Solution: Don’t hide content so the user knows there’s more to see.
Using this home page example, we could talk about the magnifying glass on the top right needing the word “Search”, the hero image taking up so much space, or the buttons on the right being an issue, but let’s pass on that. Let’s talk about false floors.
A false floor gives the idea of completeness. It appears that there is nothing to see further down the page when in fact there is. If there is no scent of more information, users will tend not to scroll. This is the issue we have in the desktop screenshot below. (When viewing the site on mobile the content is not hidden.)
In fact, there is more content. The next screenshot shows what the page looks like before scrolling.
So where is the content really? It’s hidden. As your scroll the content begins to appear. We’ll get into this issue in another post.