Unfolding the Fold
Posted on December 23rd, 2006
Note: Since posting the data in this article, we have collected and analyzed much more detailed information regarding scrolling behavior of visitors. The research below reveals information about the location of the fold as well as some basic information about visitors’ scrolling behavior.
For more advanced research about statistical models for page scrolling behavior and visitor attention at each point in the page, please see the more recent research we have published in 2007 (ClickTale Scrolling Research Report V2.0 - part 1 and part 2).
Web designers and usability professionals have debated the topic of web page scrolling since 1994. At the early days of the web, most users were unfamiliar with the concept of scrolling and it was not a natural thing for them to do. As a result, web designers would design web pages so that all the important content would be “Above the fold” or even worse, squeeze the entire page into the initial screen area. This practice of “squeezing” continues even today.
Nowadays, scrolling has become a natural practice in surfing the web. Scrolling is also associated with web 2.0 design because big, clear text and “spacious”, “clean” content implies longer web pages.
In this post, we will demonstrate with charts and real data several behavioral patterns related to scrolling. Let’s start!
The Data
As always, this research is based on data that we collect with our service (ClickTale). We used a subset of about 120,000 page-views dated November 2006 to December 2006. In this research we will be analyzing only vertical scrolling behavior. The service records the height of the web pages, the height of the window and the bottom-most location the user scrolled to.
Global Statistics
- 91% of the page-views had a scroll-bar.
- 76% of the page-views with a scroll-bar, were scrolled to some extent.
- 22% of the page-views with a scroll-bar, were scrolled all the way to the bottom.
These statistics demonstrate that the vast majority of web designers are designing pages with scrolling, that the majority of users do scroll and that a significant portion of them scroll all the way to the page bottom. While 22% may seem low at first, it is actually quite high as many page-views are repeat views where the visitors have previously scrolled all the way to the page bottom and are already familiar with the page. In addition, visitors often find what they are looking for near the beginning of the page and may not bother scrolling further down.
Do Visitors Scroll to the Bottom of the Page?
If we take a look at the next chart, we may reach the “faulty” conclusion that users don’t like to scroll far down the page. The chart shows how far down visitors reach in pixels (ScrollReach) when they scroll in pages with a scroll-bar:
It seems that most users only scroll 500 to 900 pixels (about one or two screens) and probably don’t scroll all the way to the bottom; however that’s the wrong conclusion. The reason that’s wrong is because users’ scrolling is highly dependent on the height of the pages being scrolled. This dependence is clear when one looks at the distribution of the height of the pages in the next chart:
By eliminating this dependency and calculating the relative ScrollReach, we observe a completely different pattern. The following chart shows the distribution of the percent of the page visitors see as a fraction of the page height for pages with a scroll-bar:
The 100% bar clearly dominates all others and shows that 22% of the visitors scrolled all the way to the bottom.
Still not convinced? Maybe this distribution is only true for short pages. Not so, see the distribution for longer pages that are 4000 to 4100 pixels high:
Obviously, this doesn’t mean people read the entire page, it just means that many (in this case 23%) scan it all the way to the bottom. And how much of the bottom of the page do they actually read? Let’s leave that for another time.
Are Long Pages Bad?
As shown in the previous section, visitors do scroll to the bottom of the page. But are they less likely to scroll to the page bottom if the page is really long? The answer is no, as can be seen in the next set of charts:
Visitors are equally likely to scan the entire page no matter the page size.
Visitors are equally likely to scan almost the entire page (more than 90%) no matter the page size.
Yet another Reason to Unfold the Fold
Still, you may claim that it is a good idea to place the most important information above the fold of the web page, and, to some degree, you are correct. But where exactly is this “fold”? Unlike newspapers, the fold of a web page has no fixed location. Each user sees a different height of the viewable area depending on his screen size, window size, browser and browser add-ons. Let us confuse you even more by showing the distribution of the fold location in our data set:
As you can see, the fold location is concentrated around three peak areas. The peaks are located at about 430, 600 and 860 pixels. Do you recognize these sizes? No? These fold sizes correspond to the three most popular screen resolutions used today: 800×600, 1024×768 and 1280×1024. Except that they are missing about 170 pixels that correspond to the most common size of the non-client area of the browser. The dispersion around these peaks is accounted for by variations in screen size, window size, browsers and browser add-ons. Newer, wide screen formats add even more dispersion to the distribution of the fold. Note that the highest peak, located at 600 to 610 pixels, accounts for less that 10 percent of the folds. So, where is the fold? It’s all over the place!
Recommendations
- Don’t try to squeeze your web page and make it more compact. There is little benefit in “squeezing” your pages since many visitors will scroll down below the fold to see your entire page.
- Since visitors will scroll all the way to the bottom of your web page, make life easier for them and divide your layout into sections for easy scanning.
- Minimize your written text and maximize images, visitors usually don’t read text - they scan web pages.
- Encourage your visitors to scroll down by using a “cut-off” layout.
- Signup for the ClickTale beta program to gain insights about your website’s usability including visitor scrolling behavior.
Conclusion
Browser: Do not try and find the fold. That’s impossible. Instead… only try to realize the truth.
Designer: What truth?
Browser: There is no fold.
Designer: There is no fold?
