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18 Jul 14
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28 Dec 12
How Users Read on the Web
They don't
People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences. In research on how people read websites we found that 79 percent of our test users always scanned any new page they came across; only 16 percent read word-by-word. (Update: a newer study found that users read email newsletters even more abruptly than they read websites.) -
07 Dec 12
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27 Nov 12
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23 Oct 12
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Users detested "marketese"; the promotional writing style with boastful subjective claims ("hottest ever") that currently is prevalent on the Web. Web users are busy: they want to get the straight facts. Also, credibility suffers when users clearly see that the site exaggerates.
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05 Oct 12
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- highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
- meaningful sub-headings (not "clever" ones)
- bulleted lists
- one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
- the inverted pyramid style, starting with the conclusion
- half the word count (or less) than conventional writing
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o measure the effect of some of the content guidelines we had identified, we developed five different versions of the same website (same basic information; different wording; same site navigation). We then had users perform the same tasks with the different sites. As shown in the table, measured usability was dramatically higher for the concise version (58% better) and for the scannable version (47% better). And when we combined three ideas for improved writing style into a single site, the result was truly stellar: 124% better usability.
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Kevin CurranHow people read on the internet
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- highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
- meaningful sub-headings (not "clever" ones)
- bulleted lists
- one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
- the inverted pyramid style, starting with the conclusion
- half the word count (or less) than conventional writing
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21 Sep 12
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17 Sep 12
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13 Sep 12
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12 Sep 12
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scan the page,
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ighlighted keywords
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sub-headings
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lists
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one idea per paragrap
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starting with the conclusion
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half the word count
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credibility is important
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unclear who is behind information on the Web and whether a page can be trusted
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o is behind info
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graphics, good writing, and use of outbound hypertext links.
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straight facts.
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21 Aug 12
Semicolon1 SchiffMeasuring the effect of improved web writing--Nebraska travel repurpose.
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16 Jul 12
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03 Jul 12
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18 Jun 12
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- highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
- meaningful sub-headings (not "clever" ones)
- bulleted lists
- one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
- the inverted pyramid style, starting with the conclusion
- half the word count (or less) than conventional writing
As a result, Web pages have to employ scannable text, using
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Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links.
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09 May 12
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15 Apr 12
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07 Apr 12
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30 Mar 12
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02 Mar 12
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they scan the page, picking out individual words and sentences.
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- highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
- meaningful sub-headings (not "clever" ones)
- bulleted lists
- one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
- the inverted pyramid style, starting with the conclusion
- half the word count (or less) than conventional writing
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Concise text
with about half the word count as the control condition -
Scannable layout
using the same text as the control condition in a layout that facilitated scanning -
Objective language
using neutral rather than subjective, boastful, or exaggerated language (otherwise the same as the control condition)
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27 Feb 12
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20 Feb 12
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11 Feb 12
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10 Feb 12
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24 Jan 12
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17 Nov 11
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30 Oct 11
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27 Oct 11
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25 Oct 11
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17 Oct 11
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79 percent of our test users always scanned any new page they came across; only 16 percent read word-by-word. (Update: a newer study found that users read email newsletters even more abruptly than they read websites.)
-
- highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
- meaningful sub-headings (not "clever" ones)
- bulleted lists
- one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
- the inverted pyramid style, starting with the conclusion
- half the word count (or less) than conventional writing
-
Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links. Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites.
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detested "marketese
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measured usability was dramatically higher for the concise version (58% better) and for the scannable version (47% better)
-
with about half the word count as the control condition
-
using the same text as the control condition in a layout that facilitated scanning
-
using neutral rather than subjective, boastful, or exaggerated language
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concise, scannable, and objective
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14 Oct 11
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11 Oct 11
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09 Oct 11
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We found that credibility is important for Web users, since it is unclear who is behind information on the Web and whether a page can be trusted. Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links. Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites.
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01 Oct 11
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28 Sep 11
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Karen CoarPeople rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences.
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27 Sep 11
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21 Sep 11
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15 Sep 11
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13 Sep 11
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06 Sep 11
Sandra FlowersGreat info on making text more appealing and usable so that the reader gains a lot and feels that the time spent gaining whatever was time well spent.
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01 Sep 11
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31 Aug 11
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24 Aug 11
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22 Aug 11
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31 Jul 11
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How Users Read on the Web
They don't.People rarely read Web pages word by word; instead, they scan the page
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29 Jul 11
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29 Jun 11
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the inverted pyramid style
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found that 79
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16 percent read
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percent of our test users always scanned
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word-by-word
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scannable text
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highlighted keywords
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meaningful sub-headings
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- bulleted lists
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one idea per paragraph
-
half the word count
-
detested "marketese
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Web users are busy
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straight facts
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13 Jun 11
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29 May 11
Lene Karin WibergKunne vært spennende m en oppdatert versj. av dette: http://www.useit.com/alertbox/9710a.html | hvorfor lærebok på nett ikke fung, @ndla_no
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30 Dec 10
lievenvdv(Oud) artikel van Jakob Nielsen over hoe mensen lezen op het scherm
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21 Dec 10
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20 Dec 10
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13 Dec 10
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04 Dec 10
Patrick DanielsPeople rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences
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28 Nov 10
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21 Nov 10
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12 Nov 10
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26 Oct 10
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25 Oct 10
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24 Oct 10
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20 Oct 10
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13 Oct 10
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10 Oct 10
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09 Oct 10
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30 Sep 10
Jonas OlofssonAs a result, Web pages have to employ scannable text, using
* highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
* meaningful sub-headings (not "clever" ones)
* bulleted lists
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23 Sep 10
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13 Sep 10
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- Fort Robinson State Park
- Scotts Bluff National Monument
- Arbor Lodge State Historical Park & Museum
- Carhenge
- Stuhr Museum of the Prairie Pioneer
- Buffalo Bill Ranch State Historical Park
Combined version
using all three improvements in writing style together: concise, scannable, and objectiveIn 1996, six of the most-visited places in Nebraska were: 124%
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08 Sep 10
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02 Sep 10
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21 Aug 10
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12 Aug 10
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07 Aug 10
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picking out individual words and sentences
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hey scan the pag
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scannable text
-
- meaningful sub-headings (not "clever" ones)
- bulleted lists
-
one idea per paragrap
-
the inverted pyramid style, starting with the conclusion
-
half the word count (or less) than conventional writing
-
and use of outbound hypertext links
-
Web users are busy: they want to get the straight facts. Also, credibility suffers when users clearly see that the site exaggerates.
-
usability was improved by a good deal in the objective language version (
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When people read a paragraph that starts "Nebraska is filled with internationally recognized attractions," their first reaction is no, it's not,
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02 Aug 10
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26 Jul 10
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28 Jun 10
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14 Jun 10
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08 Jun 10
Lori NidohPeople rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences. In research on how people read websites we found that 79 percent of our test users always scanned any new page they came across; only 16 pe
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20 May 10
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