Below the fold refers to the portion of a webpage that remains hidden until the user scrolls down. It is a digital adaptation of a newspaper term once used to describe stories printed on the bottom half of a folded broadsheet. In web design, this content is effectively invisible until the user takes action.
What is Below the Fold?
In modern web design, below the fold describes any content located beneath the bottom edge of a browser window. This typically starts at approximately 600 pixels from the top of the page.
While the term originated with physical newspapers where secondary stories were tucked out of sight on newsstands, it now applies to digital layouts. Users must scroll to interact with this content, making it less immediate than "above the fold" material.
Why Below the Fold matters
Placement directly influences how users interact with your site. Content buried at the bottom of a page risks being buried entirely if the visitor leaves before scrolling.
- Viewability: [Advertisements above the fold reach approximately 73% viewability, while those placed below the fold drop to 44%] (Optimizely).
- Ad Revenue: Because visibility is lower, companies often charge discounted rates for ad placements at the bottom of the page.
- Measurement: An ad is only considered a [viewable impression if at least 50% of its pixels appear on a screen for a minimum of one second] (Optimizely).
- Engagement: If users do not see a reason to scroll, they will never encounter your secondary calls to action or supporting information.
How Below the Fold is measured
Defining a universal fold line is difficult because screen sizes vary across thousands of devices. However, design benchmarks provide a starting point for optimization.
[Web designers generally treat the fold line as being 1,000 pixels wide and 600 pixels tall] (Optimizely). This estimate assumes a common 1024x786 monitor resolution with a maximized browser and no extra toolbars pushing content down.
Mobile and responsive considerations
Mobile browsing has made the concept of a "fixed" fold obsolete. Users frequently switch between portrait and landscape modes, and screen dimensions vary wildly. [Common mobile screen dimensions now include 320x568 and 360x640] (Optimizely).
To handle this, practitioners use responsive design. This approach uses flexible layouts and CSS to ensure content reflows to fit any screen environment. While mobile users are statistically more likely to scroll than desktop users, the most important information still belongs at the top of the layout.
Best practices
- Prioritize key information: Place your primary value proposition and call to action above the fold.
- Entice the scroll: Design the page to signal that more value exists further down. Use visual cues or "infinite scrolling" features to keep users moving.
- Study your audience: Use Google Analytics to identify the most common screen sizes of your specific visitors.
- Test your layout: Use heatmaps (like CrazyEgg) to track scroll-depth and see where users stop looking.
- Run A/B tests: Experiment with moving content between the top and bottom of the page to see how it affects conversion rates.
Common mistakes
Mistake: Putting "conversion-critical" buttons at the very bottom of a long page. Fix: Move essential lead forms or purchase buttons higher, or repeat them at intervals.
Mistake: Assuming every user has a large high-resolution monitor. Fix: Test your site on multiple devices to ensure the fold doesn't cut off headlines mid-sentence.
Mistake: Overcrowding the top of the page to avoid the fold entirely. Fix: Use white space and clean design. Give users a reason to scroll rather than overwhelming them immediately.
"Below the Fold" in Media (2021 Film)
Beyond marketing, the term is the title of a 2021 indie mystery thriller directed by Clayton Scott. The film follows two reporters in Skidmore, Missouri, who investigate the 10-year anniversary of a cold case involving a vanished 12-year-old girl named Susie Potter.
The title serves as a double entendre: it refers to the journalistic term for less-visible articles and the "underbelly" of seemingly quiet rural towns. Critics have noted the film's low-budget but "slick" appearance, though audience members sometimes find the ending abrupt or unresolved.
FAQ
What does below the fold mean in digital marketing? It refers to the part of a website that is not visible when the page first loads. A user must scroll down to see this content. It is generally considered less valuable for ads and critical announcements because not all users scroll to the bottom.
How many pixels down is the fold? Most practitioners consider 600 pixels from the top of the browser to be the average fold line. This can change based on the device, screen resolution, and whether the user has toolbars active in their browser.
Do people still scroll? Yes. While content above the fold gets the most attention, modern users are accustomed to scrolling. This is especially true on mobile devices. Some websites now use "infinite scroll" to keep content flowing as the user moves down.
How do I find out where my users are clicking? You can use heatmap software to see exactly how far down your page people scroll and what elements they interact with. This helps you decide if important content is buried too deep below the fold.
Is below the fold bad for SEO? Placement below the fold does not inherently hurt SEO, but it can affect user engagement metrics. If users can't find what they need quickly, they may leave the site, which can indirectly signal to search engines that the page is not useful.
