CURITIBA, Brazil, April 10, 2013 /PRNewswire/ -- Becoming more popular in 2012, the infinite scrolling feature can provide a better user experience to a website. By using it, the users don't need to click on a specific button to go to the next page. Simply by scrolling down, the next page is automatically loaded saving the user one simple click, which is enough to encourage the user to navigate more and spend more time on the site.
The handmade and vintage Internet retailer Etsy has implemented the infinite scrolling on its website but it has not been successful. The initial assumptions that the users want to see more items in a page and browse through them quickly failed when it comes to conversion. See more details here.
In the opposite direction, the Brazilian virtual mall MuccaShop has also implemented this tool on its website on January 2013, and the differences on the site's performance are remarkable. Before the infinite scroll's implementation, people used to see about 5 pages per visit. After January, this number increased to 16.
Before MuccaShop started using the infinite scrolling tool, the visitors used to spend an average of 1 minute and 55 seconds navigating the website. After the tool's implementation, this number jumped to 3 minutes and 45 seconds. The Bounce Rate, a marketing term that represents the percentage of people who enter the website and leave it before visiting other pages, decreased from 50% to 18%.
The metric that matters the most, the CTR (click-through rate), which in the case of MuccaShop measures the number of visitors that have found and clicked on the products they were searching for, increased from 52% to 65%, which means a 25% increase in revenue.
View an example here: http://www.muccashop.com.br/melissa/
As a website owner, the infinite scroll is a tool that should definitely be tested, on a small or large scale. The results can be surprising, so it is best to be prepared.
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