In theory, Split tests show that long pages often outperform shorter pages when it comes to the conversion. But many designers and eCommerce site owners fail to achieve those results. Why does it happen? Long pages have to be visually appealing, engaging, easy to navigate. Your visitors should understand that it is a long page, and they need to scroll down. If users are not aware that the page is long, they often drop out, and all your hard work is wasted.
So how do you get users to scroll down the page?
Strong Above The Fold
“Above the fold” is the area that users can see without scrolling. It is your most valuable property because you only have 4-2 seconds to make a good impression. Within these seconds, users will decide whether they want to stay and explore your site. Your “above the fold” copy, imagery, and CTA should be strong enough to hook their attention and make them scroll.
Don’t forget, most of the shoppers use their smartphones these days, and “above the fold” area on mobile is different from the desktop one.
Avoid the false bottom
When you have too much white space that lies on the fold, people might think this is the end of the page and stop scrolling. So what can we do? If you cannot reduce the white space, use an arrow or “scroll down” text instruction, you can also add a line on the side of the page that shows the steps and leads down the page.
If you have a long article or advertorial, you can introduce in-page navigation. It will make users aware that there is a lot of content and they can easily navigate to the part they are interested in.