Is your website easy to buy from? Tips to improve conversion

It's semantics: People who used to talk about "above the fold" were arguing that users would not scroll (and in some 90's web browsers they couldn't scroll).

Now when people talk about it, it's just referencing prominent placement on the site; there's no longer an assumption that users won't know to scroll down, just an assumption that important stuff should be seen first.

There was an article posted about people being willing to scroll for content. It showed several prominent sites and demonstrated that successful sites like Amazon were willing to make people scroll for content.

But if you look at them carefully, while Amazon is willing to make people scroll for content they don't make you scroll for the picture or the purchase button. Given how much A/B testing they do, I would assume that they have real data for those choices. So while you can put a lot below the fold, there does seem to be value in having certain things above the fold.

Only issue I could see with that is if you are collecting CVV numbers it would be confusing to anyone using Amex, as the number is on the front of the card. Otherwise, brilliant idea, especially if you don't use CVV in checkout