The advent of Long Scrolling pages

Over the past there has been a visible change in trend in website design towards long scrolling pages. These pages often have a great visual design that engages visitors and leads to better conversion rates.

The way long scrolling pages work is that they tell narrative about a company or a product using techniques that are visually stimulating. And now they have become even more successful in engaging visitors with richer graphics, neat design, anchored navigation, moving widgets and parallax effects. This has enabled marketers to narrative stories in a whole new way and persuades visitors to scroll further.

This trend of long scrolling pages was not always considered good, in the early 2000s most websites were focusing on making pages that did not require visitors to scroll. They focused on finding where the “fold” is in a webpage so that they can stuff all the data in a way that did not require scrolling, and all the content that did not fit above the fold had to be put on a different page. At that time marketers focused on getting visitors to click on links on a website and go deeper.

But why did this trend change? In the last two years Web analytics has produced numerous reports emphasizing on the engagement level of visitors, the findings were that in every case higher visitor engagement level led to higher conversion rates. And the measure of engagement is that the website entices the visitor to scroll down a page a read the story.

To check how successful a long scrolling page is website owners track mouse movement and scrolling, this gives them an idea about the level of user engagement on individual pages. They implement mouse/activity tracking and scroll tracking on long scrolling pages to check whether visitors are scrolling down the page or not.

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