用户洞察01：用户如何浏览

人们会阅读你的页面的全部内容？

When faced with a web page, people only read it verbatim if they are truly interested in the content. They usuallyflip(Nielsen), look for keywords that stand out on the page, useful headings, short paragraphs, and easy-to-scan lists. Because of the rush to find the specific information they're looking for, they skip over content that doesn't pertain to them.

So, don't expect people to peruse content that doesn't seem either easy to scan or relevant to them. Long texts, redundant descriptions, marketing copy and polite remarks should be avoided on web pages.

How little do users read?

In 2013, data analytics agency Chartbeat looked at Slate, as well as a number of other sites, and found that most visitors only scrolled 50%-60% of the article page.What's more interesting is that there doesn't seem to be a correlation between sharing behaviors and page scrolling-even if they haven't even started to read it yet, people will be happy to share your article as well."You Won't Finish This Article.
The scanning and skimming behaviors that develop when browsing large amounts of online content even affect the way we read and understand novels and other long-form printed texts."Serious reading takes a hit from online scanning and skimming, researchers say".
Jakob Nielsen's 2008 eye-tracking study showed that web pages on theOnly an average of less than 20% of text is actually readThe
In another usability test, Nielsen tested different web copy styles.Simple, easy to scan and objective copywritingLet the availability increase by 124%.
Gerry McGovern found in a usability study that a message placed in theLess readily scanned locations on the pageThe result is that only 1 out of 15 users can be found.
Steve Krug inDon't Make Me Think.One of the most important truths about website users, according to the bookThey don't read. They just scan.The