{"id":28725,"date":"2022-01-12T11:52:15","date_gmt":"2022-01-12T15:52:15","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=28725"},"modified":"2024-03-07T10:34:27","modified_gmt":"2024-03-07T14:34:27","slug":"how-people-read-on-the-web","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/01\/how-people-read-on-the-web\/","title":{"rendered":"How people read on the web"},"content":{"rendered":"<h2>They don\u2019t; so make webpages scannable<\/h2>\n<p>Here\u2019s the title of one of usability expert <a href=\"https:\/\/www.nngroup.com\/articles\/how-users-read-on-the-web\/\" target=\"_blank\" rel=\"noopener\">Jakob Nielsen\u2019s earliest articles on writing for the web<\/a>:<\/p>\n<figure id=\"attachment_28726\" aria-describedby=\"caption-attachment-28726\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28726\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/how-people-read-on-the-web\/how-people-read-on-the-web-4\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-people-read-on-the-web.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=\"how-people-read-on-the-web\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;How do people read online?&lt;\/strong&gt; They don\u2019t; they skim. So write skimmable web copy. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/smiling-black-young-man-glasses-holding-1296335626&quot; target=&quot;_blank&quot; rel=&quot;noopener&quot;&gt;&lt;em&gt;Image by fizkes&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-people-read-on-the-web-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-people-read-on-the-web.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-people-read-on-the-web.png\" alt=\"How people read on the web\" title=\"How people read on the web\" width=\"450\" height=\"300\" class=\"size-full wp-image-28726 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-people-read-on-the-web.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-people-read-on-the-web-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=\"28726\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/how-people-read-on-the-web\/how-people-read-on-the-web-4\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-people-read-on-the-web.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=\"how-people-read-on-the-web\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;How do people read online?&lt;\/strong&gt; They don\u2019t; they skim. So write skimmable web copy. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/smiling-black-young-man-glasses-holding-1296335626&quot; target=&quot;_blank&quot; rel=&quot;noopener&quot;&gt;&lt;em&gt;Image by fizkes&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-people-read-on-the-web-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-people-read-on-the-web.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-people-read-on-the-web.png\" alt=\"How people read on the web\" title=\"How people read on the web\" width=\"450\" height=\"300\" class=\"size-full wp-image-28726\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-people-read-on-the-web.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-people-read-on-the-web-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-28726\" class=\"wp-caption-text\"><strong>How do people read online?<\/strong> They don\u2019t; they skim. So write skimmable web copy. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/smiling-black-young-man-glasses-holding-1296335626\" target=\"_blank\" rel=\"noopener\"><em>Image by fizkes<\/em><\/a><\/figcaption><\/figure>\n<h5 class=\"standalone\">How Users Read on the Web<\/h5>\n<p>The first paragraph:<\/p>\n<h5 class=\"standalone\">They don\u2019t.<\/h5>\n<p>\u201cPeople read paper,\u201d says TJ Larkin, principal of Larkin Communications Consulting. \u201cThey use the web.\u201d<\/p>\n<p>Screen reading is different from print materials. In fact, <a href=\"https:\/\/dejanseo.com.au\/web-content\/\" target=\"_blank\" rel=\"noopener\">people read word-by-word online just 16% of the time<\/a>, according to eye-tracking studies by Dejan Marketing. That\u2019s the same percentage Nielsen came up with in his eye-tracking research.<\/p>\n<p>So if they\u2019re not reading, what are they doing?<\/p>\n<h3>They\u2019re not reading; they\u2019re seeking.