Below the fold is derived from the print newspaper terminology where the most important stories were placed "above the fold" to grab the attention of potential buyers. Similarly, in the digital space, below the fold refers to the portion of a webpage that is not immediately visible when the page loads, and the user must scroll down to see it. In A/B testing, it helps teams explain which part of the visitor experience changed and why that change could affect conversion behavior.
Below the fold is derived from the print newspaper terminology where the most important stories were placed "above the fold" to grab the attention of potential buyers. Similarly, in the digital space, below the fold refers to the portion of a webpage that is not immediately visible when the page loads, and the user must scroll down to see it.
In conversion optimization, Below the fold describes a part of the visitor experience that can be observed, measured, and improved through testing. It is often used when forming hypotheses about why users click, scroll, buy, sign up, or leave.
Below the fold is important because it determines how users engage with a website. It can affect a user’s first impression of your site and whether they decide to stay or leave. Additionally, it has an impact on ad placement and revenue, as ads above the fold tend to have higher visibility and click-through rates.
For example, a marketer may test a different hero message, call-to-action, or page layout. Below the fold helps explain which part of the user journey changed and why that change could affect conversion behavior.
Use Below the fold while forming a hypothesis. Identify the user behavior you expect to change, choose a metric that can capture it, and test one clear improvement instead of changing many page elements at once.
A common mistake is assuming Below the fold affects every visitor the same way. Segmenting by device, traffic source, and intent can reveal whether the improvement helps the audience you actually care about.
Below the fold is derived from the print newspaper terminology where the most important stories were placed "above the fold" to grab the attention of potential buyers. Similarly, in the digital space, below the fold refers to the portion of a webpage that is not immediately visible when the page loads, and the user must scroll down to see it. In A/B testing, it helps teams explain which part of the visitor experience changed and why that change could affect conversion behavior.
Below the fold is important because it determines how users engage with a website. It can affect a user’s first impression of your site and whether they decide to stay or leave. Additionally, it has an impact on ad placement and revenue, as ads above the fold tend to have higher visibility and click-through rates.
Use Below the fold while forming a hypothesis. Identify the user behavior you expect to change, choose a metric that can capture it, and test one clear improvement instead of changing many page elements at once.
This comprehensive checklist covers all critical pages, from homepage to checkout, giving you actionable steps to boost sales and revenue.
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