What is 'page parking'?
Page parking is the name given to the process of opening multiple tabs at the same time and from the same source. These tabs are usually closed fairly quickly after opening as the user goes through and closes any page that is no longer useful.
This process is most popular amongst millennials who use page parking as a kind of brief bookmarking to save interesting pages in order to revisit them later.
Why are millennials so fond of this method?
Page parking is usually employed as a method when hunting for information or goods, and to find and digest large amounts of information. Page parking allows users to ‘put a pin in it’ so-to-speak and hold pages until a second pass through later. When multiple tabs are opened, information can be broken down and taken in easily. This becomes particularly useful when making a purchase. Multiple browsers can allow users to compare specifications and prices quickly and concisely.
With this method, tabs are gradually closed as they are decided to be unsuitable and a shortlist can be narrowed down before the final purchase takes place.
Implications & how to design for page parkers
Multiple tabs from the same sites are opened, competitor beside competitor, which highlights any existing UX errors to the user. With many instances open, a small flaw can become frustrating twice as fast and result in some heavy tab closing!
To prevent this, here are a couple of ways that you can open the doors to page parkers:
Design a strong favicon: There are very few ways to advertise your site from a browser tab but this is probably the biggest one. A strong favicon that is clear and points out your brand with a quick glance can make all the difference.
Strengthen the title: Give the tab title a relevant name and remember that using this browsing method may reduce tab length so much that that only one or two words will be visible. Make those two words count.