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Make the most out of your Web space - Web site writing and ad placement
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Eye tracking study courtesy of Nielsen Norman Group.
“Studies of how users read on the Web found that they do not actually read: instead, they scan the text. A study of five different writing styles found that a sample Web site scored 58% higher in measured usability when it was written concisely, 47% higher when the text was scannable, and 27% higher when it was written in an objective style instead of the promotional style used in the control condition and many current Web pages. Combining these three changes into a single site that was concise, scannable, and objective at the same time resulted in 124% higher measured usability.” by John Morkes and Jakob Nielsen (1997).
Considering that your visitors may not read the content of your site as intently as you may expect them to, here is further information to assist you with getting the most out of your web design.
A study done by the Nielsen Norman Group entitled “Eyetracking” found that there is a definite pattern to the way websites are viewed. The research was performed using “heatmapping” which can actually pinpoint how a user scans a website. Their test group consisted of 232 users who were asked to look at thousands of websites. Predominantly, the pattern of the sites scanned, were found to be in the shape of the letter F. Here are their findings:
• Users first read in a horizontal movement, usually across the upper part of the content area. This initial element forms the F's top bar.
• Next, users move down the page a bit and then read across in a second horizontal movement that typically covers a shorter area than the previous movement. This additional element forms the F's lower bar.
• Finally, users scan the content's left side in a vertical movement. Sometimes this is a fairly slow and systematic scan that appears as a solid stripe on an eyetracking heatmap. Other times users move faster, creating a spottier heatmap. This last element forms the F's stem.
When designing and writing your web content, you may want to keep this pattern in mind. As we read left to right, you may want to place your key ads at the top and down vertically on the left hand side of and place your content in the middle of the page. Of course, the very top line will also be noticed, so you may want to take your banner design into serious consideration.
This is very important to the branding of your business. Like a “branding” iron, you want to burn your business’ name into the visitors mind to ensure return visits. As written in previous articles by many professinal web builders, it’s always best to continue to test and watch your site’s traffic. If you’re not getting the desired results (i.e. SALES) then perhaps try moving your ads and content. Keep the content simple and be sure to use an eye catching banner to be sure that the visitor remembers your website.
• You can view the eyetracking patterns by clicking the “Associated Link" I’ve added. I believe you will find the heatmapping test results very interesting and it will show you definitive proof that these patters are consistent and not accidental.
To learn more information on the subject of "eye tracking," this site will offer up great ideas to help you make the most of your valuable web real estate: www.useit.com/eyetracking/
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