To scroll or not to scroll
Have we reached the point where scrolling increases readership, but we want less scrolling? Possibly. For 2016, I anticipate some sites going with minimal scrolling while others embracing the long scroll.
There’s benefits and drawbacks to both: long scrolling feels natural and is easier than clicking but it spaces out content and makes it harder to scan to find info while shorter scroll gets to the point quickly but it may be so quick that causes bounce rates to increase.
Above, Uppercase has opted to go with a no-scroll site. What you see in the screenshot is what their site currently loads. All of what you need is right there without needing to scroll further.
It will be interesting to see the scrolling battle play out