The visible portion of a webpage that appears without scrolling — on mobile, typically the top 600-800px of the screen. Content above the fold has the highest visibility and greatest impact on conversion rate.
For D2C product pages, above-the-fold elements that most impact CVR: hero image, product name, price, key benefit statement, star rating/review count, and add-to-cart button. All five should be visible on mobile without any scrolling. Many D2C brands lose 10-20% of conversions by pushing the add-to-cart button below the fold on mobile devices. A sticky add-to-cart button (persists as user scrolls) is a proven CVR improvement tactic.
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