Above the fold

The content on a webpage that doesn’t require scrolling to experience

Why it matters

It is where first impressions form and bounce decisions get made — but the fold is not the cliff it was in 2005. People scroll readily once the top convinces them there is a reason to; design the top to earn the scroll, not to cram everything above an imaginary line.

See it

Above earns the scroll; below repays it. The line moves with every device.

The numbers

  • No fixed height — the fold moves with every device
  • People do scroll — when the top gives them a reason

Ask your assistant

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