Above the fold(ATF)
Conversion and UX
Conversion and UX
Above the fold is the part of your page visible without scrolling: the first screen a visitor sees.
It should say what you do, for whom, why you, and what to do next. On mobile that is only a few lines, so every sentence counts.
The idea that everything must sit above the fold is wrong: people scroll fine. What is up there only decides whether they want to.
In practice
A large mood photo with a vague slogan wastes the most valuable screen space you have.
Related terms
- Call to actionA call to action is the button or line that moves a visitor to the next step: request a quote, call, add to cart, book a call.
- Landing pageA landing page is where a visitor arrives from an ad, email or search result, focused on one question and one action.
- UXUX is the experience of using your site or app: how quickly someone finds what they need and how much effort it takes to finish something.
- Load timeLoad time is how long before a visitor can see and use your page — not how fast the server responds.