Above the Fold
The portion of a webpage visible without scrolling, considered prime real estate for key content and calls to action.
Definition
"Above the fold" refers to the section of a webpage that is immediately visible in the browser window when the page first loads, before any scrolling occurs. The term originates from newspaper publishing, where the most important headlines appeared on the top half of the folded front page. In digital marketing, above-the-fold content is considered the most valuable screen real estate.
The exact fold line varies by device and screen resolution, making responsive design crucial. What appears above the fold on a desktop monitor differs significantly from a tablet or smartphone.
Why It Matters
Above-the-fold content determines whether visitors stay or leave. Research consistently shows that users spend significantly more time viewing content above the fold than below it. The headline, value proposition, and primary call to action placed above the fold have the highest impact on conversions.
For marketers and designers, above-the-fold optimization is critical for landing pages, homepage design, and email templates. The content visible without scrolling must immediately communicate relevance, build interest, and provide a clear next step.
Examples in Practice
An e-commerce site moves their primary call-to-action button above the fold, increasing click-through rates by 20% because visitors see the button immediately instead of needing to scroll.
A SaaS landing page tests two above-the-fold layouts — one with a hero image and one with a product demo video — discovering that the video version increases free trial signups by 35%.
A news website redesigns their above-the-fold layout to feature fewer but larger headline stories, resulting in 50% more clicks on featured articles because the reduced clutter improves readability.