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How Scrolling Behavior on E-Commerce Sites Is Evolving [Infographic]

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Internet users on all devices are scrolling farther and farther down on e-commerce site pages, according to a recent report from Content Square.

The report was based on data collected between August 2013 and November 2014 from 50 million browsing sessions on the websites of 100 top global retailers.

Scroll rate—the position of the last line viewed by a consumer—increased on e-commerce sites across all devices between 2013 and 2014, the analysis found.

Scroll rate increased 5% on desktops: Consumers went an additional 40 pixels lower on e-commerce pages, on average, in 2014 than in 2013.

The scroll rate on smartphones increased 18% in 2014 (300 additional pixels per page), and 42% on tablets (1,000 additional pixels).


Other key findings from the report include the following:

  • 15% of consumers now make it to the footer of an e-commerce page, compared with just 5% in 2011.
  • E-commerce pages in China are 20,000 pixels tall on average, compared with 2,500 pixels in Europe.
  • Consumers who scroll more tend to buy more. For example, people on tablets who make a purchase scroll 25% farther down on a page, on average, than non-buyers.

Check out the infographic for more insights:

About the research: The report was based on data collected between August 2013 and November 2014 from 50 million browsing sessions on the websites of 100 top global retailers.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Mitch Mon Jan 19, 2015 via web

    Just a thought but this is likely to driven, in no small part, by the incessant push of sponsored and irrelevant content leading the way on all results and search pages interrupting the experience of the user and forcing scrolling.

    Similarly, there is a good chance that another proportion of the scrolling is because there is little if any real, contextual and collaborative filtering applied to the search results allowing users to hone in on relevant results in a highly explicit way for their personal situations.

    Add to that the interruptions from pop up survey banners and boxes and its easy to see why this behaviour is experienced.

    There is a lesson here...users scroll past the (annoying) rubbish to get to the content you actually want so stop building into your apps, processes and sites.

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