In this brief moment, you have to do three things:
- Convey who you are
- Show what you offer
- Demonstrate why you’re trustworthy.
This crucial first impression occurs ‘above the fold’. This is the section of your site that’s visible before the user does any scrolling. You need to optimise this above-the-fold area to prevent high bounce rates. High bounce rates, of course, ultimately amount to lost opportunities and lost revenue.
Let’s dive into why this space is critical and what you can do to make a fantastic first impression.
The term ‘above the fold’ originates from the print industry. It referred to the top half of a newspaper that was visible when folded on newsstands. Naturally, this was the part that had to be eyecatching with an attention-grabbing headline.
In the digital space, above the fold is the portion of the page that’s visible on your screen. As such, what is above the fold may vary from device to device, from your phone to your desktop PC.
Since this is the first thing site visitors see, it should capture attention and lead to further engagement; think of it as the gateway. You need to make this gateway appealing enough for a visitor to enter and explore further to other pages of your site.
Why ‘Above the Fold’ Matters
It’s a tough world out there for eCommerce. The average conversion rate across all eCommerce sites is under 2%.
This tells us you need to accomplish quite a lot within your ‘above the fold’ section to guide a potential customer along the buying journey. This is true whether it’s your homepage or any other product landing page in your online store. Why does it matter that you do a good job here?
We already alluded to the 7-second rule in the intro. You need to convey several things immediately to the viewer. Otherwise, they may head elsewhere.
This high ‘true’ bounce rate, those that leave almost immediately after visiting your site, represents more than a lost opportunity and a missed conversion. It also sends all the wrong signals to Google.
Impact on SEO
Google perceives the content that appears ‘above the fold’ as more important than what’s below. This means that the above-the-fold area can significantly influence your search rankings. Google’s algorithms prioritise websites that deliver relevant, high-quality content quickly, and the above-the-fold section is where users form their first impressions.
Thus, optimising this area is not just about aesthetics; it’s a critical component of your overall SEO strategy.
You should clearly communicate your value proposition in this initial space. What do you offer, and how is it valuable? How does it solve a problem?
So, this is where you need to know your business/product inside out. Are you claiming unbeatable prices? Are you offering a market-leading product? Are you all about customer service? Whatever your value proposition, you need to ensure it’s front and centre.
Don’t bury your top-selling or featured products. Make these visible from the first moment a visitor encounters your homepage or product landing page.
This immediately shows visitors what you offer and encourages them to explore further. Use high-quality images and compelling product titles to draw attention.
Building trust is essential to your success in eCommerce.
Include trust signals like customer reviews, security badges, or satisfaction guarantees above the fold. These attract the eye immediately and display some social proof that you are a viable, reputable option.
These elements reassure visitors that your site is credible and that they can trust you with their purchase.
This dynamic serves as a useful reminder to dwell upon. Your eCommerce site relies on one thing – conversions. You can have a pretty, informative, great-looking site, but if no one’s buying, your business isn’t going to last.
So, everything we do above the fold needs to be focused on the key aspect that pushes customers toward making a purchase – building trust. That’s why you see these trust signals on the best websites to immediately establish credibility.
A lot of people associate a CTA with the end or bottom of something, as you would often include a CTA to close a blog or at the end of a presentation. However, for eCommerce stores, it’s vital to include a strong, visible CTA above the fold. Placing this above the fold simply increases the chance of a conversion as it’s less work for the visitor to decide what to do next.
Keep it straightforward with a ‘Shop Now,’ ‘Learn More,’ or ‘Sign Up’.
Common Mistakes to Avoid
It’s easy to make mistakes as you try to make the most of the above-the-fold section. Here’s what to avoid:
Full-Length Images
We know that many business owners like the idea of a large, full-length image in their ATF content. The theory is that a high-quality image is professional and visually appealing.
However, these can do more harm than good; large images can take a while to load; a critical factor in the user experience.
We know this intuitively when we enter a site. If it’s taking a while to load, our attention spans are such that we’ll simply click away and head elsewhere.
