Category & Listing
Infinite Scroll vs Load More Button A/B Test
Infinite scroll removes pauses between product groups but can make it harder to track position. A “Load more” button gives shoppers control over when more items appear. Judge the result by purchases, with browsing depth as context.
A/B test scenario. This page is a test plan, not the result of a real experiment.
- Category listing
- Category-page purchase conversion rate
Option A vs Option B
Two alternatives; neither is the incumbent.
- Changed
- Options
- Page
- Category listing
- Difference
- changed
Hypothesis
Infinite scroll may show visitors more products by letting them browse without a break, while a “Load more” button may make it easier to keep their place in the list and reach the footer. If seeing more products matters more for buying, infinite scroll could deliver a higher category-page purchase conversion rate; if finding their way around the list matters more, the button could.
Test plan
When to run this test
When session recordings show people hunting for their spot after a product page, visitors who cannot reach the footer, or visitors who stop at the first batch of products, browsing on the listing page is stalling or visitors are losing their place. If the loading style matters, one layout pulls ahead on purchases by getting visitors to actually see more products while keeping filters easy to reach. If the list is already slow or the layout shifts while loading, fix that first, and make sure neither arm shows pagination and infinite scroll together.
How to measure success
Category-page purchase conversion rate
Compare purchases among visitors assigned to each product-listing experience.
Also track
- Products viewedCount products actually seen in the session, not just loaded.
- Filter usage rateTrack filter use and check filter accessibility separately.
- Page performanceMake sure infinite scroll does not harm memory use or speed.
- Exit rateTrack exits from the listing page.
How to set it up
- Loading patternCompare automatic loading on scroll with a “Load more” button.
- Keep constantKeep product order, batch size, cards and filters unchanged.
- DiscoveryTrack products viewed and purchases; do not treat deeper scrolling as a benefit by itself.
- NavigationCheck filter access and whether visitors return to the same list position from a product page.
- DeviceReview mobile and desktop navigation separately.
What to watch when reading the result
- 1Deeper scrolling or more loaded products are not a win by themselves; a layout wins only on its category-page purchase conversion rate. Count products viewed only when they are actually seen, and if page performance gets worse or the exit rate rises, a conversion difference should not be shipped on its own.
- 2Keep the result tied to this listing page and this batch size, and read each device separately. In the infinite scroll arm the footer must stay reachable, and if filter usage drops, check first whether filters became harder to reach rather than less wanted.
- 3Without a clear gap, do not conclude that both layouts affect purchases the same way. Before launch, enter the current conversion rate and the smallest lift you care about into the sample size calculator; if this traffic cannot reach the sample it gives per variant, read the result with that limit in mind.
Frequently Asked Questions
Does deeper scrolling mean better product discovery?
Not by itself. Use purchasing as the primary outcome. Scrolling is diagnostic. Count products actually seen rather than treating every loaded item as an impression.
Which usability issues matter with infinite scrolling?
Preserve footer access and the visitor’s list position when returning from a product. Check layout shifts, loading speed and memory use.
How should changes in filter use be interpreted?
Filter use can fall because access becomes harder, not because filters are less useful. Check accessibility and review mobile and desktop behavior separately.
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