It’s Not the Price. It’s the Page.

📏 Why Your PDP Needs Multiple Folds, Not Just One

Playbook

29 Jul 2025 — 3 min read

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📏It’s Not the Price It’s the Page: Why Your PDP Needs Multiple Folds, Not Just One

The old rule said: put your CTA above the fold. The new rule said: folds don’t matter on mobile, everyone scrolls.

The truth? Both are wrong. The fold isn’t dead.

It’s just fractured, into multiple behavioral checkpoints that shape whether a shopper keeps going… or quietly checks out.

Every PDP has 4 folds. Ignore them, and you break momentum.

Here’s the real buying flow on modern product pages:

The Gallery Fold – where first impressions are made
The Specs Fold – where confidence begins or dies
The Trust Fold – where shoppers search for proof or reassurance
The CTA Fold – where it all needs to come together clean

Each one is a cliff.

If you don’t land it? They don’t scroll to the next. Most brands only optimize the top fold, gallery + ATC. But high-intent buyers still bounce because they hit friction two-fold later.

Micro-fold friction is invisible in most tools—but deadly in practice.

Gallery Fold off? → Bad lead image = instant doubt
Specs Fold bloated? → Confusion = scroll fatigue
Trust Fold buried? → No reviews, no return policy, no click
CTA Fold misplaced? → Button appears before the buyer is ready

Want to know which one’s failing?

Track where shoppers stop scrolling + start circling.

Eko reveals which folds collapse conversion. Brands like Mockingbird didn’t just test button colors; they tested when the shopper should see it.

By elevating content between folds based on what shoppers revisited, they lifted add-to-carts by double digits.

If you’ve only been optimizing your “first fold,” Eko’s guide shows you how to fix the others hiding in plain sight. You can download it for free here.

Your PDP isn’t a scrollable canvas. It’s a staged reveal, and every fold is a chance to move forward… or drop out. The fold didn’t die. It just split. Now you need to sequence it, not stack it.

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