The cognitive science of website scrolling behavior
When designing websites, many assumptions are made about user scrolling behavior. We often presume others will act as we would, relying on subjective reasoning to predict actions. However, leveraging real data provides more accurate insights and helps avoid common biases.
A good foundation is to start by discussing the concept of cognitive load. This refers to the amount of mental effort someone uses to process information. Most often used in psychology and instructional design (e.g. corporate training and education), cognitive load affects how well people learn, solve problems, and make decisions.
There are three types of cognitive load patterns, but for purposes of this writing—particularly in the context of web design—the focus will be on reducing extraneous load. This refers to the unnecessary mental effort caused by poor design or distractions. Extraneous load occurs when encountering complex and cluttered layouts, confusing navigation, or excessive information that makes learning difficult. An example of this would be a website that is muddled with a plethora of advertisements, pop-ups, and poor navigation. These distractions force users to expend additional mental efforts to locate information, leading to frustration and website abandonment. Research supports this claim; studies show that 60% of users abandon websites due to a poor user experience[1].
We find that Cognitive load theory (CLT) is highly relevant to web design because it helps designers create interfaces that minimize mental effort, make content consumption easier, and is responsible for more accessible and user-friendly websites. This is accomplished by implementing familiar UI patterns, clear navigation, and common visuals that reduce a user’s learning curve.
One specific user behavior that is quite natural is scrolling. Given the proliferation of mobile devices around the World and especially when accessing the Internet—63% of the Internet market share is mobile[2]—scrolling has become second nature. Mobile devices are operated by hand gestures (e.g. using your finger to scroll) to navigate apps and websites. These gestures have become automatic. Unlike pagination where users must locate and click on a button, scrolling is instinctual, which is to say it reduces cognitive load.
In fact, scrolling has become so ingrained that back in 2011 Apple removed the scrollbar[3] from Mac OS X (Operating System) entirely because users no longer need a visual cue to scroll. Research shows, among other things, that website content typically extends vertically and users will swipe up/down to access content, thus the indication of how to navigate is rarely needed.
What used to be a point of friction is today common and routine behavior. The idea that so much content needs to be crammed into the top of a webpage for fear users will not scroll is misguided. While the top of your website does still have a fairly significant impact, data collected from over 2 billion websites by Chartbeat show that 66% of attention on a normal page is spent below the fold[4]. In fact, content below the fold is viewed for nearly three times as long as the top of the page, further illustrating that people scroll. Additionally, research indicates that 50% of all mobile users start to scroll within 10 seconds of landing on a website, and 90% scroll within 14 seconds.
Despite the prevalence of scrolling, the debate over “above the fold” content and how this relates to scrolling remains relevant. Past studies have shown that viewership peaks at the top of a webpage. However, recent studies indicate the first screenful captures 57% of page-viewing time[5]. Back in 2010, this number was much higher—80% of viewing time was spent above the fold. Consequently, over the last decade we’ve witnessed a 29% decline in viewership in the first screenful.
These insights reinforce that users habitually scroll as part of their normal interaction when visiting a website and that much of the content that is lower down on the page is as important, if not more important, than what appears at the top.
However, there is a caveat to our understanding of scroll behavior. While users do initiate a scroll intuitively, they will not continue to consume content if it does not capture and keep their attention. In other words, users will scroll to find more information if you give them a reason to do so.
In essence, the following are all true: mobile device usage has grown significantly which has enabled scrolling to become second nature, users expect to find content vertically (e.g. lower down the page), devices now contain various viewport sizes making it difficult to assign a pixel value to the fold, and information density[6] is lessened with good design principles. These facts reduce the emphasis on designing exclusively for above the fold content.
This is not to say that the top of a website is unimportant. Quite the contrary—it remains the first point of engagement. However, the idea that users won’t scroll if they don’t see everything immediately is outdated. If we apply intrinsic load theory here, which would require us to break complex content into digestible chunks, use clear headings and short paragraphs, and observe the F pattern[7], we can infer that users who visit a webpage will naturally begin to scroll to find relevant content. Thus, page layout, navigation, and visual design become far more significant than fixating on a single viewport breakpoint (e.g. the fold). Users naturally seek cognitive efficiency, meaning they will minimize effort while maximizing the value they extract from a webpage using scanning techniques and…scrolling.
In summary, scrolling is now an instinctual behavior that does not need to be trained. The prevalence of mobile devices has diminished the importance of designing solely for above the fold, which has become almost impossible to define due to the surge of new devices and viewports. Instead, focus on engaging design, clear navigation, and well-structured content to encourage users to scroll naturally for relevant information.
Productive mornings
There are two morning habits that crush motivation—checking your phone and checking your email.
How do you set the tone for the day, gain clarity, and feel motivated to get after it? Here’s my formula:
- Keep your phone in check — The moment you wake switch your phone from sleep mode to DND; no notifications, no distractions.
