Apparently people are still talking about “the fold” on their websites, as if website users don’t know how to scroll. The discussion should really be about whether your web page gives users a reason to scroll.

Why do people continue down a new hiking path they’ve not been down before? Because they are continually given views that inspire.

Why do people turn the page on the book they’re reading? Because the words they just read intrigued them and they want more.

And to put it bluntly: why do people reach back into that potato chip bag for another handful, yet again? Because the last bite not only delighted but left them wanting just a little bit more.

On the web, this is primarily the role . . .

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