Above the fold
Above the fold refers to the portion of a web page that is visible to users without scrolling down. It originates from the world of print media, where newspapers were folded in half and the most important headlines and stories were placed on the top half of the front page. This prime real estate was the first thing readers would see when picking up a newspaper, and it determined their initial impression and engagement.
Similarly, in web design, the above the fold area is of utmost importance. It’s the first impression that users get when they land on a website, and it can significantly impact their decision to stay or leave. Research suggests that users spend approximately 57% of their browsing time above the fold, highlighting the critical nature of this section.
So, what elements should be included above the fold to ensure a captivating and engaging user experience?
- Clear and Concise Headline: The headline is the hook that grabs the user’s attention and entices them to explore further. It should be concise, compelling, and clearly communicate the website’s purpose or offer.
- Engaging Visuals: Humans are visual creatures, and captivating images or videos can quickly convey the website’s message and evoke emotions. High-quality visuals can make a lasting impact and encourage users to explore further.
- Call-to-Action (CTA): A well-placed CTA above the fold can guide users towards the desired actions, such as signing up for a newsletter, making a purchase, or starting a free trial. It should be prominently displayed and visually appealing to encourage conversions.
- Key Information and Features: Above the fold is the perfect place to showcase the most important information and features of the website. Whether it’s highlighting product benefits, showcasing testimonials, or presenting key statistics, this section should provide a snapshot of what the website has to offer.
- Navigation Menu: A clear and user-friendly navigation menu should be placed above the fold, allowing users to easily explore different sections of the website. It should be intuitive and provide a seamless browsing experience.
Now that we understand the importance of above the fold, it’s crucial to keep in mind that it doesn’t mean neglecting the content below. While the above the fold area is vital for capturing user attention, it should seamlessly flow into the rest of the webpage, providing a cohesive and engaging experience throughout.