Split tests have shown that long web pages take precedence over shorter ones. However, about the effectiveness of the long page, it is important that the reader should be aware of its length.
If the user doesn’t scroll down the page (because he has not the desire or because he does not know its length), then all your work and efforts go down the drain.
Our consultants have recently discussed the methods and techniques to encourage users to scroll down the page. I think you’d be interested to know the outcome of the discussion raised in this article.
Your page must contain at least as many words as you need to sell to your customer in person. During this meeting, the client should not have a single question, and this on your page should have all the necessary information to resolve any disputes.
When the director of Moz, Rand Fishkin, told us that the customer needed 9 minutes on the service to become a user of Moz, we realise how long should be a page. We have developed a page 6 times longer than the previous one, and the long web pages conversion rate increased by 52%.
Some marketers are wary of long pages, seeing in them a risky method of sales. Whoever told you that will never buy a product on a long page – do not believe them. Pay attention to how long pages with Amazon.
Where is the part of the site being viewed (fold)?
In internet marketing, the expression “above the fold” means that part of the page that is visible to the user without scrolling down, we decided to call it simply, the first screen.
For each user, this initial screen will be different, since it depends on many factors: screen resolution, number of different bars that are installed on your browser, tabs, increase in the browser, etc. FoldTester – a tool that shows you how different users see your site.
The growing popularity of mobile Internet poses another problem of optimization of the first page for mobile browsers.
How to track the depth of the user scroll on long web pages?
Here are three ways to determine your users to see the most important part of the content or not:
Conduct usability tests and track how your users are browsing.
Use the tool ClickTale, which shows the heat map with the places, how far users scroll the page.
Now we will tell you about strategies that will help you to solve problems with the turning of pages.
However, as with any other usability issues, there is no one universal solution. Try to identify the reason why people do not want to “down below”, fix the problem and have a split-test.
Proven methods to encourage users to continue scrolling
Horizontal objects located close to the first screen: how to avoid them and what to replace. The page is long, however a blank white bar below the first screen gives the impression that it is not.
Avoid horizontal objects
Blank white horizontal bar below the first screen can be taken as the end of the page (we call it a “false bottom”). If you can not remove this strip, then try to reduce its thickness. Thus, the number of users that have adopted it for the end of the page will be reduced.
For the “false bottom” can take on any horizontal line or bar, located just below the fold.
In order to avoid disorienting users, be sure to ensure that the end of the content in different columns is at different levels.
Seeing the illogical conclusion of the material on the sides of the first screen, the user intuitively understand that there does not end page.
Ideally, the long web pages elements that are close to the fold, should have a well-known and popular form, it will make clear that the item has not yet expired.
Use the background for the top and sides of the page
This is a good way to make sure that the page continues below the first screen. Scroll to the top, left and right side of the page textures, shadows, images. Thus the main part of the content stands out.
This method works by Gestalt effect – you see every part of the page individually.
Clearly tell the user that they should continue to scroll
In dealing with the users to express clearly. Tell them what action you expect from them. Do not be afraid to directly ask them about that they scroll below. You can write the following: “Scroll down this page …”
Offline marketers realise the importance of what people have to keep reading. It is clear that the brochure does not end on this page, however they are once again pushing the users page.
The same can be done from your web page. The user willingly decides to act, if you push him on it and be interested. For example: “Scroll down the page and get a discount of $10″ or “Scroll down to the end and get valuable information.”
Add graphics, which pushes for further scrolling page
Besides, you can add graphical elements that attract the user, and place them under the first screen – in the most conspicuous place.
Alternatively, this element can be positioned at the bottom of the browser user. It will always appear at the bottom of the browser, regardless of screen resolution. Such objects do not affect the long web pages design, you can add them with a simple script.
The functional “click to scroll down”
Make a graphic element, prompting users to scroll down the page clickable
Why not make the graphic clickable? When you click on the item, the page begins to scroll smoothly down.
Create a link to the targeted sections of the same page
HTML allows you to specify the reference position where you want to move on the same page. By clicking on this link, you navigate to the sections marked in it.
Do not force users to scroll horizontally
Horizontal scrolling does not look natural for most users. Usually this problem occurs when the user’s browser is narrowed, and the site is not designed for that size.
The only solution to this problem – is to develop the site for a small screen resolution. Either remove the content in different ways for different devices browse the site.
Conclusions about long web pages and their effective use
Long web pages are only effective when your users know that the page is long, and not ends in their field of vision, and when they are sufficiently motivated to scroll down the page.