Definition:
Scroll is the displacement, usually from top to bottom, of the contents that make up a web page, an app, etc. It is also applicable to video games, where there can be a horizontal, vertical or multidirectional scroll.
Scrolling, or scrolling, is one of the fundamental parameters in usability analysis (UX), where it is measured, not only the percentage of scrolling that users make on the page (the user who reaches the end of the page is understood to have made a scroll of 100%), but how long it takes the user to start scrolling (according to several studies, it is usually before 10 seconds)
One of the scrolls that are being used, today, by web pages is the scroll paralax. This consists of the movement of different planes at different speeds. For example, it is as if you find yourself reading a blog post that has an image in the background. Well, when scrolling, the post will move faster than the back element, which is the background. What this does is generate a sense of depth.
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Scrolling in websites and apps
It is common to measure percentage of Scroll in the measurement of web pages (Google Tag Manager has a specific tag for it), since in cases where there is a lot of content it is important to know how far on the page users arrive by scrolling, to calculate the optimal situation of the CTA (Call to Action, or call to action), such as a button or video that plays when you click on it.
Scrolling in video games
If we had to give examples, Super Mario would be a clear example of horizontal scrolling, with the character moving from left to right. In a classic game like Commando,we would see the character moving from top to bottom, in a vertical scroll. If we go to current games, we can see a multidirectional scroll in the game Fortnite.
Frequently asked questions about Scroll
What does Scroll mean in digital marketing?
Scroll refers to the concept described in this glossary entry: Definition : Scroll is the displacement, usually from top to bottom, of the contents that make up a web page, an app, etc. It is also applicable to video games, where there can be a horizontal, vertical or multidirectional scroll. It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Scroll?
Teams should review Scroll when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Scroll used in a digital strategy?
Scroll is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Scroll?
A common mistake is using Scroll too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.