Business website design is attention to detail and thoughtful use of modern web design trends. But are all the trends equally useful? We will analyze in this article.

Infinite scrolling (scrolling): the truth about a new trend.

Everyone at least once visited the favorite resources of everyone – Twitter, Facebook, Instagram – in search of interesting news and hung there day and night. There seemed to be no end to the end. Is that familiar? We present to your attention – endless scrolling or scrolling. The successful trend in online marketing and web design? It is worth sorting out and deciding if there is a need to change the design of your business site and implement this mechanism or leave the “workhorse” alone.

What is endless scrolling?

Fierce competition forces us to fight for each user. Due to the risk of losing their customers, various projects are forced to collect and retain an audience in any way possible. And endless scrolling gained wide popularity. However, what is good for one is not necessarily good for the other.

Endless scrolling is a design solution that allows you to display information in an endless stream as you move down the screen. Down with the “Read more” and “Next page” buttons, down with extra clicks, the page is automatically loaded as soon as the user finishes acquaintance with the previous post or news. It is assumed that such an interface is more convenient in operation and less demanding in technical terms, which is undoubtedly very important for mobile devices.

So, endless scrolling – a way out of the situation on the way of saving resource clients or failure during implementation?

On our site, we use endless scrolling (the work smoothly loads as you scroll the page) in the PORTFOLIO section only when choosing a specific category of work. When you open the page with all the work, the user will see pagination. By the way, as you may have noticed, the site design has already changed.

We will understand the merits.

Scrolling is ideal for resources that provide the user with easy-to-read information, whether it be short messages, photographs or a news review. It is possible to quickly study the content and scroll page by page in search of something scrupulous or shocking.

Ease of use, user attention retention, easy navigation, support for mobile devices, the ability to download large amounts of information, online data update.

The continuous flow of information gives the impression of an endless stream into which one wants to plunge headlong. And access to the resource from any device allows you to keep abreast of events around the clock.

If your goal is simply to familiarize the user with the content and there is no need to perform additional actions on the page, endless scrolling will allow you to keep the visitor and increase the session time. For the design of your business site, this can be a great solution. However, do not rush, each coin has two sides.

Talk about the flaws.

Infinite scrolling is far from suitable for all web resources and depends on the type of content and its goals. Commercial sites and sites for searching for special products or services run the risk of losing their users due to navigation difficulties. Such resources should be simple, convenient and easy to use. The visitor should not forget about the purpose for which he came to your site – to make a purchase, find and choose a service or work. Excessive difficulties can only confuse, lead to a loss of interest.

Limited conditions of use, navigation complexity, rejection of footnotes and footers, lack of choice, impact on search engine optimization, loss of perception of important information.

Endless scrolling does not allow you to study a large amount of information, plunge into it and in-depth get acquainted precisely with its important and necessary part. There is no way to bookmark and therefore quickly find the data you need a second time.

This mechanism negatively affects SEO optimization. Loss of the concepts of “Page 1”, “Page 2” can lead to the fact that the resource simply will not be displayed in search engines, which will make it practically invisible to users.

To work with infinite scrolling, you will also need to use an additional script, along with the standard ones. Those who like to post data at the end of the page will have to refuse it and look for a place for contact information in another place.

As you can see, scrolling has a number of difficulties. This is not a panacea, however, and to abandon this mechanism is not worth it right away. It is necessary to determine the main purpose of your resource, and decide whether you are offering a product or content.

So, here are some implementation tips:

1. Develop a backup plan for how to display information on the page. This will allow you to use the resource from different devices and with different technical capabilities.
2. Discard the scroll bar so as not to create the illusion of a page ending while it loads again and again.
3. Use hybrid scrolling and stop points. This will allow you to load data on the page to a certain limit and divide the entire stream into several independent parts, which will make the site visible in search engines.

So is it worth changing the design of a business site and implementing this mechanism?

There is no correct and unambiguous answer. For the decision, it is necessary to determine the purpose and type of the project being implemented. Thoughtless implementation of trends can lead to a banal loss of users. There should be a balance in everything. Remember, the main thing is that the client is comfortable and well. Stand in the place of the client and evaluate your resource – a corporate website or a business card website in terms of convenience.

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