The Marketing Benefits of Parallax Scrolling

Is your website inviting enough to keep viewers engaged for longer? Find out how to effortlessly engage users for longer with parallax scrolling.

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Ramzi Chamat / 8 Ways Media
2015-12-10 08:15:00

Parallax scrolling is not necessarily new to the industry, but it is being used considerably more by websites of all shapes and sizes. It is a distinctive web design feature that provides a more in-depth browsing experience to web users. It offers numerous advantages to any website, as outlined below.

Enhances Visitor Engagement

Parallax scrolling engages the user from the offset. As soon as you open a website that incorporates parallax, you are immediately enthralled by this almost hypnotic feature, which, through a series of clever techniques, gives you the impression that you are travelling through time and space as you scroll from one page to another.

This encourages you to stay put for longer, which in an increasingly distracting world, is an incredibly important aspect of any website.

Storing all Content on a Single Page

Another advantage of this modern web design feature is that content pertaining to your company is featured on a single, scroll through page.

This not only compels the viewer to stay put for longer but also simplifies the entire user experience, making everything far more streamlined and simple.

Directing the Course of Visitor Attention

With parallax scrolling it is essentially up to you and your designers which journey your users take. With traditional websites users are forced to navigate their way through a website manually, clicking on each page individually in order to be taken to their page of interest. This easily encourages users to click out of the website as soon as they become distracted.

To contrast, through parallax the reader is taken on a journey through the company, creating an engrossing user experience that is almost hypnotic. The user begins a journey that has an ultimate destination, and the user feels compelled to stay along for the entire ride until they reach the very end of the page.

Parallax Scrolling in Action

A wonderful example of web design using incredible parallax features can be found on the FMR Bar website, which is exquisitely and seamlessly executed. From the minute you enter the site you are invited to navigate your way from one page to another. Using parallax, a series of images remain static in the background whilst the information in the foreground moves at a separate pace. Overall, this provides a genuine impression of what it feels to be sat inside the actual bar; the music, the images, the food, all senses heightened. 

Parallax scrolling: Are there Disadvantages?

Parallax scrolling is not without its downfalls. First of all, it is difficult to design for mobile usage while heavy use can mean long page loading times.

That being said, the advantages far outweigh the disadvantages and it is definitely worthwhile incorporating it into your website to give it a more intense depth that will keep viewers captivated for longer.

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