The term "below-the-fold" originates from the world of print newspapers where important headlines and stories were placed "above the fold" to be immediately visible when the newspaper was displayed. In digital design, especially in website layouts, "below-the-fold" refers to the portion of a webpage that is not immediately visible when the page first loads. Users must scroll down to view this content.
Importance of Below-the-Fold Content
While the initial impression is often determined by what's above the fold, the content that lies below the fold holds its unique value:
- Depth and Details: This area is typically where more in-depth information, additional resources, or detailed product descriptions reside. It provides users with a deeper understanding or further engagement points.
- User Engagement: Engaging and relevant below-the-fold content can encourage users to spend more time on your site, thereby reducing bounce rates.
- Calls to Action (CTAs): Secondary CTAs or follow-up steps can be positioned below the fold to guide users on the next steps after they've consumed the primary content.
Effective Strategies for Below-the-Fold Content
- Engaging Visuals: Use compelling graphics, infographics, or animations to entice users to scroll and explore further.
- Layered Content: Present information in a structured manner. For SaaS websites, you can introduce features first, followed by benefits, testimonials, and detailed specifications.
- Sticky CTAs: As users scroll down, having a persistent or sticky CTA (like a sign-up button) ensures that the action step is always visible.
- Load More Features: Implement a "load more" functionality to progressively load content as users scroll, making the page less cluttered and more engaging.
Mistakes to Avoid
- Information Overload: Avoid overwhelming users with too much text. Use headers, bullet points, and visuals to break content.
- Hidden Essential Information: Crucial information, like pricing for SaaS products or product information, should not be hidden too far below the fold.
- Slow Loading Content: Ensure that your below-the-fold content loads quickly, especially if using heavier visual elements. Slow loading can deter users from staying on the page.
- Lack of Cohesion: The content below the fold should be a seamless continuation of what's presented above. A disconnect can confuse users.
Conclusion
While what's above-the-fold captures attention, below-the-fold content ensures engagement, depth, and action. For SaaS businesses, it offers an opportunity to dive into features, showcase testimonials, or even introduce case studies. The key is to maintain a balance between engaging content and user experience, ensuring that visitors not only scroll but also interact and take desired actions.
