What is Progressive Disclosure in UX Design, and Why Should Marketers Care?

Last week I made a post talking about how homepages should be like magazine covers – keep it high-level.

After seeing countless scroll-depth reports and screen recordings, people don’t read, they skim, and barely anyone reads a long webpage from top to bottom.

In user experience (UX) design, there’s a principle called 𝐩𝐫𝐨𝐠𝐫𝐞𝐬𝐬𝐢𝐯𝐞 𝐝𝐢𝐬𝐜𝐥𝐨𝐬𝐮𝐫𝐞.

It’s about delivering the right information at the right time.

Instead of overwhelming users with all features and information up front, progressive disclosure allows the information to be revealed gradually, based on what they want / need to know next.

Why does this matter?

✅ Reduces cognitive load

✅ Improves comprehension

✅ Enhances usability / navigation

✅ Boosts conversion & retention

Progressive disclosure makes your website or design feel clean, intuitive, and welcoming.