Performancing Metrics

Myth of the Fold

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Boxes and Arrows has a great post up about what they call the “myth of the fold”. The fold is the area where the screen ends and you have to scroll down to see more.

Traditionally, you don’t want to put too much below the fold, especially advertisements and another things because users leave before ever seeing it. But the post on Boxes and Arrows says otherwise.

I took a look at performance data for some AOL sites and found that items at the bottom of pages are being widely used. Perhaps the best example of this is the popular celebrity gossip website TMZ.com. The most clicked on item on the TMZ homepage is the link at the very bottom of the page that takes users to the next page. Note that the TMZ homepage is often over 15000 pixels long – which supports the ClickTale research that scrolling behavior is independent of screen height. Users are so engaged in the content of this site that they are following it down the page until they get to the “next page” link.

Maybe it’s not fair to use a celebrity gossip site as an example. After all, we’re not all designing around such tantalizing guilty-pleasure content as the downfall of beautiful people. So, let’s look at some drier content.
For example, take AOL News Daily Pulse. You’ll notice the poll at the bottom of the page – the vote counts are well over 300,000 each. This means that not only did folks scroll over 2000 pixels to the bottom of the page, they actually took the time to answer a poll while they were there. Hundreds of thousands of people taking a poll at the bottom of a page can easily be called a success.

Read the whole article to understand more about the fold, and why you don’t need to worry so much about it.

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Categories: Blog Design

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Comments

  1. Andy says: 7/24/2007

    Yes, I remember Everton at Connected Internet saying that his best performing sidebar ad units were lower down the page – more or less level with the end of most posts.

    Reply

  2. chat says: 11/15/2007

    good

    Reply

  3. sohbet says: 11/15/2007

    sory

    Reply

  4. mikeyaozm says: 9/19/2009

    I remember Everton at Connected Internet saying

    Reply

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