Usability Testing In eCommerce — Infinite Scrolling vs Pagination vs “Load More” Buttons - PowerPoint PPT Presentation

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Usability Testing In eCommerce — Infinite Scrolling vs Pagination vs “Load More” Buttons

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What is the best UX pattern for eCommerce websites to display their products — infinite scrolling, pagination, or a “Load More” button? Many large-scale usability studies were conducted on more than 50+ leading e-commerce websites in order to find out what’s more convenient design patterns for users. At one of the independent web usability research institutes, all three design patterns have been tested for loading products, both on desktop and mobile. Read more on – PowerPoint PPT presentation

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Date added: 23 April 2020
Updated: 7 June 2020
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Title: Usability Testing In eCommerce — Infinite Scrolling vs Pagination vs “Load More” Buttons


1
Usability Testing In eCommerce Infinite
Scrolling vs Pagination vs Load More Buttons
What is the best UX pattern for eCommerce
websites to display their products infinite
scrolling, pagination, or a Load More button?
Many large-scale usability studies were
conducted on more than 50 leading e-commerce
websites in order to find out whats more
convenient design patterns for users. At one of
the independent web usability research
2
institutes, all three design patterns have been
tested for loading products, both on desktop and
mobile. Since pagination is still the most
popular method to load new items on a website,
our usability test has revealed that load more
buttons combined with lazy-loading (a technique
used for loading web content when its needed
instead of all at once) is the most suitable
implementation on eCommerce websites. Although
pagination is set by default in almost every
eCommerce website, the load more buttons with
lazy loading is known to offer a more seamless
user experience. Besides this, it was also known
that infinite scrolling downright might affect
the usability, especially for search results
displayed on mobiles. In this article, well
present to you the test results of one of the
independent web usability research institutes on
load more button, infinite scrolling, and
pagination design patterns for both mobile and
desktop. Apart from this if you need any tips on
what design pattern you should use in your
eCommerce website, engage in conversation with
SFWPExperts. You will be able to talk to our
proficient designers and developers who have
plenty of experience in creating and maintaining
eCommerce websites. You can also call our web
design company in Los Angeles if you are not sure
how many web pages your eCommerce website needs.
We will check out your website thoroughly and
provide you necessary information about it. The
Usability Test Findings In the usability test of
leading eCommerce websites, it was found that
pagination design pattern was running slowly and
the presence of more than a handful of
pagination links on the website would discourage
users from browsing the products further. One
more thing that was found in the test was that
users used to browse much less of the total
products than
3
available on the website when it has load more
buttons or infinite scrolling design
pattern. However in the case of infinite
scrolling the visitors used to experience the
page largely as all the products are loaded at
once, regardless of whether they see all the
products or not. For this reason, when infinite
scrolling is implemented well on eCommerce
websites, it can deliver an incredibly smooth
and seamless experience to users. This is because
the users can scroll the product list without
any interruption and can check out anyone
quickly which they are interested in. In infinite
scrolling the products simply appear on the
screen as the user scrolls down the page so, it
is the ideal design pattern for showing quickly
the products of a particular category. But the
problem with infinite scrolling is that since
users dont stop naturally while scrolling, they
tend to scan the products more and focus less on
the individual products. Thus this testing
showed that no single design pattern was perfect
in every manner and all three design patterns had
some drawbacks. In case you want to know what
usability method would be suitable to implement
on your eCommerce website, let us know through
call, email, or message. We will let you know
what design pattern you should use for your
website that will encourage visitors to make a
purchase as soon as they see a product they
like. Our web design company is located in Los
Angeles but we provide our services all around
the world. You can also contact us for website
design, website development, SEO, and Email
marketing s ervices that will help in attracting
more customers to your business. When we will
work on your project we will make sure that your
website captures your brand as we have unlimited
style options to incorporate in websites. Now we
will discuss three variations of load more
buttons in the rest of the article to make you
understand three different usability approach
4
Load More Buttons For Categories In the
usability study on e-commerce home page and
category navigation, it has been revealed that
making good use of load more button and infinite
scrolling in the form of lazy loading would be
the best solution for loading new products in
categories. You can adopt one method for
displaying the products in categories show 10
to 30 products when the page loads for the first
time then lazy-load 10 to 30 products until you
have 50 to 100 products to show. Then display a