Browser: Then you’ll see, that it is not the fold that matters, it is only yourself.
Filed under Research |
December 26th, 2006 at 2:15 pm
[...] Over on the ClickTale Blog, there’s new data to support what we’ve been saying all along: people like to scroll and, when they do scroll, they are more likely to succeed. [...]
December 28th, 2006 at 10:10 am
[...] Onderzoek van Clicktale laat zien dat het grootste deel van de webdesigners webpagina’s ontwerpen waar je op moet scrollen, dat het grootste deel van de bezoekers scrollt en dat een aanzienlijk deel daarvan helemaal naar beneden scrollt. [...]
December 28th, 2006 at 8:05 pm
[...] Clicktale recently published some findings from their analytics data that reveal some interesting things about user behaver when it comes to scrolling. They used a subset of 120,000 page views from 11/06-12/06. Their service records the height of the web pages, the height of the window and the bottom-most location the user scrolled to. [...]
December 28th, 2006 at 9:13 pm
http://digg.com/design/Unfolding_the_Fold_Do_visitors_scroll_webpages_Where_is_the_fold
December 29th, 2006 at 7:24 pm
[...] ClickTale Blog » Unfolding the Fold How many users scroll down on web pages? (tags: webdesign usability research study design) [...]
December 31st, 2006 at 1:11 pm
There is no fold…
Fascinating data from a company called Clicktale regarding whether users scroll below the fold or not on web pages. Clicktale has some magic that records user sessions using your website and can replay them to provide usability data. Cool. This……
January 1st, 2007 at 9:14 am
[...] http://blog.clicktale.com/?p=19#more-19 [...]
January 3rd, 2007 at 7:27 am
[...] Outra coisa legal: a empresa têm divulgado estudos feitos a partir dos dados dos participantes do beta em seu blog. O post mais recente fala sobre scroll, e quebra alguns mitos. É claro que a amostra analisada é pequena e não pode contar como um estudo científico, mas os resultados já são bastante interessantes: [...]
January 4th, 2007 at 7:09 am
Quel comportement de l’utilisateur face au scrolling ?…
On a longtemps recommandé de minimiser voir d’éviter les scrolls verticaux (aussi appelés ascenseurs), bien qu’il aient pourtant été adoptés assez rapidement par les utilisateurs (Voir par exemple cette alerte de Jakob Nielsen de 1999).
Un…
January 4th, 2007 at 12:42 pm
[...] ClickTale Blog » Unfolding the Fold Studying behavioural patterns related to scrolling - how important is your “above the fold” web page real estate? (tags: design layout usability research marketing statistics Web web2.0 writing scrolling) [...]
January 5th, 2007 at 3:39 am
[...] Lu sur SBillard et ClickTaleBlog : le scroll vertical est un comportement acquis par les internautes. Dans les grandes lignes les 3 stats importantes sont les suivantes : [...]
January 5th, 2007 at 6:27 am
[...] Une étude de l’agence ClickTale analyse le comportement des utilisateurs face aux barres de défilement et aux pages longues sur les sites Web. Conclusion : 76% des pages comportant un ascenseur vertical sont scrollées, et 22% le sont jusqu’au bout. Le plus étonnant, c’est que ces 22% concernent parfois des pages très longues, jusqu’ 10 000 pixels de haut. De quoi bousculer pas mal d’idée reçue chez certains sites Web. [...]
January 6th, 2007 at 5:30 am
[...] Met harde cijfers uitgelegd in Unfolding the Fold. [...]
January 9th, 2007 at 6:57 am
[...] Vergelijk dit onderzoek, waarbij ca. 120.000 pageviews tussen november en december 2006 werden geanalyseerd. Veruit de meerderheid van de bezoekers scrollde (76%), vaak tot helemaal onderaan de pagina (22%). Ook bleek dat de lengte van de pagina geen effect had op het scrollgedrag van de bezoekers. Om het scrollen te vergemakkelijken, is wél belangrijk dat je gebruikmaakt van een ‘afgesneden’ ontwerp en duidelijk zichtbare vlakken die snel gescand kunnen worden. [...]
January 11th, 2007 at 5:55 pm
[...] A report analyzing where the page fold is located (http://blog.clicktale.com/2006/12/23/unfolding-the-fold/). [...]
January 12th, 2007 at 3:29 pm
[...] Bonus: Long scrolling pages (like this one) are OK. “76% of the page-views with a scroll-bar, were scrolled to some extent.” - ClickTale Blog | Email It | Digg It | Del.icio.us It [...]
January 15th, 2007 at 7:16 am
[...] » Bron: Unfolding the fold » Gevonden op: Usabilityweb [...]
January 17th, 2007 at 1:53 am
care to scroll?…
This is something I’ve always wanted to hear and what’s more important - to see proven. Having done quite some webpages, I’ve always tried to put things in one page (especially if it’s something for a company or such, didn’…
January 18th, 2007 at 11:17 am
[...] Algunas de las cosas que puede mostrar es el scrolling de cada página, que te serviría para saber si hay que paginar el contenido o no; los hotspots de clicks, que te ayuda a mejorar la ubicación de los menúes… O tus anuncios; entre otras cosas. Para entenderlo mejor acá hay un screenscast del producto. [...]
