What Does Under the Fold Mean?

In eCommerce websites, every inch of screen real estate plays a crucial role in guiding customers toward conversion. But what about the content that appears after the first scroll, the section below the fold? Often overlooked, this part of the page holds untapped potential for increasing engagement and driving sales.

Understanding what is below the fold and how to optimize this space can improve your site's user experience and boost conversions. 

In this article, we’ll examine the meaning of under the fold, explore its importance, and discuss best practices for designing this area of your website or app. 

Key Takeaways

• Below the fold engages users with personalized recommendations and upsell offers to boost conversions.

• AI recommendations and contextual nudges personalize content based on user behavior.

• Mobile optimization ensures below-the-fold content is accessible, enhancing engagement.

• A/B testing helps refine below-the-fold content for better user engagement and conversion rates.

• Exit-intent offers and upsell nudges can recover abandoned carts and increase AOV.

What is Below the Fold?

The term “below-the-fold” originates from traditional newspaper publishing, referring to the content that appears below the physical fold of the paper. In the digital world, it means any content that requires the user to scroll down to view it. 

For eCommerce websites and apps, below-the-fold often includes related product recommendations, product details, and promotions, and can play a crucial role in guiding users to convert.

Also Read: Personalize Your Homepage Essential Tools and Tips

Now that we know what below-the-fold is, it’s essential to understand why this section of your website is so crucial for engagement.

Why is Below the Fold Important?

Content below the fold often serves as a critical opportunity to engage customers deeper in their journey. Here are five reasons why optimizing this space is essential for eCommerce conversions:

1. Encourages Further Exploration

Visitors don’t always purchase on their first visit, but they can be nudged to explore more products or related items. This is especially true in PDPs or PLPs, where product recommendations based on category affinity or past purchases can drive more interactions.

With Nudge's Commerce Surfaces, you can adapt landing experiences to every click and shopper behavior. By personalizing landing pages, PDPs, and shopping carts based on user behavior, Nudge ensures that every below-the-fold element is relevant and engaging.

2. Optimal Use of Screen Real Estate

The content above the fold often serves the most immediate calls to action (CTAs), like sign-ups or cart additions. Below the fold, however, you can place less urgent but valuable content, such as customer reviews, detailed product specs, or even special promotions, to nudge the shopper into taking the next step.

3. Increase Conversions with Personalized Content

By utilizing AI-powered personalization below-the-fold, you can adjust content based on a user’s browsing history or cart content. For example, a personalized offer or recommendation based on what a shopper has viewed or added to their cart can increase the chances of a purchase.

4. Improve Visibility for Secondary Content

Placing secondary content below the fold allows you to present additional value without overcrowding your main content. For instance, showing upsell bundles or product comparisons under the fold ensures that shoppers can discover more relevant options once they’re familiar with your primary offering.

5. Optimizes for Mobile and Desktop Design

As mobile traffic increases, below-the-fold content plays a more significant role in guiding shoppers through their journey. It’s important to optimize this content to ensure it remains accessible and engaging across different devices, especially as eCommerce apps grow in popularity.

Also Read: Guide to Personalization at Scale in 2025: Challenges and Best Practices

Next, let’s take a closer look at how to track metrics like scroll depth and engagement to determine their impact.

How is Below the Fold Measured?

When measuring below-the-fold content performance, scroll depth and engagement metrics become crucial indicators of success. Here’s how you can measure the effectiveness of your below-the-fold content:

1. Page Scroll Depth

Scroll depth measures how far users have scrolled down a page. By optimizing the placement of important elements under the fold, you can encourage users to interact with these elements.

2. Time on Page

Time on page can provide insights into whether visitors are spending time below the fold. If users are spending significant time engaging with content like reviews or upsell offers at the bottom, it means they are finding value in this section, which can lead to higher conversion rates.

3. Click-Through Rate (CTR) for Below-the-Fold Links

CTR helps measure how effective your below-the-fold links are. For example, if you have related product links or bundle offers below the fold, tracking how often users click on these can show if your personalized recommendations are effective in increasing engagement rate and driving purchases.

4. Conversion Rate from Below-the-Fold Offers

Tracking how often offers placed below-the-fold lead to conversions (like purchases or sign-ups) is crucial. For example, exit-intent offers placed below-the-fold on PDPs or shopping carts are likely to engage users who might otherwise leave.

With Nudge, you can recover more abandoned carts by strategically placing exit-intent offers and reminders below the fold. This helps re-engage shoppers who are about to leave, giving them a final push to complete their purchase with personalized incentives.

5. Heatmaps and User Behavior

Heatmaps and session recordings allow you to visually see how users engage with content below the fold. This can help identify areas of friction, such as poorly placed CTA buttons or unresponsive content, which could be causing drop-offs.

Also Read: Product Detail Page: Best Practices and Examples

To maximize the value of below-the-fold content, it’s important to follow a strategic approach.

