{"id":28732,"date":"2022-01-13T07:12:33","date_gmt":"2022-01-13T11:12:33","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=28732"},"modified":"2024-01-17T09:29:48","modified_gmt":"2024-01-17T13:29:48","slug":"skim-through-the-text","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/01\/skim-through-the-text\/","title":{"rendered":"People skim through the text of blog posts"},"content":{"rendered":"<h2>They read 3.5% of the words on the page<\/h2>\n<p>Consider the numbers:<\/p>\n<figure id=\"attachment_28733\" aria-describedby=\"caption-attachment-28733\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28733\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skim-through-the-text\/skim-through-the-text\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-through-the-text.png\" data-orig-size=\"509,300\" 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=\"skim-through-the-text\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Just say no&lt;\/strong&gt; Your audience members read an average of 50 words in your article. So how do you reach nonreaders with words? Image by &lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-through-the-text-300x177.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-through-the-text.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-through-the-text.png\" alt=\"Skim through the text\" title=\"Skim through the text\" width=\"509\" height=\"300\" class=\"size-full wp-image-28733 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-through-the-text.png 509w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-through-the-text-300x177.png 300w\" data-sizes=\"(max-width: 509px) 100vw, 509px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 509px; --smush-placeholder-aspect-ratio: 509\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28733\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skim-through-the-text\/skim-through-the-text\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-through-the-text.png\" data-orig-size=\"509,300\" 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=\"skim-through-the-text\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Just say no&lt;\/strong&gt; Your audience members read an average of 50 words in your article. So how do you reach nonreaders with words? Image by &lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-through-the-text-300x177.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-through-the-text.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-through-the-text.png\" alt=\"Skim through the text\" title=\"Skim through the text\" width=\"509\" height=\"300\" class=\"size-full wp-image-28733\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-through-the-text.png 509w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-through-the-text-300x177.png 300w\" sizes=\"(max-width: 509px) 100vw, 509px\" \/><\/noscript><figcaption id=\"caption-attachment-28733\" class=\"wp-caption-text\"><strong>Just say no<\/strong> Your audience members read an average of 50 words in your article. So how do you reach nonreaders with words? <a href=\"https:\/\/www.istockphoto.com\/photo\/denial-gm901453058-248692501\" rel=\"noopener\" target=\"_blank\"><em>Image by Tharakorn<\/em><\/a><\/figcaption><\/figure>\n<ul>\n<li><a href=\"https:\/\/research.hubspot.com\/reports\/the-future-of-content-marketing\" target=\"_blank\" rel=\"noopener\"><strong>43% of people skim blog posts<\/strong><\/a> instead of reading them, according to Hubspot.<\/li>\n<li><a href=\"https:\/\/time.com\/12933\/what-you-think-you-know-about-the-web-is-wrong\/\" target=\"_blank\" rel=\"noopener\"><strong>55% of people spent fewer than 15 seconds<\/strong><\/a> on an article, \u200b\u200baccording to ChartBeat.<\/li>\n<li>That means <strong>people read about 50 words<\/strong>, on average, of a post, using an average reading rate of 200 words per minute.<\/li>\n<li><a href=\"https:\/\/www.orbitmedia.com\/blog\/blogging-statistics\/\" target=\"_blank\" rel=\"noopener\"><strong>The average blog post is 1,416 words long<\/strong><\/a>, according to OrbitMedia.<\/li>\n<\/ul>\n<p>Which means that audience members read, on average, 3.5% of the words on a post.<\/p>\n<p>They don\u2019t read the text. Instead, their \u201creading strategy\u201d is to skim.<\/p>\n<h3>Beyond blog posts<\/h3>\n<p>It\u2019s not just blog posts. People skim and scan text in other online channels and devices, as well:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2022\/01\/how-people-read-on-the-web\/\"><strong>How people read on the web<\/strong><\/a>: They don\u2019t; so make webpages scannable<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2022\/01\/do-people-skim-scan-read-emails\/\"><strong>Do people skim, scan, read emails?<\/strong><\/a> Just 19% of email newsletters get read thoroughly<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2022\/01\/skim-and-scan-text\/\"><strong>People skim and scan text in online news<\/strong><\/a>: Only 25% read word by word<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2022\/01\/eye-tracking-online\/\"><strong>Eye tracking online shows where people look<\/strong><\/a>: Change how people see your page with 6 eye gaze patterns<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/\"><strong>People are skimming text on tablets<\/strong><\/a>: Insights from Poynter\u2019s EyeTrack study<\/li>\n<\/ul>\n<h3>Which words do they read?<\/h3>\n<p>So how do you reach nonreaders with words? Put your message where their eyes are \u2014 in the microcontent and display copy.<\/p>\n<p>So which words do they read? Your audience members look at magnetic elements, including:<\/p>\n<ul>\n<li><a href=\"https:\/\/revvingupreadership.com\/writing\/micro-content\/bold-face-type\/\" rel=\"noopener\" target=\"_blank\">Bold-face text<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/pull-quote\/\">Callouts<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-caption\/\">Captions<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/double-deck-headline\/\">Decks<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-good-headline\/\">Headlines<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/link-writing\/\">Links<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/types-of-articles\/how-to-write-listicles\/\">Lists<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-subheading\/\">Subheads<\/a><\/li>\n<\/ul>\n<p>So put your message where their eyes are \u2014 in the display copy.<\/p>\n<h3>Pass The Palm Test.<\/h3>\n<p>So break up walls of words to make messages look easier to read.<\/p>\n<p>In one study, Jakob Nielsen and Kara Pernice Coyne rewrote a <em>New York Magazine<\/em> post about New York City restaurants. They added more bullets, bold-faced text, highlighted key words and white space to break up walls of words and make the message look easier to read.<\/p>\n<p>Audience members spent about twice as much time with the original page. But they remembered 34% more of the content on the revised page. But they:<\/p>\n<ul>\n<li><strong>Understood 12% better<\/strong><\/li>\n<li><strong>Remembered 34% more<\/strong> of the piece<\/li>\n<li><strong>Enjoyed the experience<\/strong> significantly better<\/li>\n<\/ul>\n<h3>Pass The Skim Test.<\/h3>\n<p>In another study, Nielsen Norman Group researchers rewrote a <em>New York Times<\/em> article about Nobel Prize winners. They made the piece significantly more scannable with:<\/p>\n<ul>\n<li>Subheads<\/li>\n<li>Bulleted lists<\/li>\n<li>Highlighted key words<\/li>\n<\/ul>\n<p>As a result, audience members:<\/p>\n<ul>\n<li><strong>Spent 3% more time reading<\/strong> the article.<\/li>\n<li><strong>Understood it 12% better<\/strong>.<\/li>\n<li><strong>Enjoyed it 7% more<\/strong>.<\/li>\n<\/ul>\n<p>Not a bad return on a few bullets and bold-faced words!<\/p>\n<p style=\"font-weight:bold; text-align:center;\">How can you reach people who skim through your text?<\/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 read 3.5% of the words on the page<\/p>\n","protected":false},"author":6,"featured_media":28733,"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":[520,455],"class_list":{"0":"post-28732","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-scannable-web-copy","8":"tag-blog-posts","9":"tag-skim","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>People skim through the text of blog posts<\/title>\n<meta name=\"description\" content=\"Just say no: Your audience members read an average of 50 words in your article. 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