January 20th, 2007 at 5:51 pm
As the head of creative of an interactive agency I have to say that the data you shared and the research you made makes sense for the type of site you based the study on. Users’ behavior may vary depending on the tyoe of content they’re browsing and if you read a blog I truly agree with your study, but, entertainment sites, campaign sites, ecommerce destinations or, fundamentally, online services sites won’t have the “privilege” of risking conversion on a scrolling action. Do you have any research on that?
January 20th, 2007 at 7:57 pm
ElSensei, the data we used in our research comes from several types of sites, not only blogs. In fact, I suspect that people scroll less in blogs because the freshest content is on top (at least in main pages). Eventually, any way you choose to look at it, blogs are just a sub-category of content websites.
Like you, I suspect that there are different models for different types of site. Unfortunately, detecting the type of a site, or even deciding on what types exist is not a trivial task.
The research is by no way complete. For example, we didn’t analyze how much time people spend looking at the bottoms of the pages. It might very well be that they merely take a hasty look.
At this stage we don’t have further data for you, but we are always open to hear about interesting ideas for research. In fact we have lately launched a contest (http://blog.clicktale.com/2007/01/11/clicktales-crazy-web-analytics-contest/) and asked the readers for suggestions. Make sure you subscribe to our feed as we will be posting more data in this spirit.
March 13th, 2007 at 8:53 am
Fascinating data! Thanks for sharing it.
June 11th, 2007 at 9:59 am
Extremely illuminating - many thanks for sharing the data. And thanks to Jon Hicks’s Journal post (http://www.hicksdesign.co.uk/journal/be-a-creative-sponge) for raising my awareness enough to find this via Google.
June 12th, 2007 at 9:13 am
I have to agree with ElSensei. Whether or not scrolling to the bottom is a good thing depends on the type of page.
There’s no indication of what kind of pages are used in the test. Were they long articles/blog entries where the user’s expectation is that they are reading one single coherent piece that will continue until it’s finished? Or were they complex pages with multiple content sections and headings where users would expect to either scan or to be guided to the desired content?
In the first case (article), a user scrolling to the bottom could be considered “success” – in that the intent is for the user to finish the article.
In the second case (complex page), a user scrolling to the bottom could be considered “failure” – in that the piece of information that the user needed was probably somewhere in the middle of the page. If they couldn’t see that info and scrolled to the bottom searching for it, you failed in making the information sufficiently visible.
As a result, I don’t think this piece of research is either particularly enlightening or useful.
June 30th, 2007 at 12:26 pm
This at least gives me some specific numbers if clients ask about it. I guess Tony is right. But it gives at least the general idea that a fold doesn’t have to be bad.
July 9th, 2007 at 6:06 am
[...] Unfolding the Fold Benutzer haben sich mittlerweile daran gewönht, Web-Seiten komplett zu scrollen. Um eine optimale User Experience anzubieten, empfiehlt es sich, Inhalte klar und deutlich zu strukturieren. [...]
July 9th, 2007 at 6:07 am
[...] Unfolding the Fold “Nowadays, scrolling has become a natural practice in surfing the web. Scrolling is also associated with web 2.0 design because big, clear text and “spacious”, “clean” content implies longer web pages. This post demonstrates with charts and real data several behavioral patterns related to scrolling.” [...]
July 17th, 2007 at 12:39 pm
[...] Now, with screen sizes much larger and users used to scrolling, Web site designers can be more expansive with their visions. Nevertheless, the debate still exists about whether to design a site to put the important information above the fold. The excellent article “Unfolding the Fold” at ClickTale blog attempts to provide an answer with hard data. [...]
July 18th, 2007 at 6:52 pm
[...] ClickTale blog, here, takes an interesting look at how many people scroll on websites and how far, what screen resolutions are used, and whether or not a “fold” exists on online media as it does on print media. Via Jyte, here. [...]
July 23rd, 2007 at 5:44 pm
[...] The concept of “the fold”, the vertical cut off point at which further content on a web page can only be reached by scrolling, has long been a factor that dictates web design. It’s a common client request that we as web designers endeavor to include as much as possible above the fold. But have we taken a moment to consider whether uses are happy to scroll up and down a page and also where does the fold actually occur? Well a post on the ClickTale blog tries to answer these questions with supporting statistics from 120,000 page views. Firstly, the position of the fold varies depending on screen resolution, browser window size, browser version/type and browser toolbars so it’s pretty much impossible to actually pin-point the exact position where “the fold” occurs. This therefore makes designing a page to fit a clients fold somewhat pointless. [...]
July 24th, 2007 at 6:46 am
[...] Personally I view this as a huge step forward for design. In many ways it is as significant as the end to the web safe palette. We now know that users are happy to scroll and although it is still good practice to keep key content above the fold, that doesn’t mean everything has to be. [...]
July 24th, 2007 at 3:56 pm
[...] Tarquini’s also points to ClickTale’s research on scrolling, which shows that 22% of people scroll all the way to the bottom. Considering that a good number of people probably find something click-worthy before they reach the end, that’s a high number of people scrolling way to the bottom. [...]
