Facebook, is reportedly testing a new design for their homepage. The look and feel of the page will remain essentially the same, however the changes will make it easier to navigate around the site for those who have a lengthy news feed, to be scrolled independently of the rest of the page. This allows ads, app bookmarks, and the top navigation bar to remain visible no matter how many news feed stories a user scrolls through.
The tested design, if implemented, could increase click through rates for advertisers, improve user retention for applications, and make the site easier to browse," reports Inside facebook.
By piling more stories into the same space rather than hiding them behind the Most Recent tab, Happening Now could boost impressions for Page update stories. This would probably be a welcome change to admins of populars Pages, as statistics indicate Pages with over one million fans receive just 2.79 daily unique news feed impressions per 100 fans.
Developers would also benefit, as their bookmarks in the left sidebar would be visible to users for longer, encouraging more return visits to games and apps.
Though any major change to the site's look will be met with a small, grumpy backlash, a scrollable news feed would make it easier to access the news feed publisher, account and privacy settings, and in-house apps like Photos. This could increase the frequency of shares, draw users to Facebook's most sticky products, and give uses a better sense of control.
Facebook haven't released a new iteration of their website for quite some time now, so it is not surprising that they are currently testing a change that we could soon see on our screens.