Above the fold important? There is no fold (2)
On the Web, people use the concept of “above the fold” to support layout decisions, call to action designs, ad placements, and more. Here’s why most of these arguments don’t fly.
Placing elements at the top of the screen does not guarantee they are visible because people often scroll right away. So just because something is “above the fold” does not mean it gets noticed.
http://www.lukew.com/ff/entry.asp?1946
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Interesting read, do you agree? Personally I think it has to do a lot with the kind of offer you promote. The more "expensive" the offer is or the more you'll need to presell the visitor, the less important "above the fold" is in my opinion.
Hmmm, I don't think you need to decide between one or the other, why not have multiple CTAs or ad placements?
It also depends what type of sales page and offer you are trying to promote.
I still think you should have the most attention grabbing content above the fold. There is a pretty decent drop off of people leaving pages before they start scrolling due to the above the fold content not being interesting or relevant to them.
...his reference to this case study isn't valid, and ridiculous. He should of had the same text content but with CTA's above and below the fold.
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