When Infinite Scroll Doesn’t Work · UsabilityPost
February 16, 2013
design / usability
Dan Nguyen has an interesting writeup of Dan McKinley’s talk about why the implementation of infinite scroll at Etsy didn’t work. Essentially what happened was that Etsy had spent time implementing an infinite scroll interface (i.e. a list of results that automatically keeps loading more items as you scroll to the bottom of the list) before first testing their assumptions that more search results at a faster rate would boost user engagement. They found that the new interface just didn’t perform. Although the amount of purchases stayed roughly the same, user engagement has gone down — now people weren’t using the search so much.