Clickable or Scrollable? What's right for your website?

These are the slides from my talk at the Paramore University Summer 2014 Session on July 18, 2014.

Transcript

1. Clickable or Scrollable? W H AT ’ S R I G H T F O R Y O U R W E B S I T E ? ! P R E S E N T E D B Y: T O M C U N N I N G H A M
2. The Myth of Scrolling
3. User interfaces didn’t scroll
4. Source: http://www.nngroup.com/articles/1994-web-usability-report/
5. Things have changed
6. • Devices • Interface Design • Content Strategy • User Behavior
8. Users do scroll.
9. Scrolling is second nature; clicking is a chore.
10. Proof?
11. Chartbeat analyzed data from 2 billion visits and discovered that “66% of attention on a normal media page is spent below the fold.” Source: http://uxmag.com/articles/the-extinction-of-the-scrollbar
12. ClickTale analyzed 100,000 page views and discovered that users used the scrollbar on 76% of the pages and 22% of those pages were scrolled to the bottom. Source: http://blog.clicktale.com/2007/10/05/clicktale-scrolling-research-report-v20-part-1-visibility-and-scroll-reach/ Source: http://blog.clicktale.com/2007/12/04/clicktale-scrolling-research-report-v20-part-2-visitor-attention-and-web-page-exposure/
13. Jakob Nielsen’s eye-tracking studies showed that users do scroll, especially if the page is designed to encourage scrolling. Source: http://www.useit.com/alertbox/scrolling-attention.html
14. Jared Spool’s usability tests have informed us that users are willing to scroll, despite claiming that they won’t. He also found that longer pages even worked better for users. Source: http://www.uie.com/articles/page_scrolling/
15. Source: http://noporkpies.com/blog/research-insight/scrolling-vs-clicking — Luke Hay “Less content above the fold may encourage more exploration below the fold.”
16. Why is scrolling better?
17. • Scrolling is faster and easier • Scrolling is natural • Scrolling keeps the user engaged
18. Scrolling is faster and easier
19. Usability studies by the Software Usability Research Laboratory show that users can read long, scrolling pages faster than paginated ones. Source: http://usabilitynews.org/the-impact-of-paging-vs-scrolling-on-reading-online-text-passages/
20. Source: http://usabilitynews.org/the-impact-of-paging-vs-scrolling-on-reading-online-text-passages/
21. Why?
23. Scrolling is natural
24. • The scrollbar control is standard • Scrolling has more built-in affordances than clicking • Every new device is built for scrolling
25. Scrolling keeps the user engaged
26. “Should we break up our articles or content onto multiple pages?”
27. No.
28. Users will scroll to continue reading until they’ve reached the end of the page.
36. Source: http://bokardo.com/archives/scrolling-easier-clicking/ — Joshua Porter “Scrolling is a continuation; clicking is a decision.”
37. How do we get users to scroll?
38. • Good design • Engaging content
39. Source: http://boxesandarrows.com/view/blasting-the-myth-of — Milissa Tarquini “If your content is compelling enough, your users will read it to the end.”
40. What about analytics?
41. Page Views vs. Time on Page
42. User Testing
43. Behavioral Analytics
44. Source: http://www.markcregan.com/wp-content/uploads/2010/06/mouse-move-heat-map1.png
45. Recap
46. • Designing for the fold is futile • Users will scroll • Leverage analytics
47. People are scrolling more now than they ever have.
48. Thanks