In this mini-blog series we’d like to share with you some best practices from Apptus Technologies in online search and merchandising.

The guidelines and tips are a result of the collaboration Apptus has with Baymard Institute – a global leading research organisation that is well known and respected for their competence in optimising e-commerce UX design.

#4: Search results should use a 'Load more’ approach

When it comes to navigating through a long list of search results on a page, there are three main ways to let your customers do this: pagination, ‘Load more’, and endless scroll.

The most commonly used practice today is pagination. However, our experience is that even though it’s easy for people to understand this model, it increases the risk of losing visitors at the end of the page since they need to click to the next page and hence reload it. Also, with pagination it’s much harder to find your way back to a previous product that was of interest to you.

Endless scroll gained popularity quickly a couple of years back as the way to navigate. No dead-ends and you will keep your visitors on your site for ever! In theory this is correct, but it also comes with downsides. For instance, it’s nearly impossible for your visitors to find the footer of your page, which contains many important links your visitors may want to find.

After endless scroll came the idea of combining it with pagination into what's called the ‘Load more’ approach. With ‘Load more’ all displayed products are still on the same page, and it’s very easy and convenient to just press that button. This approach has shown to be the best for conversions and making the search page good to navigate. To make navigation even easier you can still add a page delimiter saying Page 2, Page 3 etc.




Bygghemma-Load-more-2 uses a ‘Load more’ approach (Visa fler produkter). Once pressed, it loads additional products and a delimiter saying Page 2.

There is however a bonus approach that we would like to share, and that is to mix the ‘Load more’ with endless scroll. This approach uses the ‘Load more’ without visitors having to press the button every time. Let’s say you load 100 results. When the visitor reaches the end, the next 100 results load automatically without having to press the ‘Load more’ button. Once they have reached the end of those results, they are in control of whether to view even more results by pressing the ‘Load more’ button.


#4 of our Search Best Practices argues that search result lists should use a "Load more" button for loading additional products.

More best practices blog posts

In our Customer Success team, we at Apptus work closely with our customers to help them unveil the power of our product Apptus eSales and make them leaders in their market. Read the other blog posts in the series:

#1 Use a rich Autocomplete to increase conversion rates
#2 Product thumbnails should match the variation searched for
#3 Base filter suggestions on query relevance

The last Best Practices blog will cover:

  • Persist the User's Search Query on the Results Page.

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If you’d like to learn more, or ask about other aspects of e-commerce sites, do not hesitate to contact us.