Additionally, relying on a single image to sell your brand is risky; if it doesn’t resonate with the visitor, you’ve lost them already.
Overloading with Information
So, the opposite is true, right? Instead of a sole image, you should pack everything – your mission, value prop, deals, and products – all into this small space? Wrong.
We can’t cram everything into the above-the-fold section. It will be too crowded and will overwhelm the viewer with too much to attract the eye.
We need them to focus on what matters the most. Keep this area clean and concise, alluding to the key points of your business without throwing everything in their face. It’s a fine balance and takes skill.
Ignoring Mobile Optimisation
Smartphones now account for over 70% of retail website visits worldwide.
With more people shopping on mobile devices, ensuring your ATF content is optimised for mobile is crucial. This means making sure that text is readable, images load quickly, and CTAs are easy to see and tap.
A poor mobile experience can drive visitors away faster than any other factor. Remember that your above-the-fold content will be different on a phone vs a laptop, tablet, or desktop computer. You’ll need to optimise each version separately in your publishing tool to ensure a great user experience on all devices.
Best Practices for Above-the-Fold Optimisation
We’ve talked about some features and things to avoid in your above-the-fold section. Let’s examine some more specific steps you’ll need to take as part of your optimisation.
Responsive Design
Ensure your website uses a responsive design that adapts to different screen sizes and orientations. This approach guarantees that your above-the-fold content looks great and functions well on all devices, whether it’s a large desktop monitor or a small smartphone screen.
Optimising Headers
Your website’s header, which typically includes your logo and your navigation menu, should be optimised for quick access. Place these elements in a consistent location across all pages to improve the user experience. However, avoid cluttering the header with too many items, as this can detract from the primary focus of the ‘above the fold’ area.
Unique, Descriptive Headings
Every page on your website should have a unique, descriptive heading immediately visible above the fold. This heading should clearly convey the page’s purpose and include primary keywords for SEO.
Wrapping the heading in H1 tags ensures it’s recognised as a significant element by search engines. This signposting for Google boosts your chances of ranking higher in search results.
Getting to the Point
Visitors should be able to find what they’re looking for quickly. By getting to the point immediately above the fold, you improve what’s known as the ‘time to value’—the time it takes for users to find the information or product they need.
You never want to be in a position where the path or paths forward aren’t clear for the user.
Making this straightforward by getting to the point straight away enhances user experience but also reduces bounce rates.
Balancing Ads with Content
If your eCommerce site includes ads, it’s important to strike a balance between advertising and original content above the fold.
Overloading this area with ads can lead to a poor user experience and even negatively impact your SEO. Following guidelines like the Better Ads Standards can help you maintain this balance and ensure that your ‘above the fold’ content remains engaging and user-focused.
Visual Appeal
We have mentioned a few times about being clean and concise while getting critical information across in your above-the-fold sections. We’ve also discouraged full-size images. This does not mean to say you have to sacrifice visual appeal entirely.
Consider these musts:
- Clear, readable text
- A well-organised layout that is intuitive to the user
- Branded features (colours, logo, typography, etc.)
- White space
Intelligent choices in how you apply these ‘musts’ can create a visually appealing above-the-fold section on any page of your site. The key to great above-the-fold web design is being expressive within the confines of what makes sense from a user experience perspective.
Never Stop Improving
As an amateur marketer and business owner, you should be familiar with the idea of A/B testing. 70% of marketers believe that A/B testing is essential to boost conversion rates. That’s because optimising your above-the-fold content isn’t a one-time task. You need to iterate continuously.
Regularly conducting A/B tests can help you determine what design and content strategies work best for your audience.
By testing different elements and analysing performance metrics, you can continuously refine your approach to achieve the best results.
Optimising Your ATF Content
If you’re ready to optimise your above-the-fold content and improve your eCommerce site’s performance, reach out to Donohue Consultancy today. Our team of experts can help you with web design, SEO, and more to ensure your website is not only visually appealing but also highly effective at converting visitors into customers.
Feel free to check out some of our fantastic work for clients to see what we do.
Contact us for a free consultation and take the first step toward a more successful eCommerce strategy.