5 Steps to Optimizing Below the Fold

Optimizing below-the-fold content involves a combination of personalization and strategic placement. Here’s how you can maximize the effectiveness of this crucial space:

1. Personalize Based on Shopper Behavior

Utilize AI-driven personalization to adapt content under the fold based on past shopper behavior, such as browsing, cart contents, and purchase history. For instance, showing related items or bundle recommendations under the fold increases the likelihood of cross-selling and upselling.

2. Use Contextual Nudges to Drive Action

Trigger nudges based on real-time behaviors, such as exit-intent popups or limited-time offers that encourage users to engage further. These nudges should be placed strategically below the fold to capitalize on moments when users are likely to abandon the page.

Nudge's Contextual Nudges trigger real-time messages like exit-intent popups or personalized offers based on actions like scroll depth or time spent on page, ensuring that even content below-the-fold drives shopper engagement.

3. Optimize Regularly

A/B testing is essential for optimizing below-the-fold content. Experiment with different content types, product recommendations, social proof, and special promotions to see which resonates best with your audience. This ensures that your site always stays relevant and maximizes conversions.

4. Prioritize Mobile-Friendly Design

As more users shop from mobile devices, it's essential that your below-the-fold content is easy to navigate. Ensure that CTAs are clearly visible, and content such as upsell offers and product recommendations loads quickly on mobile screens.

5. Streamline Navigation and CTAs

Keep CTA buttons and links clear and easily accessible. A sticky shopping cart or persistent checkout button that appears when users scroll can help them act quickly, increasing conversion rates.

Also Read: How to Create Personalized Landing Pages for Increased Engagement in 2025?

Now, let’s explore the types of content that work best in this space to enhance user experience.

5 Types of Content Below the Fold

The content placed below-the-fold often includes secondary but important information that can engage users to boost conversions. Here are the most common types of content that work well in this area.

1. Customer Reviews and Ratings

Customer reviews and ratings placed below-the-fold add social proof and provide shoppers with more detailed insights into products. This can be especially helpful for eCommerce sites selling complex or high-value items.

2. Upsell and Cross-sell Offers

Below the fold is the perfect location for upsell bundles or cross-sell recommendations, as it doesn't interrupt the shopping flow. These offers, when tailored to cart contents or purchase history, can drive higher average order value (AOV).

3. Product Videos and Demos

Videos placed under the fold can provide an engaging way to show the product in use, which can help increase conversions, especially for products that require demonstration or have complex features.

4. Trust Signals and Guarantees

Displaying secure payment options, free shipping offers, or easy return policies below the fold provides added reassurance to hesitant buyers, helping them feel more confident in completing a purchase.

5. Related Product Recommendations

AI-powered product recommendations based on past browsing or cart contents can increase engagement and drive conversions. For example, showing related items or bundles under the fold can encourage shoppers to explore more products.

When it comes to below-the-fold, Nudge's AI Product Recommendations offer the perfect way to keep shoppers engaged. By delivering personalized product suggestions and bundles based on real-time behavior, Nudge enhances the shopper experience below-the-fold, increasing the chances of conversion.

Now that we understand what types of content perform well, let’s look at a few real-world examples of brands that excel at using below-the-fold content.

3 Examples of Below-the-Fold Content

Real-world examples show how top brands effectively utilize below-the-fold content to engage shoppers. Here are three examples of eCommerce brands that excel at using this space to drive conversions.

1. Zappos

Zappos places detailed customer reviews and size guides below the fold. This helps shoppers feel confident in their purchase decision, especially when shopping for shoes, and has a positive impact on conversion rates.

2. Macy's

Macy's showcases product reviews and personalized recommendations below the fold. These elements help build trust, encourage exploration, and increase AOV by guiding shoppers toward complementary items.

3. Home Depot

Home Depot includes shipping information and special promotions like discounts on bulk purchases below the fold. This information helps customers finalize their decision by adding value, improving conversion rates, and boosting customer satisfaction.

Also Read: Understanding Above the Fold: Best Practices & Examples

To make the most of your below-the-fold space, you need to design it effectively. Here are some best practices to ensure the content is optimized for conversions.

4 Best Practices for Below-the-Fold Design

Designing content for below-the-fold requires strategic placement and careful attention to user experience. Here are some best practices to ensure that this space contributes to higher engagement and conversion rates.

1. Focus on Contextual Relevance

Content placed below-the-fold should be personalized based on shopper behavior, such as what products they’ve browsed, added to their cart, or purchased. This increases relevance and engagement with the content.

2. Keep Content Actionable

Always include clear CTAs like “Add to Cart” or “View More” under the fold. The content should guide users seamlessly toward taking the next step in their journey.

3. Test for Visibility and Accessibility

Make sure important content below-the-fold, like upsell offers or reviews, is visible and easy to interact with. Regularly test these elements to optimize visibility and engagement.

