The New Rules For Scrolling In Web Design

Read time:
6 minutes

What you'll learn?
Rules For Scrolling In Web Design

That which was once taboo in website design has made a complete resurgence as one of the most popular techniques in recent years as users are finding a new love and appreciation for sites where scrolling is a necessity.

Shedding its old stigmas, scrolling is reinventing itself as a core interaction design element – that also means designers need to learn the new rules.

Photo credit: Fitbit

In this piece, we’ll explore the rebirth of scrolling, discuss some pros and cons, and list out some quick tips for the technique.

Why Scrolling is Reborn

The simple answer is mobile devices.

Since mobile users surpassed desktop users, UI designers have adjusted accordingly. And with so many users on smaller screens, scrolling is becoming more of a necessity: the smaller the screen, the longer the scroll.

But there are other factors. Access to high speed internet is available in more places, making the scroll a quicker way to access information than clicking from page to page. The growing strength of social media sites also feeds the technique: scrolling naturally accommodates their wealth of user-generated content.

The guide Web Design Trends 2015 & 2016 explained that long scroll evolved alongside card-based design. Combined, the techniques let you provide users with an endless stream of bite-sized content (which is perfect for web and especially mobile experiences).

Photo credit: Upworthy

Plus, the above-the-fold doctrine that was holding scrolling back is now being recognized as the myth it really is. According to actual studies, the truth is that users don’t mind scrolling. The practice of jamming everything above the fold is losing out to spacing everything out along an even and smooth scroll.

Part of the reason the myth became popular, of course, was that scrolling was only seriously considered an intentional design pattern after advances in Javascript and CSS. Before that, it was much more difficult to make scrolling “sexy” through visual storytelling. As you might imagine, a long page full of text (interrupted by occasional images) isn’t a very engaging UI layout.

Photo credit: The Boat

But once you start approaching the long scroll as a canvas for illustrating a beginning, middle, and end (through graphics, animations, icons, etc.), then you start to see it’s film-like power in capturing user attention.

In fact, some hybrid patterns are emerging as the latest trend in scrolling. For example, the “fixed-in-place scroll” that we use on our own UXPin tour page creates the same interactive experience of a traditional long-scroll site without stretching the site vertically.

Is Scrolling Right for You?

With every design technique and tool, there are those who love the concept and those who hate it. In most cases, neither side is intrinsically right or wrong; that’s why it’s important to weigh all considerations before tackling such a project.

Advantages of Scrolling

Encourages interaction – With the ever-constant stimulation of changing elements, it can be an interesting storytelling method that encourages user interaction – especially with tastefully-executed parallax scrolling.
Faster – Long scrolling is faster than clicking through a complex navigation path and does not slow down or limit the user experience. As described in Interaction Design Best Practices, the perception of time is often more important than the actual passing of time.
Entices users – The ease of use promotes interactivity and increases time on site. This is especially true for infinite scrolling sites, where you can help users discover relevant content they may not have even thought of.
Responsive design – Page designing can get complicated across devices with different screen sizes and capabilities, but scrolling helps simplify the differences.
Gesture controls – Scrolling seems organically linked with a touch since swiping downwards is much easier than repeated taps on different screen areas. Users (especially mobile) commonly accept this as a way to display information.
Delightful design – Few clicks can result in quicker interactions for a more app- or game-like user experience.

Disadvantages of Scrolling

Stubborn users – Nevermind why, some users always resist change. Nonetheless, the technique is so widespread now (especially during mobile experiences) that it’s probably safe to say that the majority of users are accustomed to the technique.
SEO drawbacks – Having only one page may have a negative effect on the site’s SEO. (To learn how to minimize these SEO downsides, check out this Moz piece for parallax scroll and this Quicksprout piece for infinite scroll.)
Disorienting – The disconnection between scrolling and content may leave users confused or disjointed.
Navigational difficulties – It can be awkward to “go back” to previous content on the page. To counter this, you could create a persistent top navigation where each item is anchored to a page section
Site Speed – Large pieces of content such as video or image galleries may slow down the site speed, especially for parallax-scrolling sites, which rely upon Javascript and jQuery (check out this tutorial to learn how to create parallax sites without slow site speed).
No footers – With infinite-scrolling sites, we’d recommend a lean “sticky” footer so you don’t sacrifice navigability. Otherwise, users may be confused by a lack of further navigation at the bottom of the page.

