Visitors only read 20% of your web page

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– On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely. (Source: Nielsen Norman Group)

– The authors found that the Back button is now only the 3rd most-used feature on the Web .

-Clicking hypertext links remains the most-used feature, but clicking buttons (on the page) has now overtaken Back to become the second-most used feature.

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You’re fighting for attention on the Web. On an average visit, users read half the information only on those pages with 111 words or less. More realistically, users will read about 20% of the text on the average page. Why?

1ne: Attention spans are a lot shorter

2wo: It’s hard to read content on smartphones.

3hree: Your content doesn’t have a summary.

4our: Users are drawn to ads more than your content.

5ive: Your content is stale and boring.

6ix: You forgot who you’re talking to.

So what about the unwritten rule “that content is king”? The answer to that is that content is king to SOME people for others it’s garbage. The mistake too many branded websites make is that they assume the content is good for their audience, but in face their audience is microfragmented. Bloggers learn this very early and they continue to tailor their content towards people who actually want to read their content.

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Want people to read your content? Use callouts, and include summaries, so they can take away your key points. My rule is that if users have to scroll more than once to read your content it ain’t going to happen.

STATS:

55% of all page views get less than 15 seconds of attention. (Chartbeat)

2–3 letter words are skipped over almost 75% of the time, while 8 letter words are almost always fixated upon. (Eyethink)

Web users spend 69% of their time viewing the left half of a page and 30% viewing the right.

It takes people approximately 20–30% longer to read online than it takes to read on paper. (ResearchGate)

Originally published at www.newmediaandmarketing.com on March 16, 2019.

Written by

Marketing contrarian with over 15 years of developing leading edge and award winning digital marketing initiatives.

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