Even the most subtle but intelligently designed tactic can entice people to scroll...
Why do we care so much about scrolling?
People are now more likely to scroll than click to another page -- the influence of mobile browsing and social media sites has influenced all online behavior.
In fact...
"Usability studies by the Software Usability Research Laboratory's show that users can read long, scrolling pages faster than paginated ones. Their studies confirm that people are accustomed to scrolling."
By using visual tricks, we can encourage scrolling. The key factor is hinting that there is content in the next section and the page continues.
We don't want the page to look like it has ended. That is why content dividers have started to become popular on sites.