The digital world is full of hassle. The online buyers are always in a hurry and want to spend no more than a few seconds to find all about a website. With such behavior, the topmost section of a web page, which is often referred to as above the fold, carries grave importance.
The top of any website’s page that includes all the important information is called above the fold part. It is a game changer in improving conversions, as it is the part that communicates your first impression. An intriguing part will give the users a reason to stay and explore the more, whereas an unattractive content above the fold may make the leave the website.
For conversion optimization, you can better utilize the space by adding useful content and interactive features and options. Here I would like to duscuss about product page( specifically above the fold part) of FME extensions, as we were getting healthy traffic but not conversions, So we decided top change the design. Previously our design was very simple and we found that its not engaging(look at the image below):
To improve that design we thoroughly studied the designs of top notch eCommerce websites and stores. After that we made a design considering following things:
So, considering several design heuristics, we re-designed the product page and it literally resulted in more conversions. Below is the image of our new product page:
The online stores powered by Magento can seek assistance from a pool of FME extensions, whereas some pro tips are discussed in this post as well. Read the content to explore how each strategy can drag you to a better conversion ratio.
Display the core strength of your business or website. For this, ask yourself the only reason you are carrying a business. Translate your product or service in a solution that is brilliantly addressing a problem. Determine the unique selling proposition of your offerings to create an urge and appeal that makes the users scroll down the fold and convert.
For any online buyer, the utmost thing about a website is that what different they have to offer and how it can benefit them. Let them know the unique selling proposition (USP) of your business as soon as they land on your website.
A USP above the fold helps you grab user attention. A quick copy as a continuation follows it to explain your core strength. The users who are not sure what you do may read the tag line and get the idea. Do not exceed the explanation more than a sentence or two.
It can be a headline that is supporting the claim you made in the USP. For example, a software house may use a unique value proposition as, ‘Top Rated Software Development Company.’It can be followed by a headline as ‘Serving our global audience with error-free code tailored to their custom needs’
A logo can become your identity if you display it above the fold. Be sure to make your logos captivating to make an impact and make the users remember it for long.
A business logo is not a design to represent your business. It is also utilized for creating a visual context with a unique selling proposition. For example, a user lands any of your web pages;he or she may pay attention to the headings,but need a logo to relate with the idea. The visual appeal of a logo does it all effectively.
The above the fold section of your website has a mandatory part of the navigation through the menu. Keep it simple and easy to use. For a blog or small business, the navigation may include a few main categories or the ‘About us’ and service page.
An online store may display more of its categories in the main menu. This also communicates a lot about the purpose and business of a website. They get to know that to access any main or subcategory, or a service page they can click and find details.
Make an outstanding first impression with appealing imagery above the fold of your website. Pursue creating a positive impact with happy faces in the images and graphics. A positive impact brings more conversions.
The online store can create a compelling environment by showing their products in use in images with happy faces. This may either result in conversions or may force the users to share on a social media network that may convert into customers later on.
Among the various conversion factors, user trust is quite significant. They may need to know either the website is secured to share personal and financial details, and how many other users are endorsing their products or services.
For this, you may need to display trust badges, customer reviews and ratings, social media shares and likes, secured payment gateways, etc. to reap the benefits of the above the fold area, you may need to optimize it for gaining trust and credibility.
Adding contact details such as phone number, email address, or the physical location of your business is sometimes more important than a call to action button. The users who know well about your product or service may likely to place an order. However, the users, who are still confused with the delivery, terms, and conditions, and other matters would like to call or text you in person to discuss it further.
Let the users of your website easily grab contact details and interact with you or your sales and support team without scrolling down for it. Clearly mentioning a contact number also helps you improve credibility as the users can talk to you in person and ask the various questions they have in mind. Once satisfied, they can continue with the purchases.
Adding a call to action above or below the fold is a debatable issue. For eCommerce websites, it may bring the same number of conversions as an online store has multiple calls to action. For bloggers and subscription-based business models, it is more important to offer incentives and acquire leads with a call to action above the fold.
There is still no conclusion on the addition of a call to action to the upper section of a home or landing page. To go with the one that is more effective and useful for your website, you may need to consider common user behavior and design trends.
For the first-hand experience on this, you can try A/B testing of the same. Add a call to action above the fold for a week and two, and then bring it down the fold. Monitor the conversions and go with the more productive one.
Want to easily create these websites with excellent above-the-fold qualities?
The DXP Studio is here to help!
It is a fast, versatile, and intuitive way to create landing pages and microsites, and even e-commerce websites. This new and useful tool is perfect for business owners and website owners who want to create webpages that are not only beautiful but fully functional as well.
You will avoid headaches because you can easily choose the website component you like, and select them and arrange them in the best way possible. No need to learn coding, just have your vision and watch it come alive at your fingertips.
Not only that, you get to experience the benefits of Headless CMS and Headless Commerce technologies as well!
Build websites that will take you to new levels of future success!
Deciding what to include and what not to include above the fold is quite easy. It may only test your business knowledge, design features, and user behavior.
For example, you may need to evaluate your unique selling proposition and highlight it in a few words. Another brief copy may follow this as an explanation to keep hold of the user attention. A logo portraying your business nature may accompany the user journey toward the navigation, images, security badges, contact info and calls to action.