Above the fold

"Above the fold" and "below the fold."  are two of the most frequently referenced concepts in landing page design, and understanding the distinction helps you make better decisions about where your most important content lives.

What the Terms Mean

The terms come from print journalism, where the top half of a folded newspaper had to earn attention on newsstands. In web design, the logic is the same:

Above the fold is everything visible on the page before a visitor scrolls. It's what loads and sits in front of them the moment they arrive.

Below the fold is everything that requires scrolling to reach.

One important caveat: the fold is not a fixed line. It shifts depending on screen size, resolution, and browser settings. What appears above the fold on a large desktop monitor may require scrolling on a phone. Designing for both requires some intentionality, and testing on actual devices is worth the effort.

What Belongs Above the Fold

The above-the-fold section has one job: give visitors enough clarity and motivation to stay. If they can't immediately understand what the page is about and why it matters to them, most will leave before scrolling.

When building your homepage or landing page for your Shopify store, consider including the following elements above the fold content: 

A headline that communicates your value proposition. Not a tagline, not your brand name in large type. A clear statement of what you sell and why it's worth their attention. This is the most valuable piece of real estate on your page.

A supporting subheadline. One or two sentences that back up or add context to the headline, addressing the question the headline might raise.

A strong hero image or video. Something that shows the product in context or reinforces the brand. Quality matters here. A low-resolution or generic image undercuts the credibility your headline is trying to build.

A primary call to action. One button with a clear instruction: "Shop Now," "Browse the Collection," "Get Started." Avoid multiple competing CTAs above the fold. Give visitors one clear next step.

Navigation. Visitors who don't want to follow your primary CTA still need a way to explore. A clean, accessible menu keeps them on the page.

Promotions or time-sensitive offers can also work above the fold if they're directly relevant to the visitor's intent, though they're best used as supporting elements rather than the primary focus.

What Belongs Below the Fold

Below the fold is where you give visitors the information they need to go from interested to convinced. Shoppers who scroll are already engaged. The goal here is to sustain that engagement and address the questions or hesitations that might be standing between them and a purchase.

Useful content for below the fold on a Shopify store includes:

Social proof. Customer reviews, ratings, press mentions, and user-generated content. This is often the single most persuasive element on a product or landing page for new visitors who don't yet have a reason to trust you.

Product categories or featured collections. Helps visitors self-select into the right part of your catalog without requiring them to use the navigation.

Best sellers. Curated product recommendations give browsers a starting point and often surface items they wouldn't have found on their own.

Brand story or About section. Particularly relevant for brands where the founder story or sourcing practices are part of the value proposition. Shoppers who care about this will look for it. Those who don't will scroll past.

Trust signals. Return policies, security badges, warranty information. These are less persuasive than social proof but still worth including for customers who are close to a purchase decision and looking for reassurance.

FAQs. Answering common questions on the page reduces the need for customers to contact support before buying and can address objections you know exist.

Blog content or editorial. Useful for SEO and for customers in early research mode, but typically lower priority than the conversion-focused elements above.

A/B testing can also help you to establish which variations above the fold elements result in more conversions. 

The most common mistake with above/below the fold decisions is treating below the fold as an afterthought. Visitors who scroll are your most engaged visitors. The content they find there does real work. Spending as much care on the structure and sequencing of that section as you do on the hero area will generally show in your conversion rate.