How Users Read Content on Websites?

Content is the main thing in building a positive image of a brand or company digitally and is one of the most powerful ways to build relationships with your business users. However, creating content that can be maximally consumed by users is another thing that needs to be considered. 

This article will discuss some relevant information about digital content, especially content for websites. The information we found and learned from various sources, and we also practice it to help our clients.

Before determining the content you want to create, there are several things that need to be questioned, for example:

1.    When users first see a website, where is the main focus of their eyes on the website?
2.    What influences the movement of users' eye focus and where do their eyes move?
3.    Is it possible to influence users' eye focus to align with business goals?

After you can answer these questions, you can start creating the content you want. There are several theories that you can use as the basis for creating content, such as theories from research published on the website page Nielsen Norman Group.

The first theory is The F Pattern. Findings in this theory are taken from various research results using eye tracking software, stating that;

1.    When users first look at a page on a website, their eyes move horizontally across the content in the top area;
2.    Next, their eyes will drop slightly and then read horizontally as well;
3.    Finally, their eyes will scan the left side of the content vertically. This movement forms the letter F.

In addition to The F Pattern theory, there is a second theory called the Z Pattern. The Z Pattern itself has many similarities with the F Pattern, with a pattern that forms the letter Z. However, the Z Pattern is usually suitable for creating content on a website's landing page. You can direct the eyes of your website users to focus on one end point, namely the call to action button.

Another theory reveals how someone reads when faced with a text. Usually when someone reads a text, they will combine 2 to 4 words at a time. Then they will turn each combination of words into a meaning. Reading a fairly long text is a complex activity and requires energy to do so. Therefore, usually after reading a lot, the eyes and head will feel tired.

Sources:

-    Nielsen Norman Group research
-    Bill hill & other cognitive research