What is: Above the Fold

Above the fold on the Internet means the portion of a web page visible in a browser window without requiring to scroll. In other words, the first piece of content a visitor sees when the page first load is called above the fold.

However, the screen size on which the web page is being browsed changes what content appears above the fold. Everything else on a webpage is below the fold.

Why the term “Above the Fold”?

The term above the fold is from the pre-digital era and is a terminology used in newspapers.

Since ages newspapers are folded in half. Moreover, they are intelligently displayed on sidewalks & book stores so that passersby can have a look. This way sidewalks could visualize and take a glimpse of the top half of the front page.

The reason behind folding a newspaper in half was and is still to attract the reader’s attention. They see and if it interests them they will buy.

The exact idea is passed on to the web page design and display. That’s why it is important to put the best and most interesting content in front of the visitors and above the fold on a web page.

Traditional Definition of Above the Fold

According to Wikipedia,

Above the fold is the upper half of the front page of a newspaper or tabloid where an important news story or photograph is often located. Papers are often displayed to customers folded so that only the top half of the front page is visible.

As screen sizes evolved from desktop to mobile phones, it is important to have the best content first instead of making it above or below the fold.

Here are some examples of above the fold content from websites. How they hook visitors, grab attention and convert them from visitors to customers or readers with good placement of content above the fold.

Here we go.

Examples of Putting the Best Content First

AWeber

AWeber keeps it plain and simple with a single color background. The introductory texts in bold are enough to explain what the visitor is looking at. Furthermore, AWeber explains what the user will get reinforcing it in the secondary subheading. The CTA button phrase FREE Trial is ultimate. In short, the web page has all the elements to engage visitors.

Problogger

Problogger is a content blog. The above the fold content of Problogger focuses on creating, growing and making money. That’s exactly what people search on the internet. Above all the blog clearly states the amount of content it has & benefits the readers will get. Additionally, the photo of Darren Rowse creates a personal bond with the visitor.

Amazon India

Even the eCommerce giant Amazon India has nailed the fold concept. Rotating banners and shopping widgets in a single color background are a breeze. Amazon knows what buyers are looking for. For example, items under 400 with free delivery tempt a buyer to click and get more info. The marketplace believes in the legacy of helping buyers to start shopping as soon as they land on the home page.