{"id":24713,"date":"2023-05-19T14:44:16","date_gmt":"2023-05-19T18:44:16","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=24713"},"modified":"2023-05-20T13:33:46","modified_gmt":"2023-05-20T17:33:46","slug":"skimming-and-scanning","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/05\/skimming-and-scanning\/","title":{"rendered":"\u2018Readers\u2019 are skimming and scanning online"},"content":{"rendered":"<h2>Web visitors spend only a few seconds on a webpage<\/h2>\n<p>Tick tock. <a href=\"http:\/\/portal.acm.org\/citation.cfm?doid=1326561.1326566\" target=\"_blank\" rel=\"noopener noreferrer\">Visitors spend less than four seconds on 25% of the web pages they visit<\/a>, according to a study by University of Hamburg and University of Hannover researchers.<\/p>\n<figure id=\"attachment_32055\" aria-describedby=\"caption-attachment-32055\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32055\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/05\/skimming-and-scanning\/skimming-and-scanning-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/skimming-and-scanning.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"skimming-and-scanning\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;How long is too long?&lt;\/strong&gt; Web visits peak at two to three seconds. At that point, visitors decide that one-quarter of web pages aren\u2019t for them. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/orange-alarm-clock-isolated-on-white-362330600&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Photo credit: SUN-FLOWER&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/skimming-and-scanning-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/skimming-and-scanning.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/skimming-and-scanning.png\" alt=\"Skimming and scanning\" title=\"Skimming and scanning\" width=\"450\" height=\"300\" class=\"size-full wp-image-32055 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/skimming-and-scanning.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/skimming-and-scanning-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32055\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/05\/skimming-and-scanning\/skimming-and-scanning-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/skimming-and-scanning.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"skimming-and-scanning\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;How long is too long?&lt;\/strong&gt; Web visits peak at two to three seconds. At that point, visitors decide that one-quarter of web pages aren\u2019t for them. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/orange-alarm-clock-isolated-on-white-362330600&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Photo credit: SUN-FLOWER&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/skimming-and-scanning-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/skimming-and-scanning.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/skimming-and-scanning.png\" alt=\"Skimming and scanning\" title=\"Skimming and scanning\" width=\"450\" height=\"300\" class=\"size-full wp-image-32055\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/skimming-and-scanning.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/skimming-and-scanning-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-32055\" class=\"wp-caption-text\"><strong>How long is too long?<\/strong> Web visits peak at two to three seconds. At that point, visitors decide that one-quarter of web pages aren\u2019t for them. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/orange-alarm-clock-isolated-on-white-362330600\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Photo credit: SUN-FLOWER<\/em><\/a><\/figcaption><\/figure>\n<p>Those visits peaked at two to three seconds.<\/p>\n<p>That means that within two to three seconds, web visitors decide that about a quarter of the pages they visit aren\u2019t right for them.<\/p>\n<p>But the longer web visitors stay, the longer they\u2019ll stay.<\/p>\n<h3>Should I stay or should I go?<\/h3>\n<p>If you can get your visitors to spend 10 seconds on your web page, they\u2019ll likely stay longer. And the longer they stay, <a href=\"https:\/\/www.nngroup.com\/articles\/how-long-do-users-stay-on-web-pages\/\" target=\"_blank\" rel=\"noopener noreferrer\">writes usability expert Jakob Nielsen<\/a>, the longer they\u2019ll stay.<\/p>\n<p>To learn that, a researcher named Chao Liu and colleagues from Microsoft Research crunched the numbers on page visit durations for more than 200,000 web pages over nearly 10,000 visits. They learned that the amount of time users spend on a web page follows a \u201cWeibull distribution.