December 15th, 2015 | Chris Lloyd

The Rise of Vertical Scrolling in a Mobile Society

We can’t escape it.

You are probably pushing the screen up on your device right now, or maybe your neighbor is.

This is called vertical scrolling.

And, vertical scrolling is the new normal.

Mobile viewing now accounts for 55% of web traffic with a 5% growth rate in vertical viewing over the last 5 years. Google noticed this trend and updated their algorithms, which reflects this usage pattern.  On April 21, the tech behemoth expanded its use of mobile-friendliness as a ranking signal. In short, if your site is mobile-unfriendly, forget about appearing on the first page of Google’s search engine results. So, what’s a brand to do when faced with the impending doom of Google’s second page?

Re-design your site.

When switching to a mobile-focused interface, user experience (UX) and user interface (UI) are two of the most important factors. UX and UI examine how humans interact with technology to establish easy-to use and aesthetically pleasing formats. By empathizing with users, designers can address potential problems, guide users to what they are looking for, and create an exquisite user interface. One way mobile-savvy designers establish flawless user interface is through zigzag design, which appeases our eyes as we read from left to right, up to down. 

Zigzag directs the viewers’ eyes easily, without interruptions or diversions, and highlights the most important and relevant information.


Vertical scrolling is necessary for your website’s sustainability. Here are some considerations when switching to a more mobile-friendly design: 

1. Function over form.

Mobile is all about UX and UI. Designers must create beautiful sites; however, if your site is difficult to use, consumers will not return. To ensure engagement in your content, address user functionality concerns before enhancing design elements.

2. Minimalism.

Keep clutter at bay. While some designs appear intriguing at first glance, their complexity may deter inexperienced users. Focusing on a single concept not only minimizes complications and confusion, but also amplifies engagement and understanding.

3. Search Engine Optimization (SEO).

SEO ensures your brand reaches the top of search engine results, but slapping down as many keywords as possible on your site will not increase engagement; instead, text becomes clunky and awkward. However, strategically placed keywords allow for more thoughtful content and captivated consumers.

Mobile is now. If your brand needs help creating a vertical site for mobile, connect with us:


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