If you are planning to design a business website or a personal platform. While searching for layouts and samples you may notice a design trend - long scrolling pages. This design refers to websites where the page is so rich in content that users need to scroll to view the entire page. With the rise of personal websites, more and more people prefer to utilise long scrolling pages to showcase their personal work or product overviews . It is gaining popularity due to its unique user experience. This design is becoming a popular choice for showcasing a personal or business image because of the immersive browsing experience it provides.

But long scrolling web design is not all good. There are also some issues and challenges to consider. Today, we will discuss in detail what a long scrolling page is, the advantages and disadvantages of long scrolling web design, how to better make long scrolling pages and what kind of website is suitable for long scrolling pages.

1. What is a long scrolling website

A long scrolling page is a web design technique that allows users to scroll through a large amount of content on a single page without having to make page jumps. This technique is often used to display a large number of images, articles or other content, such as social media updates, product listings on e-commerce platforms, etc.

As the number of mobile device users grows, UI designers are starting to focus on the small screen user experience. They found that the smaller the screen, the more users had to scroll while browsing content. This change has prompted designers to rethink the layout and presentation of content. For example, designers have adopted more compact typography, optimized navigation elements, and used scroll bars or infinite scrolling technology to improve user browsing efficiency on small screens.

The mobile first design strategy has also emerged. This strategy is designed for small screens and then extended to larger screens, such as tablets and desktops. The benefit of this is that designers can focus on addressing the limitations of small screens, such as limited display space and accuracy of touch operations, before thinking about how to deliver a richer visual experience and functionality on a larger screen. This approach helps ensure that all users, regardless of the device they are using, receive a consistent and high-quality user experience.

2. Advantages of long scrolling pages

Allow users to stay on the website for a longer period of time

The significant advantage of long scrolling page is that it can attract users to stay on the website for a longer period of time. It creates an immersive browsing experience by providing a continuous flow of visuals and content. Users can progressively explore different parts of the website as they scroll through the page, increasing the amount of time they spend on the site. For example, many companies will design their official website with a long scrolling website. Starting with the homepage to showcase the company's vision, it begins a gradual transition to a product showcase area, followed by user reviews. Finally, contact information, address, etc. are placed at the bottom. This regular design allows the user to be naturally guided to various parts of the website during the browsing process.

Another reason why long scrolling pages can attract users is the automatic interaction effect. It is important to continuously direct the user's attention on long pages. Incorporating animations, videos, and other interactive elements into the design can further enhance user engagement. For example, sites like YouTube and Netflix are designed in such a way that when the video you are watching ends it will then automatically play the next video. Without this step in automatic interaction design, users would most likely close the site after watching that video or finding the content they need. However, if the video continues to play, they are more likely to continue watching. This strategy not only improves the user experience, but it also helps increase the amount of time users stay on the site.

Quick access to lots of information

Another significant advantage of long-scrolling pages is that they allow users to access a large amount of information quickly. Users can browse the entire website without having to click on other links or switch between navigation menus. News websites often use long scrolling to display the day's headlines and important stories. Users simply scroll the page and can quickly navigate from the summary at the top to the details of the article without leaving the current page. This design not only saves users from clicking, but also speeds up access to information and improves the user experience.

When all content is on one page, users simply scroll through the page without additional clicks, which greatly reduces the likelihood of users leaving the site. If you are making a product showcase page you can design it to have a long scrolling layout, where each scroll to a new section displays a different product category or recommended item. Users in the scrolling process can quickly browse through a variety of product images and a short description, without having to click into the details of each product page. This intuitive display not only makes it easier for users to compare different products, but also reduces page loading time so that users can get rich product information in a short period of time.

Good for telling long stories

Long scrolling websites that tell compelling stories to consumers or users who click through to the site to increase conversions is one of the techniques that work very well in the sales world. This type of narrative not only captures the user's attention, but also provides enough information to help them make a buying decision. Long scrolling websites have enough space where you can showcase your products or services, introduce the company to the consumer or explain complex products and how they work. This way, users can get all the information they need to make a buying decision without having to cram all those details into one page.

Long-scrolling websites are an excellent way to engage your target audience, and you can add humour and unexpected buzzwords to pique users' curiosity when describing them. This is because people respond positively to well-told stories. The best stories have an element of suspense or surprise. In this way, long-scrolling websites not only deliver information, but also provide entertainment value, which is more effective in attracting and retaining the interest of the target audience.

Easier for developers to update websites

Long-scroll web design allows designers to more easily make content updates, add new elements, or make other adjustments based on your needs. When user preferences are identified through user behavioural analysis, long text can be broken down into short, easy-to-read paragraphs. Improve the digestibility of your content. Also, visual components such as videos and interactive elements can be embedded in the design to stimulate users' interest and enhance their engagement. The design of a long-scroll website can be easily personalised to suit the brand's characteristics, which not only helps to enhance brand recognition, but also optimises the user's browsing experience.

