![]() After a while, they start to read again but usually stop around the middle of a line. They read some of the initial words per line to figure out whether the text has anything relevant to offer. Users start moving down the page, fixing their eyes on the left side of the content. In cases they don’t find their answer or the text isn’t engaging enough, they don’t continue in word-by-word reading and start scanning the rest of the content. Readers, searching for a quick answer to their query, focus on several first sentences of a text. Source: Nielsen Norman Group (edited) F-Shaped Reading Pattern – Shape of Letter “F”į-shaped scanning pattern is one of the most common ones. What are the common reading patterns for websites? Positive effect on SEO = better organic search resultsĪnd now, let’s get into the tips on how to incorporate eye-tracking patterns into your text.Better user experience = better conversions.So what the main benefits of a well-scannable website are: According to David Zheng, 60% of visitors spend less than 15 seconds trying to orient on your web. If the structure isn’t clear enough from the beginning, your reader leaves to your competitor. Honestly, people have better things to do than read your website. And that’s exactly what every UX and usability designer aims at. Users who understand how to perform their intended activity much faster, are willing to do so. Scannable content impacts conversions and website usability as well. In general, pages with a layout that can be scanned easily, have a lower bounce rate, readers can easily navigate in the text, and find what they came for - answers to their questions. The well-scanned structure of the content is tremendously essential and should not be taken lightly when designing a website. Based on models along which users scan your web, you will be able to place important and relevant information exactly at the points your users pay attention to. Once you understand the scanning patterns that you should incorporate into your website, you hit the jackpot. I know how bad it sounds, but honestly, there is no reason for frustration. According to Nielsen Norman Group, 79% of users only scan the page or screen. In the online world, people don’t read word-by-word. Especially those of you who play with every single word in your articles might be disappointed.
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