The Fold.

What is visible on the page without requiring any action is what encourages us to scroll.

Life Below 600pxPaddy Donnelly
Why “The Fold” Is A Myth – And Where To Actually Put Your Calls To ActionNeil Patel
There Is No FoldLuke WroblewskiApril 15th, 2015
The Fold Manifesto: Why the Page Fold Still MattersNielsen Norman GroupFebruary 1st, 2015