Websites scroll, it is the way of the internet. Ever since the earliest days of the internet, when there is a page of any significant length the page would simply scroll down until you ran out of content. Even in our modern age of responsive design and mobile devices, we still rely on scrolling, but is there a better way?
From a marketing point of view, I’m constantly being asked the question, is that content or feature above the fold? In other words, is it available and visible immediately when you land on the page or do you need scroll to get to it? For example, if a contact form is visible above the fold it will be more likely to convert. If that same form with the same call to action is placed at the bottom of the page, it is a lot less likely to convert.
With this in mind, when we are planning a website, we always highlight the main call to actions on the page and find a way to ensure they are placed above the fold. This will result in things like the contact form being placed on top of the banner image or buttons being place at the top of the page.
Now, what if this was of no concern? What if we designed our pages to fit all screen sizes using responsive design and placed all the content within those constraints? The result would be a website with no horizontal or vertical scrolling, everything on the page would be above the fold. This would certainly create an interesting and, I think, improved user experience.
If more content is needed than can fit on the page, simply employ content sliders. This will ensure that you can have all the content you need on larger pages while keeping the page itself neat and compact. With large chunks of content being broken down into easily manageable block it will also be less intimidating for user who don’t like to read.
The only weakness I can think of with this approach is catering for mobile devices, most tablets should be no problem, but smart phones may simply be too small to accommodate this type content layout.
Have you built any non-scrolling sites? What do you think of the concept? Let us know in the comments below.