Advantages and disadvantages aside, the long scroll is a technique that suits some types of sites more than others. Longer scrolling websites and best suited for content and design plans that…

… are going to include a significant portion of mobile traffic (most users)
… include frequent updates or new content (such as a blog)
… have a lot of information presented in a singular way for comprehension (such as an infographic)
… do not contain rich media because of the drain this can cause in terms of load times

Social media sites, with constant and extensive user-generated content, do well with long scrolling (in fact, Facebook and Twitter helped popularize the technique years ago). On the other hand, goal-oriented sites like e-commerce – which require coherent navigation – tend more towards conservative page lengths.

The middle ground would be a site like Etsy, an online store for user-generated products, which uses a hybrid solution: several pages of so-called “infinite” scrolling, ending with a call-to-action of “Show Me More.”

Like all web design trends, don’t use longer scrolls just because you’ve seen other sites follow the pattern. Make sure your website fits the criteria we’ve discussed, otherwise you might actually experience worse performance.

Scrolling Best Practices

Long scrolling, parallax effects and similar mechanisms are still relatively new to the realm of design (~4 years) , but still some rudimentary trial-and-error has produced some fundamental best practices.

Summarized from Web Design Trends 2015 & 2016, here are some everyday tips for successfully implementing long scrolling.

Don’t be afraid to alternate long with short scroll. Let the content dictate the scroll length, not the other way around. It’s totally fine (and quite popular) to use a short-scroll homepage and long-scroll landing pages (like Products, Tour, etc.).
Consider sticky navigation, such as that used by Free Range Designs, so that users can always “get back” quickly or bounce from element to element in the scroll.

Suggest scrolling with design elements or tools so that every user can quickly see how the site works. Arrows, animated buttons or similar user interface tools are fun and easy ways to help the user determine what to do next. Some sites even include a small button with instructions like “Scroll for More” or “Get Started” to help navigate a site with unconventional techniques.

Make clear distinctions between scrolling clicks or taps and other calls-to-action so that your website gets the desired interaction.

Do some research and look at how users are interacting with the scroll. In Google Analytics, for example, you can open the “In Page Analytics” tab to see how many people click below the fold. Based on the data, you can then tweak the design as necessary.

Don’t go overboard. Long scrolling does not mean 500 pages of continuous content – a long scroll can also be simple. Tell your story and then stop. Don’t force it. Deca, below, uses a scroll that is only a few pages long.

7. Focus on your user goals and accept that even infinite scrolling sites are not truly endless. When creating longer-scrolling sites, understand that users still require a sense of orientation (their current location) and navigation (other possible paths).

8. Include visual cues that help orient users in the scroll, such as the helmet icons used on the left hand side for “The Seven Types of Motorcycle Rider”.

Scrolling can be a double-edged sword, so stick to its recommended usage to avoid it doing more harm than good.

Pageless Designs of the Future

Long scrolling sites are not going anywhere. While we’ve seen ebbs and flows (or increases and decreases) in the sizes of screens on popular devices, small is here for the foreseeable future. And small screens require more scrolling.

Actually, the transition from long-scrolling to “pageless” design has already started, and some designers (like those at Digital Telepathy) even believe it is the future of the web. As websites continue to shed some of the constraints of how users think about and consume information, designers must think more radically about the best ways to create content in different environments.

Interaction design is the foundation of long scrolling website design. If users like the interface and find it intuitive and fun to use, then they won’t really mind the length of the scroll (as long as it’s not atrociously long).

You don’t always need to shorten the line – you could just make the wait far more entertaining.

If you found this post helpful, check out the free e-book Web Design Trends 2015 & 2016. In addition to best practices for long-scrolling, you’ll also get tips for 9 other successful web design trends. The techniques are illustrated with 160+ analyzed examples from some of the best sites available.

