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Usability Testing In eCommerce — Infinite Scrolling vs Pagination vs “Load More” Buttons
What is the best UX pattern for eCommerce websites to display their products — infinite scrolling, pagination, or a “Load More” button? Many large-scale usability studies were conducted on more than 50+ leading e-commerce websites in order to find out what’s more convenient design patterns for users. At one of the independent web usability research institutes, all three design patterns have been tested for loading products, both on desktop and mobile.
Since pagination is still the most popular method to load new items on a website, our usability test has revealed that load more buttons combined with lazy-loading (a technique used for loading web content when it’s needed instead of all at once) is the most suitable implementation on eCommerce websites. Although pagination is set by default in almost every eCommerce website, the load more buttons with lazy loading is known to offer a more seamless user experience. Besides this, it was also known that infinite scrolling downright might affect the usability, especially for search results displayed on mobiles.
In this article, we’ll present to you the test results of one of the independent web usability research institutes on load more button, infinite scrolling, and pagination design patterns for both mobile and desktop. Apart from this if you need any tips on what design pattern you should use in your eCommerce website, engage in conversation with SFWPExperts. You will be able to talk to our proficient designers and developers who have plenty of experience in creating and maintaining eCommerce websites. You can also call our web design company in Los Angeles if you are not sure how many web pages your eCommerce website needs. We will check out your website thoroughly and provide you necessary information about it.
The Usability Test Findings
In the usability test of leading eCommerce websites, it was found that pagination design pattern was running slowly and the presence of more than a handful of pagination links on the website would discourage users from browsing the products further.
One more thing that was found in the test was that users used to browse much less of the total products than available on the website when it has load more buttons or infinite scrolling design pattern.
However in the case of infinite scrolling the visitors used to experience the page largely as all the products are loaded at once, regardless of whether they see all the products or not. For this reason, when infinite scrolling is implemented well on eCommerce websites, it can deliver an incredibly smooth and seamless experience to users. This is because the users can scroll the product list without any interruption and can check out anyone quickly which they are interested in. In infinite scrolling the products simply appear on the screen as the user scrolls down the page so, it is the ideal design pattern for showing quickly the products of a particular category. But the problem with infinite scrolling is that since users don’t stop naturally while scrolling, they tend to scan the products more and focus less on the individual products.
Thus this testing showed that no single design pattern was perfect in every manner and all three design patterns had some drawbacks.
In case you want to know what usability method would be suitable to implement on your eCommerce website, let us know through call, email, or message. We will let you know what design pattern you should use for your website that will encourage visitors to make a purchase as soon as they see a product they like. Our web design company is located in Los Angeles but we provide our services all around the world. You can also contact us for website design, website development, SEO, and Email marketing services that will help in attracting more customers to your business. When we will work on your project we will make sure that your website captures your brand as we have unlimited style options to incorporate in websites.
Now we will discuss three variations of load more buttons in the rest of the article to make you understand three different usability approach:
“Load More” Buttons For Categories
In the usability study on e-commerce home page and category navigation, it has been revealed that making good use of load more button and infinite scrolling in the form of lazy loading would be the best solution for loading new products in categories. You can adopt one method for displaying the products in categories — show 10 to 30 products when the page loads for the first time then lazy-load 10 to 30 products until you have 50 to 100 products to show. Then display a load more button and when that button is clicked by users load another 10 to 30 products. After reaching this stage resume lazy-loading until the next 50 to 100 products are loaded then show load more button once again at this point.
When these steps are performed, what happens that the threshold of load more button on 50 to 100 items determines when to interrupt the user. However, you should keep in mind that the lazy-loading threshold is just a performance optimization trick to reduce the loading time of products as well as the server load.
