<b>"Above the fold matters most." [DEPENDS]</b>

<b>"Above the fold matters most." [DEPENDS]</b>

The myth spread because 2006 eye-tracking studies showed gaze clustering at the top — and screens were 768px tall, so the fold was a hard wall.

The boring truth: scrolling is now reflexive. Nielsen's own follow-up found people read 80% above the fold but still scroll when the page signals there's more. Position never drove conversion. <i>Information scent</i> did — whether the top of the page promises an answer worth scrolling for.

A fat hero that says nothing kills more conversions than a CTA placed at 1,400px.

What the advice skipped: don't fight for the fold. Earn the scroll. Put the sharpest reason-to-believe at the top, not the button. The button can wait until you've made the case.