<\/h3>\n<p>Web users spend most of their time looking for something specific. According to research findings by Xerox PARC, web visitors:<\/p>\n<ul>\n<li><strong>Collect 71% of the time<\/strong>. They search for multiple pieces of important information, maybe research for a Writing for Mobile workshop.<\/li>\n<li><strong>Find 25%<\/strong>. They seek something specific, like \u201cWhat is this bacalhau they want to serve me for lunch?\u201d<\/li>\n<li><strong>Explore 2%<\/strong>. They look around without a specific goal \u2014 aka \u201csurfing.\u201d<\/li>\n<li><strong>Monitor 2%<\/strong>. They return to the same website to update information \u2014 say, checking CNN for the latest news.<\/li>\n<\/ul>\n<figure id=\"attachment_24289\" aria-describedby=\"caption-attachment-24289\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24289\" data-permalink=\"https:\/\/www.wyliecomm.com\/why-people-visit-website\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png\" data-orig-size=\"600,300\" 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=\"why-people-visit-website\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Your readers are search engines&lt;\/strong&gt; They\u2019re searching for something specific 96% of the time. Note: \u201cReading\u201d is not on the list.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png\" alt=\"Your readers are search engines\" title=\"Your readers are search engines\" width=\"600\" height=\"300\" class=\"size-full wp-image-24289 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website-300x150.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24289\" data-permalink=\"https:\/\/www.wyliecomm.com\/why-people-visit-website\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png\" data-orig-size=\"600,300\" 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=\"why-people-visit-website\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Your readers are search engines&lt;\/strong&gt; They\u2019re searching for something specific 96% of the time. Note: \u201cReading\u201d is not on the list.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png\" tabindex=\"0\" role=\"button\" style=\"\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png\" alt=\"Your readers are search engines\" title=\"Your readers are search engines\" width=\"600\" height=\"300\" class=\"size-full wp-image-24289\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/why-people-visit-website-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-24289\" class=\"wp-caption-text\"><strong>Your readers are search engines<\/strong> They\u2019re searching for something specific 96% of the time. Note: \u201cReading\u201d is not on the list.<\/figcaption><\/figure>\n<p>In other words, web visitors have a goal 96% of the time, according to the PARC study. So much for \u201csurfers.\u201d<\/p>\n<p>Same thing\u2019s true on mobile. In fact, the No. 2 mobile task is searching for specific information. (No. 1: wasting time.)<\/p>\n<p>Mobile visitors often seek information relevant to the here and now, like \u201cWhere is the nearest gas station?\u201d In fact, according to a Pew study, some 49% of mobile users use their phones for location-based information.<\/p>\n<h3>How long do they spend?<\/h3>\n<p>So as they look for information, how much time do visitors spend on webpages? Not too long:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.nngroup.com\/articles\/satisficing\/\" target=\"_blank\" rel=\"noopener\"><strong>The average page visit lasts less than a minute<\/strong><\/a> \u2014 but many are 10 seconds or less.<\/li>\n<li><a href=\"http:\/\/time.com\/12933\/what-you-think-you-know-about-the-web-is-wrong\/\" target=\"_blank\" rel=\"noopener\"><strong>55% of visitors spend fewer than 15 seconds<\/strong><\/a> on your website.<\/li>\n<li><a href=\"https:\/\/www.nngroup.com\/reports\/how-people-read-web-eyetracking-evidence\/\" target=\"_blank\" rel=\"noopener\"><strong>Visitors spend an average of 19 seconds<\/strong><\/a> looking at a webpage.<\/li>\n<\/ul>\n<p>During that time, according to Kara Pernice, Kathryn Whitenton and Jakob Nielsen, authors of <em>How People Read on the Web<\/em>, web visitors\u2019 eyes land an average of 72 times on different elements on the page. (<a href=\"https:\/\/www.wyliecomm.com\/2022\/01\/eye-tracking-online-shows-where-people-look\/\">Learn more about these reading patterns<\/a>, including the F-shaped pattern, where visitors\u2019 eyes sweep across the left side of the page.)