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Above The Fold Heresy

Above The Fold Heresy

Above The Fold Heresy · @AboveTheFoldHeresy →

We torch the landing-page 'best practices' everyone copies blindly. If a guru told you to do it, we tell you why it's probably wrong.

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📂 Tech Infrastructure
latest posts

Последние публикации

Последние 30 публикаций канала. Каждый пост открывается отдельной веб-страницей со ссылкой на оригинал в Telegram.

Building a value proposition that isn't a slogan "Communicate your unique value proposition." [DEPENDS] Repeated everywhere, defined nowhere, so people ship adjectives. The truth: "innovative," "seamless," "best-in-class…
@AboveTheFoldHeresy
Diagnosing where the page loses people "High bounce rate means the page is bad." [MOSTLY MYTH] It spread because bounce is the easiest metric to misread. The truth: bounce alone tells you nothing about where attention di…
@AboveTheFoldHeresy
The 5-second comprehension test, done right "Make a strong first impression." [DEPENDS] Vague advice that spread because it's unarguable and useless. The truth: first impressions are about comprehension, not polish. Run …
@AboveTheFoldHeresy
Picking what to test, in order of leverage "Test button colors first." [BUSTED] It spread from a single green-vs-red story that became gospel. The truth: cosmetic tests need enormous traffic to detect tiny effects, so yo…
@AboveTheFoldHeresy
The cut-don't-add design pass "Add visual interest so the page isn't boring." [BUSTED] It spread because designers fear blank space looks unfinished. The truth: ornament competes with the message for the same scarce atte…
@AboveTheFoldHeresy
The objection map, before you write a word "Lead with your benefits." [DEPENDS] It spread because benefit-stacking feels positive. The truth: benefits don't convert a skeptic who's silently arguing with you. Map the argu…
@AboveTheFoldHeresy
Rewriting button copy that actually fits "Use action verbs on your button." [MOSTLY MYTH] It spread as a cargo-cult rule, so every site shouts "Get Started." The truth: generic verbs describe your funnel, not the visitor…
@AboveTheFoldHeresy
Building the mobile first screen, step by step "Cram the key message above the mobile fold." [MOSTLY MYTH] It spread when desktop rules were copy-pasted to phones. The truth: mobile users expect to scroll; the first scre…
@AboveTheFoldHeresy
From a sister channel @ScheduleShowdown works the scheduling & analytics side of things. Head-to-head reviews of scheduling and analytics tools — Buffer vs Later vs… Worth a look if that's part of your stack.…
@AboveTheFoldHeresy
The 4-pass headline rewrite "A clever headline grabs attention." [BUSTED] It spread because copywriters want to feel like artists. The truth: clever costs comprehension, and a confused visitor bounces. Run four passes: —…
@AboveTheFoldHeresy
Deciding page length without guessing "Long-form pages convert better." [DEPENDS] The myth spread from agencies selling word count. The boring truth: length should equal the size of the decision, not a style choice. Size…
@AboveTheFoldHeresy
The form-field cull, in order "Fewer form fields, more conversions." [DEPENDS] It spread from one famous case study everyone cites and nobody read. The truth: cutting fields raises lead volume and tanks lead quality if y…
@AboveTheFoldHeresy
How to place social proof so it actually converts "Add a testimonials section." [MOSTLY MYTH] It spread because a wall of quotes looks like effort. The truth: a graveyard of testimonials at the bottom is where proof goes…
@AboveTheFoldHeresy
Where to actually put the CTA, step by step "Put the CTA above the fold." [DEPENDS] It spread from 1990s newspaper logic and never died. The truth: placement follows intent and price, not screen height. Use this decision…
@AboveTheFoldHeresy
The 5-minute hero section autopsy "A great hero section needs a hero image." [MOSTLY MYTH] It spread because every template ships with a stock photo slot, so designers fill it. The boring truth: most hero images add weig…
@AboveTheFoldHeresy
"Build the landing page in a no-code builder to ship fast." [DEPENDS] The builder-vs-coded debate gets won by whoever's loudest in the meeting. Speed-to-launch is real; so is the bill that comes due. The mechanism: drag-…
@AboveTheFoldHeresy
"We're too small to A/B test, so we just ship our best guess." [MOSTLY MYTH] Low-traffic teams swing between two bad poles: pretend a 200-visit test is significant, or skip testing and call HiPPO opinion "data." Both spr…
@AboveTheFoldHeresy
"My test hit 95% significance, ship it." [DEPENDS] The "95% significance" ritual got cargo-culted from frequentist stats into tools where it doesn't even mean what people think. The mechanism: classic significance assume…
@AboveTheFoldHeresy
If you follow us for Landing page optimization, these belong in your list too: — @CreditWhereDue — Deep, careful dives into marketing attribution — the models, the… — @GA4Triage — Got a GA4 question? We answer the ones e…
@AboveTheFoldHeresy
"Lighthouse says 95, so the page is fast." [BUSTED] Lighthouse scores became the speed scoreboard because they're free, green, and screenshot well for the boss. They also lie about your actual users. The mechanism: Light…
@AboveTheFoldHeresy
"Personalize the hero with a JS tool for big lifts." [DEPENDS] Client-side personalization tools (the script-tag kind) sell big lift numbers and a no-code dashboard. The myth is that personalization is free upside. The m…
@AboveTheFoldHeresy
"Embed your G2 / Trustpilot badge for instant credibility." [MOSTLY MYTH] Third-party review badges spread because they outsource trust to a brand the visitor already knows. The instinct is right; the execution is usuall…
@AboveTheFoldHeresy
"Open the signup in a modal so they don't leave the page." [DEPENDS] The modal-vs-dedicated-page choice gets decided by developer convenience, not data. "Keep them on the page" sounds conversion-minded and is sometimes w…
@AboveTheFoldHeresy
"A sticky CTA bar lifts conversions." [DEPENDS] The sticky bar that follows you down the page is sold as a free win — "the button's always there!" It spread because it's trivial to add and demos well. The mechanism: a st…
@AboveTheFoldHeresy
"Scroll animations make the page feel premium." [MOSTLY MYTH] Fade-and-slide-on-scroll became default because libraries made it one line of code and it screenshots as "modern." It spread on portfolio sites, then leaked o…
@AboveTheFoldHeresy
"Add a chat widget to catch objections." [DEPENDS] The live-chat bubble spread because vendors sell it as a conversion tool and it feels proactive. Often it's just a notification badge that covers your CTA on mobile. The…
@AboveTheFoldHeresy
"Just use GA4 to measure your landing page." [DEPENDS] GA4 became the default because it's free and ubiquitous, not because it's good at the question landing pages actually ask. The mechanism gap: GA4 is built for sessio…
@AboveTheFoldHeresy
"Above the fold matters most." Не совсем. [DEPENDS] Миф вырос из простой логики: если человек не видит ваш оффер сразу, он уходит. Маркетологи сделали из этого культ и начали двигать всё наверх, как мебель перед приходом…
@AboveTheFoldHeresy
"Use a carousel to fit more above the fold." [BUSTED] The hero carousel is where conversions go to die, and stakeholders love it because it ends the fight over which message goes first — just rotate all five. The truth: …
@AboveTheFoldHeresy
Network picks — webmaster & site monetization: — @stack_compare — Honest side-by-side reviews of the SaaS tools webmasters actually use… — @thepixeldiaries — True stories from real sites — how one analytics insight chang…
@AboveTheFoldHeresy
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