2023

Learn more…

FAQs

How do you become relevant in my market?

Through optimized search engine rankings. Nation Media Design services ensure that you show up exactly when you're needed.

What is Digital Advertising?

Digital advertising has become even more of a necessity than physical advertising, with customers seeking home services help online. When targeted to the right people as part of your marketing plan, digital advertising can raise brand awareness, boost growth, and provide a roadmap to marketing efforts.

How does content marketing support digital marketing?

Content marketing is a long-term, long-lasting marketing strategy that requires solid SEO simultaneously. Unfortunately, some teams may not see its value or know how to measure it. That's why this is one of the most asked marketing questions. But excellent content marketing supports all your other digital marketing strategies. For example, when you align your content and SEO strategy with PPC (using our sexy swivel table!), you can unlock significant benefits in both organic and paid media channels. Digital Marketing Agency in Virginia

What is digital marketing?

Digital marketing encompasses all forms of advertising and marketing using the internet, from search engine optimization (SEO) to content marketing, social media and more.

Can digital marketing increase online sales?

Absolutely! The goal of digital marketing is to improve website traffic and online conversions, thus helping you reach your overall business goals. If you’d like to ultimately increase online sales, we would recommend a variety of tactics to reach this goal. These may range from UX research and conversion rate optimization to advanced product schema to social media. When we’re developing a campaign for a client, we get to know their business and objectives, then propose plans to align with those goals.

What is Search Engine Optimization?

Search Engine Optimization, known less formally as SEO in the marketing world, is one of the main ways your website is ranked in answer to search engine inquiries. When you use specific keywords on your site, search engines like Google target those keywords and rank you higher according to the information being sought.Digital Marketing Agency in Virginia

Do You Need to Worry About Social Media For Marketing?

Social media provides a unique platform to actively engage with current and potential clients and build trust and loyalty. Many business owners have joined social media to create ads and engaging posts to promote their companies and spread brand awareness.

Why do I need marketing?

Word-of-mouth is no longer effective as the only means of advertising. With the world moving towards a digital market, business owners need to be aggressive about getting their name out there and in front of the local customers that can turn into clients of their business.

What are keywords?

Keywords are the words and phrases that searchers use- usually on a search engine. These are the words that we use when looking for pages, images, videos, blogs, any kind of information or content on the web really. These keywords need to be strategically inserted into your pages and content.

How often should I update my website?

A website that sits stagnant for long periods of time, without any new or fresh content, is nothing more that an online brochure for your company. A successful website will interact with consumers and provide new and up to date information and content. Also, in terms of SEO, Google much prefers a website that is consistently updated. There's no specific time limit on updating your website, just make sure it stays relevant.

How often should I post a blog or post on social media?

Facebook? Aim for once a day and definitely no less than 3 times a week.
Instagram? Once or twice a day.
LinkedIn? At least twice a week and no more than once per day.
Twitter? This one is a bit more varied but generally anywhere from 3-30 tweets per day is good.

Is email marketing still effective?

Definitely! You should never assume that because social media has become so hugely popular, that it’s enough to solely focus your digital marketing strategy on social platforms. There are more active email accounts than active accounts on any social media in the world. Email marketing is more private and often feels more personal to the consumer. Most people are consistently tuned into their email, checking it multiple times a day and constantly seeing notifications appear on their mobiles, laptops and tablets.

Do I need an email newsletter?

It’s wise to send regular updates your subscribers with news of new content, new products (or improvements), events, and so forth. It’s not wise to expect your email list to expand fast simply by offering a newsletter.

Should I buy an email list?

Please don’t. Bought email lists are just a way for you to SPAM random members of the public. Grow your email list organically through subscription buttons and calls to action. This way, you are not only protecting your company’s reputation but also spending your time and money on an email campaign geared towards genuine prospects who have asked you to contact them.

What KPIs should I be tracking, and how?

Your business goals and the source/medium you choose to convey your message will determine what KPIs (key performance indicators) measure digital marketing success.

