What does Below The Fold mean?

Placement of content on a web page affects how many users interact with it. To optimize the likelihood of conversions and sales, brands should always place their content above the fold. The placement of ads and content below the fold on a webpage dramatically reduces its likelihood of being viewed.

Because of its decreased visibility, advertising placed below the fold is typically less expensive than ads appearing above the fold. Many companies that sell advertising on their websites charge a discounted rate for placement below the fold.

How Is Below The Fold Measured?

It is impossible to define an exact placement for the fold on a webpage, because its precise location can change according to screen resolution, as well as browser and screen sizes for thousands of phones, tablets and computer monitors, however most designers say the fold line is around 1,000 pixels wide and 600 pixels tall.

This is the best-case scenario for the most common screen resolution, setting the viewport to 1024 pixels wide, with the browser window maximized and no toolbars at the top, pushing the content down.

Considerations For Mobile

The prevalence of mobile devices in web browsing has challenged the concept of designing for the fold. The variety of screen sizes and dimensions of mobile devices has caused designers to change how they design sites for different devices.

Display differences between mobile and desktop browsing are particularly important. Users on smartphones generally browse in portrait mode, while users on tablets and computers generally browse in horizontal mode.

With so many people accessing web pages across such a variety of devices, mobile-friendly designs ensure the best possible user experience. Responsive design is one of the most effective ways to make sure that users don't have to contend with outdated designs or jarring changes on different devices.

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