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Place Important Content Above The Fold To Increase Conversions

Posted by Matthew Elshaw

There are many ways to improve the conversion rate of your website. Copywriting, images, design and offers are all important, but one of the most basic steps is to ensure your important content is placed “above the fold”.

What Does “Above the Fold” Mean?
This term simply refers the portions of a webpage that can be visible without scrolling. This is seen as the most important real estate on any web page as other content can be missed if a customer decides to leave the current page for any reason.

The term originates from newspapers – where important stories are placed on front side of folded papers to entice people to buy them.

But there’s a problem. Monitors aren’t like a traditional newspaper. There are a whole range of different monitor sizes and resolutions which means it’s almost impossible to ensure everyone browsing your site is going to see the same amount of content above the fold.

Luckily for us, Google has come up with a tool which can help to solve this issue, its called Browser Size.

How Does Google Browser Size Work?
Browser size looks at the average size of browser windows for people who visit Google. Given that Google is the most popular site on the web, it’s safe to assume their averages will be accurate.

To use the tool, simply type your URL into the “Enter URL here” textbox at the top of the window and click Go. The overlay will show you the percentage of users who have their browser window open to at least this size or larger.

For example, the “90%” contour means that 90% of users can see this content on their screen without having to scroll. Keeping your main message and call to action within this section of the page will give you the best chance of converting visitors.

Google says that it found that the install rate for Google Earth increased by a whopping 10% simply by moving it 100 pixels higher on the page.

Give this tool a go with your website and leave a comment below to let us know what you think.

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This entry was posted on Wednesday, September 29th, 2010 at 8:30 am and is filed under Business, Marketing, Tips. You can leave a response, or trackback from your own site.

About the Author: Matt is a marketing professional at ineedhits.com, an international search marketing firm. Matt's passion for online marketing began at university and has proved invaluable in steering product development and marketing initiatives at the company. Matt is a regular contributor to the ineedhits search marketing blog.

Place Important Content Above The Fold To Increase Conversions

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