If you have too much content on a website it might load slow. The solution, to add a ‘false bottom’ or pagination to the page, solves that problem. However it introduces a new problem – the user is much more likely to bounce rather than click to go to the next page, particularly on mobile. The solution is called ‘infinite scroll’ – you essentially load more content on the page automatically as soon as a user hits the bottom of the page. This uninterrupted scroll is popular on many sites now as it has a large positive effect on retention.