Studies show that nearly one-third of all website visitors don’t scroll vertically. Yet few web designers consider what content they place “above the fold” when they’re creating web pages. Indeed, it’s common for web designers to work on oversized screens that don’t replicate the experience of most consumers at all.

Make sure your important navigation, “buy now” buttons, email signup form, search box and any other critical content appears above the fold, even when viewed on a 15” screen. Otherwise, you risk throwing away a huge percentage of your hard-won traffic.