The daily online-marketing business shows it every day, the viewport of landing pages getting disregard. But in the process it is very simple to optimize. Important conversion elements turn into the viewport or above the fold. The reason behind this is simple.
Why viewport is important?
People won´t scroll down, they don´t really like it. A study by Mr. Usability, Jakob Nielsen from the year 2010 resulted in a user viewing time by 80,3% above the fold. In the study he say:
“People will look very far down a page if (a) the layout encourages scanning, and (b) the initially viewable information makes them believe that it will be worth their time to scroll.”
(Jackob Nielsen, useit.com)
With other words, put the most important stuff on top (above the fold), but don´t forget to produce interest for “below the fold”.
Getting user intention below the fold
The manner how viewport is handle, determines the behavior of the user. Like I said, landing pages getting often disregard. Big sized images and well written text produce highly interest. Therefore I want to show you some good examples how you getting user to scroll down.