Good question Armen, and Iāll be interested to hear other peopleās answers.
In my book, infinite scrolling is only a wise choice when the user doesnāt care how many items there are. The perfect example of this is Twitter, where the average user probably doesnāt care how many tweets there are ā they will scroll downwards for as long as they want to, and then theyāll do something else. The more hardcore Twitter user probably has a different application (like TweetBot) to read tweets, so they can catch up on Twitter in a different and more methodical way.
Iāve worked with some companies and colleagues in the past few years who have insisted on using infinite scroll on websites, even though it makes it really hard for the user to have a sense of where they are in the product listing, and how many more products there are, and they also canāt bookmark a āpageā of products and come back to that page later, to continue browsing ā they have to start at the top again.
When I worked with Country Road on their new site, there was a requirement to have infinite scroll on their products. I wouldnāt have recommended this, but it was a requirement. As you can see from this page, I recommended that they add in a fixed navigation to infinite scroll pages that shows users where they are in the product listing (e.g. 1-48 of 88), and gives them a way to jump to the top of the page. I didnāt recommend a button to jump to the bottom of the page, because in any one category, there wouldnāt be a long enough page that would prevent the user from getting to the footer easily.