Above the fold
"Above the fold" refers to the portion of a webpage that is visible in the browser window when a user first arrives — before they scroll down. Everything a visitor can see without any scrolling action is above the fold.
What is Above the Fold?
"Above the fold" refers to the portion of a webpage that is visible in the browser window when a user first arrives — before they scroll down. Everything a visitor can see without any scrolling action is above the fold.
The term originates from print newspapers: when folded in half, only the top portion of the front page is visible on a newsstand. Web designers adopted the same concept.
Why Above the Fold Matters
Why above the fold matters: First impressions (research consistently shows that users form their initial impression of a website within 0.05 seconds — what they see above the fold largely determines whether they stay or leave), Attention (users spend an average of 57% of their total viewing time above the fold), and Conversion (the most important call-to-action on a page should ideally be visible above the fold, supporting your CRO goals).
What should be above the fold: The primary headline, a value proposition, the primary CTA, visual context, and navigation. This section directly connects to landing page effectiveness.
"The fold" is not a fixed line — it varies based on screen size, resolution, and browser chrome. At Appsrow, above-the-fold design is given primary attention in every project.