‘Infinite Scroll: Is It Right For Your Site?’ – ‘Marketing Land’ Article
Kristine Schachinger says, “Infinite scroll (or “endless scroll”) is a web design technique that automatically loads new content as a user scrolls down a webpage, presenting the user with a seemingly endless stream of content. (In some cases, websites will employ a “hybrid” version that displays a “load more” button once the bottom of the page is reached.) Some well-known sites that employ infinite scroll are Twitter, Facebook and Google Image Search.
Why do sites use infinite scroll? The idea is that it is better to automatically load in new content when a page reaches the end than to make the user click to a new page. This is thought to create a better, more seamless user experience, especially on mobile.
However, usability studies and real-world examples show that, like many trendy design choices, infinite scroll is not the best fit for every site”.
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