Scrolling, Scrolling, Scrolling…
I am not going to pretend that I am an expert in human behaviour; however I can relay a couple of observations from 11 years working as a web designer.
It is simplistic notion to presume that users do not scroll. I am positive that people will scroll if the conditions are right.
Otherwise these tools would be obsolete.
Designers often feel pressure to reduce margins and pack the majority of content above some arbitrary ‘fold’ line. This can negatively impact aesthetics and user experience. We need to provide content that engages visitors and makes them interested in discovering information.
Websites like Nytime / Medium / Esquire.co.uk are getting creative by decluttering information which helps focus user’s attention on the content. Once focused, they are more likely to scroll and interact with a site.
Another tip is to get an insight into what your audience wants and needs; and structure your content around them. Remove noise from the design so the users attention is focused on the task.
Lastly use visual triggers imbedded in the design to keep the user moving down the page.
