Above the Fold

"Above the fold" refers to the portion of a webpage visible before you start scrolling, the initial screen view. It’s prime real estate for grabbing attention and communicating your core message quickly.

A recent eye-tracking study from Nielsen Norman Group found that users spend about 57% of their viewing time above the fold, and around 74% within the first two screenfuls, then attention sharply drops off.

Why it matters:

• Crucial messaging, headlines, and CTAs should live here. This is where most users focus first.
• It impacts bounce rates and conversions. First impressions count!
• It’s mobile-first land too; make sure that above-the-fold content adapts well across devices.

That said, people do scroll, just prioritize what’s seen first. For a more in depth look at how to optimize above the fold, read What Goes Above the Fold Matters: Capture Attention in 5 Seconds.