As for today – scrolling is beats the paging. Scroll on the page to get more information is automatic reflex now, whereas clicking to another page still requires a conscious decision.
I edited the FXCM websites and combined many short web pages into long scrolling content. Separate sections that allowed us to divide our content into bite-sized pieces, easily digestible, which users can swallow at a time. Long scrolling Product page with a bold, action-oriented headline that, when scrolling, will contain important key points to highlight the value of the product (platform). The sections with large images and content, which through a variety and aesthetic intrigue primarily through the choice of font, and sizes, color selection and typographic layout. The design style sends a direct message and will appeal to customers who think logically and methodically, or those who appreciate messages that are simple and understandable.
I designed a 400+ page library of Evergreen web content which resulted in a 27% boost in account applications from our organic search channel over a 60‐day period.
Another very interesting project is the conversion of company manuals in PDF format to a web page. This process required me to create a special type of page that would interest users in reading and scrolling the page, and also guide them to make the wright click toward opening a demo or real account.