chris ratzlaff — Thu, 09 Aug 2007 15:13:39 GMT

Very interesting research, but it would seem to me that it applies more to sites where users have already bought into the product (AOL, news/news aggregator sites, a favorite blog, etc). If users are still evaluating the product (a news site they are looking at for the first time or a site for a company they are consider purchasing something from), they may not be convinced to scroll down if the content above the fold isn’t useful to them.

I don’t think the issue is so much that users don’t know how to scroll anymore than readers not knowing how to flip over a newspaper. The issue is using the content above the fold to *convince* them to buy into and *flip* that newspaper.

Boxes and Arrows: Comments by chris ratzlaff