Keeping the most important content of a website above the fold is a time tested guideline followed by most web designers. In fact the term was originally used to refer the upper half of the page of a newspaper. The lateral meaning of this term in this context is the part of the page which one can see without scrolling the page. But how the term “above the fold” is used by the web designers is a different matter to understand. The smallest common resolution of the computers manufactured during the last few years is 768 x 1280. On these computers, the height of the full screen browser for Windows, depending on their browser toolbars, is nearly 700 pixels whereas for Mac computers it is nearly 1200 pixels meaning the fold has to be designed within these parameters. But while planning for the fold in the web design you will have to consider the screen with smallest height i.e.700 pixels. It will make the web design:
Designing for above the fold will drive visitors to very specific conversion goals. This drives users to fill out forms, click through to other areas or simply scroll down because of how enticing the above the fold content is. Visitors prefer their information to be front and center.
Visual aesthetics are very important to a user. If a pages content is easy to understand then they are more likely to respond to a call to action. It has been proven through various studies that the quality of content above the fold helps in getting a user to desired conversion goals, even if they are located at the bottom below it.