Above the Fold
Content visible without scrolling when a page loads.
Content visible without scrolling when a page loads.
Why It Matters
While users do scroll, above-the-fold content disproportionately influences whether they continue. Studies show 80% of viewing time is spent above the fold. This is where you must hook visitors and set expectations for the rest of the page.
Practical Example
Scenario
A furniture brand's product pages have product images below the fold on mobile. Visitors see only the header and partial description first.
Calculation
Mobile bounce rate: 68%. After redesigning to show product image and price above the fold:Result
Mobile bounce rate drops to 52%. Same traffic, 16% more visitors engaging with product content.
Pro Tips
- 1Prioritize the most important content: value proposition, primary CTA, key visual
- 2Test on multiple devices—'above the fold' varies dramatically between desktop and mobile
- 3Include a visual cue that more content exists below (partial images, scroll indicators)
- 4Load above-the-fold content first to improve perceived speed
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
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