"Above the fold" is originally a newspaper term describing the upper half of the front page where the most important stories and headlines of the day are located.
According to a Jakob Nielsen study on scrolling (in his book "Prioritizing Web Usability"), only 23% of the visitors in his study scrolled. Most people don't scroll down a page.
When designing your website, you generally should keep your primary call to action and succinct value proposition above the fold so users don't have to scroll down or work to find out what your site is basically about.
You only have a few seconds to pique and maintain someone's interest when they come to your site before they hit the back button and abandon the web page. Reduce this friction by showing them the value quickly the moment they hit the page and encourage them to take action.
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