What Does Above the Fold Mean in Marketing?

In the context of digital marketing, "above the fold" refers to the part of a webpage that is visible to users when the page first loads, before they have to scroll down. This area typically includes the header, navigation bar, hero image, and any key messaging or calls-to-action. This term originated from the newspaper industry, where the most important headlines and stories were placed on the top half of the front page, where they were immediately visible to readers.

The importance of the above the fold area lies in the fact that it is the first impression a user has of a website or landing page. It is the area that captures their attention and can either entice them to stay and explore further, or cause them to leave if they don't see what they're looking for.

How Above the Fold is Used in Digital Marketing.

• Website Design: In website design, the content and design elements placed above the fold are crucial for capturing the attention of visitors and encouraging them to take action. This includes placing important information, compelling headlines, and clear call-to-action buttons above the fold to drive engagement, conversions, and user experience.
• Email Marketing: In email marketing, the portion of an email that is visible in the preview pane or when the email is opened without scrolling is considered above the fold. It is important to place the most important and engaging content, such as the subject line, pre-header text, and a visually appealing header, above the fold to entice recipients to open and engage with the email.
• Advertising: In online advertising, particularly display advertising, above the fold refers to the portion of a webpage that is visible without scrolling, where banner ads or other types of ads are displayed. Ads placed above the fold generally have higher visibility and are more likely to be noticed by users, potentially leading to higher click-through rates and conversions.
• Landing Page Optimisation: Above the fold is an important consideration in landing page optimisation, as it determines the initial impression and engagement of visitors. Placing a clear and compelling headline, value proposition, and call-to-action above the fold can help drive higher conversion rates and user engagement on landing pages.
• Responsive Design: With the increasing use of mobile devices, above the fold becomes even more crucial as screen sizes vary. Responsive web design ensures that important content and calls-to-action are placed above the fold across different screen sizes, ensuring optimal visibility and engagement for all users.

"Marketers should never neglect the importance of above the fold optimisation. The first visible portion of a webpage or email is what captures attention, engages users, and drives conversions. Make a strong first impression with compelling content and calls-to-action above the fold."

Paul Mills
CEO & Founder, VCMO

Above the Fold in Website Design and Optimisation.

In terms of website design, optimising the above the fold area is crucial to increasing engagement and conversions. Here are some best practices for optimising the above the fold area:

1. Clearly Communicate the Value Proposition: The above the fold area should clearly communicate what the website or landing page is about, what value it provides, and what action the user should take next.
2. Use Attention-grabbing Visuals: A visually appealing and attention-grabbing hero image or video can help to capture the user's attention and draw them in.
3. Keep It Simple: Don't overwhelm the user with too much information or too many options. Keep the above the fold area clean and simple, with a clear hierarchy of messaging.
4. Make It Mobile-friendly: With the majority of web traffic coming from mobile devices, it's important to ensure that the above the fold area is optimised for mobile screens, with clear and easy-to-tap calls-to-action.

While optimising the above the fold area can lead to increased engagement and conversions, it's important to note that users will often scroll down to explore the rest of the page. Therefore, it's important to ensure that the rest of the page is also optimised for usability and engagement.

Recap of Above the Fold.

In summary, "above the fold" is a marketing concept that emphasizes the importance of placing key content and calls-to-action in the visible portion of a web page or email to capture attention, drive engagement, and optimise marketing performance.

About VCMO

VCMO helps SMEs and portfolio companies with the high-level marketing leadership they need to grow and succeed across the full business lifecycle. Its roster of highly accredited Fractional Chief Marketing Officers brings the expertise, strategy and execution to transform marketing potential into a competitive advantage that delivers predictable revenue and sustainable growth.