Interesting stats supporting the importance of keeping your key content above the fold recently from the Vertical Response blog. These stats are for email clicks, but the conclusion has been demonstrated repeatedly to be one of the top factors in website conversion rates too.

The email stats show:

43-60% of all clicks in an email happened in the first article which is mainly above the fold. Caveat, we have been using “anchor tags” above the fold to give readers a tease of what’s below. We think it has helped our click rate overall. (I try to lead with what I think is the strongest to pull readers in.)

15-30% of all clicks happened on the 2nd article.

6-8% of all clicks happened in the third article.

People avoid scrolling, reading and generally exerting effort so the Conversion Guru will design landing pages (and emails) to make your desired Actions happen above the fold.

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This entry was posted on Wednesday, July 16th, 2008 at 11:41 am and is filed under conversion rate optimization, landing page optimization. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.