Conversion Wednesday – Got Scrollers? How Most Users Don't Scroll

By Dan G


So here’s the question: “Got Scrollers”?  and by that I don’t mean the writer’s of the dead sea scrolls!  I’m talking about visitors to your site who will actually scroll up and down your web pages.  As it turns out, according to a study revealed in Jakob Nielsen’s book: “Prioritizing Web Usability” ( an average of only 23% of all visitors scroll on their first visit to a website!  Which means an average of 77% of visitors don’t scroll on their first visit, and will only view the content above the fold, and by “fold”, of course, I mean the area of the page that is visible on the screen without scrolling down.

Depending on the user’s screen size, users will typically see at least 430 pixels high and up to 860 pixels wide worth of information on their screens when they open their site, without having to scroll. These numbers correlate to one of the most popular screen resolutions, 800×600.

Furthermore, Jakob also finds that the percentage of users who DO scroll decreases with subsequent visits, reducing the number to only 16% scrolling on their second visit. This data highlights just how important it is to place your key content in a prominent position, especially on landing pages.

Of course this doesn’t mean that you should cram everything in the upper area of your page.  This just means that you should make the best use of that area. Crowding this area with content will just overwhelm your visitors and make the content a garbled mess, and you certainly don’t want that, either.

Finding the ideal mix of elements to keep above the fold and determining their prioritization on the page is a question that can only be answered through testing. Nonetheless, there is a general direction that you may want to go towards with your page.

For most landing pages and homepages, these are the most important points to get across:  First, of course, is the Name of the website, make it clear to the user where they are.  2nd, you’ll want to depict the Value proposition of the website, for example, “what benefit users will get from using the site”, or “why the site is an important portal to the user”.  And Lastly, of course, you should display your Navigation for the main sections of the website that are relevant to the user, so the site is more intuitive and easy to navigate.  If this is a homepage, you can throw in a couple of your best promotions, but make sure that they’re relatively big and stand out, but don’t go overboard listing every promotion your site has to offer, this goes back to the clutter and cramming we mentioned earlier. The list is long, so make sure you’re testing a delicate balance and then building upon tests that win to attain further degrees of perfection.

For other pages, make sure you sum the page up with a nice decent-sized header at the top, at least 20 pixels in size. If it’s a product page this would be the product’s name, if a category page, the category name, and so on…

If it’s a category page for batteries and you’re running a promotion on batteries, you can bet that having a good-sized promotional banner for that promotion above the fold is going to sell you more batteries. And one more thing for category pages, make sure you order your product thumbnails either by price and/or “highest rating”, otherwise you might scare some customers away with a bad impression by not showing your best-rated or best-priced products first.

For Product pages, make sure that the product description is clear and concise – make sure it appears above the fold next to that product page image. Price, savings, shipping info, add-to-cart button – these are major elements that help improve conversion rates – keep them prominently above the fold, testing for the ideal balance.

So, the question still remains, have you “Got Scrollers?”. Dive into your own analytics data to find out for sure. But more often then not, you’re likely to find that if you have any promotions or important content appearing “below the fold” on any pages that get a lot of page views, especially your homepage, you’re bound to find some opportunities to increase the viewership of that content, just by moving them up on the page.

But there is only one way to be certain that your choice is the right one for improving conversion rates, and that is testing. Through Exclusive Concept’s Conversion Booster Program we have found that there is no substitute for testing multiple variations of changes on your site to find the best change. This includes all of the different options you may find for moving content above the fold. That’s where we can help.

Exclusive Concepts offers a full service testing option for our clients called Conversion Booster. Through the program, we will do the work for you in analyzing your site’s data, coming up with solutions that reflect that data, and testing those solutions with multivariate tests to maximize your increase in conversion rates. One or several of which could be simply moving important content above the fold on your webpages. Every idea will be conceived thorough analysis and every hypothesis will be tested to statistical significance. Give us a call at 1-800-504-4324 if you’re interested in learning more.

We would be honored to perform a free conversion audit on your qualified website today.