\u201d<\/p>\n<p>Easy for them to say.<\/p>\n<p>Weibull is a reliability-engineering model that analyzes the time it takes components to fail. Given that it\u2019s worked fine until now, the model says, it will likely fail at X time.<\/p>\n<p>Most web pages age \u201cnegatively.\u201d That is, the longer visitors stay, the longer they\u2019re likely to stay.<\/p>\n<p>How do you keep them longer?<\/p>\n<h3>Meet the 30-3-30 test<\/h3>\n<p>Back in the mid-20th century, academician and communication theorist Clay Schoenfeld recommended the 30-3-30 rule. That is, you should present your message as if one-third of your audience will give you:<\/p>\n<ul>\n<li><strong>30 minutes<\/strong>. These folks are readers, and don\u2019t we wish there were more of them!<\/li>\n<li><strong>3 minutes<\/strong>. They\u2019re not reading the text. Instead, they\u2019re flipping, skimming and scanning for key ideas. To reach them, you need to lift your ideas off the screen with display copy.<\/li>\n<li><strong>30 seconds<\/strong>. With a 30-second attention span, these folks are lookers. They don\u2019t read words. They\u2019ll learn whatever they can through an image and a bold headline.<\/li>\n<\/ul>\n<p>That\u2019s for print. Online, add another 3, for people who will give you:<\/p>\n<ul>\n<li><strong>3 hours<\/strong>. These folks are researchers. They dive deep for data. Give them bottomless wells of information \u2014 libraries and archives of white papers, detailed product specs, PowerPoint decks, full texts of speeches and presentations, and so forth.<\/li>\n<\/ul>\n<p>\u201cThe Internet is for everybody,\u201d write Daniel A. Cirucci and Mark A. Tarasiewicz of the Philadelphia Bar Association. \u201cIt\u2019s for the 30-second reader, the three-minute reader, the 30-minute reader and even the three-hour junkie.\u201d<\/p>\n<p>So what does Schoenfeld\u2019s rule look like today? That depends on whom you ask. You may want to pass one of these three tests:<\/p>\n<h3>1. 10\/30\/2 test<\/h3>\n<p>According to user research by Microsoft Research, web visitors:<\/p>\n<ul>\n<li>Decide whether to stay on a page within 10 seconds<\/li>\n<li>Are likely to stay longer if they make it over the 30-second hump<\/li>\n<li>At that point, may stay as long as 2 minutes or more<\/li>\n<\/ul>\n<p>These people don\u2019t read content word by word. So make sure you create scannable content: a visual hierarchy of headings, short paragraphs, and lots of white or negative space.<\/p>\n<h3>2. 10\/21\/2 test<\/h3>\n<p>According to <a href=\"http:\/\/portal.acm.org\/citation.cfm?doid=1326561.1326566\" target=\"_blank\" rel=\"noopener noreferrer\">an analysis of 50,000 page views by a highly educated European audience<\/a>:<\/p>\n<ul>\n<li>Most web visitors stay for 10 seconds or less.<\/li>\n<li>The average amount of time Americans linger on a web page is 21 seconds.<\/li>\n<li>About 10% of web views extend beyond 2 minutes.<\/li>\n<\/ul>\n<p>These folks don\u2019t read on the web. In fact, they read a total of just 20% of the words in a piece of content. Increased scannability can help them find what they are looking for as they scan any new page on your website.<\/p>\n<h3>3. 3\/10\/more test<\/h3>\n<p>And that University of Hamburg study? It suggests that you pass the:<\/p>\n<p><strong>3-second test. <\/strong>Hook visitors within two or three seconds. The first question readers ask when they land on a page is \u201cWhat kind of page is this?\u201d Is it:<\/p>\n<ul>\n<li>A list of products they might want to buy?<\/li>\n<li>A forum that might answer their question?<\/li>\n<li>An article with information they\u2019re seeking?<\/li>\n<li>A form they can use to book their vacation hotel room?<\/li>\n<li>An ad?<\/li>\n<\/ul>\n<p>If they can\u2019t tell within a couple of seconds, chances are you\u2019ll lose them altogether.<\/p>\n<p>Clear page design helps. So make sure your article page looks like an article page, your forum looks like a forum and your ad looks like an ad.<\/p>\n<p>Your web visitors should also grasp instantly what the page is about and why it\u2019s relevant to them. A solid headline and deck will help you make your point quickly.<\/p>\n<p>One-quarter of web pages don\u2019t make it past the three-second scan. But if your web page does pass the three-second test, according to the German researchers, web visitors then spend about 10 seconds scanning the page.<\/p>\n<p><strong>10-second test.