Google dropping continuous scroll in search results
Google discontinues continuous scroll in search results, replacing it with pagination. The change aims to enhance speed and user satisfaction. Impact may include reduced website clicks and altered Search Console data.
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Google has announced the discontinuation of continuous scroll in its search results. The feature, which was introduced on mobile in October 2021 and on desktop in December 2022, will be replaced by the classic pagination bar at the bottom of the search results. This change aims to improve the speed of serving search results by eliminating the automatic loading of additional results that users have not explicitly requested. Google found that this change did not significantly increase user satisfaction with the search experience. The removal of continuous scroll will first take effect on desktop search results, with mobile search results following suit in the coming months. This alteration may impact website clicks for pages beyond the first, as users may now need to actively click on the pagination buttons to access further results. Additionally, the shift may influence Search Console data as user behavior changes from scrolling to clicking for navigation.
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1 comments“Seeing more items faster is presumed to be a better experience”, McKinley said. But the A/B tests showed various negative effects of the feature, including fewer clicks on the results and fewer items “favorited” from the infinite results page. And curiously, while users didn’t buy fewer items overall, “they just stopped using search to find these items.”
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