4. Maintain Clear and Consistent Layouts

Ensure that the layout below-the-fold is consistent with the overall design of your site. A well-structured, clean layout makes the content easy to engage with and reduces friction.

Also Read: Best Ecommerce Landing Page Examples to Boost Sales

Now, let’s review common mistakes to avoid when designing this section of your website.

4 Common Mistakes to Avoid When Designing Below the Fold 

While optimizing below-the-fold, there are common mistakes that can undermine your efforts. These pitfalls can lead to lost engagement and conversions, but they are easily avoidable with the right strategies.

1. Overcrowding the Area

Too much content below the fold can overwhelm users, leading them to skip over it.

Solution: Prioritize quality over quantity by limiting the content and making sure each element is actionable and valuable to the user.

2. Ignoring Mobile Users

Failing to optimize content below-the-fold for mobile can lead to poor user experiences and high bounce rates.

Solution: Ensure below-the-fold content is fully mobile-optimized with responsive design and fast-loading elements to engage users on all devices.

3. Weak or Unclear CTAs

Weak or vague CTAs can confuse users and reduce conversions. CTAs must be clear, action-oriented, and strategically placed.

Solution: Use strong, concise CTAs like “Complete Your Purchase” or “View More Items” to direct users toward the next step in their journey.

4. Lack of Personalization

Content below the fold that doesn’t account for user behavior feels irrelevant, and users may ignore it.

Solution: Personalize below-the-fold content based on past behavior (e.g., cart content, browsing history) to ensure the content resonates with each shopper.

Also Read: Essential Elements of a High-Converting Landing Page

Let’s wrap up with how Nudge can enhance below-the-fold content for better shopper experiences.

Use Nudge's Features to Personalize Below the Fold

Nudge is built to personalize every aspect of the customer journey, especially when it comes to below-the-fold content. By adjusting to each shopper's behavior and campaign context, Nudge ensures that every step of the journey, from ads to checkout, is optimized for engagement and conversion. 

Here’s how Nudge helps optimize below-the-fold:

• Commerce Surfaces: Nudge delivers AI-powered landing experiences that adapt to every click, campaign, and shopper. By embedding product grids, personalized offers, and shoppable videos below the fold, you can continuously test and optimize.

• AI Product Recommendations: Nudge places product recommendations and bundles below-the-fold, synced with product inventory and shopper intent. These recommendations are built based on product tags, affinities, and shopper behavior, and they are placed contextually to increase AOV.

• Contextual Nudges: Nudge triggers context-aware nudges based on real-time shopper behavior such as scroll depth, exit intent, or time-on-page. These messages encourage the user to take action right when they’re most receptive.

• Cart Abandonment: Nudge helps you recover more carts by delivering personalized offers below-the-fold when a user shows signs of abandoning their cart. Be it a limited-time discount or product recommendation, these offers engage customers and prompt them to complete their purchase.

• Funnel Personalization: Build personalized funnels that turn clicks into conversions by adjusting below-the-fold content based on live shopper behavior. This includes recommendations, offers, and CTAs, all tailored to the shopper’s unique journey, from ad traffic to checkout.

• Bundling & Recommendations: Bundling is one of the easiest ways to increase order value (AOV). Nudge places smart bundles below-the-fold, offering complementary products based on real-time shopper behavior. 

By personalizing below-the-fold content with AI-powered tools, Nudge helps ensure that every part of the shopper journey is optimized for higher engagement and conversion.

Conclusion

Understanding and optimizing under-the-fold content is essential for boosting eCommerce conversions. By focusing on personalization, AI-powered recommendations, and contextual nudges, you can turn what might be an overlooked section into a valuable asset for engaging users and driving sales. 

Nudge helps you personalize every shopper’s experience by optimizing below-the-fold elements like product recommendations, upsell offers, and contextual nudges, maximizing engagement and conversion.

Book a demo and see how Nudge can make the most of your below-the-fold content.

FAQs

1. What is below-the-fold in eCommerce websites?

Below the fold refers to content that appears after the user scrolls down, including product recommendations, upsells, and related products that encourage further engagement and conversion.

2. Why is below-the-fold content crucial for conversions?

It allows you to strategically place personalized product recommendations, contextual nudges, and upsell bundles, based on past shopper behavior, increasing both AOV and repeat purchases.

3. How do I optimize below-the-fold content for mobile users?

Focus on responsive design and fast-loading content, ensuring personalized offers and AI product recommendations are visible and easily accessible, enhancing engagement and reducing bounce rates.

4. How does AI improve below-the-fold content?

AI-powered personalized recommendations adapt to past shopper behavior, such as browsing history and cart contents, delivering upsell offers and product bundles below the fold.

5. How can I measure the effectiveness of below-the-fold content?

Track scroll depth, click-through rates, and conversion rates of below-the-fold offers to measure engagement. Tools like heatmaps and Google Analytics can reveal insights into performance.