July 25th, 2007 at 7:25 am
[...] So yesterday on Boxes and Arrows, longtime AOL veteran Milissa Tarquini took the opportunity to question the sanctity of the fold and provided some data to back up her assertions: Screen performance data and new research indicate that users will scroll to find information and items below the fold. There are established design best practices to ensure that users recognize when a fold exists and that content extends below it … [...]
July 25th, 2007 at 6:37 pm
Anyone have an facts on how this correlates with shopping behavior?
conversion rates, etc?
July 25th, 2007 at 7:58 pm
[...] 3 ClickTale’s Research Blog, December 23, 2006: Unfolding the Fold Source: [Link] [...]
July 26th, 2007 at 9:40 am
[...] Great stuff. She enlists an unlikely ally, Jakob Nielsen, and references a few good articles, particularly this one from clicktale. Enjoyed It ? Share It ! :These icons link to social bookmarking sites where readers can share and discover new web pages. [...]
July 27th, 2007 at 6:18 am
[...] Unfolding the Fold “Nowadays, scrolling has become a natural practice in surfing the web. Scrolling is also associated with web 2.0 design because big, clear text and “spaciousâ€, “clean†content implies longer web pages. This post demonstrates with charts and real data several behavioral patterns related to scrolling.” [...]
July 29th, 2007 at 10:23 pm
[...] Some great research on user scrolling behaviour breaks down the age old (well, since 1994) necessity to squeeze everyting important ‘above the fold’. The research makes sense but as I’ve learned, not everything that makes sense is accepted by business people when they demand their content appears ‘above the fold’. [...]
August 2nd, 2007 at 6:45 am
[...] Statystyki “przewijalności” [...]
August 3rd, 2007 at 6:46 am
It’s nice to read that 22% of users do scroll to the bottom of the page.
Which is another way of saying that 78% of users do NOT scroll to the bottom.
August 6th, 2007 at 12:46 pm
[...] The good news is that readers do not have anything against scrolling down the page. Of course, they will only do that under two conditions: [...]
August 10th, 2007 at 6:41 am
[...] Other relevant articles that Milissa cites: Jared Spool’s Utilizing the Cut-off Look to Encourage Users To Scroll Jakob Nielsen’s Changes in Web Usability Since 1994 ClickTale’s Unfolding the Fold [...]
August 14th, 2007 at 4:40 am
[...] It would seem that the idea comes from the very early days of the web, when users were unfamiliar with its conventions. I suspect this perception has primarily come from the early reports of Jakob Nielsen. However, this is unfair, because by 1997 he was already saying that things had changed. What is more, a recent report seems to indicate that over three quarters of users will scroll a page at least to some extent, with 22 percent scrolling all the way to the bottom. While 22 percent may seem low, the report actually suggests it is quite high. It argues that the results are distorted by repeat visitors who would have previously already scrolled all the way to the page bottom and be familiar with its content. [...]
August 14th, 2007 at 9:20 am
[...] Eine sehr interessante Studie leistet Milissa Tarquini (Director User Interface and Information Architecture bei AOL) auf boxesandarrows zu diesem Thema (engl.). Neben einer Studie von ClickTale.com zum Thema Scrolling auf Websites, stellt sie in ihrem Beitrag eigene Beobachtungen verschiedener AOL-Websites auf. [...]
August 20th, 2007 at 10:06 am
[...] In a Boxes and Arrows article Blasting the Myth of the Fold, Milissa Tarquini runs through the research that shows that browser users really do scroll. Here’s just one of her examples: In [a report available on ClickTale.com], the researchers used their proprietary tracking software to measure the activity of 120,000 pages. Their research gives data on the vertical height of the page and the point to which a user scrolls. In the study, they found that 76% of users scrolled and that a good portion of them scrolled all the way to the bottom, despite the height of the screen. Even the longest of web pages were scrolled to the bottom. [...]
August 22nd, 2007 at 12:48 pm
[...] While all of the cutting edge websites are designing for 1024 x 768 and above, big industries are still focused on the ugly half-brother (ok, 3/4-brother) for usability. However, even from a usability standpoint, the likelihood of someone running 800 x 600 and having the capability to run their snazzy flash banner is very unlikely. They are probably using IE4 on a Pentium III trying to barrel through their text-only version browsing experience wondering, “Where are all the frames and animated gifs?” They just don’t make the internet like they used to. Instead, we have expandable websites, SVGs, and flash. Scrolling isn’t the problem either since most people expect to scroll in a Web 2.0 environment (more information on, statistics about, and knowledge of a “foldless” internet can be found here) [...]
August 27th, 2007 at 5:10 pm
[...] 3 ClickTale’s Research Blog, December 23, 2006: Unfolding the Fold Social Bookmarks: These icons link to social bookmarking sites where readers can share and discover new web pages. [...]
August 29th, 2007 at 9:58 am
[...] The “fold” is a term from the newspaper world. When a newspaper is on the stand, it is folded in half; only the top stories are “above the fold”. In web terms, “above the fold” is the area that can be seen in the browser without scrolling. Invariably every client I work with wants everything on the home page, and all of that content above the fold. I then take a breath and tell them “people scroll, don’t worry about the fold”. The clicktale blog has a great article about how the fold is no longer an issue. Do yourself a favor, go read the article and then put the fold issue out of mind. [...]
