Don’t do infinite scrolling on a web site, but if you have to, these are some good guidelines. Mobile infinite scrolling is more useful, so follow the guidelines here.
Observation: I can almost perfectly partition web sites into two groups. (Would click next page, no infinite scroll) and (would not click next page, has infinite scroll). There are a few counter examples in the other two quadrants, but they’re rare. I don’t count clicking next as a high friction interaction, so it says something about the content being presented that even this minuscule barrier must be removed in order for me to consume more.
I hate infinite scroll so much. At least with pages I can come back to the same content I was looking at later. Often on an infinite scroll site I lose the place I was at an then just give up and stop using the site out of frustration.
Infinite scrolling works well when the content isn’t in a stable order and the server would show you entirely different stuff when you reload the page.
The Pinterest style of infinite scrolling wall-of-content is probably the thing I hate most about modern websites.
I don’t know how it ever got cemented as a design meme.
A lot of people who can’t afford designers and/or just pick from wordpress templates just choose from what they know they like
Can’t count how many times somebody’s asked me to make something look like XXX website.
I think the number 1 rule is “Update the URL to a page or anchor that represents approximately what I am now viewing”. I can then bookmark or share that link. No one wants to click a link that says “My favourite house is the 401st one if you scroll down the page”. When I click forwards or backwards in my browser and I am at the top of a page that I was previously halfway through then you have degraded my browsing experience compared to 20 years ago. Don’t do that.