll based on the content visible above the fold.
Key Characteristics
- Dynamic Position: Varies with devices and screen sizes.
- Impact on Engagement: Affects user interaction and conversion rates.
- Design Consideration: Critical for UX and UI strategies.
Comparison
| Feature | Above the Fold | Below the Fold |
|---|---|---|
| Visibility | Immediate | Requires scrolling |
| Engagement | High initial impact | Sustains interest |
| Content Type | Key messages, CTAs | Additional details, extras |
Real-World Example
In an A/B test by VWO, a company increased conversions by 20% by moving their main call-to-action button above the fold.
Best Practices
- Use Heatmaps: Tools like Hotjar reveal where users click and scroll, aiding in fold optimization.
- Test and Iterate: Continuously test layouts with Google Optimize or Optimizely to determine effectiveness.
- Responsive Design: Ensure designs adjust for various screen sizes and resolutions.
Common Misconceptions
- The Fold is Fixed: It varies by device and requires testing across platforms.
- Below the Fold is Ignored: Users will scroll if the above-the-fold content is engaging.
- Above the Fold Guarantees Conversions: While beneficial, the overall quality and relevance of content are essential.