Above The Fold

Above the fold refers to the portion of a webpage that is immediately visible in the browser viewport when the page first loads, without any scrolling required. The term originates from newspaper publishing, where the most important content appeared on the top half of the folded front page.

Meaning & Context

The exact dimensions of above-the-fold content vary based on device type, screen size, and browser configuration, but typically refers to approximately the first 600-1000 pixels of vertical content on desktop and 400-700 pixels on mobile. This prime digital real estate receives the most attention and engagement from visitors, as many users never scroll below it.

Why It Matters

Above-the-fold content is critical in A/B testing because it has the greatest impact on first impressions, engagement, and conversion rates. Changes to this area typically produce larger effect sizes than below-the-fold modifications. However, testing above-the-fold elements requires careful attention to flickering issues, as visual changes in this area are most noticeable and can significantly impact user experience and test validity.

Example

An e-commerce site tests moving their value proposition from below the fold to above the fold in the hero section. The test shows a 15% increase in add-to-cart rate, demonstrating how critical above-the-fold placement is for key messaging that influences purchase decisions before users scroll.