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Personalization Glossary
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Above the Fold

What is above the fold?

Above the Fold refers to the content that is first visible to a visitor when they first land on your site — or more specifically, the content a visitor can see on the page without having to scroll.

The term takes its origins from the newspaper business. Back in the pre-Internet era, the most important content (headlines and the most compelling story of the day) sat above the folded half line of a paper. It was the top half of the front page — hence above the fold.

When content started being created online, the same terminology started to get applied to web experiences. Above the fold content on your site generally is the first 600 pixels from the top of a page.

Why is above the fold important?

Today’s online consumer is being pulled in more directions than ever before. She has more choices of products, less time to compare options, and a shorter attention span.

As a marketer, it’s your job to create an Experience that can quickly identify a visitor’s reason for visiting your website. Then, you want to quickly provide a relevant Experience to meet their unique needs. When someone visits your site to find specific information about your product, you want important information to be highly visible. Otherwise, the visitor will leave frustrated and potentially go to one of your competitors.

Above the fold content is where you can display your most important content to hook visitors to your page. If they don’t like what you display above the fold, they are likely to bounce. And worse off, they may never return!

Other above the fold considerations

An increasing number of visitors are visiting web pages on mobile devices and tablets — and it’s your responsibility to make sure the design adapts to a user’s device. Most web designers have shifted from designing static experiences to fully responsive pages that can adapt to a unique viewport.

Nowadays, above the fold isn’t always a strictly defined measure. When it is calculated, most designers spot the zone at 1000px wide and 600px tall, falling in line with the common 1024 x 768 browser window.

As you build your site, make sure your site has the right content for each page and call to actions are highly visible on a variety of screen sizes — from mobile devices to tablets.


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