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Scroll On: Why Scrolling is the New Normal

Scroll On: Why Scrolling is the New Normal

If you jumped on the web bandwagon early for your business, you’re probably familiar with the phrase “above the fold.” This is the idea that you should have everything important on each web page positioned such that the user does not need to scroll down to see it. Five, three, or maybe even just one year ago, we would agree with this notion. After all, we’re not just web developers and designers, we’re marketers and we understand the importance of prominent, easy to find calls to action.

But standards, technology, and user habits have changed dramatically since the early days of internet. Long, or even infinite load, pages are now not only acceptable, but often preferred to spreading content out on multiple pages and forcing the user to navigate back and forth between them. Below are three of the most influential factors in that have led to scrolling becoming the norm.

Social Media Influence:

Facebook, Twitter, Pinterest, Instagram. Each of these social platforms features an endless feed of content through which users will happily scroll. When we think about the amount of time people spend on these platforms – the average American spends 40 minutes per day on Facebook alone – it’s easy to see how users have become conditioned to scrolling.

Larger Screen Sizes:

A few years back, we were seeing tech get more and more compact, with smaller smartphones, netbooks, and tablets. Now things are swinging the other direction. Screens are getting larger, both on mobile and desktop devices – all while continuing to make the tech as light as possible. Though expanding screen sizes may seem to make a case against scrolling, what with there being more room on the page and seemingly a lower “fold,” this is actually not the case. As screens are growing, so too are the images on websites, making it necessary to scroll to see the all of the content and images on the page.

Responsive Design & Usability:

Perhaps the most influential factor leading to what some are calling the death of above the fold design is the trend towards responsive design. This technique allows websites to adjust, or respond, to varying browser and screen sizes. When you design solely for desktops, “the fold” is fairly standard. But in today’s world, we can’t design in one platform alone. As users become more and more comfortable with responsive design they are even further conditioned to scroll. Already “66% of the attention on a normal media page is spent [on what would be considered] below the fold.”

That being said, we’re not arguing that you should bury your most important calls to action at the bottom of every page. At heart we’re still marketers and want your most important messages to be seen! We’re simply warning against discrediting pages or site designs that require scrolling. If your content is compelling, users will absolutely scroll to see it!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office