Below the Fold
Below the fold is the part of a web page a visitor only sees after scrolling down from the initial view.
In depth
Although it sits out of immediate sight, below-the-fold content is far from wasted space; engaged visitors who scroll are signaling genuine interest and are often closer to converting. This region is where you build the case: detailed benefits, social proof, objection handling, comparison points, and secondary calls to action all reinforce the promise made above the fold. Treating it as a continuation of the persuasion arc rather than an afterthought is what turns scrollers into leads.
A common pitfall is front-loading every important element above the fold and leaving the lower page thin, which causes motivated visitors to lose momentum. In a quiz-funnel workflow, the below-the-fold area should answer the questions a prospect asks before committing: how the scorecard works, what they will learn from their score, testimonials from similar users, and a repeated quiz call to action so the visitor never has to scroll back up to start. Done well, this lower section recaptures intent and pushes warm visitors into the quiz.
Example in practice
Frequently asked questions
Do people actually read below-the-fold content?
Engaged visitors do, and they are often the most interested ones. Scrolling is a signal of intent, so this region is a strong place for proof, objection handling, and a repeated call to action.
What belongs below the fold on a landing page?
Supporting details that build the case: how the offer works, testimonials, benefits, FAQs, and a secondary call to action. The goal is to deepen persuasion for visitors who want more before committing.
Should the call to action only appear above the fold?
No. Repeating the call to action below the fold lets motivated scrollers convert without scrolling back up. Long landing pages often place the same quiz button two or three times down the page.