Infinite Scroll

Infinite scroll replaces repeated Next page clicks with additional items appearing as a person scrolls. It can feel natural for a social feed or image gallery, where discovery is open-ended. For a service website, it may be useful for a portfolio but frustrating when someone needs to find the footer, return to a specific result, or understand how many items remain.

Implementation details determine whether the content is accessible and discoverable. Google recommends that infinite-scroll content also support distinct, persistent URLs for paginated chunks, because search crawlers do not interact with pages like people continuously scrolling. Keyboard navigation, focus management, loading indicators, and the browser Back button all need deliberate design. Automatically fetching the next set of items should not hide the only route to a booking form or contact details.

Compare infinite scroll with a Load more button and conventional pagination. Choose according to task: exploratory image browsing may benefit from continuous loading, while evaluating a defined list of services may favor predictable pages. Track whether visitors actually reach relevant items rather than equating more scrolling with better engagement.