5 min read Infinite scrolling, pagination and "Show more". Which is better to use and when?
Let's understand at once what this is and what it's for.
When you open the page of any online store or news public you see cards with products or news. If the page loads all at once, it will be very long. To prevent this from happening and for users to quickly access content, designers use pagination, infinite scrolling or a "Show more" button.
Pagination - the distribution of information page by page as in a Google search engine.
Endless scrolling - the Twitter news feed. The content is loaded as you scroll through the page.
"Show more" is something in between the previous two options. The amount of downloadable content is fixed, but it appears lower, as in infinite scrolling.
Each of these options has its own advantages and disadvantages. Let's figure out when and what to use.
Pagination
Benefits:
- User's sense of control - allows you to see an approximate amount of information on the site.
- Easy selection of information due to the limitation of the amount of downloadable content.
Disadvantages:
- Expensive to click - statistically, many people explore only the first few pages.
- Uncomfortable to use in the mobile version - the buttons to switch pages are often small, which makes it difficult to get on them.
Infinite scrolling
Benefits:
- Seamless - no need to click anywhere, just drag your finger across the screen or scroll with the mouse wheel. This increases time spent on the page.
- Comfort in the mobile version - from the previous point it is clear that this is the best option for the mobile version page.
- No waiting - no need to wait for the next page with content to load.
Disadvantages:
- Using infinite scrolling in an online store can add up to an overabundance of choices. Studies show that this option entails doubts from buyers.
- It is impossible to remember the location of the desired information. Also, if a person knows exactly what he wants, it will take him more time to find what he wants.
- You can't estimate the total amount of content.
"Show more"
Advantages:
- Easy search: just like in pagination, it's easier for the user to focus on something specific, as the amount of information on the page is limited.
- Convenience in mobile version: the "Show more" button is easy to click both on your computer and your phone.
- It's easy to track engagement: If a user is interested in being on your site, he'll keep clicking on "Show more" - this is easy to track by Google trackers.
Disadvantages:
- Does not allow you to estimate the total number of items in advance.
- Lack of bookmarks: it is impossible to copy the link to a page with a certain number of items to return to the selection later.
In the end, what to choose?
Of course, it depends on the type of site. If it is important for you that users can save something to bookmarks, the amount of content is limited, then pagination will suit you. An example is Farfetch.
Infinite scrolling allows you to show a large amount of content and does not require any additional effort from the user. Therefore, this method is suitable if you want to keep the user on the site.
"Show more" helps track user engagement and makes it easier to find something specific. This method is suitable for the design of online stores, news sites.
All of these options can be combined. For example, Google uses pagination on computers, and a "Show More" button on mobile.
Whatever you choose, test it. Only with user feedback will you be able to determine whether you've organized the navigation correctly and how comfortable it is to use.