from Luke Wroblewski’s blog post on 4/29/15, link here.
The “fold” is an outdated concept and should be abandoned
Here are the stats culled from 25m sessions:
- The areas just above and below the traditional fold get the most engagement
- The top of the screen gets little attention–people assume it’s all chrome and ignore it (it gets 75% less engagement than the area just above and below the fold)
- The call to action needs to be placed where users have been convinced to take action–in an A/B scenario, the CTA on B was 20x further down the screen than on A but it got 30% more conversions
- Willingness to scroll vertically is now a given–unless a design makes it seem as if there is no more content, people automatically scroll
- People don’t expect to scroll horizontally. Let it do, designers!
- “Scrolling is a continuation; clicking is a decision”—Josh Porter
Luke’s post is barely longer than this—read it already!