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Infinite Scrolling, Pagination Or “Load More” Buttons? Usability Findings In eCommerce

Infinite Scrolling, Pagination Or “Load More” Buttons? Usability Findings In eCommerce

What is the best UX pattern to display products on an e-commerce website: pagination, a “Load more” button or infinite scrolling? At Baymard Institute, we’ve conducted several year-long large-scale usability studies of more than 50+ leading e-commerce websites. We tested (among other things) these three design patterns for loading products, both on desktop and mobile.

Pagination is still the most popular way to load new items on a website because it ships by default in almost every single e-commerce platform.

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