Why does Google organize your search results into pages? Same with Yahoo and Bing. Considering that page 1 results garner 92 percent of all traffic from the average search (according to a study by Chitika), why stop at showing 10 to 12 search results and then make users click over to page 2 to see more (especially if only 5% of people do this)?
Having results divided into pages seems to be restrictive to the user. Why not just have the search results keep flowing so technically everyone makes the first page? Considering the growth of mobile, where scrolling down to see more is the typical user action, why haven’t the search engines moved in this direction?
Why Scrolling Page Search Results May be the Way to Go
If you go over to Pinterest, there are no pages, you can just keep scrolling down forever. Maybe that is why it has increased in popularity as a search engine. Instagram is pretty good too, giving you the “LOAD MORE…” option (something Pinterest use to do, but now it is automatic).
A lot of ecommerce stores also have search results that work this way. Old Navy will automatically show you all items in any category you select, and not divide them up into pages. Maybe they have figured out that visitors are less likely to click over to page 2.
And if an online store doesn’t automatically do it for you, they at least give you the option to see all results on one page, as seen below at Sephora.
The Benefits of “Show All” Search Results
Think about it. How often do you select the option “Show All” when given it? I know I do. Why do I do it? Because I like the idea of seeing everything in one shot. To me it is more convenient and time saving. It is also a usability issue. The thought of clicking on an arrow or “page 2” seems tiresome and slower. I would rather hit “Show All” once, than to have to keep hitting page 2, page 3, page 4, etc. Also, if I saw something I liked, what if I can’t remember if I saw it on page 1 or page 5. So then I have to go back through all the pages. I probably won’t bother. If everything is on a continual page, I know I just have to scroll back up to find it.
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