Long scroll pages can quickly respond to industry dynamics or market changes without the need for a complete website redesign. This flexibility allows organisations to keep their online presentation modern and relevant, while ensuring that their website content is always up-to-date and meets the needs and expectations of their users.

source:From Philip Oroni, author of unsplash

3. Disadvantages of long scrolling pages

It affects page loading speed leading to slower loading

Long scrolling pages are rich in content and may face the problem of longer loading times, as the more content on the page, the longer it may take to load. This situation, if not handled properly, can lead to users becoming impatient and choosing to leave before even exploring the site in depth. In order to avoid this, lies in ensuring that page loading speeds are optimised. This includes reducing the number of images, using compression techniques to process files, and streamlining the use of plugins to shorten page load times. By improving loading speeds, you can significantly improve the user's browsing experience, ensuring that they feel smooth and happy as they navigate through the site.

Information Overload Missing the Point

Long-scrolling interfaces, while providing users with a wealth of content, can also lead to the problem of information overload. When there is too much information on the entire page, users may feel overwhelmed and struggle to quickly find the content they are interested in. When you showcase products, you may have hundreds of products on the page, each with a description and image. While this design can provide comprehensive product information, it can also lead to confusion and frustration for users looking for a specific product.

Information overload can also cause users to miss key information. On a long-scrolling news site, if each article is accompanied by a large number of images and videos, users may be distracted from the scrolling process and thus miss the headlines or summaries of important news. This type of design may undermine the site's ability to convey key information.

If this problem is to be solved, designers need to make clever use of visual hierarchies and layouts in long-scrolling interfaces to highlight key content. This can be done, for example, by using different font sizes, colours and layouts to differentiate between important and secondary information. Employ shortcuts or catalogue and anchor links to help users quickly jump to the sections they are interested in.

source:From Microsoft Edge in unsplash

Search Engine Optimisation Difficulty

The design of a long scrolling website may have an impact on SEO. As longer pages require more content to be loaded, this can lead to longer page load times and search engines may suffer delays in the crawling process as a result, affecting their ability to fully index the content of the page. If the content at the bottom of the page is missed by search engines because it takes too long to load, then this content will not appear in search results and will reduce the chances of discovery for potential customers.SEO is a key factor in ensuring that your website is able to rank well in the search engines, and has a direct impact on whether or not users are able to find your website by searching for a specific product or service.

In order to overcome this problem, website owners need to regularly update and maintain the content of their website to ensure that all page elements are up to date with the latest SEO standards, and is also an effective way to improve your website's ranking in search engines. A good SEO strategy not only improves the visibility of your website but also continues to attract and retain more visitors.

4. How to make better long scrolling pages

When designing a long scrolling page, it is really important to consider its advantages and disadvantages and adopt some strategies to maximise the benefits and minimise the potential adverse effects. Here are five suggestions to consider when designing a long scrolling website:

• Optimise page load speed: Ensure the site uses compressed images, efficient code and fast servers to reduce load times and avoid user frustration from waiting. Or add pop-up animations while waiting to minimise the negative impact.
• Clear navigation: While the main advantage of long scrolling pages is continuity, providing clear navigation elements, such as sidebar menus or back-to-top buttons, can help users quickly find the content they're interested in.
• Content is chunked and logically laid out: break content into easily digestible chunks, each with a clear title and a short description. This helps users to quickly navigate and find the information they need. Different font sizes, colours and layouts can be used to highlight important information and ensure that users are able to quickly identify key parts of the page.
• Interactivity and animations: Appropriate use of interactive elements and animations can add to the attractiveness of a page, but make sure they don't interfere with the user's reading or distract them.
• Responsive design: long scrolling pages are inherently long with lots of content. So it's important that they are equally easy to use and navigate on different mobile devices.

5. What kind of websites are long scrolling pages suitable for?

• E-commerce websites: E-commerce websites are suitable for long scrolling pages. Especially for small or medium-sized online shops, long scrolling pages can effectively display products and guide users to make purchases. When the product line is rich, long scrolling pages allow users to browse all products without leaving the page.
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• Storytelling sites: need to engage users by telling a story, such as a brand story, case study, or user story.

• Event or activity pages: for conferences, festivals or product launches, long-scroll pages can show all aspects of the event in chronological order.
• News or blog aggregator sites: long scrolling pages can show the latest articles and updates, allowing users to scroll through different content. Need to display a lot of information but want to keep the page neat and organised, long scrolling pages can organise content by topic or category.

• Personal Branding Sites: Personal branders can use long scrolling pages to showcase their professional background, accomplishments, and contact information.

Overall

When deciding whether or not to adopt long scrolling pages, it is important to assess the browsing preferences of your target user group, the amount of content your website carries, and the quality of the user experience you wish to provide. When carefully designed and implemented, long scrolling websites can deliver a smooth and consistent user experience. Knowing the pros and cons of a long scrolling website allows you to feel more confident in discussing with a web designer to determine which website design is best suited for your specific needs.

Despite the obvious advantages of long scrolling websites, they come with some challenges that must be carefully considered. Hopefully, this will help you decide how to proceed with your web design. A well thought out and optimised long scrolling website, when properly implemented, can greatly enhance your business performance.

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