Your infinite scroll is infinite garbage: Why this UX trend hurts publishers

Infinite scrolling has become a ubiquitous feature on modern websites, particularly in publishing. It’s designed to keep users scrolling endlessly, presenting an infinite stream of content with the goal of boosting engagement. While the concept seems like a win for keeping readers on-site, the reality is far less promising. Infinite scrolling often traps users in a loop of disengagement, leading to poor user experiences, high bounce rates, and missed conversion opportunities. Here’s why this UX trend could be hurting your business and how to fix it.

The Drawbacks of Infinite Scrolling

1. Low Engagement Quality: While infinite scrolling might increase time-on-site metrics, it often results in superficial interactions. Users may skim through content without truly engaging or taking meaningful actions like subscribing or sharing.
2. Overwhelming Users: An endless stream of information can lead to cognitive overload, making it harder for users to focus on specific articles or offers. Instead of feeling informed, readers often feel overwhelmed and leave.
3. Reduced Conversions: With no clear stopping points, users are less likely to notice critical calls-to-action (CTAs) such as subscription offers or newsletter sign-ups. Infinite scrolling prioritises quantity over quality, which is a missed opportunity for driving conversions.
4. Poor Accessibility: Infinite scroll designs are often challenging for users with disabilities, violating accessibility guidelines. Navigating through endless content without clear navigation points can be a frustrating experience.
5. SEO Challenges: Search engines typically prefer paginated content for indexing. Infinite scrolling can make it harder for crawlers to access your content, potentially harming your SEO rankings.

Why Publishers Rely on Infinite Scrolling

Infinite scrolling isn’t inherently bad. It’s popular because:

• It Boosts Time on Site: Publishers assume that keeping users scrolling equates to higher engagement, which can be appealing to advertisers.
• It Mimics Social Media: Platforms like Instagram and Twitter have conditioned users to expect infinite feeds, making the design feel familiar.
• It’s Easy to Implement: Many CMS platforms offer infinite scrolling as a plug-and-play feature, making it a convenient option for publishers.

When Infinite Scrolling Works

Infinite scrolling can work for specific use cases, such as:

1. Image-Heavy Platforms: Websites like Pinterest or Instagram, where visual discovery is the primary goal, benefit from endless scrolling to showcase more content.
2. Entertainment Feeds: Casual browsing platforms that prioritise quick consumption—like meme pages or video aggregators—can leverage infinite scroll effectively.
3. Low-Stakes Content: When users aren’t looking for anything specific, infinite scrolling can help keep them engaged longer.

How to Fix Infinite Scrolling for Publishers

If you’re committed to infinite scrolling, there are ways to improve the user experience and drive conversions:

1. Introduce Stopping Points: Break up infinite scrolling with clear sections or “load more” buttons. These pauses can provide users with opportunities to engage with CTAs or explore other areas of your site.
2. Prioritise Featured Content: Use strategically placed sticky banners or floating CTAs to highlight subscription offers, popular articles, or other key actions.
3. Improve Navigation: Ensure users can easily jump to specific sections or return to previously viewed content. Adding breadcrumbs or a visible menu can improve usability.
4. Optimise for Mobile: Infinite scrolling can be particularly frustrating on mobile devices. Ensure that your design is mobile-friendly and doesn’t hinder navigation or load times.
5. Focus on Content Quality: Rather than flooding users with an endless feed, prioritise high-quality, curated content that meets their needs and encourages deeper engagement.
6. Test and Iterate: Use analytics tools to monitor how users interact with your infinite scrolling design. A/B test alternatives like pagination or hybrid models to determine what works best for your audience.

Alternatives to Infinite Scrolling

1. Pagination: Breaking content into pages provides natural stopping points and makes it easier for users to navigate.
2. Curated Feeds: Highlight top-performing or recommended articles instead of presenting a random endless stream.
3. Load More Buttons: This hybrid approach combines the benefits of infinite scrolling with user control, offering a balance between exploration and structure.

Final Thoughts

Infinite scrolling might seem like a convenient way to keep users engaged, but for many publishers, it’s a design choice that prioritises superficial metrics over meaningful interactions. By rethinking your approach and focusing on user experience, you can create a site that not only retains visitors but also drives conversions and builds loyalty. Sometimes, less really is more.