A/B Testing Idea #321 - Use page numbers or ‘Load More’ options rather than infinite scrolling

Tactic_Use page numbers or ‘Load More’ options rather than infinite scrolling


On eCommerce product pages, it is essential that you choose the right way to display your products to provide your customers with the most effective base to start making choices. People tend to become overwhelmed by an excessive amount of choices and with infinite scrolling, it can often seem as though the the product choice is never-ending, which can lead to frustration and a lack of focus. Better options are to use page numbers or a "load more" option. With page numbers, people can quickly see how many choices their search results have brought back and can decide whether to continue to add filters or whether they are happy to look through that amount of product pages. Using a "load more" option can also be a good alternative as it means the page loading time is quicker but also gives customers access to another block number of products at any time. These two options give the customer more control over the products they are viewing, which will also immediately make them feel more positive towards the purchasing process on your site.


  • Processing Efficacy (Jacoby & Dallas, 1981)
  • Paradox of Choice (Schwartz, 2004)
  • Illusion of Control (Ellen Langer, 1975)

The Research

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

Paradox of Choice

The Paradox of Choice explains the fact that having too much choice can in fact lead individuals to reach less effective and satisfactory decisions that they would have if presented with less choice.

Illusion of Control
The Illusion of Control is the tendency to believe that we can control (or at least influence) our environment and, in particular, random phenomenons.

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