Three major news website redesigns this year look very different but have an important feature in common: articles that seamlessly transition to new content, without requiring readers to click or tap headlines and then wait for new pages to load.
This “continuous scroll” strategy for news sites’ article pages is gaining momentum. It’s been adopted by Time.com, NBCNews.com and LATimes.com, reflecting the fact that direct homepage traffic is waning (see the New York Times innovation report), and traffic from social media (particularly Facebook) just keeps growing.
So as readers increasingly enter sites from “side doors” or article pages, media organizations are trying to figure out how to get them to stick around. Pew recently found that visitors from Facebook are far less engaged than direct visitors. Here’s how sites that relaunched in the first half of 2014 are addressing that problem by making use of the continuous scroll (aka infinite scroll) feature in their article pages:
Since its March redesign, Time.com’s bounce rate — the percentage of visitors who leave the site after viewing only one page — has declined by 15 percentage points, according to managing editor Edward Felsenthal. Read more