How Scrolling Affects Your Website

Most Web users simply do not take the time to scroll down a web page, at least not very far down anyway. This may be disconcerting if you're a website publisher or marketer. It's likely you have worked hard on your site's content and delivered a lot of good material and data.

Did you do the right thing in developing longer copy that takes up several screens of information?

Or, should you start over with shorter pages which require less scrolling?

It is a question every site designer will consider at some point. Just how much information constitutes a page? Based on usability and tracking data, most site visitors don't scroll past the first screen of a landing page. Just over 40% of them remain for a short time on the first screen before choosing to move on, or back to the search engine results page (SERP) to click another link. For professional and business to business sites a higher proportion of users will take more time to investigate site offerings. In fact, more experienced web users will do more scrolling than people who are less comfortable on the web. The experienced user knows that important information is often hidden below the first screen on many websites. However, for any site geared to consumers, it's very important to think through the content that will appear "above the fold" (i.e. the top portion of a folded newspaper) on the first screen of the landing page.

This is a quick business. People feel pressed having to go through so much information. They're impatient in searching through web pages looking for what they need. Since most web pages offer up convoluted writing and limited information at best, users often make the right decision to keep on clicking instead of scrolling and reading. It is important to be there with what they want by providing well written headlines, subheads, and pin-pointed copy above the fold, on the landing page for their keyword query.

Eliminate scrolling, or use longer copy? What's the best approach?

Shorter pages can be seen and assesed more easily. Yet genuine in-depth content requires longer treatment. Learn the proper way to engage the visitor with strong opening copy. Make sure the first two sentences effectively introduce and summarize what the page offers. Make good use of text links within the content so your visitors can find related information easily without leaving your site or returning to the search engine results page.

It's in your interest to keep them engaged and interested. Additionally, don't be shy in helping them find your product or service offerings. You must know how to present good copy headlines above the fold to gain their interest and engagement.