I am working on trying to re-design the site for the agency I work for and a recommendation was made that we should move to a single page site with a vertical scroll which which walks through all the work that has been done. I am not a big fan of that since I am not sure how intutive that would. Is there research into what are pros and cons of a single page and when they should/should not be used as opposed to using a multipage site.
Answer
I don't know of much in the way of research, instead I will draw from my own experiences here.
The main difference between the two lies within the structure of information. With any site marketing its goods or services, you'll want to take the user on a journey, creating a story for them to follow. This is where the single page reaps huge rewards.
You control the flow of information here, rather than the user choosing their own path and flicking between pages (this is where important information can be missed). Although I have nothing to back this claim up, I also believe that a single page design has the psychological affect of seeming simple and free of any hassle. Which, of course, is what the consumer is ultimately looking for.
That said, and perhaps slightly off the topic of UX, a multi-page site can prove more beneficial in terms of SEO, as it will allow you to target keywords around specific topics/sections. One thing you'll struggle to do with a single page design.
Janis Lanka carried out some research using AB split testing on a shopping cart process, one design featuring multiple pages and the other containing each step on a single page. The results showed that conversions increased considerably when using the single page design, along with a few other surprising findings (such as an average increase in order value).
He Hypothesizes:
Fewer steps result in fewer distractions and reduces opportunities for customer to change their mind.
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