September 9th, 2007 at 6:31 am
[...] Jakob Nielsen has done much to publicize usability, but you do have to take care when things are simplified too much, or assumed to be sacred. For example, he used to say people wouldn’t scroll (mistake 6), but this isn’t the case anymore (e.g. 22% scroll to the bottom in this sample, and most scrolled to some degree). [...]
September 9th, 2007 at 6:35 am
[...] So, to sum things up, we’re not averse to looking for information on our own. And since scrolling is pretty much part of your everyday experience when you’re using computers, why should it be any different when it comes to the Web? Posted by Suffian Rahman Filed in Accessibility, Development, Advertising, Design [...]
October 5th, 2007 at 10:00 am
[...] our previous report entitled “Unfolding the Fold”, we analyzed web visitors’ scrolling behavior and determined the effect of the so-called [...]
October 9th, 2007 at 5:36 pm
[...] ClickTale Blog » Unfolding the Fold Statistics to disprove notions about users not scrolling long pages. (tags: usability fold stats webdesign) [...]
October 11th, 2007 at 5:35 pm
[...] interesting study from ClickTale gives detailed behavioral patterns related to scrolling. Some [...]
October 16th, 2007 at 5:46 pm
[...] quoted research provided by Clicktale which suggests that talking about “the fold” in today’s web environment is [...]
November 28th, 2007 at 10:56 am
Below the fold might not be below the salt…
I received a useful comment from reader Arium on my post Tabs, used right. Arium was helpfully pointing me to some interesting research from ClickTale on whether people scroll down past the fold (the point where a long web page…
December 10th, 2007 at 11:53 am
Designers need to consider how people try to access or re-access information located in the middle of a page. In an extremely long page such as this one, it’s pretty annoying to try and find a paragraph somewhere in the middle when the scroll bar itself becomes so small. It’s much easier to find a paragraph in the middle of the second or third page of several rather than find it amid a larger set of content in a single page.
I am all for scrolling, but designing super-long pages is still not without consequence.
December 13th, 2007 at 5:47 am
[...] ClickTale Blog » Unfolding the Fold Thank God someone has some data that we can use to get clients around this fascination with ‘the fold’…. scrolling is one of the many things that sets the web apart from the print world, its a powerful tool to have, let’s use it like everyone else does!!!!!!! [...]
December 18th, 2007 at 11:38 am
Thanks for the fascinating research. We’ve long believed the vertical scroll was a very efficient way to present “front page” information effectively. This seems to confirm that. We’ll be passing this along to our clients.
December 18th, 2007 at 12:09 pm
[...] to a study by Clicktale: - 91% of the page-views had a scroll-bar. - 76% of the page-views with a scroll-bar, were scrolled [...]
December 21st, 2007 at 9:00 am
[...] el propósito de un sitio web. Hay un extenso estudio sobre este tema que vale la pena leer, en Unfolding the Fold donde las estadísticas arrojan [...]
January 2nd, 2008 at 6:40 am
[...] Brukere er villige til å scrolle ned på en side. Hvis brukere tror, eller får indikasjoner på at de finner mer relevant informasjon lenger ned på siden, er de villige til å scrolle nedover på en nettside. [...]
January 3rd, 2008 at 5:57 pm
[...] or not keeping web content “above the fold” is necessary. It draws heavily on the ClickTale research found here. As a quick definition, the “fold” of a webpage is the end of viewable content in a [...]
January 8th, 2008 at 9:34 pm
[...] 以色列公司 ClickTale 在 06 年底的时候发布了他们针对 120,000 次页面浏览（06 年 11 月至 12 月）数据统计分析的报告，主要分析了页面长度和用户拖动滚动条之间的关系（不包括横向滚动条，以下提到的滚动条都是指纵向滚动条）。下面是部分内容摘要： [...]
January 27th, 2008 at 3:17 pm
[...] ‘de vouw’ op een pagina en het squeezen van blinkende informatie op deze ruimte, kan dit onderzoek van ClickTale handig zijn. Hierin wordt onder andere gemeten waar de vouw zich bevindt en hoe bezoekers scrollen. [...]
February 20th, 2008 at 7:07 pm
[...] estudo feito pela ClickTale com 120 mil páginas da web entre novembro e dezembro de 2006 traz algumas justificativas e [...]
March 1st, 2008 at 9:47 am
[...] to scroll less to view your content. This makes the ‘fold’ virtually non-existent. A 2006 study by ClickTale suggested that 91% of page-views had a scroll bar and 76% users scrolled the page to [...]
March 7th, 2008 at 9:43 am
[...] to design a site to put the important information above the fold. The excellent article “Unfolding the Fold” at ClickTale blog attempts to provide an answer with hard [...]
April 6th, 2008 at 5:17 am
This is so useful for those of us who end up arguing with those of our clients who want to bound everything in a 800 x 600 box - big thanks.
April 21st, 2008 at 5:56 am
[...] Unfolding the Fold on ClickTale Blog (December 2006) [...]
May 7th, 2008 at 1:29 pm
[...] ‘de vouw’ op een pagina en het squeezen van blinkende informatie op deze ruimte, kan dit onderzoek van ClickTale handig zijn. Hierin wordt onder andere gemeten waar de vouw zich bevindt en hoe bezoekers scrollen. [...]
