CRO Manifesto
Make All Key Content Visible Above The Fold
context
Users expect immediate access to important information without needing to scroll. Requiring extra effort to find content adds unnecessary friction and risks losing their attention.
Why?
Placing key content above the fold ensures users see the most important information instantly. This reduces friction, improves usability, and keeps visitors focused on your message or call to action.
Content
- Your homepage bounce rate exceeds 60% or average session duration is under 90 seconds
- Heat map data shows users aren't scrolling past the first screen on mobile or desktop
- You're getting traffic but conversion rates are below 2% for your product category
- Your most important value propositions, offers, or CTAs require scrolling to discover
- You have sufficient monthly traffic (1,000+ visitors) to measure meaningful improvements from above-fold optimization
Focus on your homepage hero section, which should occupy the first 600-800px on desktop and 500-600px on mobile.
- Audit your current above-fold content: Take screenshots at 1920x1080 (desktop) and 375x667 (mobile). Identify what's immediately visible without scrolling.
- Prioritize essential elements: Include your value proposition headline, subtext explaining what you sell, primary CTA button, and hero product image or video. Remove or relocate secondary navigation, lengthy text blocks, or non-critical banners.
- Optimize in Shopify: Edit your theme's
sections/hero.liquidfile. Set hero section height usingmin-height: 70vhfor consistent viewport coverage. Ensure mobile responsiveness with@media (max-width: 768px)queries. - Test button placement: Position your primary CTA button within the first 400px of mobile viewport. Use contrasting colors and minimum 44px tap targets.
- Timeline: Plan 3-5 business days for design adjustments, development, and testing across devices.
/* Example hero height optimization */
.hero-section {
min-height: 70vh;
display: flex;
align-items: center;
}
@media (max-width: 768px) {
.hero-section {
min-height: 60vh;
}
}
- Bounce rate reduction: Expect 8-15% improvement within 2-3 weeks of implementation
- Average session duration: Target 20-30% increase as users engage more with visible content
- Above-fold CTA click rate: Monitor 15-25% improvement in clicks on buttons moved above the fold
- Overall conversion rate: Look for 10-20% lift after 4-6 weeks of data collection using Google Analytics and your platform's native analytics
- AVOID: Cramming every possible element above the fold, creating cluttered, overwhelming layouts that confuse visitors. BEST PRACTICE: Limit to 3-4 key elements maximum with clear visual hierarchy.
- AVOID: Using identical above-fold layouts for mobile and desktop without optimization. BEST PRACTICE: Stack elements vertically on mobile and reduce text length by 30-40%.
- AVOID: Setting fixed pixel heights that break across different screen sizes and devices. BEST PRACTICE: Use viewport units (vh) and test across multiple devices and browsers.
- AVOID: Moving critical trust signals like reviews or guarantees below the fold during optimization. BEST PRACTICE: Keep key trust elements visible, even if condensed.
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