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What Is Below-The-Fold?

It pertains to the portion of a webpage not immediately apparent to visitors upon arrival. This zone, accessible only by scrolling, typically houses additional product specifics, in-depth descriptions, attributes, customer endorsements, and more.

Importance of Below the Fold Content in eCommerce

While the Above-The-Fold portion is central to seizing a visitor’s initial interest and coaxing engagement, the below-the-fold segment holds equal weight. Here’s why:

  1. A Treasure Trove of Extended Information. Virtual shoppers often crave a thorough understanding of a product before committing to a purchase. This lower section of the site enables digital vendors to furnish detailed product knowledge, including essential features, technical specifics, and customer feedback.
  2. Elevates User Experience. Furnishing a comprehensive picture of the product boosts the user experience. It assures visitors they have all the required information to make educated buying decisions.
  3. SEO Enhancement. Incorporating below-the-fold content with relevant keywords can boost search engine optimization (SEO), improving visibility on search engine results pages (SERPs).

Above-the-Fold VS Below-the-Fold Content

While above-the-fold part is vital in grabbing a user’s attention and enticing them to interact with a website, below-the-fold part is crucial in supplying users with the necessary information to make informed buying choices. Both concepts are pivotal in crafting a compelling eCommerce site.

Below-the-Fold Product Content Elements

The ‘below-the-fold’ product content might incorporate various elements like:

  • Narratives. An exhaustive narrative outlining features, advantages, and specifics can equip users with the knowledge needed for informed buying decisions.
  • Feedback. Integrating product feedback from existing customers can foster trust and credibility with potential buyers.
  • Supplementary imagery. Offering extra product imagery from diverse angles can help users gain a clearer understanding of the product’s dimensions, form, and features.
  • Associated products. Featuring related products or accessories can assist users in uncovering other items of potential interest.

Best Practices for Below-the-Fold Product Content

To optimize such content for eCommerce, contemplate the following best practices:

  1. Maintain structure. Arrange text/visuals/menus in a logical, easy-to-navigate format.
  2. Use clear headings. Employ clear headings and subheadings to segment the content, making it simpler for users to scan.
  3. Bullet points and lists. Utilize bullet points and lists to render the content more readable and scannable.
  4. Prioritize key Information. Ensure the most crucial information is situated right after the fold, not lower.
  5. Mobile optimization. Guarantee that below-the-fold content is optimized for mobile devices, given the growing number of users accessing eCommerce sites on their mobiles.

Below the Fold FAQ

How is below-the-fold measured?

Below-the-fold is determined based on the visitor’s screen size and resolution. It can fluctuate depending on the device the visitor uses to access the website.

How to track below the fold content?

Various analytics tools can track below-the-fold content, measuring user engagement and scrolling behavior. These tools can provide insights into scrolling behavior, identifying how far down the page users typically scroll, and which sections of your page capture the most attention.

For instance, tools like Google Analytics, Crazy Egg, Mouseflow, Matomo, and Hotjar offer scroll depth tracking features, which can help you understand if your visitors are reaching the important below-the-fold content.

Does below the fold matter for conversion rate?

Indeed, it can significantly influence conversion rates, as it contributes to a potential buyer’s decision-making process.

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