Why Parallax Website Designs Lose Charmby Nasir Ahangar
Parallax design was one of the hottest web design trends of 2013. Parallax website design represented the latest frontier of customer experience and user engagement. With parallax site scrolling design, the background of the website moved at a different speed than the rest of the page, providing endless applications for online storytelling through stunning visual effects. However, instead of an increase in popularity of parallax design, what we find is that this web design trend has actually faded away. In fact, as noted on Wikipedia, researchers at Purdue University noted that “although parallax scrolling enhanced certain aspects of the user experience, it did not necessarily improve the overall user experience”.
If you have ever created or used websites with parallax scrolling, you will understand some of the issues. In this blog, we’ll try to explore some of the reasons why this design has not lived up to its promise.
1. Search Engine Rankings
Parallax scrolling is bad for SEO. When any website is developed in HTML5 or jQuery for solving the purpose of parallax scrolling, basically the entire content is on one page. In such a case, the SEO experts won’t be able to provide separate meta title and descriptions for each page, thus affecting the search engine ranking of the website. The SEO experts will have to work on a single URL, instead of a unique URL for each page which means no or very less scope for Search Engine Optimization.
No keywords in url. With parallax scrolling, you get only one url. You will no longer have other pages’ url to work with.
2. Parallax are Not Mobile Friendly
Parallax doesn’t really work on mobile devices, as they are for visual-heavy sites only. The compatibility of parallax websites with mobile devices and various browsers gets hampered greatly because of their nature. This makes them less compatible and a bad option for mobile devices especially when the whole world is going mobile.
Currently, there are codes that can make a parallax scrolling website work on mobile but it is not free. This problem might be solved in the future but for now, it is still something that can drag a website down on its usability index, especially when used on mobile devices.
3. Difficult to Track with Analytics
Traditional websites allow you to track your visitor’s behavior with different landing pages. With parallax scrolling, it is difficult to know which section within a single page is providing the most value for your visitors. It is also difficult to implement any form of A/B testing for websites with parallax scrolling. Without proper analytics, a website owner cannot improve its web pages or content to improve traffic or conversion.
Parallax scrolling effects is tactful only when employed sparingly. Done in the right way, it can add depth to your website.