Below the fold

"Below the fold" is marketing's way of saying, "Your attention span doesn't have what it takes to scroll down." It's the part of a webpage you only see if you decide to embark on an adventurous finger workout by pulling the screen down. Basically, it's where they hide the stuff you won't bother looking at because cat memes are more important.

"Below the fold" is a term originating from the newspaper industry, referring to content located on the lower half of a folded newspaper's front page, traditionally less visible to consumers. In the digital age, this concept has been adapted to web design and online marketing, indicating the portion of a webpage that users need to scroll down to view. Unlike "above the fold" content, which is immediately visible upon page load, below the fold content carries a risk of lower visibility and engagement, making it crucial for marketers to strategically place less critical, yet still valuable information there. Effective web design encourages users to explore below the fold by using engaging visuals, headlines, and calls-to-action to entice further interaction. Therefore, understanding user behavior through tools like heat maps and A/B testing can inform decisions about content placement, maximizing user engagement and conversion rates.