<\/p>\n<h5>\u201cAs you watch users\u2019 eyes negotiate pages at mind-blowing speeds, you might think that \u2026 it is just pure luck that anyone ever finds anything worthwhile on the web.\u201d<\/h5>\n<h6>\u2014 Kara Pernice, Kathryn Whitenton and Jakob Nielsen, in <em>How People Read on the Web<\/em><\/h6>\n<p>Let\u2019s do that math: 19 seconds divided by 72 \u201ceye stops\u201d equals about a quarter of a second per glance.<\/p>\n<p>Definitely. Not. Reading.<\/p>\n<p>\u201cAs you watch users\u2019 eyes negotiate pages at mind-blowing speeds,\u201d write Pernice et al., \u201cyou might think that \u2026 it is just pure luck that anyone ever finds anything worthwhile on the web.\u201d<\/p>\n<h3>How much do they read?<\/h3>\n<p>As web visitors\u2019 eyes race around your webpage for 10 to 20 seconds or so, how much of your content are they actually reading?<\/p>\n<figure id=\"attachment_24288\" aria-describedby=\"caption-attachment-24288\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24288\" data-permalink=\"https:\/\/www.wyliecomm.com\/how-much-they-read\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/how-much-they-read.png\" data-orig-size=\"600,320\" 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=\"how-much-they-read\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Does your web designer know this?&lt;\/strong&gt; Visitors read about 20% of the words on a web page, according to the Nielsen Norman Group.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/how-much-they-read-300x160.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/how-much-they-read.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/how-much-they-read.png\" alt=\"Does your web designer know this?\" title=\"Does your web designer know this?\" width=\"600\" height=\"320\" class=\"size-full wp-image-24288 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/how-much-they-read.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/how-much-they-read-300x160.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/320;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24288\" data-permalink=\"https:\/\/www.wyliecomm.com\/how-much-they-read\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/how-much-they-read.png\" data-orig-size=\"600,320\" 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=\"how-much-they-read\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Does your web designer know this?&lt;\/strong&gt; Visitors read about 20% of the words on a web page, according to the Nielsen Norman Group.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/how-much-they-read-300x160.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/how-much-they-read.png\" tabindex=\"0\" role=\"button\" style=\"\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/how-much-they-read.png\" alt=\"Does your web designer know this?\" title=\"Does your web designer know this?\" width=\"600\" height=\"320\" class=\"size-full wp-image-24288\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/how-much-they-read.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/06\/how-much-they-read-300x160.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-24288\" class=\"wp-caption-text\"><strong>Does your web designer know this?<\/strong> Visitors read about 20% of the words on a webpage, according to the Nielsen Norman Group.<\/figcaption><\/figure>\n<p><a href=\"https:\/\/www.nngroup.com\/articles\/how-little-do-users-read\/\" target=\"_blank\" rel=\"noopener\">About 20% of the words on the page<\/a>, according to a Nielsen Norman Group analysis of 50,000 page views that European computer scientists, psychologists, sociologists, engineers and other highly educated professionals completed while going about their daily lives.<\/p>\n<p>\u201cWhat\u2019s important about this study is that it was completely naturalistic,\u201d Nielsen writes. \u201cThe users didn\u2019t have to do anything special.\u201d<\/p>\n<p>Here\u2019s what he found:<\/p>\n<ul>\n<li>On average, <strong>web visitors read half the information on webpages<\/strong> with 111 words or less.<\/li>\n<li>As the word count goes up, so too does the amount of time visitors spend on a page. But <strong>reading time doesn\u2019t keep up with the additional word count<\/strong>. Web visitors spend only 4.4 seconds more for each additional 100 words. Assuming an average reading time of 200 words per minute, that\u2019s only about 15% of the additional words.