Landing Page Optimization: Above the fold vs Below the fold

The best landing pages turn prospects into customers. Poor landing pages see them click away. Our five-part series covers best practises in landing page design, drawing on case studies from a broad set of industries. There is no ‘one size fits all’ approach to landing page optimisation – let these examples inspire you.

First, set yourself a conversion goal. Consider what action you want users to take from your landing page. Conversion actions could be anything from signing up to a newsletter, booking an appointment or buying online. Structure your page in a way that drives prospects towards your conversion goal, using both above the fold and below the fold page sections to maximum effect.

Showcase your conversion goal high “above the fold”

The real estate that tops your landing page is your most important asset. In today’s world of short attention spans and compulsive clicking, you need to convey your key selling points and calls-to-action loud and clear. Bring content that converts as high as possible above the fold to ensure it gets maximum attention.

All too often, page headers are cluttered with corporate logos, advertising banners and navigation elements. You should consider downsizing your headers, or removing them altogether, unless they also work towards your conversion goal. Clumsy page headers can push valuable content below the fold and create opportunities for clicks away from your conversion goal. Match.com, Yahoo Personals and many others have optimised their landing page towards their primary conversion goal - in their case, driving new member registrations.

Eye tracking studies have revealed that users tend to read web content in an F-shaped pattern, starting from the upper left corner before working their way down a page, from left to right. If your page is crowded, make sure the content that matters sits in the upper left section of your screen, where users will look to first. This is one of the reasons why airlines, travel sites and Expedia.com often place their booking tools towards the left of the screen.

Getting a feel for what lies above and below the fold can be challenging because screens and browsers come in different sizes. However, workarounds exists. Find out how to test your landing pages in different browsers sizes.

Maximise conversions “below the fold”

Content below the fold offers more opportunities to maximise conversions - use page copy to expand on key selling points, up-sell and cross-sell. Don't be shy about repeating your call-to-action or providing alternative hooks.

• Out of sight, out of mind. This is also true about calls-to-action. Structure your page in a way that keeps your call-to-action front of mind. This is especially important if your page spans several screens. Consider repeating your call-to-action at the bottom of the page, or even within page copy. If you're confident with CSS, why not style a div that moves down the page as the user scrolls - beware of compatibility issues with older browsers.
• Provide alternative hooks. The higher you set your conversion goal, the fewer conversions you will receive. Ask yourself how many times you buy online from merchants you have only visited once – most people will visit several times, compare prices and options before buying. This is especially true for big-ticket items. Try lowering the commitment level you ask for, offering newsletter subscriptions or reminder features in addition to your preferred conversion goal. Make the most of every interaction you have with first-time visitors to create a lasting connection. Below the fold is a good place to add alternative calls-to-action without distracting users from your preferred conversion goal.
• Cross-sell and up-sell. Showcase related products or higher value products. This is especially important if you operate in a single-purchase business, or whenever purchases are few and far apart. Seize the opportunity of a sale to maximise average order size. Amazon was one of the very first online retailers to suggest related purchases on product pages, and many others have followed since.