Throughout the years, we have seen quite a lot of Hotjar data at Studio Frankly. This tools allows users to see how and when users scrolled down on a certain website (see image below – red indicates ‘an inspected area’ whereas green and blue are non-viewed areas).
As you might understand, this gives valuable insights to companies, agencies, developers and designers on how to improve their digital customer experience.
Now, the point of this blog post is short and sweet: people don’t scroll. After working with 10+ clients and being able to inspect their collected Hotjar data, most (if not all) of the clients’ data showed that hardly any people scroll ‘below the fold’.
“‘The fold – in newspaper jargon’: printed in the top (or bottom) half of the front page of a broadsheet newspaper and so visible (or not visible) when the paper is folded.”
Why does this matter?
This matters because you have to make sure (even in today’s mobile area) that you are able to catch the attention of your user straight away:
- Get to the point: what do you want people to know when they visit your platform?
- Get their attention: create a cliffhanger for people to scroll down
- Use buttons wisely: put direct links (e.g. buttons) to valuable content in sight, and make them unmissable
Take, for example, the Salesforce homepage (in Mexico). As you can see:
- There is a clear main header in the carrousel (‘State of Marketing’)
- There is a ‘cliffhanger‘ by showing only half of the images below the carrousel, tempting the user to scroll down
- There are clear Call To Actions (CTAs) above the fold (‘descargar ahora’, ‘try for free’, ‘contáctanos’ and ‘feedback’)
This quick example of Salesforce explains the points mentioned.