importance of priming above the fold
How Much Time People Invest Above the Fold According to Nielsen
Here we are talking about a slightly different subject: CRO. That is, conversion rate optimization. We must ensure that every point of the website is optimized in order to make the portal immediate, simple, capable of simplifying use and navigation. As Steve Krug would say ?
Optimize above the fold
We need to create a website that frees people from thinking “how do I do this?” so that we can increase the chances of getting past the most important point: above the fold. Studies by Jakob Nielsen also suggest that people invest a lot of time in this area of the publication:
“ Users spent about 57% of their page-viewing time above the fold. 74% of the viewing time was spent in the first two screenfuls, up to 2160px”.
Users spend 57% of their time viewing the above the fold. We go up to 74% if we stay above 2000 pixels. The data changes if we consider mobile , since the situation is more fluid and the use of the device is different. This is why it is important to apply the logic of the priming effect.
A performing above the fold must be fast and immediate, but above all far from any problems in terms of user experience. Especially today that the factors of the Core Web Vitals come into play which do not only concern the loading time but also the stability and reactivity of the elements.
Immediacy. This could be the watchword. Everything that appears in the upper part of the website, the one that is shown immediately to the user, influences navigation. And subsequent visits .
Use better words and messages
Here's the thing: the top of your website should be designed to provide, in a short amount of time, the information needed to help the user understand who you are, what you do, or what the objective benefits will be.
We need to create high-quality content that can lead people to Poland Phone Numbers
think about something specific. Then take specific actions. Would you go back to a site that just wastes your time?
For this reason, it is important to write an effective headline to capture attention and include a USP – unique selling proposition – which will become the leitmotif of the commercial proposal.
I don't have to scroll the entire page to understand, I have to be informed immediately: the priming effect of the website is based on immediacy. Words are recognized and decoded by the brain. This means that terms can alter the decisions and actions of people who read the content.
Make the most of the visuals
Consistency of images, trust, continuity between what you are and the visual. The first element that must not be missing is the logo . It can be a pictogram with naming and payoff or a logotype with a personalized font: in any case, there is a need for consistency and continuity. The same goes for the colors chosen and the image used that welcomes the user and can evoke a very specific frame .
priming psychology landingpage
Work on the subconscious of images
Look at this above the fold dedicated to mortgages from mojomortgages.com: the anchoring as a priming effect is present because there is linearity between the graphic style and what the basic values of the company are – finding the best mortgage to buy a house easily – which presents itself as an excellent solution for those who are attracted by a streamlined service, based on an independent comparison and without intermediaries.
In relation to the visual, it is important to consider the influence of the Largest Contentful Paint . That is, the loading time of the heaviest element of the screen visible to the public. Having a photo, a graph or a video that is too slow to upload can cause problems with the upload times.
Create consistency with colors and meanings
There is a psychological connection between meanings and colors. Blue is synonymous with tranquility, reliability, certainty. Solidity, that's it. It is no coincidence that there is a certain linearity within the color choice. Examples?
Banks and insurance companies that have these values as a point of reference propose corporate colors tending towards blue. While green is dedicated to well-being, attention to nature and the body. In its pastel declination it is perfect for medical aspects (together with light blue).
Now think about dentists: how do they present themselves? What is the above the fold of a dental office? The one that reassures the user and accompanies him during navigation by communicating serenity.
Which font to choose?
The font must be consistent, it is part of the identity and efficiency of the message to leave to the user. Another example: Basecamp uses handwritten text for extra screenshot suggestions. So the priming effect applied to website marketing is clear: you immediately recognize this type of data.
priming marketing effect
Implicit memory is supported by priming.
Of course, in this case too, you need to choose carefully the font to use above the fold. Because this decision can affect the page loading times.
Learn more: How to Optimize Fonts for Page Loading
Take advantage of the website priming effect
It is not easy, it is not immediate. And above all, it is not enough to buy a free template for your WordPress website: you have to work on the details to obtain good results. It is not enough to give a different color or add a string of code to obtain the best possible result.
It is necessary to have a deep understanding of the implicit memory of your target and choose the right message to convey to integrate the priming effect on the website. Do we
