Actionable Optimisation

Actionable Optimisation #3 – The Fold; Myth or Master?

 May 19, 2020

By  Will

The Fold; Myth or Master?

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In an increasingly mobile world, with users becoming more and more used to scrolling, does the fold even matter anymore?

Yes, but not for the reason most people think.

The idea that your CTA absolutely must be above the fold is a bit of a myth, but above the fold still has huge value simply because it’s what people see first.

A study by NM Group found that the 100 pixels just above the fold saw 102% more views than the 100 pixels below the fold. Now, this would of course suggest that this is also where your Call To Action should be. If people can’t see it, they can’t click it.

However, a test by Content Verve saw a 304% uplift by moving the form and CTA to the bottom of the page. How does this make sense I hear you asking.

While a large number of people will drop off before scrolling, the people who stay around are much more motivated, giving you a much better chance of converting them provided the rest of your page is valuable.

People will click your call to action if they are motivated to. That is, if they’ve got the information they need to begin the process of committing to your business in some way.

If above the fold you just have some generic information, and a call to action, why would people click? And why would they scroll?

If however, you’ve got some great copy at the top of the page, you might convince people to click the CTA button, or they may continue to scroll to find out more information.

Take a look at the image below, which seems like the sort of site you’d be more likely to engage with? It’s probably the one whose copy resonates with you.

Even if you’re not prepared to click the CTA on the 2nd image, you’re much more likely to scroll and seek out some of the features and benefits to understand more about how this product will help you.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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