What is USPs Above The Fold?

"USPs Above the Fold" is a marketing tactic that emerged with the rise of online advertising and website design.

The term "above the fold" comes from the world of traditional print media, specifically newspapers, where important headlines and images were placed "above the fold" on the physical paper to draw the reader's attention.

With regards to online context, it refers to the part of a website that is visible without scrolling. When we talk about "USPs Above The Fold," we're referring to highlighting your product's Unique Selling Points (USPs) in this prime real estate of your website. The goal is to make it evident to the audience instantly how your offering differs and excels over the competition.

Having your USPs Above The Fold can substantially assist with converting visitors into customers. Giving your visitors a clear understanding of the product's advantages from the beginning can save their time and reduce confusion, which might otherwise result in them leaving your site. It's about making a compelling first impression and quickly proving relevance to the potential customer.

Examples of USPs Above The Fold

  1. Fashion Retailer: A clothing retailer might have "Ethically sourced and sustainably made" as a USP, which would be prominently displayed on their homepage.
  2. Restaurants: A farm-to-table restaurant might have their USP, "Fresh, locally sourced ingredients," above the fold on their booking page.
  3. Fitness App: A fitness app boasting a 30-day transformative workout program could highlight "Lose 10lbs in 30 days - Guaranteed," as its USP.
  4. Online Education: An online learning platform might highlight "Flexible learning schedules & globally accredited courses" to instantly show how they stand out from conventional learning institutions.
  5. Software Companies: A software company could have "Most user-friendly interface with 24/7 customer support," in bold text on their homepage as their USP.

Marketing Tactics Similar to USPs Above The Fold

  • Value Proposition: This is a decisive statement that describes why a customer should buy a product or use a service. It aligns with USPs as both explain the unique benefits a consumer will experience.
  • Landing Page Optimization: It's about making the landing pages as effective as possible in driving conversions. Displaying the USPs above the fold is a crucial aspect of this strategy.
  • Call to Action (CTA): These are instructions to provoke a response, like "Buy Now." These are often used together with USPs to incite an immediate reaction.
  • Hero Image: This is a large, appealing image at the top of a web page, typically with a text overlay. It could be used to visually highlight a product's USPs.

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