Scroll is a metric that enables marketers to see how far customers are scrolling down. Often expressed as scroll depth, or average scroll, both provide a feedback loop of what was in view of the customer.
If you are new to analyzing scroll, some recommended articles are:
- What is a scroll depth tracker?
- How to track scroll depth
- What is a good scroll depth
- What is a good scroll depth benchmark?
- How to view scroll depth in Nudge
- How can i add scroll depth tracking in WordPress with Nudge?
- How to compare scroll depth on page vs site average
- How to analyze content using scroll depth
- Why do you track Scroll Depth?
- Factors which Drive Content ROI
Why is scroll depth important?
Scroll depth shows how engaging a webpage is. Because customers are telling the companies through their actions by scrolling down. They are scrolling through the page, consuming it or looking for something to help.
This then as a feedback loop is invaluable. Without scroll data, companies would be in the dark as to how good their experience really is.
This is useful for:
- Seeing how engaging a webpage or piece of content is
- Identifying the quality of traffic
- Identifying areas of improvement
- Figuring out the ideal place to put calls to action
An example is, a company was looking at their average scroll and found that users weren’t scrolling that far, which surprised them. When they looked the webpage, it had a delayed video, which expanded at the top of the screen. This stopped people engaging, as they quickly left the page.
Without scroll data, telling them there was a problem, they would not have been able to address this.
How does scroll tracking work?
Then analytics can overlay that data against the other variables, such as traffic source, geography, time of day, device, the URL. To paint a high fidelity view of what variables are driving the most engagement.
This data can then be viewed in an online dashboard.
What about the opposite, scroll drop off?
Platforms like Nudge show you both. They show you the average scroll and how many people scroll to a specific point. They also show you where customers drop off. This is equally important. As if there are elements on the page, stopping people from engaging, they should be addressed.