For example, if your goal is to increase the number of visitors that convert to leads on your blog, then you would want to track blog sessions and resulting lead forms and/or clicks-to-call. The KPI you care about may vary based on your role in the company and who you report to.

What does “conversion” mean in digital marketing?

Speaking of KPIs, does it seem like everyone defines “conversion” differently? Some companies (or single departments within) may differentiate between a website conversion – like a contact form completion – and a sales conversion, which is a successful sale that occurs after a website conversion. In our agency’s experience, companies commonly call sales-oriented website actions conversions, and they call sales, sales. However you want to talk about it, just make sure your internal team and vendors are on the same page.

What is conversion rate optimization?

Conversion rate optimization (CRO) is the process of increasing the percentage of conversions from your digital property, typically a web page. CRO involves executing tactics to improve the elements on your site (or app) through testing. Relative to your marketing funnel, CRO focuses on moving prospects to the next stage.

How do I differentiate my brand?

The simple answer to this complex question is to create value. You need to identify and communicate a promise to your customers that resonates on an emotional level. Start with this question: How can we improve the lives of those we serve?

What does Google Analytics do for me?

Google Analytics is a free website analytics platform that gives you insights into how users find and use your website. With Google Analytics, you can track ROI for your online marketing and review important metrics to make informed decisions. The bulk of Google Analytics categorizes data into acquisition, behavior and conversions.

What should I measure?

A practical approach to marketing metrics should include establishing which key performance indicators (KPIs) are most important for the growth of your brand. As a starting point, consider metrics that reflect your progress regarding traffic generation, conversion, and marketing costs and create a dashboard to track them monthly.

Best Digital Marketing Agency in VirginiaBest Digital Marketing Agency in VirginiaBest Digital Marketing Agency in VirginiaBest Digital Marketing Agency in VirginiaBest Digital Marketing Agency in VirginiaBest Digital Marketing Agency in VirginiaBest Digital Marketing Agency in VirginiaBest Digital Marketing Agency in VirginiaBest Digital Marketing Agency in VirginiaBest Digital Marketing Agency in Virginia

Revenue Driven for our clients

Dentists

Law Firms

Non-Profit

Plumbers

Mechanics

HVAC

Franchises

Multi-Locations

SEO helps your business grow revenue 🤑

How can we help your business grow?

SEOGain More Revenue

Gain More Revenue

SOCIAL MEDIAGrow Your Brand

Grow Your Brand

VIDEOShare Your Story

Share Your Story

WEB DESIGNConvert More Leads

Convert More Leads

The New Rules For Scrolling In Web Design

Read time:6 minutes

What you'll learn?Rules For Scrolling In Web Design

Why Scrolling is Reborn

Is Scrolling Right for You?

Advantages of Scrolling

Disadvantages of Scrolling

Scrolling Best Practices

Pageless Designs of the Future

2023

Table of contents

Learn more…

FAQs

We've driven over $35,000,000 million in high ticket leads for clients. Discover how we can help your business grow. Interested? Schedule a strategy call.

616-888-5050

Ready to speak with a marketing expert? Give us a ring!

Our Locations

Follow Us In Social Media

We've driven over 5,256 leads for clients just in the past year. Discover how we can help your business grow. Interested? Schedule a strategy call.

616-888-5050

Ready to speak with a marketing expert? Give us a ring

Our Locations

Awards

Table of Contents

Ready to grow your business? Talk to Kaleb Nation within a day!

SEO
Gain More Revenue

SOCIAL MEDIA
Grow Your Brand

VIDEO
Share Your Story

WEB DESIGN
Convert More Leads

Read time:
6 minutes

What you'll learn?
Rules For Scrolling In Web Design

We've driven over $35,000,000 million in high ticket leads for clients. Discover how we can help your business grow.

Interested?
Schedule a strategy call.

Ready to speak with a marketing expert?
Give us a ring!

We've driven over 5,256 leads for clients just in the past year. Discover how we can help your business grow.

Interested?
Schedule a strategy call.

Ready to speak with a marketing expert?
Give us a ring

Ready to grow your business?
Talk to Kaleb Nation within a day!