Too often, websites pick up a technique just because another site uses it thinking it’s amazingly cool. But flashy techniques like infinite scroll and vertical scroll are probably hurting your user experience, SEO efforts, and conversion rates.
I can remember introducing powerpoint to a group of students for the first time, and they went mad with effects, text flying in, images appearing … in fact, so much going on that you got a headache! Some of the ideas here about webpage design are very similar. The overall message is the same: keep it clear, help people to get the information they want, and think more about the person reading it than just trying to show off how clever you are.
See on searchenginewatch.com