The Fold Still Matters in Web Design and Visitor Experience/Interaction!

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Here is some great info on how important it is to use the real estate ‘above the fold’ wisely. Keep this study of over 57,000 eye-fixations in mind next time someone says, “it’s 2015… people are more apt to scroll down your webpage now”. The study essentially found that content just above the bottom of the screen (aka “the fold” – a concept taken from print newspapers) is over twice as likely to be viewed as the content just below that point.

There often must be an incentive beyond sheer curiosity for a visitor to scroll further down the page. The visitor is likely looking for something. Either you have promised it somewhere above the fold, or they’re searching on hope and faith that they will find it if they keep scrolling…

Also keep in mind today’s responsive themes can feature as many as 4 or more “folds” to accommodate display on different sizes of screens, so it is often advisable to link to important videos and content above the “fold” so evidence of these items appears on the screen for as many different device/orientation combinations as possible. The fold still matters, but the “fold” is now a moving boundary relative to a visitor’s device and landscape/portrait orientation. A visitor’s experience and resulting actions are heavily influenced by which content is on the screen before further actions are required. If there are certain actions you seek from your visitors, use this space accordingly.

Read the full Nielsen article HERE.

HB Headshots 017 Harry Brockman has been involved in the calling viewers to action via results-driven Long & Short-Form Direct-Response Television and video for over 25 years. His involvement has spanned all aspects of video marketing and lead generation, from conception, production and post-production through customization and distribution.  Focusing on the undeniable effectiveness and obvious growth potential of Video Content Marketing, Harry formed a JV Partnership between NRV and The Lawyers’ Video Studio. He applies this knowledge and understanding of targeting audiences via Television and Video Content Marketing for NRV Clients and Partners as Chairman of New Relevant Video LLC.
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The Video Content Marketing Guru writes for New Relevant Video LLC and currently oversees the day-to-day content production review and publication staff. His (or her) identity is kept anonymous in order to thwart the efforts of the NSA and support the Witness Protection Program.

New Relevant Video is an innovative production and marketing company that applies over 25 years of expertise to produce powerful, highly successful media that promotes products and services to a mass audience on broadcast television and the internet.
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