The concept of "above the fold" is still a very important concept although not in the same way as previously thought.
Above the fold is a newspaper term that refers to the headlines and stories that are visible when the newspaper is folded in half as in a news rack. These are what sell the paper. In web terms, above the fold simply means the first full screen that a user sees without scrolling. (We're speaking about vertical scrolling, not horizontal scrolling, which is a complete no-no).
Do users scroll?
It used to be thought that most users don't scroll and therefore anything that was important, had to be placed "above the fold", or it wouldn't be seen. It's not as black and white as that. Users still don't like to scroll anymore than they used to but they will scroll, and probably always did as long as there was a reason to continue further.
What causes users to scroll?
Great content. That's the bottom line. Users will scroll if you've kept their attention. That initial screen has to let them know what you're offering, what's in it for them, and why they should do business with you. If you can answer those questions to their satisfaction, they'll most likely stay on your page and scroll down for more information.
Should important items still be above the fold?
Yes, critical elements should still appear above the fold. Elements that tell your visitor who you are, what you're offering and why they should do business with you have to be seen on that first screen, or you've lost them.
That doesn't mean you should jam everything possible onto that first screen. That's just as poor an option as not answering the above questions. Don't fill that first screen with all your headlines, body copy, graphics, opt-in boxes, navigation bars, calls-to-action, etc.
Just make sure that the first screen they see conveys exactly what your website is about and what's in it for them, in as clear and simple language as possible. If they have to scroll to understand what your website is about, they won't. They'll go elsewhere.
Where is the fold?
This is a huge question. A lot of designers will create a page so that portions of images or text will be cut off at the fold, to let visitors know that they have to scroll down further. To do this, they have to know where the fold is, don't they?
The truthful answer is that they have no real idea of where the "fold" is for a specific visitor. It depends on the screen resolution the user has set, as well as the screen size of their monitor. Bigger screens show more content above the fold and require less scrolling. Smaller screens show less content above the fold and require more scrolling.
A study conducted by Onestat.com shows that as of September 30, 2008, 40.28% of all computer screens worldwide were using a screen resolution of 1024 X 768. If you look at just normal screens as opposed to wide screens, that percentage increases to 61.8%. The lowest screen resolution in their study, 640 X 480 accounts for only 0.16% of all screens, while a screen resolution of 800 X 600 accounts for just 4.01% of all screens. This data helps, but you still can't solve"where the fold is" for all users.
What do I need to do?
The most important item on your page, both above and below the fold, is your content. If your content is interesting and valuable to the reader, they'll scroll down for more. If it isn't, they're on to the next website.
What you put on that first screen, no matter where the fold falls, is very important because that will probably be your only opportunity to grab your visitor's attention. Make sure it spells out very clearly what your website is all about and what you have to offer. Don't pack it full with a lot of "noise." Just pack it full of valuable and compelling content.
That's how you keep them on your website and eventually turn those visitors into customers.
Your comments are appreciated.
We've all heard that "content is king." Good content or hopefully, great content is what separates you from the rest of the pack. You can design the most beautiful website in the world, but without good content, it won't really matter how cool your website looks.
