Use pagination to increase conversion rates

To increase conversions using pagination, focus on its psychological benefits. Pagination gives users a clear sense of beginning and end, providing a sense of control as highlighted by Professor David Kieras.^[1] This structure, with limited results per page, aids in decision-making, as users feel less overwhelmed compared to infinite scrolling. 

With pagination, users encounter a finite set of options, which psychologically encourages decision-making and purchasing. Unlike infinite scrolling, which often leads to aimless browsing, pagination's defined limits help users focus and make choices more easily.

Therefore, to increase conversions, design your website's pagination to showcase a clear beginning and end to the list of products or content. Ensure that each page presents a manageable number of items, making the browsing experience less overwhelming and more focused.