The importance of being above THE FOLD has always been a topic of debate, and clearly smartphones have gotten users more comfortable with scrolling. However, I think that the latest generation of successful mobile websites not only work because users are comfortable with the scroll, they are winning the internet by embracing THE SCROLL. By slowly unveiling items to users, these websites tap into a deep primal love of THE HUNT and keep visitors hungering for more of their content.
Humans have been enthralled by the thrill of the hunt for thousands of years. At one time, spending an additional few minutes hunting for tonight’s meal, could have been the key to keeping your family fed. Today, that human desire to hunt is as strong as ever and being leveraged by some of the most trafficked sites on the internet.
Let’s look at a couple of examples.