Above the fold

What is “above the fold”?

The term originates from the newspaper industry, where the most important story was placed above the fold (where the physical newspaper was folded at the newsstand). In a digital context, “above the fold” refers to the content visible on the screen before the user scrolls down.

Why is “above the fold” important?

Studies show that users form an opinion about a website within 0.05–3 seconds. The content displayed above the fold plays a major role in determining:

• Whether the user stays or leaves: If the above-the-fold content doesn’t capture their interest, many users will leave the page immediately.
• The user’s perception of your brand: The first visual impression shapes trust in your online store.
• Willingness to take action: Clear CTAs above the fold increase the likelihood of conversion.

Above the Fold on Online Store Pages

Homepage

• Clear value proposition: What are you selling, and why should the customer choose you?
• Hero banner: A striking image or slideshow showcasing your most important products or offers.
• Navigation: A clear menu and search bar so users can quickly find what they’re looking for.
• Trust marks: E-mærket, Trustpilot rating, or shipping information clearly displayed.

Product Pages

• Product image: A large, clear image of the product.
• Title and Price: The product name and price should be immediately visible.
• Buy button: "Add to Cart" or "Buy Now" above the fold—especially on desktop.
• Key attributes: Size, color, stock status.

Category pages

• Filtering: Option to narrow down the selection.
• First products: The first 4–8 products must be visible.
• Category description: A brief introduction to the category (though the detailed text can be placed below the fold for SEO).

Above the fold on mobile

Mobile devices have significantly less screen space above the fold. This means:

• Prioritize even more strictly—only the absolute essentials should be displayed.
• The header and navigation should be compact (hamburger menu, sticky header).
• Avoid large images that take up the entire screen and push products down.
• CTA buttons must be visible and easy to tap with a finger.

Above the Fold and SEO

Google evaluates whether content “above the fold” is relevant and useful. Too much advertising or thin content above the fold can negatively impact your ranking. Place your most important content at the top and ensure fast load times so the content appears immediately.