Ali Demirbaş - Lab
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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.

  • 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

A “Load more” button gives shoppers control over when more items appear. Judge the result by purchases, with browsing depth as context.

How to run this test

Primary metric

Category-page purchase conversion rate

Compare purchases among visitors assigned to each product-listing experience.

Other metrics

  • 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.

What to check before and during the test

  • 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.

Setup mistakes to avoid

  1. 1Keep the footer accessible with infinite scroll.
  2. 2Do not send visitors back to the top of the list when they return.
  3. 3Keep the product-ranking algorithm unchanged.
  4. 4Prevent layout shifts while more products load.
  5. 5Do not show pagination and infinite scroll together.