<\/strong> Inform visitors within 10 seconds. In the first 10 seconds, web visitors make a critical stay-or-go decision. They don\u2019t dive right into the paragraphs; they scan the page to see whether it fits their needs.<\/p>\n<p>Convince them that it does by lifting your key ideas off the page with scannable microcontent.<\/p>\n<p>One-quarter of web pages don\u2019t make it past that 10-second scan. But if they do stay, visitors look around a bit more.<\/p>\n<p><strong>30-second test. <\/strong>If visitors stay longer than 10 seconds, they look around a bit more. In the next 20 seconds \u2014 their first 30 seconds total on the page \u2014 they\u2019re still quite likely to leave.<\/p>\n<p>After 30 seconds, though, the curve becomes fairly flat. Visitors continue to leave a page, but much more slowly than they did during the first 30 seconds.<\/p>\n<p>If you can get people to stay for 30 seconds, there\u2019s a good chance that they\u2019ll stay longer \u2014 \u201coften 2 minutes or more, which is an eternity on the web,\u201d Nielsen writes.<\/p>\n<h3>Tick tock.<\/h3>\n<p>What do these scanning patterns tell us? That it\u2019s not enough to draw readers to your page through search engine optimization. Your user interface must support scanning \u2014 whether you have 60 seconds with your web visitor or only 16.<\/p>\n<p>\u201cHow long will users stay on a web page before leaving? It\u2019s a perennial question, yet the answer has always been the same: Not very long,\u201d Nielsen writes. \u201cTo gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds.\u201d<\/p>\n<p>Web writers and UX designers: That\u2019s a user experience worth aiming for.<\/p>\n<p>___<\/p>\n<p>Source: Jakob Nielsen, \u201c<a href=\"https:\/\/www.nngroup.com\/articles\/how-long-do-users-stay-on-web-pages\/\" target=\"_blank\" rel=\"noopener noreferrer\">How Long Do Users Stay on web pages?<\/a>\u201d Nielsen Norman Group, Sept. 12, 2011<\/p>\n<p>Harald Weinrich, Hartmut Obendorf, Eelco Herder and Matthias Mayer; \u201c<a href=\"https:\/\/dl.acm.org\/citation.cfm?doid=1326561.1326566\" target=\"_blank\" rel=\"noopener noreferrer\">Not quite the average: An empirical study of web use<\/a>,\u201d ACM Transactions on the web (TWEB), Vol. 2 Issue 1, February 2008<\/p>\n<p>Luke Wroblewski, \u201c<a href=\"https:\/\/articles.uie.com\/communicate_quick\/\"target=\"_blank\" rel=\"noopener noreferrer\">Communicate Quick: First Impressions Through Visual Web Design<\/a>,\u201d UIE.com, Oct. 1, 2008<\/p>\n<div id='MC-W4M-LIOTS' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-36\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Reach Readers Online \u2014 our web-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/web-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/web-writing-training.png\" alt=\"Reach Readers Online \u2014 our web-writing workshop\" title=\"Reach Readers Online \u2014 our web-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/web-writing-training.png\" alt=\"Reach Readers Online \u2014 our web-writing workshop\" title=\"Reach Readers Online \u2014 our web-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Lift Ideas Off the Screen<\/h3>\r\n<p>Web visitors read, on average, 20% of the words on the page. But which words \u2014 and how can you put your messages there?<\/p>\r\n\r\n<p>Would you like to learn which words they\u2019re reading, and how to put your key messages where their eyes are?<\/p>\r\n\t\r\n<p>If so, join our <a title=\"Reach Readers Online \u2014 our web-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/web-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>Reach Readers Online<\/strong><\/a> \u2014 our web-writing workshop.<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>In this web-writing workshop, you\u2019ll make sure even flippers and skimmers can get the gist of your message \u2014 without reading the paragraphs.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/web-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/web-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Web visitors spend only a few seconds on a webpage<\/p>\n","protected":false},"author":6,"featured_media":32055,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[409],"tags":[12945,13012,13038,375,401],"class_list":{"0":"post-24713","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-scannable-web-copy","8":"tag-scannable-web-copy","9":"tag-scanning","10":"tag-skimming","11":"tag-visitors","12":"tag-webpage","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u2018Readers\u2019 are skimming and scanning online<\/title>\n<meta name=\"description\" content=\"How long is too long? 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