# What is Above the Fold?

What is Above the Fold? The content a visitor sees without scrolling — the first 50-60% of screen height. 80% of visitors don't scroll below the fold.

## How it works in practice

Above the fold is every page's 'storefront window.' On a homepage: value proposition + CTA + trust signal. On a product page: image + name + price + CTA + a brief review. The customer decides within 3-5 seconds — based entirely on what's above the fold.

## Related metrics

- CTA — the CTA must appear above the fold
- Hero Image — an important above-the-fold element
- Value Proposition — must be clear above the fold
- Bounce Rate — weak content above the fold means high bounce

## Common misconception

'More information above the fold is better.' The opposite is true. A crowded above-the-fold section confuses and buries the CTA. Principle: one clear message plus one prominent CTA plus one trust signal. Simplicity beats abundance.

## How to fix it

Above-the-fold content not converting? (1) Run a 5-second test — is the value proposition clear within 5 seconds? (2) is the CTA visible? (3) use a heatmap — how many visitors scroll below the fold? (4) check mobile above-the-fold content — what shows on an iPhone without scrolling?

## Real-world example

A car accessories store had its value proposition buried at the bottom of the product page (below 3 scrolls). A heatmap showed 88% never reached it. Moving the value proposition and CTA above the fold raised CR from 1.1% to 2.6%.

## Where to start

Audit: open every key page (home, category, product) and check what appears without scrolling. Is there a value proposition? A CTA? A trust signal? If not, this is issue #1 to fix before anything else.

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Category: Customer Experience · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/above-the-fold