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With A/B split testing, 50% of traffic was redirected to the original checkout, while the other 50% was served the new single-page checkout. After only 300 transactions, the winner was clear and we stopped the experiment after 606 transactions. Google Website Optimizer concluded that the single-page checkout outperformed the out-of-the-box checkout by a whopping 21.8%.
The fold is not a single location, but a broadly dispersed distribution with three peaks located at roughly 430, 600 and 860 pixels. These peaks correspond to the three most popular screen resolutions used today: 800–600, 1024–768 and 1280–1024, minus about 170 pixels used up by the non-client area of the browser. In other words, depending on the screen size, users will typically see at least 430 and up to 860 vertical pixels worth of information on their screens when they open their site, without having to scroll.