So if you are just another online store owner who wants to reduce the loading time of your products and server load without compromising with the user experience, consider implementing this technique on your eCommerce website. Alternatively, you can also interact with us if visitors are coming to your site and leaving without purchasing anything. Our experienced Wordpress developer experts team has helped hundreds of clients around the world in converting 90% of visitors into customers. You can also ask us to help you out if your company requires a unique design that attracts users and emphasizes the price range of your products. Rest assured we will make sure that you achieve your goal in the shortest possible time.
“Load More” Buttons For Search Results
When load more buttons are used for search results, it tends to have far more results than category browsing due to the open-ended ability to search. Also, it was found in the usability study that getting hundreds of search results using load more buttons was a common phenomenon, and more importantly, search queries often show thousands of results on mass merchant websites.
“Load More” Buttons For Mobile Phones
In the same usability study, it was also found that pagination links can be tough to tap accurately on mobile phones and it results in a new page load. However infinite scrolling proved to be very effective at getting subjects to explore many products of the eCommerce websites but it might make the footer inaccessible.
Also, it has displayed various mobile footer links while the mobile testing was running such as FAQ, Desktop Site, Shipping, and many more. At the same time, it was inaccessible to the test subjects that were expected to be found in the footer. For this reason, the best solution to display more products in mobiles is to place a single large load more button at the end of the list of products.
However mobiles phones come with some unique constraints like less screen, scrolling constraints, etc., it is recommended to load only 15 to 30 products on mobile devices before showing the load more button. Then you should load all the products at once without lazy-loading.
Using this tip you can enhance the user experience and they will keep coming back to your site whenever they need to buy something. After all, if you feel like your website has a low conversion rate because visitors are not interested in purchasing your products, you can share your concern with us.
We will look into your problem and analyze what are the elements that are turning your customers off. Our designers and developers are quite intelligent who identify any problem with the websites within minutes and resolve it ASAP. Besides this, you can also avail other services of our web design company based in Los Angeles such as responsive website development, WordPress website development, and custom website development that are focused on increasing the website traffic and providing good user experience.
Infinite Scrolling Vs. Pagination Vs. “Load More” Buttons.
In the usability testing conducted for eCommerce websites, the load more button was found to solve the usability issues that were observed with pagination and infinite scrolling. The problem with pagination links was that users explored fewer products in the list and it was also difficult for them to compare products across pages of results.
On the other hand, in infinite scrolling users scanned the products superficially and were unable to reach the footer most of the time. However, the load more buttons perform better only when the issue with the back button of browsers is already resolved.
So what was concluded from the usability test as the key to performance were:
- Use a combination of the load more button and lazy-loading for the category navigation and set the threshold for the load more button to 50 to 100 products.
- Besides that use the load more button for search results and make sure you set the threshold to 25 to 75 results only.
- Moreover use the load more button for mobile devices but set the threshold to 15 to 30 products as there are scrolling and screen size issues with it. Also, it is important to load all the products at once instead of lazy-loading because JavaScript events fire lowers the threshold.
Now you have known how to use the load more buttons for better performance and what are the issues with other design patterns such as pagination and infinite scrolling. If you also think that your eCommerce website needs some performance improvement and you don’t know whom to approach for, reach out to SFWPExperts. It is the best Wordpress website design company that offers result-oriented services like eCommerce website design and development including online promotion, advertising, and SEO. When you are working with us be assured that we will meet your exact web design needs ASAP and also deliver your project before the date promised to you.
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Usability Testing In eCommerce — Infinite Scrolling vs Pagination vs “Load More” Buttons
By mikedavistech
Usability Testing In eCommerce — Infinite Scrolling vs Pagination vs “Load More” Buttons
What is the best UX pattern for eCommerce websites to display their products — infinite scrolling, pagination, or a “Load More” button? Many large-scale usability studies were conducted on more than 50+ leading e-commerce websites in order to find out what’s more convenient design patterns for users. At one of the independent web usability research institutes, all three design patterns have been tested for loading products, both on desktop and mobile. Read more on https://bit.ly/2ADLj1M
