Over the last few years, you may have noticed that website scrolling has become longer and longer – this is no accident! Long-scrolling has now become a staple in the web design world.

This is not a recent development – web design has been firmly steering in this direction for many years, and the long-lasting popularity of long scrolling is the decisive result of current functionality issues and user experience. We already use it on a daily basis on our social media platforms, whether we’re scrolling through images on Instagram or going through posts on FacebookTwitter or LinkedIn!

Many years ago, long scrolling was very much frowned upon as users were accustomed to print-mediums such as newspapers, where the attention had to be on the front page’s top half fold. With the increased use of mobile devices, however, this is no longer the case. 

High-speed internet is now available almost everywhere and with the introduction of the 5G network in Cyprus earlier this year, people are spending more time on social media than ever before. With more people becoming accustomed to the interface of social media, it has now become the norm for online mediums and people expect to see the same interface carry over to other websites.

Telling the User a Story

Long-scrolling sites create a linear step-by-step experience that tells the user a story. The pattern of new and familiar features builds a rhythm that gets the user excited about “what will happen next”.

When done right, this can be an enticing experience, where the user is fully engaged with the content and does not leave the site. This also encourages website owners to step up their game content-wise, providing quality material for their audience.

Perfect for Mobile Devices

As users are more likely to interact with websites on their mobile devices nowadays, the long scroll has become intuitive as it gives the user a sense of control and comfort. With the long scroll, the user can choose to focus on certain information or, if it is not interesting, they can keep scrolling until they find information that is!

Scrolling also helps keep the user-focused and on topic instead of forcing them to click around all the time, which causes a delay.  If the page takes too long to load, the risk of the user leaving is extremely high. This is not the case with long-scrolling websites.

As previously mentioned, the long scroll has benefits that a shorter, multi-page website does not. Through interactive storytelling, the user bounce rate decreases dramatically when engaging content is provided. This, in turn, results in the high immersion of your brand, business or service.

The Challenge of the Long Scroll

Although the long scroll is massively popular, it does have its challenges. For starters, creating content in order to attract and maintain the user’s interest can be difficult. Choosing and creating the wrong material can result in the audience becoming bored and losing interest, leaving the site with a high bounce rate.

Additionally, the higher content percentage can also result in the site loading much slower if not created in a certain manner. Slow site speed will result in poor user experience, therefore disengaging the user. Your audience expects your web page to load fast, and if they don’t – they won’t stick around.

One of the most significant impediments to single-page websites is keyword ranking. SEO relies heavily on keywords and most website pages can only be optimized for a single phrase. Single page websites are designed around a central topic or theme, so much so that single page websites can only target a single phrase.

The Solution

Nevertheless, we have found that the creation of a landing page is the solution to challenges posed by the long scroll.

As SEO experts based in Cyprus, we acknowledge that the long scroll cannot be implemented to all websites and businesses. In such cases, we have found a balance in this by moderately incorporating the long scroll alongside interactive images and design elements relevant to the page’s content in order to maintain our high page rankings.

Is a Long-Scroll Feature Worthwhile?

Long scrolling can create a completely immersive browsing experience. If users like the UI and find it intuitive, then they won’t really mind the length of the scroll.

While it does have its challenges, long scrolling is now a staple of contemporary web design and when used correctly, has numerous benefits. When requesting a freshening up of the website, we find that many companies request that some pages be made longer!

If you are looking to incorporate a long scroll within your website, make sure you get in touch with our Web Theoria team.  

Published on February 15, 2021