- Below the Fold (BTF) is the area not visible to a user when landing on a webpage.
- Retailers commonly use this area to focus on content, product information and features - reserving placements above the fold (the visible area) for a call to action, or catchy visual.
- The relevance of the fold today is debated.
- A study by data analytics provider Chartbeat, found that from 2 billion visits “66% of attention on a normal media page occurs below the fold” suggesting it may not be as important as initially thought.