Users Are Not Reading Your Website

Posted by Guillermo Mazier on Sep 17, 2009 1:44:22 AM

A recent study found that 79% of users scan web pages they come across, rather than reading them. Only 16% read every word on a page.

What does this mean for your online marketing?

It means that every web page you write should be scannable.

Scannable means:

  • Bullet points
  • Short paragraphs
  • Sub-headlines over paragraphs (tell the user plainly what they'll find below)
  • A clear, descriptive main headline
  • Bold text
  • One idea per paragraph
  • State the conclusion first. Then support it.

Check out some interesting comparisons (under Measuring the Effect... header).

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