Average Scroll Velocity
See how quickly users scroll through different parts of the page—revealing which sections get read carefully and which get skimmed past.
Quick start
1. Select the target page from the Pages dropdown
2. Set Date Range to Last 30 days for reliable patterns
3. Compare bars against the dashed reference line (average reading speed)
4. Look for tall bars—these zones are being skimmed, not read
5. Click Analyse with AI for recommendations on improving content pacing
Understanding the display
The chart displays a column graph where each bar represents the average scroll velocity within a 5% scroll zone, measured in percentage points per second. The X-axis shows scroll depth ranges from 0% to 100%. The Y-axis shows velocity.
A dashed horizontal line marks the average reading speed benchmark (15% per second). Bars below this line indicate content being read at a comfortable pace. Bars above the line suggest visitors are scrolling faster than typical reading speed—they are skimming or skipping that content.
Visual indicators
| Indicator | Meaning |
| Tall bar (above line) | Fast scrolling—visitors skim or skip this content |
| Short bar (below line) | Slow, deliberate scrolling—visitors are reading carefully |
| Bar at the line | Normal reading pace—content matches visitor expectations |
| Spike in velocity | Content visitors want to skip—consider removing or repositioning |
| Drop in velocity | Engaging content that captures attention—replicate this approach |
What should I do next?
The velocity pattern reveals how visitors actually consume content:
| Pattern | Action |
| All bars above the line | Content is being skimmed throughout. Break up text walls, add visual elements, and use clearer subheadings to encourage slower reading. |
| Velocity spikes mid-page | Visitors are rushing past specific sections. Review that content—it may be repetitive, off-topic, or poorly formatted. |
| Slow at top, fast below | Opening content engages but visitors lose interest. Front-load key information and add engagement hooks throughout. |
| Consistently below the line | Visitors are reading carefully. This is ideal for detailed content like tutorials, product specifications, or important policies. |
| Mobile much faster than desktop | Mobile content may be too dense. Consider mobile-specific formatting with shorter paragraphs and larger tap targets. |
Using the filters
Filters appear at the top of the Page Engagement Dashboard and apply to all charts on the page.
Date range
| Option | Best for |
| Last 7 days | Testing recent content or layout changes |
| Last 30 days | Establishing reliable velocity patterns (default) |
| Last 90 days | Long-term behaviour and seasonal comparison |
Device
Filter by desktop, mobile, or tablet to see device-specific scrolling behaviour. Mobile visitors typically scroll faster than desktop users due to smaller screens and touch-based interaction. Comparing devices reveals whether content pacing works across all formats.
User type
| Option | Shows |
| All | Combined velocity data from all visitors |
| Converted | Only velocity from visitors who completed a conversion goal |
| Drop-off | Only velocity from visitors who left without converting |
| Comparison | Both cohorts displayed for direct comparison |
Comparison mode reveals reading behaviour differences. When converters scroll more slowly through certain sections than drop-offs, that content is likely contributing to conversion decisions.
Referrer
Filter by traffic source to compare scrolling behaviour from different channels. Visitors from different sources often have different intent—organic search visitors may read more carefully than social media traffic.
The reading speed reference line
The dashed horizontal line at 15% per second represents a general benchmark for comfortable reading pace. This is not a universal standard—it serves as a reference point for comparison.
- Velocity below 15%/s: Visitors are likely reading or examining content carefully.
- Velocity around 15%/s: Content pacing matches typical reading behaviour.
- Velocity above 15%/s: Visitors are scrolling faster than reading speed—skimming or skipping.
The benchmark applies to text-heavy content. Image galleries, navigation sections, and whitespace naturally have higher scroll velocities.
Interactive features
Hover over any bar to see the exact scroll zone and velocity value. Use the menu icon (⋮) in the chart header to export as PNG, JPEG, or SVG for reports and presentations.
Troubleshooting
No data appears
The page may not have sufficient traffic during the selected date range. Expand the date range or select a higher-traffic page. Tracking requires the SERP360 script to be installed on the page.
All velocity values are zero or near zero
This can occur when visitors are not scrolling at all (very short pages or immediate bounces) or when time tracking data is incomplete. Check that the page has scroll-worthy content and sufficient session duration.
Velocity seems unusually high everywhere
This pattern often appears on pages with mostly non-text content, single-purpose landing pages, or pages where visitors are searching for specific information. High velocity is not inherently bad—it depends on page purpose.
FAQ
How is scroll velocity calculated?
Velocity is calculated by dividing the scroll distance (as a percentage of page height) by the time spent in that zone. A velocity of 20%/s means a visitor scrolled through 20% of the page in one second.
Why is 15%/s the reference line?
This represents a general benchmark for comfortable reading pace on web content. Actual optimal velocity varies by content type, audience, and purpose. Use it as a comparison point, not an absolute target.
Should all content have low velocity?
Not necessarily. Some content is designed to be scanned (navigation, lists, familiar interfaces). Low velocity indicates careful reading, which is valuable for detailed information but not required everywhere.
Why do mobile velocities differ from desktop?
Mobile scrolling is physically different—thumb swipes cover more ground per gesture than mouse wheel scrolling. Mobile visitors also have less screen real estate, requiring more scrolling to view the same content.