Marketing Glossary

Below the fold

What is Below the fold?

“Below the fold” is a term coined from the newspaper industry where high-priority items were always placed on page one for maximum visibility. It is the exact opposite of “Above the fold”, which can also be found in Convincely’s glossary as a term.

Where is it used?

In newspapers or magazines, usually, items that are not considered very important are usually placed below the fold.

With the advent of responsive web design, “below the scroll” now refers to a website’s part that only partially appears on a screen. The below-the-scroll area is often used in websites to connect their landing pages with content that fits an individual browsers’ width.

What content should we place below the fold?

For digital marketers, making a “call to action” or promotional offer below the fold usually results in lower conversion rates. In fact, often deciding on what website visitors do next is not with those who view content but rather how readers interact with page copy.

Important aspects of your business like value propositions, selling points and call to actions should be above the fold. Below the fold, you can include testimonials or more secondary info about your product.

Your call-to-action is important for your campaign to be seen and take off. The placement should not be too far above the fold in order for prospects to first consider taking action, but it can’t seem like you’re lagging behind either.

Leveraging the first impression of your opportunity and offering already-conquered products are valuable.

Ideally, your idea would hold at least interest for those who are already familiar with the product or service, but most likely you’ll only be able to expand your audience if you can offer something that is easy to explain.

The customer who would like an exhaustive explanation of the cost should be met with a more thorough response that requires scrolling down for the relevant information rather than committing prematurely to a single price.

The success of a company’s offer is variable, depending on the context and target. It isn’t always possible to tell all aspects that are likely to influence an individual’s decision-making process ahead of time, but performing A/B tests or multivariate testing can help inform the most beneficial placement for an offer lure each consumer.

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