Users want quick access with less clicking. With mobile and touchscreens, it’s easier than ever to scroll a web page. Extra tabs and pop up windows interrupt the user’s flow. Why click?

On the desktop without touchscreens, clicking lets you track user clicks to a page with analytics. When a user scrolls, it takes data out of the equation. It seems that scrolling is better for usability. Clicking is better for analytics and search engines. But scrolling tends to be better user experience and satisfying too!