The concept of “above the fold” originates with newspapers, where the newspaper was folded and only a portion of the page was visible at first glance. The industry learned that they must present the important, attention-grabbing content on the visible part of the page to gain interest.
This idea is just as important today where all of our content is online and on screens. The new “above the fold” is the visible part of the page you see when you first land on the page.
Present the most important content above the fold, so the customer is exposed to it without needing to scroll down. This content is often the most impressionable.
What’s important, you ask? That will vary based on what your objectives are for the customer and what resonates with them. Try variations that showcase different types of key content. Possible examples include:
Leverage your navbar and the area below the fold to highlight additional content, products, and pages that didn’t make the “above the fold” cut.
You might try variations with different design structures like collapsible sections, cards with short intros and learn more hyperlinks, or images with mouseover popups to maintain a minimal approach while still guiding your customers towards additional content and products.
You might even consider removing some of that additional content entirely from the page to achieve a more minimal design. Again, the fewer items the customer has to scan and scroll through, the more focused they’ll be on what’s left.
In this case, Target focuses on pushing visitors to their seasonal products (Easter). Visitors that land on the homepage are presented with the following above the fold:
As the customer scrolls down, they’re presented with additional seasonal promotional content (which may be above the fold for some viewers), info for contactless shipping options, and then it dives into curated sales and other product categories to browse.
Start converting more leads today.