If you’re considering infinite scrolling for your eCommerce website, it is first worthwhile to question whether this feature may do more harm than good for your site. Infinite scrolling is a web-design technique that continuously loads content as the user scrolls down a site page. This process eliminates the need for pagination.
Although the success of infinite scrolling is popular on social media sites, that doesn’t mean it is the best choice for every site. Long, endless pages are great for time-killing activities because users are in the discovery and exploration mindset. The advantage of not having to receive and click “next page” is that it keeps audiences engaged with the content and makes them less aware of how many pages they are viewing.
Infinite Scrolling Can Be Inefficient
Infinite scrolling can have benefits, but you should apply this web design feature with caution. Analyze your website’s content and your user’s motivation. Endless scrolling is not ideal for goal-oriented tasks, like requiring people to locate specific content or compare choices. For eCommerce sites, searching for products by feature may take a significant amount of time if all items are presented uniformly on a never-ending page. Finding items can also become quite frustrating if no sorting, filtering, or navigation techniques help isolate the intended item.
Infinite scrolling can also be inefficient if a user must locate a previously found item on an incredibly long page. This is especially true if that product is placed many scrolling segments down. In contrast, it’s easier for people to remember that a product is on page four than to figure out where the item is on a long page.
The Psychological Value of Scrolling vs. Pagination
There are also psychological consequences to infinite scrolling that can harm the user experience. For example, endless scrolling can feel overwhelming, creating an information avalanche with no end in sight for task-driven activities. Users who need specific information expect the content to be categorized according to relevance or pages. Therefore, web users are okay with clicking links as long as each click leads them closer to the desired goal.
With pagination, people can expect the effort necessary to scan the web page. In addition, there is satisfaction when a page is reviewed. Pagination also gives people control over whether to continue to the next page. The choices on minor pages are easier to analyze because fewer options feel less overwhelming.
Furthermore, people might feel paralyzed by countless content or product choices and not click anything when scrolling down endless pages on your eCommerce website. Even though infinite scrolling might support browsing behavior, it can trigger lower conversions. This is what most website designers do not want. As a result, infinite scrolling is likely not for you if site visitors wish to accomplish goal-oriented activities, like locating information quickly or backtracking to previously-viewed items.
Find a Solution for Your Unique Website
Endless scrolling might seem like a replacement for pagination. However, there are better solutions for most websites. Customer service is essential for thriving in a competitive eCommerce landscape. Working with an experienced eCommerce web design company such as Adventure Web Interactive will help you determine the best goal-oriented experience for your unique customers.
Craig Kahl is the President and CEO of Adventure Web Interactive. AWI has been recognized as Baltimore’s Top Web Design Firm by The Daily Record and named one of Silicon Review Magazine’s Top 50 Most Admired Companies in the country. Before founding Adventure Web Interactive in 1997, he was VP of Operations for Campus Concepts, Inc., and the youngest division head in history for Pitney Bowes at age 24. He has a Bachelor of Science in Management Information Systems from the University of Maryland and a Master of Business Administration in Finance from Loyola University. Craig is a member of the International CEO Club and Rolling Road Golf Club and loves spending time outdoors with his wife and son.