load more button and when that button is clicked
by users load another 10 to 30 products. After
reaching this stage resume lazy-loading until
the next 50 to 100 products are loaded then show
load more button once again at this point. When
these steps are performed, what happens that the
threshold of load more button on 50 to 100 items
determines when to interrupt the user. However,
you should keep in mind that the lazy-loading
threshold is just a performance optimization
trick to reduce the loading time of products as
well as the server load. So if you are just
another online store owner who wants to reduce
the loading time of your products and server
load without compromising with the user
experience, consider implementing this technique
on your eCommerce website. Alternatively, you
can also interact with us if visitors are coming
to your site and leaving without purchasing
anything. Our e xperienced Wordpress developer
experts team has helped hundreds of clients
around the world in converting 90 of visitors
into customers. You can also ask us to help you
out if your company requires a unique design
that attracts users and emphasizes the price
range of your products. Rest assured we will
make sure that you achieve your goal in the
shortest possible time. Load More Buttons For
Search Results
5
When load more buttons are used for search
results, it tends to have far more results than
category browsing due to the open-ended ability
to search. Also, it was found in the usability
study that getting hundreds of search results
using load more buttons was a common phenomenon,
and more importantly, search queries often show
thousands of results on mass merchant
websites. Load More Buttons For Mobile
Phones In the same usability study, it was also
found that pagination links can be tough to tap
accurately on mobile phones and it results in a
new page load. However infinite scrolling proved
to be very effective at getting subjects to
explore many products of the eCommerce websites
but it might make the footer inaccessible. Also,
it has displayed various mobile footer links
while the mobile testing was running such as
FAQ, Desktop Site, Shipping, and many more. At
the same time, it was inaccessible to the test
subjects that were expected to be found in the
footer. For this reason, the best solution to
display more products in mobiles is to place a
single large load more button at the end of the
list of products. However mobiles phones come
with some unique constraints like less screen,
scrolling constraints, etc., it is recommended to
load only 15 to 30 products on mobile devices
before showing the load more button. Then you
should load all the products at once without
lazy-loading. Using this tip you can enhance the
user experience and they will keep coming back
to your site whenever they need to buy something.
After all, if you feel like your website has a
low conversion rate because visitors are not
interested in purchasing your products, you can
share your concern with us. We will look into
your problem and analyze what are the elements
that are turning your customers off. Our
designers and developers are quite intelligent
who identify any problem with the websites within
minutes and
6
  • resolve it ASAP. Besides this, you can also avail
    other services of our web design company based
    in Los Angeles such as responsive website
    development, WordPress website development, and
    custom website development that are focused on
    increasing the website traffic and providing
    good user experience.
  • Infinite Scrolling Vs. Pagination Vs. Load More
    Buttons.
  • In the usability testing conducted for eCommerce
    websites, the load more button was found to
    solve the usability issues that were observed
    with pagination and infinite scrolling. The
    problem with pagination links was that users
    explored fewer products in the list and it was
    also difficult for them to compare products
    across pages of results. On the other hand, in
    infinite scrolling users scanned the products
    superficially and were unable to reach the
    footer most of the time. However, the load more
    buttons perform better only when the issue with
    the back button of browsers is already resolved.
  • So what was concluded from the usability test as
    the key to performance were
  • Use a combination of the load more button and
    lazy-loading for the category navigation and set
    the threshold for the load more button to 50 to
    100 products.
  • Besides that use the load more button for search
    results and make sure you set the threshold to
    25 to 75 results only.
  • Moreover use the load more button for mobile
    devices but set the threshold to 15 to 30
    products as there are scrolling and screen size
    issues with it. Also, it is important to load
    all the products at once instead of lazy-loading
    because JavaScript events fire lowers the
    threshold.

7
Now you have known how to use the load more
buttons for better performance and what are the
issues with other design patterns such as
pagination and infinite scrolling. If you also
think that your eCommerce website needs some
performance improvement and you dont know whom
to approach for, reach out to SFWPExperts. It is
the best Wordpress w ebsite design company that
offers result-oriented services like eCommerce
website design and development including online
promotion, advertising, and SEO. When you are
working with us be assured that we will meet
your exact web design needs ASAP and also deliver
your project before the date promised to
you. Contact Details 213-277-9177 l
a_at_sfwpexperts.com Visit Reference Profile
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