The myth of the fold

I’m always asked to make sure I place specific information or actions on a webpage “above the fold”.

Usually I’ll try to explain that there isn’t really a “fold” on a website because screen sizes all differ from device to device, however I’ve also now started to use the results of an A/B test that saw a 20% increase in conversion by placing the call-to-action at the foot of the page.

It was felt that customers needed additional information presenting to them before they were informed enough to continue. Every product/service is different, and so are the visitors to your site so it’s always worth testing the placement of your call-to-action.

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