It's perfectly reasonable to me now, but before I would have never guessed that "below the fold" was better than "above the fold" in some circumstances, considering the first one is the golden rule of conversions.
"Don't assume, and try different and contrasting things" should really be that rule.
My conversions dropped (something like 30%-50%) when I placed the buy button above the folder vs. at the very bottom of the page.
http://www.devside.net/server/webdeveloper
It's perfectly reasonable to me now, but before I would have never guessed that "below the fold" was better than "above the fold" in some circumstances, considering the first one is the golden rule of conversions.
"Don't assume, and try different and contrasting things" should really be that rule.