Above the fold

Above-the-fold is what users see without scrolling. They spend ~5 seconds deciding whether to stay.

Must include

• Clear headline stating what you do/offer
• Sub-headline with supporting benefit
• Primary CTA button (visible)
• Hero visual (photo, video, or relevant image)
• Trust signal (logo, review, badge)

Don't include

• Multiple competing CTAs
• Overwhelming text
• Slow-loading hero video
• Generic stock photo

Mobile first

60-80% of traffic is mobile. Verify on mobile first.

5-second test

Show someone your page for 5 seconds, close it, ask what you do. If they can't answer, rewrite.

What to do with this

• Apply the 5-second test monthly on your top pages, show to people outside the team, ask them what the product does
• Fit the essentials above the fold at 1366x768, mobile users decide fastest and they're scrolling less than you think
• Kill the carousel, rotating heroes reduce conversion because the user misses the main message
• Test hero image vs demo video, video often wins for complex products, static often wins for simple impulse buys
• Limit CTAs to 1-2 above fold, more than that splits attention and drops the primary action click-through