Today we got an interesting question from one of our clients:
how would you measure scroll depth on an endless page?
In true The Marketing Technologist fashion, we love to share our thoughts.
With scroll depth measurement you track how far a user scrolls down on a page. The results are often reported for a set percentage of scroll depth, e.g. 25%, 50%, 75% and 100%. The problem with endless pages, or infinite scroll pages, is that there is no end to the page (these are often product listing pages). So the question arises: how do we track scroll depth here?
A possible solution
When my colleague Bart Persoons shared the question, we started discussing options:
- What if we only tracked scroll depth for the height of the page at page load?
- Should we add virtual pageviews to every newly loaded chunk of content and apply scroll depth there?
- Can we track the newly loaded chunks with separate events?
The answer might be in a combination of these answers. Right now, this would be our advice:
- Track the scroll depth for the height of the initial page load. These events range from 0% to 100%.
- After an extra piece of content loads, add a percentage of scroll to the 100% of the initial page load, e.g. by tracking a 125% scroll event when a user reaches the end of the new content.
How design impacts measurement
Endless scroll is a good example of how UX impacts measurement, and how measurement can become a challenge. Luckily, there is always a way to get insights. What do you think of our approach? Would you try something else? Feel free to leave a comment, we're open for suggestions.