We learned that participants almost always scrolled, regardless of how they are cued to do so – and that’s liberating. While it’s hard to make universal recommendations, we’d suggest that designers use the cue that works best in its context.
Designers should choose cues for scrolling based on the content, the business category and the overall design. Does the content feature block text, images or video? Is the site for ecommerce, editorial or news? How do visual cues integrate with existing design elements? All of these variables will affect the optimum placement and effectiveness of scrolling cues.