Above vs. Below the Fold – Where to Place Your Website Forms
Published Date: Dec 20, 2024
Key Takeaways
Above-the-fold placement maximises immediate visibility but requires strong context to prevent user friction and maintain engagement.
Below-the-fold forms perform better when preceded by trust-building content, especially for complex products or services requiring detailed explanations.
Your industry significantly influences optimal form placement, with SaaS and nonprofits benefiting from below-fold placement after educational content.
The fold divides a webpage into two distinct sections: the content immediately visible when a page loads and the content that requires scrolling to view. This concept originated from traditional newspaper layouts, where crucial information was positioned above the physical fold of the paper to capture readers' attention.
In web design, determining the exact location of the fold presents unique challenges, as it varies significantly across different devices and screen sizes. Content above the fold receives immediate visibility, making this placement particularly valuable for essential elements.
However, modern web users are increasingly comfortable with scrolling, which has influenced how designers approach content placement on web pages. Understanding the fold's impact on user behaviour is crucial for creating effective layouts that guide visitors through the intended user journey while maintaining engagement throughout the entire page.
Above vs. Below the Fold
Above the Fold
Considering the critical importance of first impressions, above-the-fold placement represents a strategic position on websites where content is immediately visible without requiring users to scroll. This prime location captures immediate attention and influences how visitors initially interact with a website.
Research demonstrates that users naturally focus on above-the-fold content first, making this placement particularly valuable for lead capture forms and conversion opportunities.
The effectiveness of above-the-fold placement depends largely on understanding user behaviour and expectations within specific industries. When implemented thoughtfully, this placement can maximise visibility and engagement, though testing remains essential to optimise conversion rates for different audiences and contexts.
Advantages of above-the-fold placement:
Captures immediate attention.
Encourages quick action.
Suitable for mobile users with limited screen space.
Below the Fold
Forms placed below the fold are typically used for more complex or context-heavy scenarios. For example, a form requiring detailed user input might follow supporting content explaining the value proposition.
This approach is especially beneficial for high-value offerings where customers need more context and reassurance.
Advantages of below-the-fold placement:
Allows users to engage with content before deciding.
Reduces form abandonment for complex submissions.
Ideal for storytelling or long-scroll pages.
Key Considerations for Form Placement
When deciding where to place forms, consider the following factors:
Page Goal: What action do you want users to take? Quick actions benefit from above-the-fold placement, while more informed decisions may require below-the-fold placement.
Audience Behaviour: Analyze your audience’s preferences and behaviour. Use heatmaps or analytics tools to determine how users interact with your content.
Content Context: Place the form where it aligns with surrounding content for a smooth user flow. For example, an intake form right after a webinar description encourages immediate action.
Device Variability: Remember that fold placement differs across devices. Test your page on various screen sizes to ensure an optimal experience.
A/B Testing
A/B testing is a powerful tool for determining the best placement for your forms. By creating two versions of a page, one with the form above the fold and one with it below. You can analyze user engagement, form submissions, and overall conversions.
Steps for A/B Behaviour form placement:
Define your goal (e.g., increased form submissions or higher conversion rates).
Create two versions of the page with different form placements.
Split your audience evenly and track their behaviour.
Analyze the results to identify the more effective placement.
Common Misconception
One common misconception is that above-the-fold placement is always better. While visible CTAs can be effective, user behaviour has evolved. Scrolling is now a natural action for most users, particularly on mobile devices.
Instead of fixating on the fold, focus on creating an engaging page where the form placement feels natural and aligned with user intent.
Industry-Specific Recommendations
Different industries often have varying preferences for form placement based on audience behaviour and goals:
E-commerce: Forms for discounts or exclusive offers often perform well above the fold, as they target impulse actions.
SaaS: Free trial or demo request forms are commonly placed below the fold after explaining product benefits.
B2B Services: Lead generation forms for whitepapers, consultations, or case studies are typically placed below the fold, following value-driven content that demonstrates expertise and builds trust.
Nonprofits: Donation forms are typically placed below the fold, following storytelling or impactful visuals.
Education: Enrollment forms might work better below the fold after users review course details.
User Engagement Strategies
Techniques to encourage scrolling
Encouraging users to scroll is crucial for below-the-fold forms. Use the following techniques:
Visual Cues: Add arrows, animations, or headlines that direct users’ attention downward.
Clear Headlines: Create compelling headlines that pique curiosity and motivate users to explore further.
Content Hierarchy: Structure content logically, leading users through the page with ease.
Creating compelling content that leads users down the page
Engaging content is key to guiding users toward below-the-fold forms. Here’s how:
Storytelling: Use narratives to connect with users emotionally and build trust before presenting the form.
Supporting Visuals: Add images, videos, or infographics that break up text and maintain interest.
Clear CTAs: Use consistent and actionable CTAs that lead users naturally to the form.
Frequently Asked Questions
Where Is Above the Fold on a Website?
Above the fold on a website refers to the content visible when a webpage first loads, before any scrolling occurs.
This area varies depending on the device being used, with desktop monitors, tablets, and smartphones each displaying different amounts of initial content.
The exact position typically falls between 600-1000 pixels from the top of the page on desktop screens, though this measurement fluctuates based on screen resolution and viewport size.
Does above-the-fold matter anymore?
While the fold is still relevant, user behaviour has shifted. Scrolling is now second nature, particularly for mobile users. Instead of focusing solely on above-the-fold placement, consider the overall user journey and align your form placement with your content strategy.
How does fold placement affect SEO?
Form placement indirectly affects SEO through user experience metrics. Forms that interrupt content above the fold may increase bounce rates, which can hurt rankings. Similarly, forms placed too low may not engage users, leading to poor conversion rates. Balancing placement to enhance engagement and usability ensures a positive impact on both SEO and conversions.
