Which One Converts Better? A Comparison of Above-The-Fold (ATF) and Below-The-Fold (BTF) Landing Page Frameworks

Which One Converts Better? A Comparison of Above-The-Fold (ATF) and Below-The-Fold (BTF) Landing Page Frameworks

When it comes to creating high-converting landing pages (LP), the layout and content structure play a crucial role. The debate between focusing content above the fold (ATF) versus below the fold (BTF) is ongoing. Here, we’ll compare two high-converting LP frameworks to determine which one might convert better.

Above-The-Fold (ATF) High-Converting LP Framework

The ATF framework emphasizes the critical information that visitors see without scrolling. This approach leverages the initial impression to capture interest and drive immediate action.

  1. Explain the Value You Provide (Title)

    • Objective: Clearly communicate the main benefit or value proposition.
    • Example: “Boost Your Productivity with Our Time-Management App”

  2. Explain How You’ll Create It (Subtitle)

    • Objective: Provide a brief explanation of how your product or service delivers the promised value.
    • Example: “Automate your scheduling and task prioritization effortlessly”

  3. Let the User Visualize It (Visual)

    • Objective: Use images, videos, or infographics to help users visualize the product in action.
    • Example: A video demo showing the app interface and features.

  4. Make It Believable

    • Objective: Build credibility with testimonials, reviews, or trust badges.
    • Example: “Rated 4.8/5 by over 10,000 users”

  5. Make Taking the Next Step Easy (CTA)

    • Objective: Provide a clear and compelling call-to-action.
    • Example: “Start Your Free Trial Today”

Below-The-Fold (BTF) High-Converting LP Framework

The BTF framework complements the ATF content by providing additional details and reinforcement that encourage users to scroll and engage more deeply.

  1. Detailed Value Proposition

    • Objective: Offer a more in-depth explanation of the value proposition.
    • Example: “Our app uses advanced algorithms to schedule your tasks based on priority and deadlines.”

  2. Problem and Solution

    • Objective: Highlight the problem users face and how your product solves it.
    • Example: “Struggling with time management? Our app ensures you never miss a deadline again.”

  3. Features and Benefits

    • Objective: List out the key features and the benefits they provide.
    • Example: “Automated Scheduling, Task Prioritization, Integration with Calendar Apps.”

  4. Social Proof and Testimonials

    • Objective: Use customer testimonials, case studies, or endorsements to build trust.
    • Example: “John D., a project manager, says, ‘This app transformed the way I work and doubled my productivity!'”

  5. Additional CTAs

    • Objective: Provide multiple CTAs throughout the page to capture leads at different stages of interest.
    • Example: “Get Started Now” buttons placed strategically after each section.

Comparison and Effectiveness

ATF Framework Advantages:

  • Immediate Impact: Captures user interest quickly, ideal for users with short attention spans.
  • Quick Conversion: Encourages immediate action without requiring much scrolling.
  • Clarity and Focus: Provides a clear, concise message upfront.

BTF Framework Advantages:

  • In-Depth Information: Provides detailed information for users who need more convincing.
  • Reinforcement: Reinforces the ATF message and addresses potential objections.
  • Multiple CTAs: Offers several opportunities for users to convert, catering to different decision stages.

Which Converts Better? The effectiveness of ATF versus BTF largely depends on your target audience and the complexity of your product or service.

  • ATF Framework is often better for simpler, more straightforward products where users can make quick decisions.
  • BTF Framework works well for more complex products that require additional information and reassurance.

Conclusion

In practice, combining both frameworks often yields the best results. Start with a strong ATF section to grab attention and drive immediate action, then use the BTF section to provide additional details and reinforce your message for those who need more information. This hybrid approach ensures you cater to both quick decision-makers and those who prefer to explore details before committing.