PAIN RELIEF: What to place above the fold?

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I know I need to keep some critical elements of my site above the fold, but I obviously can’t have everything there. What are the absolute essentials and can you show me some examples of retailers with great layouts?

I know I need to keep some critical elements of my site above the fold, but I obviously can’t have everything there. What are the absolute essentials and can you show me some examples of retailers with great layouts?

In terms of the specific calls to action you need to display above the fold, it depends where you are on the site.
But ultimately, given that users give 80% of their attention to content above the fold, you must have all key calls to action above the fold without the requirement for the user to scroll down.
So this would include delivery and returns information, gifting options around gift card, gift wrap and gift vouchers, promotions and incentives, etc.
You should also be surfacing bestsellers and new product in as well as key merchandising categories above the fold.
Other drivers you’d want to ensure were within immediate view include ‘trust markers’ (SSL certificates, payment logos etc), a prominent customer service number, the on site search function and email data capture.

Cheers,
Martin

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Article by Martin Newman

100% results and ROI-oriented, Power Retail's UK expert Martin Newman is CEO of Practicology and one of the most experienced, best-known and respected e-commerce practitioners. He has been involved in multichannel retailing for over 25 years, and his current clients include Ben Sherman, T-Mobile, Edinburgh Woollen Mill and the Science Museum.

2 Comments

• • 
  • Fred
  • 4th November

  dont forget “site search”!

  Reply
• • 
  • Martin Newman
  • 4th November

  Hi Fred,
  If you read my post again you’ll see I included ‘site search’ as a core call to action that should always be above the fold!
  Thanks,
  Martin

  Reply