Memorable visual design
If there’s one thing that these long-scrolling pages are getting a reputation for, it’s featuring a memorable, visual design. Hey, you have to when you show site visitors a long page…that has to keep their interest and motivate them to scroll down for more content, after all! One of the best examples of a long-scrolling page that does this is Bounty Beverages’ site. With a striking background, attractive images, and easy-to-read headlines and subheadings, intelligent section spacing to guide the eyes, and chunked copy to facilitate scanning, this page illustrates how effective and appealing these types of pages can be if done right.
An increase in conversions
When the way the page has been conceived and executed is strong, visitors will enjoy spending more time on it, and when your bounce rates drop, your conversions increase, as research shows time and again. It just stands to reason: the longer visitors stay on a site, the more chance they’ll be persuaded to respond to your calls to action. Your visitors spend more time on a site if they are fully engaged engaged with it. This is the key aspect of capitalizing on a great long-scrolling design. That begs the question, how can designers increase the user engagement level in the first place? There are numerous factors that measure a user’s engagement level. They include:- page views per session;
- time spent on a site;
- frequency of site visits;
- interactions with on-screen elements;
- bounce rate;
- conversion rate;
- abandonment rate.
Laying out long-scrolling pages
Nailing the placement of specific elements on the page is key to its success. The order really matters because, as we explained, long-scrolling pages tend to tell brand stories, so the elements have to unfold logically. If there’s a common bond among all long-scrolling pages regarding what first catches your eye, it’s the presence of mega images that are in the header. Sometimes these mega images are part of an automatic carousel or stretch across the entire width of the page. Together with these images, you’ll usually see the name of the company in the header, along with a value proposition for whatever’s being sold. All this is above the fold. When you start to scroll, though, that’s when things get all the more interesting!



Why long-scrolling?
Long-scrolling is a trend that’s only going to get bigger, especially with many big brands using it for their prominent products and services. If you like this new design approach, you can thank mobile for bringing this more to the mainstream. With more and more users depending on mobile, designers had to find a way to efficiently and neatly display content on a smaller and narrower screen. Just think of how you scroll down with your thumb when you’re looking at a site on your mobile device. The good thing about these pages is that they work equally well on desktop as they do on mobile. You can expect to see designers continue to embrace this trend as we move forward.Marc Schenker
Marc’s a copywriter who covers design news for Web Designer Depot. Find out more about him at thegloriouscompanyltd.com.
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