Infinite scrolling sometimes leaves the user feeling disoriented as they travel down a page that never ends. The way that we scroll throught data has fundamentally changed due to mobile interfaces.
Infinite scrolling is an efficient way to browse an ocean of information, but is it really what the user wants? With so much data to browse, users must stay focused on the information they are searching for. Analytics show that when users search for information on Google, only 6% advance to the second page. So, 94% of users are satisfied with receiving only 10 results, which suggests that users find Google’s ranking of results to be relevant.
“Load more” is a very simple design that doesn’t burden the user with having to figure out which page to go to, but rather simply asks, “Do you want to see more results?” This makes for a very simple interface and probably the smallest cognitive load possible for on-demand loading of additional items.
