How do users read websites?

Read the whole article on Usability News

EYE TRACKING RESEARCH
Using technology which records minute eye movements, a number of researchers have carried out studies into web usability and accessibility
Experts including Jakob Nielsen and the Poynter Institute are amongst those who lead the way in this field. These key findings might help your organisation to improve the design of your website, in turn ensuring its accessibility and usability:
- Nielsen has found that only 16 per cent of users read a page word by word – most users will scan, letting their eyes flit over areas of interest before going back and reading areas of interest in more detail.
- So, a thoughtlessly designed page, with distracting pictures or links within the text is like an obstacle course, leading visitors off the course of the page they have visited.
- Web pages are often read in an F or E pattern, with users more likely to read longer sentences at the top of a page and less as they scroll down.
- Users are excellent at blocking out what they don’t want to view – this includes some pictures and banner advertising where they don’t want to see it.
- Pictures are not always eye catching – they can often be ignored. Good images should provide useful information which links into the text. Users respond best to real people rather than models, and subjects who look directly into the camera.
- The top left of a web page is a ‘hotspot’, which attracts most viewing from visitors. The far right columns and bottom section are the least viewed areas.
- To grab users’ attention, you should use relevant snappy headers and blurbs, and use half the amount of text which you would in non-web writing. Longer paragraphs seem to discourage viewing – even one sentence paragraphs are fine.
- One column layouts perform better in viewing tests – users seem to be more used to this standard and simple format.