Above-the-Fold vs Below-the-Fold Testing

This concept concerns where on a page an element sits when it first loads, without scrolling, versus content the user only sees after scrolling down. Placement affects visibility and, often, conversion, since not every visitor scrolls far enough to see everything on a page.

CRO teams test moving key elements, like a signup form, testimonial, or pricing table, between above and below the fold to see whether prominence drives more conversions, or whether it clutters an otherwise clean first impression and increases bounce. The right answer depends heavily on device (mobile fold is much shorter than desktop), page intent, and how much persuasion a user needs before converting.

For example, an ecommerce product page might test placing customer reviews (a form of social proof) directly below the fold versus requiring a click to expand them further down. If conversion improves when reviews are immediately visible, that suggests trust signals are a bigger blocker than initially assumed. This kind of test is closely related to broader above the fold placement strategy but focuses specifically on the head-to-head comparison of two placements.