In late 2014, Google released a study, The Importance of Being Seen: Viewability Insights for Digital Marketers and Publishers, that demonstrates the impact of the fold.
The study found that, with viewability defined as 50% of the ad’s pixels being on-screen for one second, ads just above the fold had 73% viewability, whereas ads just below the fold only had 44% viewability.
Earlier this year, Nielsen Norman Group concluded that, “what appears at the top of the page vs. what’s hidden will always influence the user experience – regardless of screen size.” In fact, they found that the average difference in how users treat info above vs. below the fold is 84%.
To summarize Nielsen Norman Group’s findings: “Users do scroll, but only if what’s above the fold is promising enough. What is visible on the page without requiring any action is what encourages us to scroll.”
Once again, the fold does matter. However, it matters because it sets the stage for future content and provides quality expectations, not because of some arbitrary, absolute rule.
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Via Joemktg, massimo facchinetti, Os Ishmael
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See the article for when it might make sense to go below the fold.
To scroll or not? "What is visible on the page without requiring any action is what encourages us to scroll."