What a fold is: In terms of a website the fold is the spot where a viewer’s web browser ends, forcing them to scroll to see the rest of the page beneath.
What a fold is not: As important as it used to be. Above-the-fold-or-die isn’t a strict rule of marketing anymore because of factors like larger monitors and different viewing habits.
Why we care about folds: If you’re in marketing, you need to understand the concept of the fold, if for nothing else than to know how to describe the different areas of your page. We still use above-the-fold as a best practice for a lot of elements in our page designs.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.