Above the fold

The term above the fold refers to the first information a reader sees when viewing a publication. In modern web design, "above the fold" refers to the contents of a web page that a user can see and interact with without needing to scroll down. As seen in the picture, the laptop shows the first section of the web page, and everything else is not seen until the visitor scrolls.

Today, the term often describes advertisements and originally referred to the headline and lead stories in a printed newspaper. This printing method allowed potential buyers to preview the newspaper's content before it was purchased and unfolded.

Why is "above the fold" important on a web page?

When a visitor visits your web page, you want your most important information, or your CTA (Call To Action), to be located "above the fold." This method helps catch the reader's eye, making them less likely to leave the page quickly. Most visitors judge your web page within a few seconds and usually only scroll down if they like what they see and want more information. If you cannot catch the reader's eye, they'll bounce.

Where does "above the fold" end on a web page?

Determining what content should be above the fold is difficult because different devices can view your website. For example, displaying a website on a computer monitor differs from displaying it on a smartphone, especially if the page utilizes a responsive design. Many define the top 768 to 1000 pixels of a web page above the fold. This recommendation is a good starting point. However, we still highly recommend viewing your web page on as many devices as possible to know exactly where that device ends the fold.

Why is "above the fold" meaningful in advertising?

For an advertisement to be successful, it must draw the reader's attention. Advertisers know that ads placed ATF are more likely to be seen and clicked on than those placed below the fold.

Computer acronyms, Internet terms, TLA, Visible page, Web design terms