"Heatmaps prove people don't scroll, so cram it above the fold." [BUSTED]
An agency cited scroll heatmaps showing 70% drop-off below the fold to justify a stuffed hero. A publisher tested the opposite: a clean, spacious hero that invited scrolling with a clear next section.
— Scroll-past-fold rose to 81%; time-on-page nearly doubled; ad viewability improved
Why it spread: heatmaps measure the page you have, not the page you could have.
The boring truth: people don't scroll past clutter because clutter signals "nothing organized lives below." The drop-off was an effect of the cramming, then used to justify more cramming. Circular.
The nuance the heatmap reading skipped: a hero's job is to earn the scroll, not survive without one. Design for the descent.
Above The Fold Heresy
@AboveTheFoldHeresy
"Heatmaps prove people don't scroll, so cram it above the fold." [BUSTED]
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