In this way the infinite scroll interface is actually slower than the paginated one. The best companies are constantly testing and studying new interactions with their users. Increasing numbers of these studies are showing that infinite scrolling does not resonate with users if it does not support their goal on the website.
Chances are that the best result will appear in the first 10 items. Therefore, infinite scrolling merely tempts you to continue reading, wasting time and decreasing productivity in the process.
Even more annoying is that scroll bars do not reflect the actual amount of data available. Infinite scrolling overwhelms users with stimuli. The combination of temptation and optimism play a big role in exhausting the user. Infinite scrolling often causes your position on the page to get lost. This happens because the scroll position is lost when you navigate away from an infinitely scrolling page, forcing you to scroll back down each time.
Infinite scrolling leaves you with the feeling that you might be missing out on information. There is something nice about defined pages on which the amount of content is quantified, where you can comfortably choose whether to click to view more or to stop. Etsy, an e-commerce marketplace, implemented infinite scrolling, only to find that it led to fewer clicks from its users. Infinite scrolling was unsuccessful because users felt lost in the data and had difficulty sorting between relevant and irrelevant information.
While infinite scrolling provided faster and more results, users were less willing to click on them, defeating its very purpose. Have you tried reaching the footer of Facebook lately? The footer block exists below the news feed, but because the feed scrolls infinitely, more data gets loaded as soon as you reach the bottom, pushing the footer out of view every time. Footers exist for a reason: they contain content that the user sometimes needs. The links are repeated elsewhere but are harder to find.
Infinite scrolling impedes the user by making important information inaccessible. Footers serve as a last resort. Companies that implement infinite scrolling should either make the footer accessible by making it sticky or relocate the links to a sidebar. Pinterest does not have a footer at all, which makes sense given the problem we just saw with Facebook. Through infinite scrolling, Pinterest emphasizes its profusion of data, an endless sea of inspiration taken from all over the Web.
Images are faster and easier to scroll than text, so Pinterest and Google Images succeed with infinite scrolling to an extent. However, billions of images are on the Web, and users would prefer to see only the best of them.
How exclusive can a pin be when a ton of other similar pins are next to it? The collection looks bottomless, but its immensity is somewhat daunting, and browsing it might seem a waste of time. Ultimately, Pinterest is trying to expose users to infinite inspiration, but that actually undermines the human need for control.
The amount of data becomes intimidating, and users are left with mixed feelings. As mentioned earlier, Twitter integrates infinite scrolling effectively. The user sees an infinitely growing list of tweets and can comfortably click on a tweet to expand it in place, preventing the page from refreshing and, as a result, maintaining their scroll position. This subtle and simple solution enables the user to scroll up and down the list, while having a recognizable point to return to.
Psychologically, that marker reassures the reader by dividing read and unread content. Twitter is not the only one. Discourse , an emerging discussion platform, also has infinite scrolling that empowers the user. The company considered the importance of infinite scrolling to its user experience and implemented an intriguing and unique progress indicator. The indicator appears when needed and remains in view without interfering while the user reads the content.
The choices on smaller pages are easier to evaluate because fewer options feel less overwhelming. With infinitely long pages, people may feel paralyzed by the sheer volume of content or the number of choices and not click anything. People may view but not act. Infinite scrolling may support browsing behavior, but it can cause inaction and lower conversions , which is the opposite of what most website makers want.
The worse offense of infinite scrolling on the desktop is that it plays a nasty trick on users. Infinite scrolling breaks the scroll bar by causing it to display the page length inaccurately. Believe it or not, people still use the scroll bar. People rely on scroll bar to tell them how much effort is left. Play nicely. Learn more about infinite scrolling and other emerging patterns at our conference. Conclusion : Infinite scrolling may seem like an elegant replacement for pagination.
Infinite scrolling is probably not for you if site visitors want to achieve goal-oriented activities, such as when they need to backtrack or find specific information quickly. She conducts research worldwide, and presents keynotes and training on best practices for interface design. She authors publications, including a book, Prioritizing Web Usability. The latest articles about interface usability, website design, and UX research from the Nielsen Norman Group.
Since the discovery process is so subjective, users need quick access to the widest sampling of ideas possible so they can increase the odds of finding something that is relevant to them. Enter infinite scroll. Keep in mind that this advantage is dependent on the kind of site you operate — not every site should be designed for casual discovery. Simply put, scrolling and mobile phones are a match made in heaven. Since mobile screens are substantially smaller than desktop screens, they can only display a fraction of the content at a time.
To work around this, the scroll bars on mobile sites are made much longer by default so every scrap of content remains accessible.
Even Google has its limitations. As smart and intuitive as Googlebot is, it still cannot quite emulate the browsing behavior of a human user. As a result, anything outside of this range will not be crawled — and this is never good for an SEO. To to make infinite scroll friendly with Google, code the page in a way where if the user or bot doesn't have JavaScript, it will show links that can be clicked or crawled instead.
That way, Google can get to all the content a user would get to if they scrolled. Since infinite scroll houses all content on one page — and under one URL — it can be hard to locate information or remember where it was previously found. For example, if a user was a few scrolls down an infinite scroll webpage and left the site only to return later, the page would refresh and once again load the top content. To get to the previous position, a lot of scrolling could be required.
With pagination, page content is able to be found easily because individual pages, and therefore their respective content, are able to be bookmarked. Since a large chunk of content is housed on a single page with more loading as the user scrolls, it will take a long time for the page to load. Think of the accelerated swipe you use to reach the bottom of a page as quickly as possible — it can be counterproductive if the page has no chance to load and update its content appropriately.
A user can scroll to the bottom of the page time and time again, only to have it reveal more content to read. While you can see that each method has its respective strengths depending on the kind of website you operate, pagination remains the better solution from an SEO perspective. Hey, I get it. If a user is just exploring a site with no definitive goal in mind, they often enjoy the concept of infinite scroll. It all comes down to whichever technique best serves your content and your users.
However, if you do choose to incorporate infinite scrolling within your domain, I would strongly recommend including component pages.
Component pages are a paginated series you can build out to present in tandem with your infinite scroll. The primary purpose of them is to group your content into pages on the backend so Google recognizes it as an indexable series. Google's Webmaster Blog goes into more detail about search-friendly recommendations for infinite scroll that will allow web spiders to crawl your webpages, even when infinite scroll is implemented.
So now, even if you use infinite scroll, Google gets what it wants. And when Google wins, we all win! It seems that JavaScript is disabled in your browser. For full functionality of this site it is necessary to enable JavaScript. Here are the instructions how to enable JavaScript in your web browser. Explore The Platform.
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