Nielsen Norman Group – How People Read Online: The Eyetracking Evidence https://www.nngroup.com/reports/how-people-read-web-eyetracking-evidence/ Content is the core of building positive relationships with users. However, we know that people don’t read digital content completely — they’re much more likely to lightly scan your words than read it in order. So how can you create effective content for users who aren’t actually reading? This report provides detailed analysis of how people seek out and consume your content. Learn how people process digital content, so you can leverage that understanding in your writing. The report includes 62 recommendations for designing your content to meet the needs of your users. The findings in this 412-page report are the culmination of three large-scale eyetracking studies spanning 13 years, involving over 500 participants and more than 750 hours of testing session time. Click to reveal Click to hide Topics How to direct and attract attention with content design Making predictable, scannable pages to improve readability Designing for different page types Optimizing specific elements people look at and read Writing and arranging content to lead people through your site How and why people scan digital content Factors that influence scanning: Motivation Type of task Level of focus Personal characteristics Gaze patterns users commonly exhibit on destination pages (like articles) and how to accommodate these behaviors: F-pattern Layer cake pattern List bypassing pattern Section bypassing pattern Spotted pattern Commitment pattern Zigzag pattern Lawn mower pattern How people process search engine results pages (SERPs) How much time and effort users spend considering results Which results receive the most attention, and why How SERP features (like the knowledge panel and featured snippet) influence information-seeking behavior The implications of good abandonment (when users find their answers on the SERP, without clicking any links) for content creators Gaze patterns commonly seen on search engine results pages and other routing pages like category listing pages: Sequential pattern Pinball pattern Love-at-first-sight pattern Layer cake pattern Common scanning behaviors and why they occur: Appraisal Skipping Backtracking Regression Encouraging reading through content formatting techniques Designing headings and subheadings correctly Highlighting key phrases to direct attention Using information-bearing words in headings, links, and body copy Attracting attention with lists and bullets Using table layouts for easy data consumption Writing styles that improve comprehension, as well as plain language guidelines How to use content to build trust and credibility Tips for writing complex, technical, or scientific content DOWNLOAD NNG_Report_download_link 🔗

NNG – How People Read Online: The Eyetracking Evidence

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Nielsen Norman Group – How People Read Online: The Eyetracking Evidence

Content is the core of building positive relationships with users. However, we know that people don’t read digital content completely — they’re much more likely to lightly scan your words than read it in order. So how can you create effective content for users who aren’t actually reading?

This report provides detailed analysis of how people seek out and consume your content. Learn how people process digital content, so you can leverage that understanding in your writing. The report includes 62 recommendations for designing your content to meet the needs of your users.
The findings in this 412-page report are the culmination of three large-scale eyetracking studies spanning 13 years, involving over 500 participants and more than 750 hours of testing session time.

Click to reveal Click to hide

Topics
How to direct and attract attention with content design
Making predictable, scannable pages to improve readability
Designing for different page types
Optimizing specific elements people look at and read
Writing and arranging content to lead people through your site
How and why people scan digital content
Factors that influence scanning:
Motivation
Type of task
Level of focus
Personal characteristics
Gaze patterns users commonly exhibit on destination pages (like articles) and how to accommodate these behaviors:
F-pattern
Layer cake pattern
List bypassing pattern
Section bypassing pattern
Spotted pattern
Commitment pattern
Zigzag pattern
Lawn mower pattern
How people process search engine results pages (SERPs)
How much time and effort users spend considering results
Which results receive the most attention, and why
How SERP features (like the knowledge panel and featured snippet) influence information-seeking behavior
The implications of good abandonment (when users find their answers on the SERP, without clicking any links) for content creators
Gaze patterns commonly seen on search engine results pages and other routing pages like category listing pages:
Sequential pattern
Pinball pattern
Love-at-first-sight pattern
Layer cake pattern
Common scanning behaviors and why they occur:
Appraisal
Skipping
Backtracking
Regression
Encouraging reading through content formatting techniques
Designing headings and subheadings correctly
Highlighting key phrases to direct attention
Using information-bearing words in headings, links, and body copy
Attracting attention with lists and bullets
Using table layouts for easy data consumption
Writing styles that improve comprehension, as well as plain language guidelines
How to use content to build trust and credibility
Tips for writing complex, technical, or scientific content

DOWNLOAD

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