Above the Fold refers to the part of a page visible without scrolling. It determines whether a visitor stays, because in the first few seconds they are looking for the answer to three questions: where am I, what can I get here, and what should I do. If the page does not answer them, they leave. This space should therefore contain a clear statement of what you offer, a concrete benefit for the given target group, a clear call to action and possibly one strong piece of proof. It is needlessly taken up by large decorative photos without information, extensive menus, consent bars and promotions for offers unrelated to the reason for the visit. The mobile view is critical, where the space is a fraction of the size – check it on an actual phone, not just by narrowing the browser window.
See also: Form optimisation, Friction in the conversion process, Social proof.
