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Too Many Stop Signs

“Surfing the web today, we frequently encounter stop signs, those little indicators that we’ve finished with a page (long comment streams, generic recommendation units, the giant stack of ads, even the footer that’s usually ignored). “

— Gravity

Gravity Blog

Stop SignSurfing the web today, we frequently encounter stop signs, those little indicators that we’ve finished with a page (long comment streams, generic recommendation units, the giant stack of ads, even the footer that’s usually ignored). They leave us little choice or incentive but to hit the back button and return to our point of discovery. Take a moment to think about your own consumption patterns. If you’re like me: you arrive, you consume…and you bounce.

A key reason for this behavior stems from how most websites are architected: as discrete article pages linked from a central hub/home page. Such article pages were originally envisioned as digital representations of their physical predecessor in magazines and newspapers. This kind of non-flowing, discontinuous pagination is also a remnant of past technological limitations (low bandwidth, coupled with memory limitations, encouraged publishers to design lightweight pages). And let us not forget, the page view driven ad…

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