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Marketing commentary for better. Or worse.

Whenever we’re creating a website that asks for some degree of scrolling from the user, clients usually have a number of common concerns. How much of the content will users actually see? How much will they interact with?

While conventional wisdom has long held that you want as much of your (important) content as possible “above the fold” — i.e. immediately visible on the page, without scrolling down — there’s a revolution happening in the way designers think about this problem. And it starts with a revolution in how people are actually interacting with content.

Because guess what? Your users are scrolling. Pretty much all the time. Pretty much right away. It’s the first thing they do on your site.


The above image is from Huge, which ran a study involving 48 participants and cataloguing scrolling habits. The result was surprising (or not, depending on where you land on the debate at hand): almost everyone scrolled — not just part way down the page, but all the way to the bottom.

This has huge repercussions for designers and clients alike. Why cram a bunch of content above the fold when your users are already scrolling for what comes next?

More from Huge and Fast CoDesign.