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Endless page scrolling: helps or hurts?

When it comes to online marketing or web design, it is extremely important to be the initiator of successful ideas and to form trends in your own field. Today it will be a question of one of such tendencies - endless scrolling (scrolling) of pages on the site: what opportunities does it represent for business? how best to implement and when should I abandon this function? The material is based on the translation of the article about Infinite Scrolling from SpeckyBoy.

Main sections of the article:

What is endless scrolling ?

The main features (pluses) .

Why should it be avoided .

Councils for implementation .

The generation of the two thousandth is known for its habit of fluently browsing information on the sites in a matter of seconds, deciding whether to stay or go out. Competing projects must know exactly how to collect and hold the audience, or they risk being left in the shadows. In an effort to attract the attention of the masses, for example, with the help of the parallax effect, many also decided to introduce endless scrolling. This approach has been used extensively over the past few years, and examples of very popular social networks such as Facebook, Twitter and Instagram only confirm its effectiveness.

However, the fact that an infinite scroll is suitable for these sites does not at all mean that it will work for your web resource either. The chip is quite suitable for certain tasks, but on some projects it can on the contrary prevent the achievement of goals.

What is endless scrolling?

Since this term can be used to refer to various characteristics and functionality, in this case, there is an infinite scroll with automatic content downloading as the user scrolls down the page . It seems that the page is endless and the user can scroll as much as necessary.

The possibilities of infinite scrolling

Infinite scrolling works best with certain types of content. For example, it is ideal for sites with low levels of engagement, such as Twitter. Because this web resource is filled with short text blocks, visitors quickly browse content.

Most often, endless page scrolling works well with a large amount of easy-to-perceive content. If this is consistent with the goals of your company, this function is quite suitable for you.

Positive characteristics of the method:

User retention . This is one of the main features of the infinite scrolling, plus it allows you to quickly engage visitors. In addition, it also motivates users to stay on the page, as they can endlessly browse content, scrolling down.

Easy navigation / ease of use . Scrolling is an easy-to-understand and universal method that does not require much effort to perform. It immediately gives visitors access to the basic information of the site.

Suitable for viewing illustrated materials, as well as for mobile device users . Endless scrolling is a good way to ensure viewing a lot of simple visual elements. Also good for mobile devices, where the best way to navigate is to scroll with one finger.

That's why this approach is great for Instagram, the main purpose of which is to quickly submit a series of photos . Long linger on every image is not necessary, plus most of the service visitors use mobile devices.

Reasons to avoid endless scrolling

Despite the advantages, the owners of some types of web projects are best at all to refuse to implement such a mechanism:

Commercial sites . They allow you to easily search for and purchase goods that meet certain characteristics. Web resources designed for sales should provide simple and accurate navigation tools . If the main goal of your company is to sell, use an infinite scroll is not recommended. Develop a simple and convenient design with limited capabilities so that consumers can concentrate on buying.

Any sites that search for special products or services . When users get into a project with infinite scrolling, they come across a lot of options. This is not always suitable for those who pursue specific goals. Too many options, most likely, will force the visitor to leave the web resource.

Sites with content, oriented for a long period of time . Magazines and web resources, where articles require in-depth study, do not benefit from the use of infinite scrolling. Continuous downloading content may seem overly overwhelming in terms of usability and will result in users leaving the site rather than continuing reading.

Complexity of navigation when searching for specific information again . One of the main reasons for not switching to this function is the difficulty of re- searching for specific information. This can have a negative effect on commercial niches. For example, because of the infinite scrolling, it is almost impossible to make a bookmark. Many Pinterest users encountered this problem when, having returned back to the news line, they could not find the required entry, which appeared on the page just a few seconds ago.

Influence on search optimization.  One of the most discussed problems in the topic is the negative impact on SEO optimization. Pages with infinite scrolling, in fact, represent one single page, in connection with which the amount of content available for SERPs is reduced. Moreover, only one meta-description will be introduced, and as a consequence, the possibility of specifying relevant information about your offspring is excluded. A similar situation in single-page (Landing Page), but not so important to SEO.

Convenience of the user interface . Some functions of the site are simply incompatible with infinite scrolling. For example, if you have footnotes and footers. People will scroll the page in search of footnotes, but they will not be able to get to them. In the end, most likely, they will not remain on your web resource. Also it will be difficult for them to get to the footer and information in it.

Lack of choice . Currently, this scrolling is not focused on the preferences of visitors, because they do not have a choice of content selection. Even if a user wants to skip some information blocks, he can not do this. This frustrates those who prefer to view the texts in a more limited number.

By the way, about commercial sites. The tips above work well if you need to sell one or more products. In the case of a large online store , it is unlikely to place all the information on one page. You can combine endless scrolling with other navigation options.

That is, in the example above, if desired, you can load the goods by click or use the navigation. The presence of the menu allows you to partially solve the problems with the search for specific products and the inability to exclude certain information.

Implementation Tips

If you still decide to add endless scrolling to your website, the following methods can improve the process of interacting with the user:

Develop a backup plan . Since this function is implemented using JavaScript, some people will not be able to access the scrolling.Expert Website Developers should consider this situation and add a pagination.

Maintain the visibility of navigation . If visitors have to scroll through an endless stream of articles to go back to the previous page, most likely they will not do so.

Do not use the scroll bar . Some developers do not recommend combining an infinite scroll with a scroll bar that shows users the amount of remaining information on the page. This deceives them, forcing them to think that the article is close to completion, while the content continues to be added.

Ensure that the download is displayed. If visitors, looking through the supposedly endless stream of data, get into a dead end, there is an unpleasant impression. Be sure to add a download icon indicating that the corresponding process has been completed.

Total

Similarly to the other  trend of web design , endless scrolling of the page can lead to both positive results and negative ones. It all depends on your goals and the type of project. Owners of sites targeted for sale, as well as web resources, the contents of which require detailed study, should be carefully considered before implementing such a chip. At a minimum, add alternative navigation options. Remember that indiscriminate use of this trend can entail loss of visitors.

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