May 7th, 2008 at 9:41 pm
[...] Silvia Melo postou uma [excelente] pesquisa da Click Tale sobre o mito da rolagem. Depois que o Chuck Norris da usabilidade matou o mito dos 3 cliques, agora [...]
May 21st, 2008 at 6:27 am
[...] tiene un excelente informe: Unfolding the Fold en el cual afirman que los usuarios realizan el scroll hasta los pie de las páginas cualquiera sea [...]
June 15th, 2008 at 7:29 am
[...] this for the next time that you hear someone claim that nobody scrolls. Or that everyone knows you can click the logo in the header to get to the homepage. Share this [...]
June 22nd, 2008 at 6:28 am
[...] sur l’utilisation de la fonction de défilement et sa fréquence sur les sites Web, voir le blog de ClickTale (en anglais) et ce billet de Jean-Marc [...]
July 2nd, 2008 at 10:06 am
[...] for design. In many ways it is as significant as the end to the web safe palette. We now know that users are happy to scroll and although it is still good practice to keep key content above the fold, that doesn’t mean [...]
July 12th, 2008 at 3:18 pm
[...] Unfolding the fold This entry was written by Andri and posted on júlí 12, 2008 at 9:18 pm and filed under Web development. Bookmark the permalink. Follow any comments here with the RSS feed for this post. Post a comment or leave a trackback: Trackback URL. « New version of Dohop is live [...]
August 19th, 2008 at 10:41 am
[...] pubblicati da ClickTale, basati su analisi effettuate a partire dal loro servizio di tracciamento (2006/12, 2007/10, 2007/12). Due invece sono del sito User Interface Engineering, che fa alcune osservazioni [...]
August 20th, 2008 at 8:47 am
[...] to some extent. 22% of the page-views with a scroll-bar, were scrolled all the way to the bottom. http://blog.clicktale.com/?p=19 Just remember that users are scrolling pages! Prioritize your content – the most important [...]
August 22nd, 2008 at 8:49 am
[...] pubblicati da ClickTale, basati su analisi effettuate a partire dal loro servizio di tracciamento (2006/12, 2007/10, 2007/12). Due invece sono del sito User Interface Engineering, che fa alcune osservazioni [...]
September 8th, 2008 at 12:49 pm
[...] stats and UI recos from one blog on “unfolding the [...]
September 25th, 2008 at 11:10 am
[...] 25, 2007 by brandinganddesign There is an excellent study posted on the ClickTale blog titled “Unfolding the Fold” that provides some hard stats about the fold and scrolling in general. These statistics demonstrate [...]
September 25th, 2008 at 6:24 pm
[...] Deel 0: Unfolding the fold [...]
September 28th, 2008 at 4:41 am
[...] and figures Last week, reading webanalisten.nl, I came across research (part 1, part 2 and part 3) from Clicktale about scrolling behaviour, scroll reach, visitor attention and [...]
October 9th, 2008 at 8:07 am
[...] more people are scrolling overall, and some companies are ‘debunking the fold’; every time I most actions on a site to below the fold, I see conversion rates [...]
November 10th, 2008 at 5:12 pm
[...] over meerdere pagina’s (in plaats van scrollen op één pagina).” Achterhaald idee. Scrollen is niet eng. Echt [...]
December 10th, 2008 at 6:47 am
[...] this is unfair, because by 1997 he was already saying that things had changed. What is more, a recent report seems to indicate that over three quarters of users will scroll a page at least to some extent, [...]
February 21st, 2009 at 9:10 pm
[...] Unfolding the Fold [...]
March 10th, 2009 at 4:07 am
[...] Does the fold exist? - read more [...]
March 13th, 2009 at 3:44 pm
[...] the screen and the user is forced to scroll down in order to see more. ClickTale started with some preliminary research and later published two articles summarizing the results of the main study. The preliminary [...]
May 4th, 2009 at 8:23 am
[...] estudo feito pela ClickTale com 120 mil páginas da web entre novembro e dezembro de 2006 apontam algumas justificativas e [...]
May 12th, 2009 at 12:16 pm
[...] existem alguns fatos sobre o assunto que já são considerados antigos. Segundo uma pesquisa divulgada pelo ClickTable de pesquisa realizada em 2006, 91% das páginas web no mundo possuem rolagem, 76% dos usuários [...]
July 6th, 2009 at 1:29 pm
[...] Kaynak:http://blog.clicktale.com/2006/12/23/unfolding-the-fold/ Zaman: July 6, 2009 Etiketler: [...]
July 12th, 2009 at 11:27 pm
[...] While the average scroll reach across all pages was 86%, scroll reach drops by about 50% when page height doubles in length. Read more about visitor scrolling behavior here. [...]
July 19th, 2009 at 12:18 pm
[...] estudo feito pela ClickTale com 120 mil páginas da web entre novembro e dezembro de 2006 apontam algumas justificativas e [...]
July 28th, 2009 at 7:57 pm
[...] are viewing search results, which is a good thing. However, given that the vast majority of users don’t scroll all the way down, and only look at the first couple of pages of search results (and they look more at the first [...]
August 4th, 2009 at 6:01 am
[...] ads have to appear “above the fold” of a web site — visible, that is, even to the many visitors who don’t scroll. That’s a major restriction for web [...]
