# Infinite Scroll vs Load More Button A/B Test

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/infinite-scroll-vs-load-more-button-ab-test

## 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.

## 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.

## Primary metric

**Category-page purchase conversion rate**: Compare purchases among visitors assigned to each product-listing experience.

## Other metrics

- **Products viewed**: Count products actually seen in the session, not just loaded.
- **Filter usage rate**: Track filter use and check filter accessibility separately.
- **Page performance**: Make sure infinite scroll does not harm memory use or speed.
- **Exit rate**: Track exits from the listing page.

## What to check before and during the test

- **Loading pattern**: Compare automatic loading on scroll with a “Load more” button.
- **Keep constant**: Keep product order, batch size, cards and filters unchanged.
- **Discovery**: Track products viewed and purchases; do not treat deeper scrolling as a benefit by itself.
- **Navigation**: Check filter access and whether visitors return to the same list position from a product page.
- **Device**: Review mobile and desktop navigation separately.

## What to watch when reading the result

- Deeper 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.
- Keep 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.
- Without 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](https://alidemirbas.com.tr/en/calculators/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.