In most split test cases, long pages trump short pages
And to be sure that your long pages are successful in making users scroll down, you should find a way to convey that they are long.
This is important, because all the effort that you expend would be worthless if users do not scroll down, either because they are unaware that the pages are long or because they just do not see any point in scrolling.
There are various strategies to make users scroll down your page. Our conversion rate specialists have brainstormed and come up with a rundown on each of them.
Importance Of Testing Long Pages
The best practice when creating a page is to use more-or-less the same number of words you would utilize when you are making a sale of your product to someone in person. And because you do not get the benefit of reacting to objections, you must know what these potential objections are and address them on the page. This could be addressed by careful split testing or surveying the conversion funnel.
We are aware that long pages can produce undesirable reactions from a number of marketers, some of whom refer to the technique as aggressive, and possibly putting people off. But look at how well Amazon is doing despite being made up of a lot of long pages.
In some instances, you may need to create a sales copy that is taller than an adult human being.
Locating the fold
If you hear or read the phrase “above the fold,” be advised that it is a marketing term that refers to the section on a web page that visitors can instantly see without scrolling down.
This is an example of “above the fold” on Amazon’s page.
The location of the fold is dependent on various factors, so different users may not find their folds in the same place. Variables like screen resolution, whether the page has been zoomed in or out, and the number of toolbars/menu bars/tab bars/system bars being used, all help determine it.
Also, with the increasing popularity of Smartphones, the features of the phone browser also have an effect on the location of the page fold. Users can discover where their folds will show by using a tool known as FoldTester.
Analyzing User Scrolls
If you would like to know whether your users are avoiding scrolling, and therefore missing out on important parts of your page, you can do either of the following:
Use ClickTale, a tool that features scroll-reach heatmaps that provide information on how far down the page your users scroll; or,
Implement a usability test program and take note of users’ scrolling activities.
How To Encourage Scrolling Down
Discussed below are six strategies that you can use to get your users to scroll down. The key elements are to find out why they are not scrolling, decide how to fix that problem, and conduct a split test for verification.
1.How to deal with horizontal objects
This photo is actually of a long page. However, because of the horizontal line of space that you can see positioned close to the fold, it appears otherwise.Using a green space like this essentially gives an impression of a “false bottom.” Users may think that there is nothing more to scroll down to, as they may mistake it for the page’s end. To resolve this, you can either entirely remove the horizontal band or just minimize its thickness.In addition, bear in mind that placing a horizontal bar right above a fold also generates a notion of a “false bottom,” so try to stay away from that as well.
Here’s a trick that you can use to avoid these horizontal lines; do not place multiple column boxes side-by-side, at the same height. By positioning them at varying heights, you can ensure that users will scroll down.
Even a single page element that obviously straddles a page fold can inform the users that there is a continuation downwards. It should be visible and clear, despite differences in the computer or browser settings of the users.
To be effective it is better to use page elements that take on a familiar form, so that when they are straddled, it can easily be realized that scrolling down is needed to see the complete page.
2.How to correctly use background images
One technique to make it clear that the there is more to see below the page’s fold, is to use contrasting color textures or shades between the page’s left-hand/right-hand/top borders and primary content.
This is an illustration of how to use border shading to make users scroll down.
By ensuring that all sections of the page save for one side are clear, the Gestalt effect works here.
3.Being direct and clear that you want readers to scroll down.
Being afraid or hesitant has no place here. It is important that you come out and be open with your readers. You can openly state in your sales copy that you want them to scroll down.
Urging users to read further is one of the foremost responsibilities of marketers. Although it is common for brochures to have several pages, it is never a mistake to indicate that the reader needs to turn the pages to learn more.
In addition to clearly stating that they should scroll down, why not also provide reasons why they should make the effort? For instance, having “Scroll down for a 10% discount” or “If you would like a chance to save up to $50 on your purchase, scroll down the page to find out how” in there is more likely to entice users to comply than simply instructing them that they have to scroll down sans any reason why.
4.Placing a please-scroll graphic by the fold.
Frequently, a please-scroll graphic is added above the page fold because that is where it is most likely to be seen.
In this example, you can see the graphic in the bottom with a bar requesting the user to scroll down.
Let us look at another one;
This is a web app and you can see the please-scroll arrow graphic at the bottom of the image.
An alternative way to add a please-scroll graphic is by using a freestanding graphic that is independent of the user’s browser settings. It can be created with the use of a simple script and it can be affixed to the bottom portion of the reader’s browser page, without causing any disruption to the design, so they can see it wherever they are on the page.
This is the website of a legal directory and it features a “Click Here to Scroll Down” graphic in the bottom-right corner. Each time users scroll down, this label disappears.
5.Integrating a click-to-scroll function
Use a please-scroll button that is clickable
This feature enables the smooth scrolling down of the page. The legal directory website above has a clickable please-scroll button, and if you try it, you will understand how more convenient it is.
Here is a tutorial (http://www.mediacollege.com/internet/javascript/page/scroll.html) on how to make this happen with the use of JavaScript.
Use links that point to target locations on the page so that when users click on those links, they are taken to the corresponding sections on the same page.
In the case study that we conducted, we used these links alongside a Johnson box. This made it possible for users to go from one section to another as they wished.
Mint.com‘s page also contained a Johnson box that linked to various sections of their sales copy.
6.Avoid horizontal scrolling
Many web users dislike horizontal scrolling, and would stay away from websites that are wider than their web browser windows. So it is important to design a web page that is perfect for small screen resolutions. Alternatively, you can implement a liquid layout for your page so that it can automatically adjust to the width settings of users’ browsers. Or you can create different content on a variety of style sheets to suit any device.
Even though horizontal scrolling is not very popular, there are websites that are deliberately designed to so implement it. For example;
http://webdesignledger.com/inspiration/40-of-the-best-horizontal-scrolling-websites.
Nevertheless, it cannot be denied that they are less user friendly and less convenient to use than conventional websites.
If you would still like to implement horizontal scrolling on your page, you can probably use an arrowed slider, similar to what you see on this Amazon page.
Wrapping Up
You must remember that long pages are only effective if they convey to your readers that they can scroll down, and why they should do so.
Signing up for our free newsletter subscription can make you better informed about how you can earn millions of dollars from your long pages, plus it offers detailed explanations and strategies concerning the various page elements and factors involved.
Let us leave you with the statement: “Before you close a web page make sure you scroll up to the top, so it’s in the right position for the next person.”
You must remember that long pages are only effective if they convey to your readers that they can scroll down, and why they should do so.
Signing up for our free newsletter subscription can make you better informed about how you can earn millions of dollars from your long pages, plus it offers detailed explanations and strategies concerning the various page elements and factors involved.