- Move your body—Drink coffee if you must (I don’t) and then sweat. This should be a non-negotiable; the mental and physical benefits are real. This is the most important part of the day and often overlooked. I highly recommend resistance training—read Outlive.
- Stick to your routine—Shower, get dressed, make your lunch; whatever sets up your day.
- Start work with intention—When you get to work, make a task/goals list. I’m a huge fan of the Bullet Journal method for clarity and focus.
- Prioritize deep work—Start your first task before you check your phone or email. Once you need a break, then catch up.
Most mornings, I don’t check my email until around 11am. Not only are my days more productive, I’m happier, healthier, and more focused. Take back your time, it’s your most valuable resource.
Crossing the Desert
Review ★★★★★
This is a memoir about the author’s personal experiences escaping religious persecution in Iran and immigrating to the United States. In the U.S., he started a company with his brother and became a success story by going public. He left the company and eventually started another one that focuses on sustainable and ethical business practices.
I really enjoyed this book. The stories were engaging and entertaining. Zamani provides some details about his faith as a Bahai, which was completely new to me. His gripping journey to America was tough, but his storytelling didn’t leave you feeling sorry for him. Instead, you’re left feeling encouraged by his journey and motivated to do your best in life.
ISBN: 1637744609
Say Nothing
Review ★★★★☆
Wow, what an impactful book. It delves into the historical events of Northern Ireland during the 1970s, 80s, and 90s, a time when the IRA fought to expel British government forces. The narrative focuses on key figures like Gerry Adams, leader of the IRA faction; Dolours and Marian Price, sisters imprisoned for planting car bombs in London; and Jean McConville, a mother of 10 who was abducted and killed.
The author spent years meticulously researching, analyzing tapes, conducting interviews, and uncovering confessions from the Boston Project to piece together a gripping and detailed account of this turbulent period in Irish history.
Admittedly, this book took me some time to finish. I would read parts, set it aside, pick it up again, and repeat the cycle. At one point, I left it unfinished at 75% on my Kindle. But then, Hulu released a show based on the book, and my curiosity about the ending led me to watch the series. The unexpected conclusion motivated me to finally complete the book. Both the book and the show are exceptionally well done—highly recommended!
ISBN: 0307279286
Outlive: The Science and Art of Longevity
Review ★★★★★
In Outlive, Dr. Attia talks about aging and how to live longer, healthier lives. A key idea in the book is that we can take steps now to stay healthy and strong, allowing us to enjoy life fully without suffering for long periods as we age. He focuses on four major health issues: heart disease, cancer, brain diseases, and diabetes.
The goal of this book is to shift our focus from treating illnesses to preventing them. Dr. Attia shares many examples showing that exercise, good nutrition, sleep, and overall well-being are vital to not just living longer, but feeling good while we live. He emphasizes that keeping our muscles strong as we get older is crucial. He also offers practical tips we can start using today to improve our health and quality of life in the long run.
A close friend recommended this book to me, saying, “everyone should read this.” I completely agree; it’s one of the best books I’ve read on this topic, and I highly recommend it.
ISBN: 5194152388
Camping at El Capitan Canyon in Santa Barbara for Thanksgiving
The spoken word
Words solve problems. They build trust. Oftentimes, words prevent escalation of unresolved issues. Verbal communication is our most powerful tool to understanding each other.
It sounds simple and in theory, it is. Yet, human nature often complicates things. We’re social beings and rely heavily on reading body language and interpreting unspoken cues. While nonverbal communication is valuable, it is far from perfect—it is misread, misunderstood, and sometimes contradictory to the intended message.
The spoken word, on the other hand, brings clarity. Choose words carefully and deliver thoughtfully. Unlike body language which relies on perception, words communicate intentions, express emotions, and resolve misunderstandings with precision.
Not all words are created equal. The way we use them—tone, context, and sincerity—plays a critical role. But at their core, words are our most reliable system for connection, understanding, and resolution. The act of speaking, listening, and responding bridge the gap between people and their perceptions.
Rocket Fuel
Review ★★★☆☆
This book dives into the dynamic between two essential leadership roles in a company: the Visionary and the Integrator. The authors argue that both roles are crucial for a business’s success—one brings the big ideas, while the other makes them happen.
Many entrepreneurs and founders are natural Visionaries. It often takes years, sometimes even decades, for them to recognize the need for an Integrator, usually when the company begins facing challenges with alignment, structure, staffing, or other growth barriers.
I found it to be a quick and insightful read. The first half of the book was especially enlightening, resonating with me as a founder. However, the second half felt repetitive, and the additional section on finding, recruiting, and retaining an Integrator didn’t add much value.
Overall, it was a solid read, and I’d recommend it to any business owner looking to build a balanced leadership team.
ISBN: 1942952317