<\/li>\n<li>Web visitors spent enough time to <strong>read at most 28% of the words on a webpage<\/strong> during an average visit. However, Nielsen says, they don\u2019t spend all that time reading. It\u2019s more likely, he estimates, that visitors read only 20% of the words on the average webpage.<\/li>\n<\/ul>\n<p>But which 20%?<\/p>\n<h3>Where are they looking?<\/h3>\n<p>So which words do they read? The microcontent, or online display copy.<\/p>\n<p>In a study by Conversion XL, here\u2019s where web visitors focused their attention:<\/p>\n<ul>\n<li><a href=\"https:\/\/conversionxl.com\/research-study\/people-read-short-articles-original-research\/\" target=\"_blank\" rel=\"noopener\"><strong>97% read headlines<\/strong><\/a>. They averaged 2.9 seconds, which gave them time to read 7 words, according to the researchers.<\/li>\n<li><strong>98% read decks<\/strong>, or the one-sentence summary under the headline. They spent 2.8 seconds, or about 7 words.<\/li>\n<li><strong>More than 90% viewed captions<\/strong>.<\/li>\n<\/ul>\n<p>Web visitors also look at the:<\/p>\n<ul>\n<li>Subheads<\/li>\n<li>Links<\/li>\n<li>Bulleted lists<\/li>\n<li>Bold-faced text<\/li>\n<\/ul>\n<p>And if you want to reach web visitors, that\u2019s where you\u2019ll put your messages.<\/p>\n<p>_____<\/p>\n<p>Sources: Jakob Nielsen, \u201c<a href=\"https:\/\/www.nngroup.com\/articles\/how-users-read-on-the-web\/\" target=\"_blank\" rel=\"noopener\">How Users Read on the Web<\/a>,\u201d Nielsen Norman Group, Oct. 1, 1997<\/p>\n<p>\u201c<a href=\"https:\/\/dejanseo.com.au\/web-content\/\" target=\"_blank\" rel=\"noopener\">Here\u2019s Why Nobody Reads Your Content<\/a>,\u201d Dejan Marketing, June 11, 2015<\/p>\n<p>Kathryn Whitenton, \u201c<a href=\"https:\/\/www.nngroup.com\/articles\/satisficing\/\" target=\"_blank\" rel=\"noopener\">Satisficing: Quickly Meet Users\u2019 Main Needs<\/a>,\u201d Neilsen Norman Group, March 30, 2014<\/p>\n<p>Tony Haile, CEO of Chartbeat; \u201c<a href=\"http:\/\/time.com\/12933\/what-you-think-you-know-about-the-web-is-wrong\/\" target=\"_blank\" rel=\"noopener\">What You Think You Know About the Web Is Wrong<\/a>,\u201d Time, March 9, 2014<\/p>\n<p>Kara Pernice, Kathryn Whitenton and Jakob Nielsen; <a href=\"https:\/\/www.nngroup.com\/reports\/how-people-read-web-eyetracking-evidence\/\" target=\"_blank\" rel=\"noopener\"><em>How People Read on the Web<\/em><\/a>; Neilsen Norman Group<\/p>\n<p>Jakob Nielsen, \u201c<a href=\"https:\/\/www.nngroup.com\/articles\/how-little-do-users-read\/\" target=\"_blank\" rel=\"noopener\">How Little Do Users Read?<\/a>\u201d Alertbox, May 6, 2008<\/p>\n<p>Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer; \u201c<a href=\"https:\/\/dl.acm.org\/doi\/10.1145\/1326561.1326566\" rel=\"noopener\" target=\"_blank\">Not Quite the Average: An Empirical Study of web use<\/a>,\u201d ACM Transactions on the web,vol. 2, no. 1, February 2008, article #5<\/p>\n<p>Madeleine Sidoff, \u201c<a href=\"https:\/\/conversionxl.com\/research-study\/people-read-short-articles-original-research\/\" target=\"_blank\" rel=\"noopener\">How People Read Short Articles [Original Research]<\/a>,\u201d ConversionXL.com, Jan.19, 2018<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" 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; 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\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/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\/mini-master-classes-home\/display-copy-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\/mini-master-classes-home\/display-copy-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>They don\u2019t; so make webpages scannable<\/p>\n","protected":false},"author":6,"featured_media":28726,"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":[457,401],"class_list":{"0":"post-28725","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-scannable-web-copy","8":"tag-scannable","9":"tag-webpage","10":"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>How people read on the web<\/title>\n<meta name=\"description\" content=\"How do people read online? 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