Table of Contents
- Introduction
- Why Testing Long Pages is Essential
- The Importance of "Above the Fold"
- Techniques to Encourage Scrolling
- Conclusion: Continuous Testing is Key
- FAQ
Introduction
Imagine you've invested significant time and resources into creating a detailed, informative webpage, but visitors aren't even seeing half of it. This is a common challenge many web developers and business owners face. Long webpages often have the potential to convert better than shorter ones, but this is only effective if users are scrolling down to consume all the content. This brings us to the important question: how can you ensure that users will scroll down your page?
Scrolling enhances user engagement, which can significantly impact your site's conversion rates and overall success. For instance, a well-known case study demonstrated a 36% increase in conversion rate just by encouraging users to scroll. In this blog post, we’ll explore the importance of scrolling and share practical techniques to boost user engagement. Let’s dive into why you should consider testing longer pages and strategies that can make your users more likely to scroll.
Why Testing Long Pages is Essential
When designing a webpage, consider how you might sell your product or service in a face-to-face conversation. A webpage doesn't have the luxury of responding to real-time objections, so it has to pre-emptively answer all potential queries. This naturally lends itself to longer pages.
The Moz Example
Moz’s CEO, Rand Fishkin, once shared that it typically takes him about nine minutes to explain Moz's PRO service in person. Based on this information, Moz created a landing page that was six times longer than their original. This longer page outperformed the shorter version by 52%. Lengthy content allowed Moz to thoroughly address all potential customer questions and effectively convey the value of their service.
Success with Amazon and GoHenry
It's not just Moz; retail giant Amazon utilizes expansive product pages filled with essential information like product details, images, videos, FAQs, comparisons, and reviews. Such comprehensive content ensures that users get all the information they need in one place, which has proven immensely successful.
Similarly, GoHenry extended their sales page length by four times and saw an increase in their conversion rate by 78%. The key is making users aware that more valuable content lies just below the fold.
The Importance of "Above the Fold"
“Above the fold” refers to the portion of a webpage that’s visible without any scrolling, akin to what’s visible before the fold in a newspaper. Despite the varying screen sizes and devices, understanding what most users see first remains critical for optimizing conversion rates.
Determining User Engagement
Two primary methods can help determine if users are missing important content due to a lack of scrolling:
- Scroll Maps – These visualize the amount of content users are viewing, highlighting the most and least viewed sections.
- User Testing and Analytics – By analyzing how far visitors scroll down your pages, you can pinpoint where engagement drops off.
When this method was applied to a website, shifting key content above the fold and encouraging users to scroll boosted the conversion rate by 36%.
Techniques to Encourage Scrolling
Creating compelling content is the best way to encourage users to scroll. Here are six effective design strategies to improve scrolling:
1. Avoid False Bottoms
False bottoms occur when empty space or horizontal bands give the illusion that the page has ended. For example, Netflix's homepage contains content gaps that might appear as the end of the page to some users. Prevent false bottoms by letting elements "break" the fold, making it evident that there is more content below.
2. Indicate More Content Below
Add clear signals if there's a risk of a false bottom. Small animations or arrows that suggest scrolling are moderately effective. For instance, Disney+ uses an animated arrow to show more content lies below. Another example is Gucci’s homepage, which includes a “Scroll to Discover More” message aimed at users with smaller screens.
3. Provide Compelling Reasons to Scroll
Like traditional marketers highlight a free gift or special offer, online content should also motivate readers to scroll. Use a Johnson Box or similar element to outline what lies ahead. Highlighting benefits or content upgrades can significantly improve engagement.
4. Implement Click-to-Scroll Options
Long pages do well, but users might only want specific content. Adding easy navigation or in-page links allows users to jump to the sections they care about. Wikipedia’s desktop site, for example, utilizes a left-hand menu for this purpose. This can also be done with a sticky sub-menu that follows as users scroll, like the one on Best Buy’s sales pages.
5. Add a Sticky Call to Action
Sticky calls to action allow users to take action whenever they're ready without needing to scroll back to the top. For instance, Google’s Pixel 8 page includes a sticky “Buy” button, and Huel’s site features similar functionality.
6. Entertain with Scrolling Animation
Although not necessarily aimed at conversion, animations can encourage scrolling through engagement. Apple’s Airpods Pro page, with its interactive elements, and NASA: Prospect, which uses immersive animations, are prime examples. Such techniques can make scrolling through pages more enjoyable, even if they aren’t directly focused on conversions.
Conclusion: Continuous Testing is Key
Ultimately, long pages can be highly effective, but they must be optimized to ensure users are aware they can scroll and are given compelling reasons to do so. Regularly reviewing scroll maps and user interactions on your webpage can lead to adjustments that significantly enhance user engagement and conversion rates.
In summary, whether you’re testing new long pages or optimizing existing ones, ensuring users scroll and interact with your content is paramount. By implementing the strategies discussed, you can create a seamless and engaging user experience that encourages users to explore all the valuable content you've created.
FAQ
Q1. Why are longer web pages generally more effective?
Longer web pages allow you to provide comprehensive information about your product or service, answering potential customer questions and objections as they arise. This thorough approach often leads to higher conversion rates.
Q2. How can I determine if users are scrolling on my page?
Scroll maps and user analytics tools can help you understand how far users scroll on your page and which sections they engage with the most. These tools are critical for identifying points where user engagement drops off.
Q3. What is a false bottom, and how do I avoid it?
A false bottom occurs when design elements create the illusion that the page has ended. This can be avoided by ensuring content elements break through the fold, making it clear that there's more content below.
Q4. How do sticky calls-to-action improve conversions?
Sticky calls-to-action stay visible as users scroll, allowing them to take action whenever they're ready without needing to scroll back up. This convenience can significantly boost conversion rates.
Q5. Are scrolling animations effective for increasing engagement?
Scrolling animations can make the browsing experience more enjoyable and encourage users to scroll, which can lead to higher engagement. However, they should be used judiciously to avoid overwhelming users or distracting from the main content.
