This is my favorite tip:

Worrying too much about ‘the fold' can seriously turn your user interface design from a scrollable, flowing design to a cramped and messy affair. The root of the problem is an unrealistic fear that people who use computers do not know how to scroll or that anything under the fold will never be seen.

What you need to combat ‘the fold' is a quick way of explaining what your web app is all about above the fold. What is it? Why should users care? Is there more info further down the page? If you can make your app interesting enough above the fold, users will scroll down to experience more of the page. Leave enough content below the fold to continue to satisfy the user.

Once they're at the bottom, you can be fairly confident that you have an interested user looking at your content. The bottom of the page is possibly the most valuable area of your site because the end is mostly for users who are likely to engage with your app than casual browsers who stay mostly at the top.

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