What is below the fold?

Below the fold is the portion of a webpage that requires the user to scroll to view. It contains content placed beneath the initial viewport — typically the supporting evidence, deeper feature explanation, social proof, and final CTAs that complement the above-the-fold hero.

Despite older marketing wisdom that "no one scrolls," 2024 Nielsen Norman Group research shows that 65-80% of users do scroll on landing pages, with high-quality hero sections explicitly earning the scroll. Below the fold is not dead real estate — it's where mid-funnel persuasion happens.

How below the fold works

Below-the-fold content typically includes:

• Feature explanations — what the product does in detail
• Use cases — specific scenarios where the product applies
• Social proof — testimonials, case studies, customer logos, reviews
• Detailed pricing — tier comparison, FAQ
• Trust signals — security badges, awards, certifications
• Repeated CTA — final conversion opportunity at page bottom
• FAQ section — objection-handling Q&A
• Footer — secondary navigation, contact info

According to Hotjar's 2024 scroll-depth research:

• 100% of visitors see above the fold
• 65-80% scroll past the first viewport
• 50-60% reach the middle of long pages
• 25-40% reach the bottom

Below-the-fold conversion happens when scrolled visitors find the proof points or details they need. Including a repeated CTA after each major below-the-fold section captures users at their natural decision moments.

The percentage who reach the bottom is heavily influenced by content quality. Pages with strong storytelling, valuable depth, and visual variety see 40-50% reach the bottom; pages with thin content see 15-20%.

Examples of below the fold in practice

Example 1: Apple product pages

Apple product pages have extensive below-the-fold content: detailed feature explanations, design philosophy, technical specifications, accessory cross-sells, and environmental impact information. Power users scroll deeply; casual visitors convert above-the-fold. Both audiences are served.

Example 2: SaaS pricing pages

Most SaaS pricing pages have detailed tier comparisons, feature matrices, and FAQ below the fold. Visitors who scroll deeply are typically higher-intent and convert at 2-3x the rate of above-the-fold-only viewers.

Example 3: Long-form sales pages

Course creators and high-ticket coaches use long-form sales pages with extensive below-the-fold storytelling, video sales letters, testimonials, and FAQ. Pages can run 5,000-15,000 words. Conversion rates of 2-5% are common despite the length, because scrolled visitors are deeply qualified.

When to optimize below the fold

Optimize below the fold when:

• Your offer requires evidence (case studies, testimonials, technical depth)
• You're selling high-consideration purchases ($500+)
• You're targeting deliberative buyer journeys
• You can produce strong storytelling and visual variety
• You're ranking for SEO terms that imply deep research intent
• You're A/B testing scroll-depth and conversion-by-section

When NOT to over-invest below the fold

• Low-consideration impulse purchases — Above-the-fold conversion dominates
• Highly transactional flows — Form-fill or checkout flows shouldn't have below-fold distractions
• Pages with weak hero — Fix the hero before optimizing below it

Below the fold vs related concepts

Below the fold is layout terminology. Scroll depth is the analytical metric used to measure below-fold engagement.

Common mistakes with below the fold

• Thin content — If below-the-fold isn't valuable, scrolled users bounce.
• No repeated CTA — Force scrolled users back to the top to convert.
• Wall-of-text design — Below the fold needs visual variety to keep readers engaged.
• No internal jump links — Long pages benefit from anchor navigation.
• Mobile-broken layouts — Long below-fold designs often break on small screens.

Frequently asked questions about below the fold

Does anyone actually scroll below the fold? Yes — 65-80% of users scroll on typical landing pages, according to Nielsen Norman Group eye-tracking research. The "no one scrolls" myth was debunked by the early 2010s. Below the fold is where mid-funnel persuasion happens.

What should I put below the fold? Detailed feature explanations, social proof (testimonials, case studies, customer logos), use cases, pricing details, FAQ, and a repeated CTA. Below-the-fold content should answer the questions visitors have after the hero earns their attention.

How do I implement strong below-the-fold design? Vary visual rhythm (alternating image-left, image-right sections). Use customer quotes and case studies as section anchors. Add a repeated CTA after each major section. Include FAQ near the bottom. End with a final compelling CTA.

What tools measure below-the-fold engagement? Hotjar and Microsoft Clarity show scroll-depth heatmaps. Google Analytics 4 tracks scroll events. Mixpanel and Amplitude measure conversion by scroll depth. PostKit's marketing pages instrument scroll-depth events for CRO analysis.

Should the CTA repeat below the fold? Yes. According to Unbounce research, pages with 2-4 CTA repetitions throughout the page convert 13-25% higher than single-CTA pages. The CTA should appear at natural decision moments — after the hero, after social proof, after pricing, and at the page bottom.

What's the optimal page length? Depends on offer complexity. Low-ticket impulse purchases: 1-2 screens. Mid-ticket SaaS: 3-7 screens. High-ticket programs ($1000+): 7-20 screens. Length should match the buyer's information need.

How PostKit uses below the fold

PostKit's marketing pages use below-the-fold real estate for product feature details, customer testimonials, pricing tier comparison, and FAQ. The pricing page extends well below the fold to handle objection-heavy questions about credits, plan limits, and feature differences. Founder Tadeáš Raška has A/B tested below-the-fold layouts including testimonial placement, FAQ position, and final CTA framing.

Related glossary terms

• Above the fold — Counterpart concept
• Hero section — Top design region above the fold
• Landing page — Page type where below-fold optimization applies
• Sticky CTA — Solution to keep CTA visible below fold
• Conversion rate optimization (CRO) — Discipline applied throughout the page

Sources

• Nielsen Norman Group scrolling research
• Hotjar scroll depth research
• Unbounce CTA research