All About the Fold – Conversion Wednesday

By Dan G


Maximizing above-the-fold space: time tested to guide more visits to sales.


Have you ever heard the term, “Above the Fold”? If you have, you undoubtedly know what it means. It means the portion of a website that a viewer sees before scrolling down the page. (The top part of every page) The notion of the fold has been around since early web pages and has been the subject of much debate among web designers and developers alike. Originally, “above the fold” was a term reserved for newspapers. News Papers were delivered folded-up with the top half facing up so that passer-bys could read the headlines. Important content was placed on the upper half of a newspaper’s folded front page to entice readers to continue reading — hence the term “above the fold.”

The Fold Today

These days, people are using greater varieties of screen sizes to surf the internet. Since the fold is based on screen size (also known as screen “resolution“), different viewers are going to have different fold locations. According to ( Today, a large majority of online users (over 85%) use a screen resolution larger than 1026×768 pixels and another 13% are using a resolution of exactly 1024×768 pixels. That means 98% of people today are using widescreen monitors. (Not including mobile device users.)

Back in the day, it was thought that a 600-pixel-height fold was universal. But given the percentages above, 98% of the folds have a height larger or equal to 768 pixels.

Today, with the surge of smartphones and tablet computers like the iPad, we also have to consider mobile and tablet browsing. Not only do tablets and mobile devices have smaller screen resolutions, but they also give users the option of browsing in portrait or landscape mode, making the problem of pinpointing the fold location even more difficult for mobile sites.


So lets review:

Its good to keep your most important and eye-catching elements above-the fold to capture viewer’s attention, but its also important not to go overboard and risk cluttering the top of your pages. A Huge majority of online users today (98%) have screen resolutions larger than 1024×768 according to And last but not least, don’t forget about all of the mobile users out there who might be accessing your site from a smart phone or tablet computer.

And there you have it! Now we’ve learned, “All About the Fold”.

If you would like learn more about Exclusive Concepts and what we can do to give your ecommerce site a few optimizations or help you optimize your pages’ above-the-fold portions. Consider asking us for a free audit to help you out! We can comb your site and pick out all of the major outlying issues. And then offer to repair them or optimize your site with specific tests, and then procure and analyze the change’s overall effect, and present you with the winning changes. It’s that easy!