FTW’s decision to ditch infinite scroll was also a product of the realization that, while infinite scroll is billed as way to get visitors to read more stories, that benefit was more presumed than empirical. Harvey said that pages per visit actually increased by 16 percent when FTW replaced infinite scroll with a finite set of six articles below articles.
“When choices were taken away, people started making decisions. They went deeper into the experience,” said USA Today Sports content director Jaime Mottram. “We didn’t want to lose the infinite scroll, but you have to look at the data and understand what people are actually doing versus what you think they’re doing, and react to that.”