Infinite Scroll
A pattern that continuously loads content as users scroll down the page.
Definition
Infinite scroll automatically loads more content when users approach the bottom of a page, eliminating pagination clicks. Social media feeds popularized this pattern for continuous content discovery.
Implementation requires careful attention to performance, navigation, and accessibility concerns.
Why It Matters
Infinite scroll increases content consumption and time on site for discovery-oriented experiences. However, it can frustrate users who want to reach the footer or return to specific content.
The pattern suits endless browsing but conflicts with goal-oriented tasks requiring specific content location.
Examples in Practice
A social media feed uses infinite scroll to keep users engaged in continuous content discovery.
An e-commerce site implements "load more" buttons instead of infinite scroll so users can reach footer content.
Infinite scroll includes scroll position preservation so users can return to their place after leaving the page.