September 2nd, 2009 at 1:34 am
[...] there is more content below. There are more good reasons for unfolding the fold – Here’s a good article for more [...]
September 14th, 2009 at 4:01 pm
[...] same principle guides twitter, friend feed and now Facebook. You read by scrolling. And there is some evidence that this is the [...]
September 18th, 2009 at 8:51 am
[...] http://www.slideshare.net/chuckmallott/rethinking-fold http://blog.clicktale.com/2006/12/23/unfolding-the-fold/ http://www.uie.com/brainsparks/2006/08/02/utilizing-the-cut-off-look-to-encourage-users-to-scroll/ [...]
September 21st, 2009 at 6:43 pm
[...] Unfolding the Fold (1 votes, average: 5.00 out of 5) Loading … [...]
September 24th, 2009 at 8:09 am
[...] further information please take a look at the articles Unfolding the fold (Clicktale), Paging VS Scrolling (Wichita University – SURL), Blasting the Myth of the Fold [...]
September 25th, 2009 at 3:13 am
[...] Jakoba Nielsona (in tudi druge) je pokazala, da le 23 % uporabnikov uporablja drsnik pri svojem prvem obisku spletnega [...]
September 28th, 2009 at 4:30 am
[...] mayoría de los usuarios utilizan y hacen scroll. Fuentes: Unfolding the Fold, Paging vs. Scrolling: Looking for the Best Way to Present Search Results y Blasting the Myth of [...]
October 10th, 2009 at 2:04 am
[...] sujet n’est pas nouveau, mais une étude récente de CXPartners enfonce le clou : les internautes sont habitués naviguer [...]
October 15th, 2009 at 5:29 am
[...] mayoría de los usuarios utilizan y hacen scroll. Fuentes: Unfolding the Fold, Paging vs. Scrolling: Looking for the Best Way to Present Search Results y Blasting the Myth of [...]
October 20th, 2009 at 8:21 am
[...] further information please take a look at the articles Unfolding the fold (Clicktale), Paging VS Scrolling (Wichita University – SURL), Blasting the Myth of the Fold [...]
October 26th, 2009 at 4:50 am
[...] To fold or not to fold your website? The question has been answered: http://blog.clicktale.com/?p=19 [...]
October 30th, 2009 at 12:54 pm
[...] Unfolding the fold (Clicktale) [...]
November 9th, 2009 at 4:05 pm
[...] unfold the fold – מתוך הבלוג של חברת clicktale [...]
November 12th, 2009 at 7:08 pm
[...] mayoría de los usuarios utilizan y hacen scroll. Fuentes: Unfolding the Fold, Paging vs. Scrolling: Looking for the Best Way to Present Search Results y Blasting the Myth of [...]
November 13th, 2009 at 3:12 am
[...] experts are starting to notice that too. Three years ago ClickTale analyzed 120,000 page-views and discover that 91% of the pages had scroll-bars, 76% of the page-views with [...]
November 17th, 2009 at 11:32 pm
[...] ：将折 展开 (Clicktale), 分页与滚动 ( 威之卡大学 – SURL), 打 折 的神话 [...]
November 18th, 2009 at 5:06 pm
[...] del.icio.us ClickTale Blog » Unfolding the Fold WireLust » Blog Archive » AS3 port of SEOmoz | How to Ruin a Web Design - The Design 15 [...]
November 19th, 2009 at 3:20 pm
[...] ClickTale Blog » Unfolding the Fold Web designers and usability professionals have debated the topic of web page scrolling since 1994. At the early days of the web, most users were unfamiliar with the concept of scrolling and it was not a natural thing for them to do. As a result, web designers would design web pages so that all the important content would be “Above the fold” or even worse, squeeze the entire page into the initial screen area. This practice of “squeezing” continues even today. See the original post here at Visualrinse | Design and Development by Chad Udell No comments [...]
November 19th, 2009 at 6:49 pm
[...] many users are actually spending more time than previously thought navigating below the fold. Here is the full article for you to read – it is well worth it! by Ross Dunn, CEO, StepForth Search Engine Placement Inc. Permalink to this article: [...]
November 24th, 2009 at 9:24 am
[...] users can start scrolling a page almost immediately as the content loads, and research shows that users absolutely do scroll. In fact Jakob Nielson noted that a propensity to scroll was becoming common in web users as early [...]
November 24th, 2009 at 11:45 pm
[...] Unfolding the Fold Published: November 24, 2009 Filed Under: Information Tags: fold : usability : writing Leave a Comment Name: Required [...]
December 3rd, 2009 at 10:44 am
[...] felhasználói szokások változnak, így a görgetési szokások is átalakultak. A legújabb kutatások azt bizonyítják, hogy a legtöbb felhasználó igenis görget, sőt az oldal legaljáig. Mára a többség inkább [...]
December 7th, 2009 at 1:01 am
[...] zou denken dat korte teksten dan oplossing zijn. Maar toch is dat niet zo. Want lezers vinden scrollen de gewoonste zaak van de wereld (ClickTale, 2006). Op de ruim 100.000 onderzochte pagina’s waarop je kón scrollen, [...]
