What is Below the Fold?
The term “Below the Fold” originates from the newspaper industry and encompasses everything beneath this initial viewport and “Above the Fold” refers to the content instantly observable without any scrolling. In the eCommerce world, below the fold means bottom of the user’s screen.
While above the fold demands meticulous attention due to its immediate impact, neglecting below the fold content would be a missed opportunity. Both areas contribute to the overall user experience, serving distinct purposes.
Best Practices for Below the Fold
Turning below the fold into a valuable asset requires deliberate planning and content creation:
- Structure and Hierarchy.Ensure a positive and intuitive user experience, ensuring shoppers can easily find key information, consider using clear headings, subheadings, and bullet points.
- Visual Appeal. When users have scrolled down, it’s important to keep their attention with an engaging user interface design. Consider high-quality images with social proof, animations, and vide
- Call to Actions (CTAs) Strategically place call to actions throughout the below the fold content, guiding users towards desired actions, such as “add-to-cart” or “pay now”.
- Mobile Optimisation. Ensure below the fold content is easily accessible and readable on all devices and responsive to different phone sizes.
- Test and Evaluate Placements. Use A/B testing to understand which elements resonate and adjust your below the fold content accordingly.
By implementing these strategies, you can transform below the fold from an afterthought into a powerful tool for engagement and conversion.
