CRO Glossary
Above-Fold Scroll Depth
A metric measuring how far down a page users scroll before the fold, used to gauge content visibility and engagement.
Scroll depth tracks the percentage of a page a visitor actually views by measuring how far they scroll before leaving or converting. It's usually reported in bands — 25%, 50%, 75%, 100% — using scroll-tracking events fired from analytics or heatmap tools. Combined with fold position, it tells you whether key content and CTAs are actually being seen, or whether they're buried below where most users stop scrolling.
This matters because a well-designed page can still underperform if its strongest value proposition or call-to-action sits past the point where most visitors drop off. Scroll depth data helps prioritize what to test: if 70% of visitors never scroll past the first screen, testing changes to content in the third section is low leverage compared to optimizing what's immediately visible.
It's also a useful diagnostic alongside heatmaps and session recordings — low scroll depth combined with high bounce can indicate the page failed to hook visitors early, while high scroll depth with low conversion might point to friction further down the funnel rather than an attention problem.
Example: an e-commerce team notices only 40% of mobile visitors scroll past the hero image on a product page, where the 'Add to Cart' button sits. They test moving a simplified CTA higher, closer to the visible area most users actually reach.
Related terms
Above vs Below Median Split
A segmentation technique that divides users into two groups at the median of a metric to compare high and low engagers.
Qualitative Feedback Loop
A recurring process of collecting and acting on user comments, session recordings, and survey responses to inform test hypotheses.
Experiment Metadata
The structured record of who, what, when, and how for a test — hypothesis, owner, dates, variants, and metrics used to track and audit it.
Pre-Test Analysis
The upfront work of validating traffic, metrics, and baseline data quality before launching an experiment.
Above-the-Fold vs Below-the-Fold Messaging Hierarchy
How the order and prominence of value-proposition messaging is split between the visible screen and the rest of the page.
Experiment Contamination
When a control or variant group is unintentionally exposed to the other condition, corrupting the comparison.
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