All you need to know about – Above the fold content
Did you know that 55% of visitors spend less than 15 seconds on your website? This means that most visitors barely absorb the content present on your landing pages. As we advance into the digital world, merely ensuring that users land on your website is not a useful metric when it comes to conversion any more. At the end of the day, providing a unique and interesting user experience can help your website stand out from the competition. This is where above the fold content comes into the picture.
So, what exactly is above the fold content, and how does it work? In simple terms, above the fold content is what users see on your website without having to scroll further down the page.
What makes above the fold content important?
Since users spend about 57% of their page-viewing time above the fold, having great content here can ensure you grab your users’ attention faster.
Let’s have a look at some of the different ways brands are populating their above the fold content:
1. Adding an easily distinguishable and compelling CTA
HubSpot – HubSpot provides various software that can help improve a website’s performance. And this is precisely what it portrays in its above the fold content. HubSpot tries to adopt a friendly conversational tone through its content while also sticking to the point in a concise manner. It packages all of this in one easily distinguishable and compelling CTA that asks users to signup for ‘HubSpot Free’.
2. Providing the problem & the solution
Susan Peirce Thompson – Her website has a program for weight loss that helps you decide what you should eat and what you shouldn’t. Above the fold content present on this website is unique as it first outrightly addresses the problem and then continues to provide a solution for it. A thing to note about this website is the CTA. Instead of going for something like ‘Lose Weight Now’, Susan Peirce Thompson uses ‘Take the Quiz Now’. The intention here may be not to overwhelm users with a blunt CTA but to give them more power about making a choice.
3. Displaying Sales/Offers
Mi – Nothing grabs a user’s attention the way that offers do. Mi makes use of multiple banners in its first fold to ensure users don’t have to scroll or navigate to get to the offers page. Whenever Mi has a Flash Sale, the brand ensures this is the first thing users see, by placing the sales details in the first banner. Apart from this, it chooses a few other products and displays their specs, price, and other ongoing offers applicable to that product. Mi displays all this information without making the above the fold content unsightly or cramped.
Some of the best above the fold content ideas include finding the right balance between what works for users and what is right for your business. So, before deciding what content to place above the fold, be sure to first analyse your target audience from the perspective of their interests. Figure out what would grab their attention, while also communicating your business values.