When designing content-heavy websites, Web designers and publishers frequently opt for breaking articles into multiple pages. This reduces load time and increases page view counts — a metric often used to sell advertising.In addition, the popularity of image-driven content leads many sites to create embedded slideshows. (Downloadable slides, on the other hand, are more user-friendly than embedded slideshows, which take longer to load and are hard to skim.)But two separate articles on user experience best practices call for the abandonment of these design faux pas, especially for content-heavy sites.”Readers just want their content. They want it presented simply and without it being broken up into small, artificial chunks,” writes Chris Johanesen of Buzzfeed in Digiday.It’s much better for subscription content sites to stack slides on top of one another, almost like a long running infographic.And The Atlantic and Mashable have adopted “infinite scroll” for their content, seamlessly introducing one story after another. After all, the advantage of the Web is that publishers aren’t limited by the physics of page turning. Why create a dead-end when there doesn’t need to be one?Of course, this has repercussions on things like site stats and advertising. But it’s a definite way to increase reader engagement. So paid content sites should consider employing infinite scroll and then re-educating advertisers about how “time-on-site” is a better metric than page views. And how display ads near a headline are prime real estate even if they’re “below the fold” — another archaic publishing term that needs a UX re-boot.