New Trend: Large Format Scrolling (eg. parallax)

[gbkevin]

There is a new website design trend that utilizes large format content that requires lots of vertical scrolling, often with the use of parallax scrolling effects.

A good example of this new design trend can be found at:
moz.com/products

I was wondering if there were any insights as to the effectiveness of this new design trend in regards to conversion rate optimization, persuasion, etc. Has anyone seen or heard of measurable improvements switching to this new style and design format that uses bigger visualizations and requires more vertical scrolling?

Thanks for any insights!

[jesse-landry]

Mobile and tablets have ushered in this era of "scrolling-in, writing-out."

I personally think there's a happy medium somewhere to be found. The fact is, people don't want to read much on product or service pages. They do their research on blogs, forums, social, etc. That's where they will be more likely to read long articles and what-not about the subject. Somewhere (they think) is relatively unbiased.

Therefore pages like Moz's there are for conversion only. And in an age where marketing/sem/seo (whatever you wanna call it, it's all the same!) is more about design/aesthetics/engaging content and captivating layouts, this type of format makes sense. You can still sneak in plenty of on-page optimization while capturing the arguably-more important aspect of purdy-UX.

This is where links will be won, pages will be shared, and tweets will be tweeted.