What is Above the Fold?

Above the fold is the part of a web page that is visible without scrolling. The term comes from newspapers, where news above the fold attracts more attention. The same applies on the web: content above the fold gets the most attention and decides within seconds whether a visitor stays or leaves.

Why is above the fold so important for CRO?

Most visitors never see the bottom of a page. The first impression above the fold determines further engagement. All critical conversion elements belong here: a strong heading, a clear value proposition, social proof and a prominent CTA.

Above the fold and scroll depth

Scroll heatmaps show what percentage of visitors reaches each section of the page. Usually 80 to 90 percent see the top of the page; only 20 to 30 percent scroll to the bottom.

Optimising above the fold

Make sure you have a fast loading time, a clear and relevant headline and one strong CTA. Avoid distracting elements and too much text that scatters attention. Test variants with A/B tests.

Does above the fold differ per device?

Yes, a lot. On mobile the fold sits much higher than on desktop, so less fits above it. Always design mobile-first for maximum effect.

Does everything have to be above the fold?

No, but the most persuasive elements do. More at developers.google.com/search.