There are many articles that state the fold doesn’t matter anymore. They are wrong. The fold is one of the most important considerations when designing a website.
It’s not because people don’t scroll. Everyone scrolls. The issue is that we need to make sure that users choose to scroll. The content and design you present above the fold gives your users their first impression. A first impression has been proven to be formed in as litte as 17ms. You need to use this first impression to differentiate yourself quickly and concisely. If you don’t people will leave. Some will leave before they even get a chance to scroll down your site. Here are some tips on how to keep users scrolling.
First answer these questions for users:
To answer these questions you need to edit mercilessly. All content and design above the fold needs to align to business goals you developed from personas. Your key differentiating statements and products/services all need to be visible without scrolling.
Put your most important content high up on the page. For a product page you would start with:
Add additional content below the fold and A/B test against your goals. Make sure the addition of any content helps with your conversions.
Then quickly add:
Long live the fold!
Looking for more information? Connect and let’s discuss.