Keep content above the fold

As you may have assumed, the term “above the fold” originated within the newspaper industry. Although newspapers are black and white, they may not be read all over after all. This term refers to the most important news, strategically placed on the top half of the first page of a paper, according to Wikipedia. 

Those of us in the world of interactive marketing are ever-so familiar with this term as well, or should be. Above the fold, in our realm, is the content visible without scrolling down.

Don’t assume your respondents will scroll down and explore everything your page has to offer. No matter how engaging your copy, imagery and offer, not all respondents will scroll.  You have the opportunity to put everything they need directly in front of them, so why not do so?

If your competitors serve up a more user-friendly landing experience than you do, your audience (and conversions) could slip. Give your page an objective look over with an editing eye. Your company may have a lot to say to your potential customers, but don’t overwhelm them with too much copy or too many possible options to take.

Following the ion interactive mantra of best practices, you’ll want to keep it simple and present a clear, defined CTA. This should allow you to keep your content above the fold. If this just is not possible, definitely implement a strategy. The following elements simply must be kept above the fold-

The Offer- Don’t make them scroll to see what it is you are offering. Sure, they may have clicked on a search ad, email or followed the link from a print ad, for example. Yet chances are they want to see an instant message match, so give it to them!

Key Messaging- Tell them what they need to hear. Your copy may be brilliant, but if it’s not in front of your respondents that really won’t matter. Don’t chance any key messaging below the fold.

Your CTA- The placement of your CTA is vital. After thoughtfully crafting a clear, well defined CTA, you certainly don’t want to hide it below the fold!

It’s a simple concept, yet very important. If you want your visitors to see it, read it or click on it, keep it above the fold!