• Connect with me
Rewire your brain to speak your mind and be heard!

The Brain Alchemist

3 Surprising Patterns of Reading Online

by Anastasia on January 23, 2015

eye2

While writing content for online environments you must think of the following paradox: reading is the PRIMARY action performed on the web. AND people try to read as LITTLE as possible (online) 20%!

So the goal for any visitor of your site is to scan as efficiently as they can to understand whether they like what they see or not (in which case they will click away).

Because users read differently online than they do offline – we need to utilize different techniques while writing for the web.

There are 3 main patterns that users employ when they access a website according to Nielsen et al.

1. F-Pattern

When users first come to your site, they will most likely implement an F pattern
F pattern

They will first move in a horizontal movement, usually across the upper part of the content area.

NOTE: sometimes users disregard the whole line if the 1st word is not appealing!

Then, if they like what they see in the first line, they will proceed along the  second horizontal movement that typically covers a shorter area than the previous movement.

Finally, they will explore the left side in a vertical movement.

If their initial scanning fulfills their needs, they will move to the second pattern:

2. Layer Cake Pattern

Now they are using a more committed pattern, a layer cake pattern- where they explore horizontal lines quickly to see if the section they chose strikes their interest.

jucy cake 2

3. Spotted Pattern

If the layer cake scan pattern shows that the user is still interested, he/ she will proceed to a spotted pattern- choosing looking for the main ideas.

So how can you implement this knowledge for your online writing? You need to make the text more scannable.

Make sure that you position most important words and ideas along the F line breaking the text into convenient paragraphs; that each line starts with the catchy word, and that you utilize the following elements for better scanning:

~ bolded words

~ underlined text

~ words in color

~ numbers as numerals

~ words in capital letters

~ long words

~ words in quotation marks

~ words w/ trademarks, copyright

~ words around any of these elements

Using these techniques will increase the usability and convertability of your site.

Now, in the comments below suggest YOUR strategies for breaking the text for better scannability.

P.S. Multimedia solutions, such as brief video explainers, games, assessments, scenarios, and animations, can make your content marketing more engaging. Visit www.bookphoria.com to learn more. Want our opinion on what kind of multimedia solution you could create? We’ll mentor you for free.
Click here to set up a free rapid fire mentorship session with us.

Share

{ 0 comments }

Latest Posts

52 blogging ideas for authors and experts, based on their book content

January 13, 2015

Many authors choose to publish a blog as a way to stay connected with their readers, promote books, build their brand, share ideas, grow and engage their readership. A blog helps you stay visible and relevant to your audience. Publishers look for authors with active, buzzing and growing communities of readers and a robust social […]

Share
Read the full article →

Transform your fear of public speaking and test your presentation skills

January 6, 2015

Do you feel nervous when you have to speak in public?  Does your heart start beating faster? Do you get butterflies in your stomach? Does your throat get dry or palms – sweaty? The trick to overcoming the fear of public speaking is not to fight your anxiety but to transform it into energy that […]

Share
Read the full article →

Happy New Year! Our “geek” wishes for 2015…

January 1, 2015

May we all be healthy, joyful and prosperous beyond any measure that the Facebook year-review algorithm can surmise. May we grow stronger and happier with each friendship, love and like. May the number of heart-to-heart conversations surpasses the number of selfies we take. May our meals be as delicious and nutritious as the food on […]

Share
Read the full article →

U-Quotable: How to find the ideal location for your expert quotes

December 16, 2014

There is no such thing as an unquotable book. As an author, you have spent many days stringing words together, so it’s natural that you want to be memorable, sharable and remarkable. You want people to quote you, don’t you? After all, people quote other authors all the time! You see those quotes on social […]

Share
Read the full article →

Book Lover Gift Guide from Bookphoria

December 3, 2014

“I don’t know what’s in the box, but I love it. Unopened gifts contain hope.” ~ Jarod Kintz As our neurons sparkle with the anticipation of the holidays, many of us appreciate some gift ideas around this time of the year. Got a book lover on your list or need to indulge your Inner Writer? […]

Share
Read the full article →

Bookphoria’s Magic Sanity Potion for the holidays

November 27, 2014

If your holiday season is anything like ours, it is not just “gratitude journals,”  “Santas” and “truffles.” Putting on a couple of pounds,  frantically searching for presents, experiencing sudden nostalgia due to the lack of the vitamin D (not because of our Russian origin!), increased cravings for anything chocolate-covered are also a huge part of […]

Share
Read the full article →

5 ways to generate compelling visuals for your content marketing and presentations

November 14, 2014

As the saying goes, a picture is worth a thousand words… well, maybe not a thousand, but 1.5 words at least. We do remember pictures better than we remember words. Studies by Paul W. Foos and Paula Goolkasian shed light on the difference between memory for pictures and words. They found that pictures were correctly […]

Share
Read the full article →

Explainers: Thumbs up or thumbs down?

September 26, 2014

Whether you are trying to assemble a new kitchen table or learn a new program, you have to deal with instructions. Reading instructions is rarely fun. They are often boring, confusing and full of jargon. We’d rather jump in and tinker with things to figure out how they work. That is why our Bookporia team […]

Share
Read the full article →

Five benefits of using multimedia to build your expert brand in academia and beyond

August 8, 2014

  Our Bookphoria team has just returned from the University of Iowa in Iowa City, where we were honored to be part of the STARTALK program. We delivered our presentation on the use of multimedia for academics so that they could build their expert brands to be both in and on demand. Because of the […]

Related Posts with Thumbnails
Share
Read the full article →