ContentSquare has published this nice infographic that shows the effect of scrolling (as a modern UX approach to navigability through category listings and other pages with lots of information) in eCommerce conversions. Some of the most important remarks:
- Users scroll more on tablets that in any other devices. In fact, from 2013 to 2014, the position of the last part of the page reached by tablet users when scrolling has increased 42%.
- In 2011, only 5% of eCommerce users reached the footer of the website. In 2014, more than 15% of eCommerce visitors reach the footer while scrolling, so you must optimize your footer to help your customers discover your main benefits.
- You must adapt to cultural differences. In fact in China the average page length is 8x the average page length in Europe.
- Users that scroll to the bottom of the page are 25% more likely to buy a product than those that do not scroll.