Unfurling the Scroll

Shopper consumption can be measured in myriad ways. We’ve covered things like bounce rate and page views previously - and for an in-depth view, the Site Speed Standard is a compendium on those consumption metrics.

Another terrific view of a shopper’s consumption is the depth of their view – scroll rate. While merchants and marketers seek pixel perfection across page types, some pixels are just more important than others. Since shoppers are generally looking at the top half of the page - the above-the-fold content - the real effort needs to be making that content compelling and informative. Though shoppers consume slightly more or less of a page based on the vertical a site serves, the rule of thumb of 'half of the page' provides some directional guidance.