A couple of big reasons why content doesn’t have to be above the fold
Users will scroll:
1. To find what they are looking for
2. If what they have seen so far tickles their fancy
1. AB tests with CTA right at the bottom of the page see an increase in conversion IF the content above it is compelling and relevant.
Compelling & relevant content gives users reason to scroll.
2. Touch screens and hardware relay on scrolling behaviour for their interface. Scrolling is natural. All we need to do is to indicate that there is something there (including where page elements end/begin) and that users should scroll – aka The Scroll Bar.
Further more, so ingrained is the scrolling behaviour that users have been seen to ‘sanity scroll’ – double checking pages to the end to see if there is indeed anything else of interest.
Users will scroll if they see they can.
A nice demo:
More detail here:
A. “Higher conversion rates have nothing to do with whether the button is above the fold and everything to do with whether the button is below the right incentive.”
B. “Although there is no fold we still have to consider the hierarchy of a website, placing any important elements of our site within a region that is more likely to appear for all users no matter what the screen size. Think of it like this; would you place a logo somewhere a user would need to scroll to view it?”
C. “Navigation process has drastically changed due to touchscreen interfaces popularized by Apple and adopted by everyone. And if you think of scrolling in the traditional sense with the scroll bar on the right, well Apple threw that concept out two operating systems ago. In Lion they stopped using the visible scroll bars making users rely more on the trackpad and scroll ball in the mouse. And in its latest OSx, it has integrated its popularized finger control technology such as pinch to zoom to view content on its computers. And Microsoft has introduced Windows 8 which now intertwines touch screen technology right into the PC.
So rather than focus on bringing your content up, focus on user interface and designing around making sure your users get to the content they need. Even if it’s below the fold.”