Below the Fold

'Below the Fold' refers to the part of a webpage that is not immediately visible in a browser window when the page first loads; the user must scroll down to see this content. This term contrasts with Above the Fold. While content Above the Fold often gets initial attention, studies show users are accustomed to scrolling, especially on mobile devices. Therefore, important content and ads can still be effective Below the Fold, provided the page design encourages exploration and content is engaging.