Marketing Madness

Most Pages Built Wrong for Optimization?

Even before the Internet marketers knew that placing the most important content (and advertisements) ‘above the fold’ was essential to the success of any content publication.  Whether it is a newspaper or an internet site, hitting readers with all the most important content right up front is the only way to go, right?  New information suggests that marketers might want to revisit this particular piece of wisdom to see if it truly applies on their pages. recently had Chartbeat analyze the behavior patterns of readers on their site.

Chartbeat looked not only at, but other sites for which they gather information as well and the information was quite interesting.

First things first, on an average news or content based site about 38% of people bounce off the site without reading more than a word or two.  This isn’t too surprising, and no matter how great the site looks, some people just aren’t going to stick around.  Of those who do stick around to read what you’re offering another 5% won’t be bothered to scroll down past the ‘fold’.  Only 5% click away before ever scrolling down on the page which means that the vast majority of those who make it to the site will actually take the time to look past the fold.

Only 5% Click Away Above the Fold

This one piece of information is extremely important because it means the rule that everything important should be above the fold might not be true.  Spreading stories around as well as advertisements might be much more effective than many people once thought.  In addition, by placing some advertising below the fold you avoid any risk of search engines labeling your site as spammy.  Based on the heat map study, over 86% of all engagement by readers takes place below the fold.

Of course, of that 95% who do take the time to scroll down; most of them won’t actually finish reading the article.  Less than half of people who start to read an article will actually finish it.  Many of them will get bored and browse away, others will scroll down to the comments area to write something about the article (which they never read) and still others will click a share button to encourage their friends on Facebook or Twitter to read the article because it was so great (even though they never finished it).

With the information gathered it is easy to see that many sites should be re-evaluating things like the placement of their advertisements as well as the links to other pages on their own sites.  Many site owners will be pleasantly surprised at just how much activity is really taking place below the fold.

How do you determine page layout?  Are you still assuming that above the fold is the only place for key information and advertisements?  Perhaps you should re-think your site design.

The full story from Slate can be found HERE.

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Michael Levanduski

Michael Levanduski is the assistant editor of Performance Marketing Insider, and an experienced freelance writer. He writes content for a wide range of sites in virtually every niche, though he specializes in technical writing as well as creating content for the performance and internet marketing industry. Michael was born in Grand Rapids, MI where he still lives with his wife and three children.

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  1. Hi Micheal,

    1. Instinctively I try to put some high quality information above the fold. It’s kind of psychological trick because I know people get bored soon.

    2. The truth is … it is not true that people get bored soon. It depends on .. people. So the first thing you need to do is:

    Identify the right niche for you

    When you write in the right niche there will be a lot of people who want to read below the fold.

    Slate results can be explained by:
    – targeted content (always work)
    – human curiosity (never disappears).

    There are universal human things that never change. Marketers need to identify these things first and build upon this foundation.
    If you do this, you will never worry about the “fold” problem. Your content will be quality and targeted and your visual appearance will improve in time.

    What interests me is to write good content. This is 70% of the work. Then I work with that content to make it more attractive. Visual appearance and layout is 30%.

    One more thing: the ad on this page (Envyus Media) is extremely annoying. I don’t know why but it makes me think to a subliminal ad. When I wrote this comment I used one of my hands to cover the ad. Otherwise commenting becomes very difficult or even impossible.

    Have a nice day

  2. User testing, eye tracking, and click data dispels the fold myth…often less content above the fold will encourage exploration beneath.

  3. Readers are visual beings. They scan with their eyes first. If they find something that catches their eyes, that is the time to start reading.

  4. I see so many sites built for the wrong reasons. It is 2014 and your website should be driving business value, not just look pretty. Websites should be designed to look great representing the brand, but should also drive results in one way or another.

What's your opinion?

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