Optimize a Landing Page by Troubleshooting the Fold - dummies

Optimize a Landing Page by Troubleshooting the Fold

By Martin Harwood, Michael Harwood

Part of Landing Page Optimization For Dummies Cheat Sheet

A key landing page optimization strategy is to keep critical content above the fold. In landing page optimization lingo, above the fold means that important content appears on the first screen so viewers see it immediately. Otherwise, they’ll have to go below the fold by scrolling down to the next screen. Stay above the fold with these strategies:

  • Match fold content and advertising: To reduce bounce rates, tie in your advertising with the content in the fold. Not matching the customer’s expectations will create high bounce rates and low returns.

  • Match fold content and keyword search: Visitors will often use specific words in their search engine to find what they’re looking for. Focus your keywords in the fold to match the keywords used by a visitor’s search.

  • Put key content in the fold: Don’t save the best for last; many visitors won’t scroll past the fold, so get their interest quickly.

  • Avoid oversized images: When trying to impress your visitor, it’s common to put too large of an image on a page. This presents a problem for a couple of reasons: One is if the customer has to scroll to see the image, it loses much of its effect, and two, if it takes too long for the image to load, a visitor may just give up and leave.

  • Craft the best heading possible: The heading in the fold has to be engaging and catch the reader’s attention fast. Test, re-test, write, and rewrite your heading.

  • Don’t get too fancy: Fancy elements, such as Flash and heavy graphics, can delay load times and draw visitors away from the content they’re looking for.

  • Watch your header size: A header that’s too large may distract or leave little room for important fold content. This will force the visitor to scroll just to get the basic information.