December 10th, 2009 at 5:06 am
[...] estudo feito pela ClickTale com 120 mil páginas da web entre novembro e dezembro de 2006 aponta algumas justificativas e [...]
December 10th, 2009 at 9:45 am
[...] important to remember that users will scroll. The idea of putting important assets “above the fold” is, at best, a distraction. But [...]
December 18th, 2009 at 3:26 am
[...] further information please take a look at the articles Unfolding the fold (Clicktale), Paging VS Scrolling (Wichita University – SURL), Blasting the Myth of the Fold [...]
December 18th, 2009 at 10:59 am
[...] about the page fold being irrelevant has come from. There have been lots of studies which show that users aren’t adverse to scrolling and have become used to doing it [...]
January 10th, 2010 at 9:08 pm
[...] Unfolding the fold (Clicktale) [...]
January 22nd, 2010 at 8:26 am
[...] sur l’utilisation de la fonction de défilement et sa fréquence sur les sites Web, voir le blog de ClickTale (en anglais) et ce billet de Jean-Marc [...]
January 27th, 2010 at 6:23 pm
[...] mayoría de los usuarios utilizan la barra de desplazamiento. Fuentes: Unfolding the Fold, Paging vs. Scrolling: Looking for the Best Way to Present Search Results y Blasting the Myth of [...]
February 13th, 2010 at 5:53 pm
[...] Do your webpage visitors scroll ? 2010 February 13 tags: design usability by writingfordigital With the advent of Web 2.0 and the social web it appears that more users are scrolling to the end of the page. Clicktale reported the following in a survey from the end of 2006. See the full report at http://blog.clicktale.com/2006/12/23/unfolding-the-fold/ [...]
February 28th, 2010 at 3:44 pm
[...] further information please take a look at the articles Unfolding the fold (Clicktale), Paging VS Scrolling (Wichita University – SURL), Blasting the Myth of the Fold [...]
March 4th, 2010 at 11:19 pm
[...] informasi lebih lanjut silakan melihat artikel Unfolding flip (Clicktale), Pager VS Scrolling (Wichita University – SURL), Blasting The Myth of Fold (box [...]
March 8th, 2010 at 11:11 am
[...] opinion of some very opinionated web geeks from Preston. Check out the information in the article Unfolding the Fold if you’re still unsure. In this massively data driven article they show most visitors scroll [...]
March 20th, 2010 at 5:35 pm
[...] further information please take a look at the articles Unfolding the fold (Clicktale), Paging VS Scrolling (Wichita University – SURL), Blasting the Myth of the Fold [...]
April 8th, 2010 at 6:59 am
[...] 3. Clicktale has some large scale data disproving the non-scrolling myth, and some nice takeaways … [...]
April 12th, 2010 at 7:31 am
[...] 3. Clicktale has some large scale data disproving the non-scrolling myth, and some nice takeaw… [...]
May 17th, 2010 at 11:16 pm
Excellent post. Many thanks for sharing this informative resource.
Kudos to you
May 19th, 2010 at 9:37 am
[...] Usability-Fragen hervorbringen kann: Bis wohin scrollen Nutzer auf der Webseite (vgl. Nielsen- oder ClickTale-Erhebung) oder in der Onlineversion des Newsletters? (Wo) werden lange Formulare abgebrochen? Wo [...]
June 1st, 2010 at 12:08 pm
[...] on a web page, but more importantly leads them to conclude that it doesn’t matter after all. <more here> No [...]
June 2nd, 2010 at 7:55 am
[...] further information please take a look at the articles Unfolding the fold (Clicktale), Paging VS Scrolling (Wichita University – SURL), Blasting the Myth of the Fold [...]
June 15th, 2010 at 9:57 am
[...] will encourage site visitors to explore the page. In support, according to research done by ClickTale, scrolling has become a natural practice among users and is associated with forward-thinking web [...]
June 24th, 2010 at 6:42 pm
[...] (an experience analytics company) published a blog post back in December 2006 smashing the “people don’t scroll myth” to bits. However, 3 ½ years later clients and colleagues still make this claim fairly regularly. So I [...]
July 12th, 2010 at 9:25 am
[...] scroll to read this paragraph. It was the content that shaped your interaction with the page! In a study on user scrolling, ClickTale found that 91% of the page views were long enough to contain [...]
July 13th, 2010 at 11:22 am
[...] further information please take a look at the articles Unfolding the fold (Clicktale), Paging VS Scrolling (Wichita University – SURL), Blasting the Myth of the Fold [...]
July 25th, 2010 at 4:51 am
being a web site designer myself I would say that it is almost impossible now days to design a web site that is going to fit in the main screen area. (especially for the users with the wide-screen monitors). So regardless of the data provided in this article I say who doesn’t scroll, start scrolling now!
July 27th, 2010 at 11:24 pm
Great info.
I have always been concerned about how my pages are being used by my readers.
In the future I´ll concentrate more on making it easy to read than on the design of the page.
I suppose all kinds of people behave about the same in spite of the language.
Thanks a lot
July 28th, 2010 at 12:43 pm
I have always heard keep to stay above the fold. So good information to know. Thank You
August 2nd, 2010 at 10:33 am
[...] si le scrolling est devenu habituel, seule la partie supérieure d’une page est visible dès son chargement. De plus, les [...]