Above the fold refers to the portion of a website visible in the browser when the page first loads – that is, before the user has to scroll to see any more. The name comes from its usage in newspapers and tabloids where it refers to the part of the page literally above the half-mark folded line. In its internet usage, it is often also referred to as ‘above the scroll’.
Why E-Commerce Websites’ Above The Fold is Important?
Studies have shown that it takes only about 0.05 seconds for a user to form an impression about a site. And for e-commerce retailers, this means they only have 0.05 seconds to convince shoppers to explore the products on the site. The above-the-fold content plays a huge role in creating this impression.
When visitors land on-page, they expect to instantly understand what it is about and what it has to offer. If it is not clear to them or is not attractive enough to catch their attention, they will bounce.
E-commerce sites often use this as the place to highlight navigation to various categories of products and lure shoppers in with a catchy image or interesting offer.