Selling the scroll: seven steps to better scroll depth.
* Be sure to check out our breakdown of IAS’ high performing campaign page at the end.
Scrolling is a natural behavior. Most online readers scroll automatically, skimming subtitles, headings, images, and even tops of paragraphs for cues to see if they want to keep moving down the page or navigate away.
- As many as 76% of readers scroll automatically, cues or no cues
- Most people (79%) skim or scan pages, rather than reading in depth
- The majority of time and attention takes place two to three scrolls of the finger below the fold (upper midsection of the page)
- Less is more: readers typically retain only 20% of the information on a page.
How to get your visitors excited to scroll down the page.
1. The hero as an invitation
Your hero (image, title, and subtitle) is the most viewed bit of real estate, but for the shortest time (about 4 seconds).1 Use it to sell your readers on why they want to scroll down the page with compelling imagery and topical keywords that focus on the readers' needs.
This area is intended to capture their interest and invite them to something special.
Example: make the hero be about the readers and their needs (not ours)
2. Use a top CTA with caution
Most Drupal page types provide up to two buttons just under the hero. You can choose to use these for your primary offer for those visitors who really won't scroll or for supportive content, but be sure to make it intriguing, and bring them right back to this page again. Don't allow them to get lost in another, unrelated page.
3. Invite them to scroll. Tell them what’s in it for them
As your readers naturally scroll beyond the hero, convince them to want to learn more by hinting that there is more value down the page. Our introduction font style is perfect for calling out compelling highlights or pain points.
Example: the intro text can deliver reasons to keep scrolling by focusing on pain points and/or benefits. Notice how the last sentence hints at the help the reader is certainly seeking.
4. The heart of the matter
The area two to three finger scrolls below the “fold,” is where most visitors spend the majority of their time and attention, once they get past the hero and intro. This is where you'll get into detailed information about the solution, topic, or offer.
“…because much of an article’s actual content is downpage, those readers who do scroll down spend much more time down the page than they do at the top.” – Josh Schwartz.1
5. String them along with headings
Headings are strong tools in keeping readers scrolling down a long page. Use them to write hooks with benefits and facts as your content unfolds down the page.
If you have very long content, consider a link that invites visitors to read it in full on another page or PDF.
6. Invite them to keep learning more
If your reader made it to the end of the content, congrats -- they’re interested! Add links to further reading or a related campaign to keep them engaged. Your page should never be a dead end.
7. Use metrics to keep improving
By using your space wisely, you should be able to improve your scroll depth metrics. Continue tracking your progress and reworking your content to speak more directly to readers’ needs.
Also, remember that post-matter like our footer and disclaimers can account from anywhere between 10 and 40% of a page, depending on the length of the page copy and disclaimer.
Custody Revolution campaign page breakdown
IAS put a lot of effort into crafting language that leads readers down the page. Check out our breakdown.
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