Below-fold
Overview
Below-fold refers to the portion of a webpage that is not visible to the user without scrolling down. The term originates from newspaper publishing, denoting content that appears below the physical fold of the paper. In digital design, below-fold content plays a crucial role in engaging users and providing additional, valuable information beyond the initial viewport.
Importance
The strategic placement of content below-fold can influence user engagement and website performance. While above-fold content must capture immediate attention, below-fold content is essential for delivering deeper, more detailed information to users who are interested enough to scroll.
Principles
- Content Hierarchy: Prioritize information so that the most critical and engaging content appears above-fold, with detailed and supplementary material placed below-fold.
- User Engagement: Use compelling calls-to-action and engaging content above-fold to encourage users to scroll and discover more.
- Design Cues: Implement visual cues that suggest more content is available below-fold, encouraging users to explore further.
Key Benefits
- Enhanced User Experience: Allows for a cleaner, more organized presentation of information, improving user navigation and satisfaction.
- Opportunity for Depth: Provides space to include detailed information, supporting content, and additional features that can enrich the user's understanding and engagement with the site.
- Improved Conversion: Strategic placement of certain elements below-fold, like testimonials or case studies, can contribute to building trust and encouraging conversions.
Conclusion
Understanding the dynamics of above-fold and below-fold content is crucial in web design and user experience strategy. While capturing the user's immediate attention above-fold is vital, effectively utilizing the below-fold space is key to providing a comprehensive and engaging user journey on a website. By balancing the content and design across these areas, websites can maximize user engagement and achieve their objectives more effectively.