Effective Landing Pages and "The Fold"

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Effective Landing Pages and "The Fold"

"The Fold." It sounds like some sort of a cult. Or maybe it's a hidden force that contains the reality of life, like the Matrix. Internet marketers talk a lot about "the Fold" as if it holds some mystical power over them. "That won't work! Your call-to-action is below the Fold!" And, as in many walks of life, there are two types of marketers: those who talk about what must be above the Fold and those who talk about what must be below the Fold.

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I worked in the newspaper industry, so I understand intimately the fervent hand-wringing that accompanies discussion of the fold. For a newspaper, it mostly matters for "single-copy" sales, where all the customer can see in the box on the street is above the Fold until he/she actually purchases the paper. In urban areas, single-copy sales can be quite a significant portion of overall circulation. And in the newspaper world, circulation is everything.
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Effective Landing Pages and "The Fold"

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