What Is Above the Fold?
Above the fold refers to the portion of a web page that is visible without scrolling. The term originates from newspapers, where the most important stories were placed above the physical fold. On landing pages, above the fold typically includes the headline, subheadline, hero image or video, and primary call to action. It's the first thing every visitor sees and where first impressions are formed.
Why Above the Fold Matters
Visitors decide whether to stay or leave within 3-5 seconds of landing on your page, and that decision is based almost entirely on what they see above the fold. If your headline doesn't match their intent, if the value proposition isn't clear, or if there's no obvious next step, they bounce without ever scrolling. Studies show that content above the fold receives 80% of all viewing time. Getting this area right is the single most important design decision on any landing page.
How Adaptly Relates to Above the Fold
Adaptly focuses its personalization on the content that matters most: the text above the fold. Headlines, subheadlines, and supporting copy are rewritten to match each visitor's ad context, ensuring that the critical first impression is always relevant. Because above-the-fold content drives the stay-or-leave decision, personalizing it delivers the highest conversion impact.
Above the Fold in Practice
Your landing page shows above the fold: a headline ("Grow Your Business"), a subheadline ("All-in-one platform"), and a CTA ("Get Started"). For a visitor who searched "email automation for e-commerce," none of these elements match their intent. With Adaptly, the same space shows: "Email Automation Built for E-Commerce" as the headline, "Recover abandoned carts and drive repeat purchases" as the subheadline, and "Start Automating Emails" as the CTA. Same layout, but every word above the fold now matches what brought them to the page.
Frequently Asked Questions
What should be above the fold on a landing page?
The essential elements above the fold are: (1) a clear, benefit-focused headline that matches the visitor's intent, (2) a supporting subheadline that elaborates on the value proposition, (3) a prominent call-to-action button, and (4) a relevant image or visual. Optional but valuable: a trust indicator (logo bar, rating, or brief testimonial). Everything above the fold should answer: "Am I in the right place?" and "What should I do next?"
Where is 'the fold' on different devices?
The fold varies by device. On desktop (1920x1080), it's roughly 600-700px from the top. On laptops (1366x768), it's around 500-600px. On mobile phones, it's typically 500-650px depending on the device. Design for mobile first since 60%+ of ad traffic is mobile. Use responsive design to ensure your key elements are visible without scrolling on all screen sizes.
Should my CTA always be above the fold?
Yes, your primary CTA should always appear above the fold. However, you should also repeat it further down the page after presenting more information. Not every visitor is ready to convert immediately. Some need to scroll through benefits and social proof first. But having the CTA visible immediately ensures ready-to-convert visitors don't have to search for it.
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