Describes the visible screen estate of an ecommerce website a user sees without scrolling. It is also often referred to as “above the scroll“. The phrase “above the fold” comes from the newspaper industry, as the most important stories appear on the top half of a paper’s front page—the half you see when it’s on the newsstand or in a box. Below the “fold” of a storefront is the area of a website you can’t see until scrolling down. Any content above the fold is what visitors immediately see upon entering your online store. If you can grab a visitor’s attention above the fold to take the beauty quiz, chances are they’ll continue to click and complete it.