Digital companies may profit from concentrating on the fold on a webpage, as the area above it is "the first thing visitors to your website will see".

This is the opinion of Graham Charlton, writing on the Econsultancy blog, who observed that, although the fold does not necessarily have to be a barrier as people are willing to scroll down, it will still influence whether users decide to explore the website further.

He recommended that, for those involved in online PR for ecommerce businesses, placing certain items – such as navigational links, delivery offers, merchandising and checkout buttons – above the fold can be beneficial.

"What is visible above the fold also serves the purpose of drawing customers into scrolling further down the page," Mr Charlton said.

In other news, brands were recently advised by Mike Shaw, writing for comScore, that the use of the view-through metric to measure online display ad performance may be profitable, as it considers consumer behaviour over a prolonged period.

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