Summary: Infinite scrolling minimizes interaction costs and increases user engagement, but it isn’t a good fit for every website. For some, pagination or a Load More button will be a better solution. Infinite scrolling is a listing-page design approach which loads content continuously as the user scrolls down. It eliminates the need for pagination — breaking content up into multiple pages. Nike.c
![Infinite Scrolling: When to Use It, When to Avoid It](https://cdn-ak-scissors.b.st-hatena.com/image/square/b33144308ec1f3dc8af90004e87e21ea9d0a04d7/height=288;version=1;width=512/https%3A%2F%2Fmedia.nngroup.com%2Fmedia%2Farticles%2Fopengraph_images%2FInfiniteScrolling_7.png)