What is Above the Fold?
The portion of a webpage visible without scrolling.
Definition
Above the fold refers to the content a visitor sees immediately when a page loads — before any scrolling. In advertising, this term is critical for landing pages and email design because the above-the-fold area determines whether a visitor stays or bounces. High-converting pages place the headline, value proposition, hero image, and primary CTA above the fold. On mobile, where screen real estate is limited, above-the-fold optimization is even more important.
Example
An e-commerce brand redesigns their landing page to move the "Shop Now" button and a customer review above the fold, resulting in a 15% increase in add-to-cart rate.
Related Terms
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