29 October 2026
Deep dive: an edit pass to lower the reading effort of lander copy Readability is a measurable property, and easier-to-read copy converts and comprehends better — the practical takeaway from decades of readability resear…
@AboveFoldLab
26 October 2026
Deep dive: a protocol for choosing the one hero image that earns its weight The hero image is the heaviest single asset on most landers and the most thoughtlessly chosen — a stock handshake, a generic dashboard, a smilin…
@AboveFoldLab
22 October 2026
Deep dive: building honest urgency, step by step, without dark patterns Urgency works because of loss aversion — Kahneman and Tversky's prospect theory finding that the pain of losing is felt more intensely than the plea…
@AboveFoldLab
19 October 2026
Deep dive: running a 5-second test to diagnose your above-the-fold clarity The first few seconds decide most landing-page outcomes. Microsoft and others have reported attention spans collapsing for online content, and dw…
@AboveFoldLab
12 October 2026
Deep dive: a methodical pass over the one button that matters most The call-to-action button is where every prior element either pays off or doesn't. Its optimization gets reduced to "test the color," which is the least …
@AboveFoldLab
08 October 2026
Deep dive: building an objection-led FAQ that pre-empts the back button FAQs are usually written as an afterthought dump of whatever support gets asked. Reframed, an FAQ is your cheapest objection-handling tool — it conv…
@AboveFoldLab
05 October 2026
Deep dive: pruning a lander to a single conversion goal, methodically The "attention ratio" concept (popularized by Oli Gardner / Unbounce) frames a lander's discipline as the ratio of things a visitor can do to things y…
@AboveFoldLab
30 September 2026
Deep dive: sequencing trust signals down the page to lower perceived risk Perceived risk — the visitor's felt probability of a bad outcome from converting — is often the real conversion blocker, not weak desire. Consumer…
@AboveFoldLab
29 September 2026
Deep dive: a pre-launch checklist so your A/B test produces a real answer Most landing-page A/B tests don't fail to find a winner — they fail to be valid, and the team ships a phantom. The statistics literature on online…
@AboveFoldLab
28 September 2026
Deep dive: laying out a mobile lander around the thumb, not the screen Desktop layout thinks in eyes; mobile layout must think in thumbs. The ergonomic research here is Steven Hoober's field observation work (thousands o…
@AboveFoldLab
27 September 2026
💡 Если по теме — посмотри @HreflangLab. Часто пишут hreflang implementation.…
@AboveFoldLab
26 September 2026
Deep dive: setting a performance budget for a lander, step by step Page speed and conversion are linked, but the relationship is non-linear and most-cited badly. The defensible version: Google's aggregated mobile data fo…
@AboveFoldLab
25 September 2026
Deep dive: instrumenting scroll depth so you measure attention, not guesses Most teams argue about page length with zero data. Scroll-depth tracking ends the argument. The research backdrop: engagement studies (Chartbeat…
@AboveFoldLab
24 September 2026
Deep dive: a one-pass checklist to strip cognitive load from a lander Cognitive load is the mental effort a page demands to be understood. The framework comes from Sweller's Cognitive Load Theory (educational psychology,…
@AboveFoldLab
23 September 2026
Deep dive: a placement map for social proof that actually gets read Social proof works because of informational conformity — Cialdini's synthesis of decades of research: under uncertainty, people use others' behavior as …
@AboveFoldLab
22 September 2026
Deep dive: a content inventory for deciding what earns an above-the-fold slot "Above the fold" survived the newspaper-to-web transition because the underlying behavior did: people disproportionately engage with what's vi…
@AboveFoldLab
21 September 2026
Deep dive: a field-by-field teardown to cut form friction Form length is the most over-discussed and under-measured lever in lead capture. The honest data: studies vary, but the direction is stable — fewer fields general…
@AboveFoldLab
20 September 2026
Deep dive: rebuilding a hero section in the order the eye actually reads it Most hero sections are written top-to-bottom in the order the author thinks. Eye-tracking suggests visitors don't read that way. Nielsen Norman …
@AboveFoldLab
19 September 2026
Deep dive: a 6-step message-match audit you can run in 30 minutes Message match is the degree of overlap between the ad/creative a visitor clicked and the page they land on. The construct comes from scent-following resea…
@AboveFoldLab
18 September 2026
Deep dive: native date/select inputs vs custom-built widgets on mobile Designers replace native form controls with custom ones for visual consistency. On mobile, that swap quietly costs completions, and the reason is wor…
@AboveFoldLab
17 September 2026
Deep dive: client-side vs server-side A/B testing tools How your testing tool delivers the variant — in the browser or on the server — sounds like an implementation detail. It directly affects both your data quality and …
@AboveFoldLab
15 September 2026
Deep dive: on-page testimonials vs embedded third-party reviews You can quote a happy customer on your own page, or embed a live Trustpilot/G2/Google widget. Both are social proof; they differ in credibility and control,…
@AboveFoldLab
14 September 2026
Deep dive: CAPTCHA vs honeypot for form spam — the conversion side of security Spam protection is usually treated as a pure security decision. On a conversion page it's also a friction decision, and the two common tools …
@AboveFoldLab
13 September 2026
Deep dive: tooltips vs inline helper text on form fields When a field needs explaining ('why do you need my phone?', format hints), you can hide the help in a tooltip or show it inline. The choice trades clutter against …
@AboveFoldLab
12 September 2026
Deep dive: radio buttons vs dropdowns vs segmented toggles in forms For a choice among a few options, the input control you pick measurably changes completion — and the rule is about visible cost, not aesthetics. What th…
@AboveFoldLab
11 September 2026
Deep dive: heatmaps vs session recordings vs scroll maps Three qualitative tools that get used interchangeably and answer completely different questions. Reaching for the wrong one wastes the most expensive resource you …
@AboveFoldLab
10 September 2026
Deep dive: customer-count numbers vs client logos vs star ratings Three common social-proof tools, three different psychological jobs. Picking the wrong one means showing proof that doesn't address the doubt the visitor …
@AboveFoldLab
09 September 2026
Deep dive: sticky CTA bar vs static repeated CTAs on mobile On mobile, where the fold is tiny and scroll is the whole experience, the CTA-placement question gets sharper. Sticky bar or repeated inline buttons? What the r…
@AboveFoldLab
08 September 2026
Deep dive: live chat widget vs an objection-handling FAQ A chat widget promises to answer objections in real time. An FAQ answers them statically. The choice is really about where doubt occurs and whether you're there to…
@AboveFoldLab
07 September 2026
Deep dive: countdown timers vs stock-counter scarcity Both are scarcity tools, both exploit loss aversion, and they fail in completely different ways — which determines when each is safe to use. What the research shows: …
@AboveFoldLab
