Marketing 101: What is above the fold?

The above-the-fold area (also known as “above the scroll”) is an arbitrary amount of space — far smaller on a mobile phone than a desktop computer. But is that arbitrary space enough room to tip the prospect’s mental calculus from “it isn’t worth taking this action” to “it is worth taking this action?”

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What Does Above The Fold Mean? And Why Is It Important?

Below the Fold: What Does 'Below the Fold' Mean?