Average Scroll Velocity

Scroll Velocity Analysis is a powerful tool that measures how quickly visitors scroll through different sections of your website. It shows you the pace at which people consume your content, helping you understand which areas they read carefully and which they skim through quickly.

Think of it as a "reading speed detector" for your website - it reveals how fast visitors move through each zone (section) of your page, measured as a percentage of the page per second.

average scroll velocity

Why This Matters

Understanding scroll velocity gives you valuable insights that can help you:

  • Identify content quality issues - Areas where visitors scroll too quickly might indicate unengaging content
  • Spot information overload - Sections where people slow down significantly might be too dense or complex
  • Balance your page layout - Ensure your page has a good rhythm of fast and slow sections
  • Optimize reading experience - Adjust content to match natural reading patterns
  • Improve conversion rates - Fix areas where visitors rush past important calls-to-action

Accessing the Scroll Velocity Analysis

  1. Navigate to the "Page Analysis" section in the page interactions menu
  2. Scroll down to find the "Scroll Velocity" section

Using the Chart: Step-by-Step Guide

1. Choose Your Date Range

At the top of the chart, find the dropdown menu labeled "Date Range." This allows you to filter data by time period:

  • Last 7 days
  • Last 30 days
  • Last 90 days
  • Custom range

Choose the time period you're interested in analyzing.


2. Select a Device Type

The "Device" dropdown lets you filter traffic by the type of device visitors used:

  • All devices (combines all traffic)
  • Desktop (only computer traffic)
  • Mobile (only smartphone traffic)
  • Tablet (only tablet traffic)

This helps you understand if scrolling behavior differs between devices.


3. Choose a Specific Page or All Pages

The "URL" or "Page" dropdown allows you to:

  • View scroll velocity data for all pages on your site (default)
  • Select a specific page to analyze just that page's visitor behavior

4. Reading the Chart

The Scroll Velocity chart shows:

  • X-axis (horizontal): Scroll depth ranges, divided into 5% increments from 0% (top of page) to 100% (bottom)
  • Y-axis (vertical): Average scroll velocity (% per second)
  • Colored bars: Each device type has its own color (mobile, desktop, tablet)
  • Horizontal line: Average reading speed reference line (approximately 15% per second)

Understanding the Data:

  • Taller bars = Faster scrolling in that section
  • Shorter bars = Slower scrolling (more careful reading)
  • Bars above the average line = Visitors are skimming or skipping
  • Bars below the average line = Visitors are engaged and reading carefully

Getting AI-Powered Analysis

scroll velocity analysis

For deeper insights, you can use the AI Analysis feature:

  1. Set your filters (date range, device, and page) as described above
  2. Click the "Generate AI Analysis" button
  3. Wait a few moments while the system processes your data
  4. Review the comprehensive analysis report

Reading the AI Analysis Report

The AI Analysis report is divided into several sections:

1. Executive Summary

A high-level overview highlighting the most important patterns and opportunities for improvement. This section provides a quick understanding of what's working well and what needs attention.


2. Content Consumption Pattern Analysis

This section examines how visitors consume content in each zone:

  • Velocity Metrics: The exact scroll speed for each zone compared to average
  • Content Characteristics: What type of content is in this zone (text, images, forms, etc.)
  • Behavior Rationale: Why visitors might be moving at this pace
  • User Engagement Pattern: How engaged visitors appear to be with this section
  • Content Optimizations: Specific suggestions to improve each zone

3. Information Density Optimization

This highlights areas where content may be too dense or too sparse:

  • Density Indicators: Signs that content might be too complex or overwhelming
  • Problematic Elements: Specific elements causing density issues
  • Cognitive Principles: Explanation of relevant user psychology
  • Density Adjustments: Practical changes to improve readability and engagement

4. Visual Pacing Elements Analysis

This examines how visual elements affect scrolling pace:

  • Visual Elements: Types of visuals present in each zone
  • Pacing Impact: How these visuals affect scroll velocity
  • Pacing Rationale: Why these elements have this effect
  • Visual Pacing Adjustments: Ways to improve visual flow and rhythm

5. Prioritized Recommendations

A ranked list of specific actions to take:

  • Top improvements: Ranked by expected impact
  • Target Zone: Which section of the page to improve
  • Current Metrics: The current scroll velocity data
  • Rationale: Why this change matters
  • Target Device: Which device type needs this improvement most
  • Expected Impact: How much improvement you might see
  • Implementation: Specific steps to make the change

How to Apply This Information

For Content Creators:

  1. Look for unusually fast zones - These areas might need more engaging content or clearer formatting
  2. Review slow zones - Ensure these aren't too complex or confusing; sometimes slow is good (engagement), sometimes it's bad (confusion)
  3. Compare different device types - Content that works well on desktop might be too dense for mobile
  4. Follow the specific optimization suggestions - Implement the recommended content changes in priority order

For Web Designers:

  1. Balance visual elements - Add visual breaks in long, slow sections
  2. Improve readability - Adjust typography, spacing, and contrast in high-density zones
  3. Enhance important but fast-scrolled sections - Make key information more visually prominent
  4. Apply device-specific improvements - Address problems unique to mobile or desktop experiences

Examples of Common Scroll Velocity Patterns

Fast Scroll (High Velocity): Potential Issues

  • Content is uninteresting or irrelevant
  • Text is too dense or difficult to read
  • Visitors are looking for specific information below
  • Section is overly familiar (like standard navigation)

Slow Scroll (Low Velocity): Potential Interpretations

  • Content is engaging and valuable (positive)
  • Information is complex and requires careful reading
  • Layout is confusing or difficult to navigate (negative)
  • Interactive elements are present that visitors are using

Tips for Improving Problem Areas

For Fast-Scrolled Zones:

  1. Add visual interest - Break up text with relevant images or videos
  2. Improve formatting - Use shorter paragraphs, bullet points, and subheadings
  3. Simplify language - Make text more conversational and easier to read
  4. Highlight key points - Use callout boxes or bold text for important information

For Too-Slow Zones (When Slow = Confusion):

  1. Simplify complex information - Break difficult concepts into simpler parts
  2. Improve navigation - Add clear signposts and visual cues
  3. Reduce text density - Remove unnecessary words and use more white space
  4. Add explanatory visuals - Use diagrams to clarify complex ideas

Troubleshooting

No data available? Try:

  • Selecting a longer date range
  • Checking "All devices" instead of a specific device
  • Choosing "All pages" to see if data exists elsewhere

Glossary of Terms

  • Scroll Velocity: How quickly visitors scroll through a section of your page (measured in % per second)
  • Scroll Zone: A section of your webpage (typically in 5% increments from top to bottom)
  • Information Density: How much information is packed into a section relative to its length
  • Visual Pacing: How visual elements affect the rhythm and flow of scrolling
  • Reading Speed: The average pace at which people read content (shown as a reference line on the chart)
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