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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