If you are unfamiliar with the term, above the fold in web design references the upper half of a web page. Any content placed above the fold is the first thing a visitor would see upon viewing a site page.
It is important for websites to make the best use of this area of the webpage. The content chosen must be displayed in a matter that excites, captivates, and engages, since it will be the first contact a visitor has with your site. This often determines whether they will continue to stay on the website or look at the rest of the content below the fold.
This is the place to communicate a main point, call to action, big sales and discounts, thriller announcements, crucial links (etc.) Take a look at the Express.com example above:
- The sale announcement is loud, clear, and visually enticing
- Easily accessible information about shipping included at the top right
- Mini description: more communicated in less words
- Buttons that lead to the next step of the call to action
While the information displayed above the fold will often differ depending on the page of the site, Slideshare displays 8 elements to remember when creating above the fold content:
The content you place at the top of your website will have significant effects on your bounce rate. Make sure you invest time selecting and updating the content you think is most important for site-landers to see on a page before everything else.