How user read on the web
Bhhavesh Desalhey
5 replies
In research on how people read website,
79% of test users always scanned any new page they come across;
only 16 percent read word-by-word.
Web pages have to employ scannable text, using
1. Highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and colour are others)
2. meaningful sub-headings (not "clever" ones)
3. Bulleted lists
4. One idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
5. The inverted pyramid style, starting with the conclusion
6. Half the word count (or less) than conventional writing
Replies
CY Zhou@lightfield
Vozo AI
Launching soon!
It's fascinating to see how user behavior evolves with web design changes. Bhavesh Desalhey, could you share more insights on current trends you're observing?
Share
Launching soon!
So, basically, most people online are speed readers on a mission! It's like they've got a virtual jetpack strapped to their curiosity. 🚀 #ScanAndGo
Launching soon!
The statistics and recommendations you've shared are quite compelling and align with many best practices for web writing.
Curious about your take on the "inverted pyramid" style and the recommendation to use half the word count of conventional writing.
Do you think these approaches are always beneficial, or are there situations where they might not be ideal?
Launching soon!
@sahil_mahalley Depending on what kind of user are visiting the pages, what are the actually looking for, and what is core intention of that particular web page. Finding out which style fits best for your user.
The inverted Pyramid Style basically talks about the conclusion first on top or what the final outcomes were of the decision-taken.
On the Web, the inverted pyramid becomes even more important since we know from several user studies that users don't scroll(*), so they will very frequently be left to read only the top part of an article. Very interested readers will scroll, and these few motivated souls will reach the foundation of the pyramid and get the full story in all its gory detail.
About Conventional Writing, its the combination of major 3 content style
1. Concise text - with about half the word count as the control condition
2. Scannable layout - using the same text as the control condition in a layout that facilitated scanning
3. Objective language - using neutral rather than subjective, boastful, or exaggerated language (otherwise the same as the control condition)
Combined version - using all three improvements in writing style together: concise, scannable, and objective can improve the usability (relative to control condition) up-to 124%