The Art of Scrolling
Did you know that less than 10% of all traffic scrolls to the bottom of a web page that is more than 3 full scrolls long!
We all do it, hit a landing page and scroll, sometimes even subconsciously. Maybe our eyes don’t find exactly what they are looking for at first or we simply just want to check out of the page we have found ourselves on, but to us marketers it matters.
Types of Scrolling
There will effectively be two types of scrolling traffic that enters your site and it totally depends on the users intention pre landing page. If the user has found your page from a branding campaign on an organic listing, these may be referred to as curiosity traffic. The type of traffic that just wants to know who you are and what you do, they will without a doubt scroll more.
The second type of traffic is known as purpose traffic. This type of traffic will come via direct response marketing or an advert matching a purposeful keyword. This traffic is less likely to scroll but will do if they can’t find exactly what they are looking for above the fold.
Above the fold
A term not many web designers will like nor refer to, but the truth is, it exists. Above the fold means all the content that you can see without having to scroll. Imagine there is an invisible line drawn across your site as soon as someone starts to scroll.
Having content above the fold is important for lead generators or call to action last click marketers. It may be that you are trying to obtain someone’s information as a lead as quickly as possible. And in return the purposeful traffic will respond with a higher conversion rate.
Let’s take an example of a car insurance broker who wants traffic from their direct response campaigns to convert into a lead as much as possible. They will be better off having the contact number, form and if applicable, buy online above the fold. This will help with minimal scrolling and return higher conversion rates.
We all know that scrolling on your mobile on the daily commute isn’t the best way to browse but mobile is not such a different ball game. As on desktop, having your call to actions and even the start of your form above the shortened fold on mobile screen still works wonders.
We all work with the same width and dimensions of mobiles, even though some of the phones now cross over into the ‘phablet’ region. Letting a user know they are in the right place and the info they are looking for is less than 3 thumb scrolls away is essential to a conversion rate percentage. You certainly don’t want your mobile traffic having to scroll through paragraph after paragraph to find the form they need to fill for a conversion.
Now there are ways around this, namely in the shape of a certain coded tag called the anchor tag. This fancy tag <a> will allow your developers to have the user automatically scroll once the anchor tag (inserted in call to action buttons) is hit. A great way to use this tag is by having a longer page with content sections. Once the anchor tagged button is hit the user will automatically find it’s way to the bottom of the page. However, during the auto scroll the user will notice all the wonderful and pristine content you have between the CTA button and the form at the bottom, providing an upwards scroll, not something that’s common these days!
In a nutshell, less scrolling is more conversions, whether it’s on desktop, tablet or mobile. Now I guess it’s time to have a discussion with your web designer about that fold line!