The concept of infinite scroll involves displaying a long list of products on a single page, where items load as the user scrolls down, as opposed to traditional pagination which limits the number of products visible per page. An automatic mechanism is triggered to load new items when the user reaches the bottom of the initial list. For example, in an A/B test of navigation options, infinite scroll can be used to present all of a website’s content on a single page, requiring users to scroll to access all the information. Links at the top of the page allow navigation between different sections, unlike pagination which separates each section onto distinct pages. This navigation approach is particularly well-suited to mobile devices, where scrolling is often more convenient than using a traditional menu. It is commonly used for mobile versions of websites and for sites with a limited number of sections. However, infinite scrolling can pose challenges for search engine optimization (SEO): search engines like Google don’t scroll and only consider the elements initially visible on the screen. Furthermore, grouping multiple pieces of content on the same page can harm SEO by diluting the page’s semantic relevance.