Studies from clever people have proven we don’t actually read online, we scan.
You see, our brains have the ability to scan parts of words, and even parts of sentences to understand what is going on.
Take this as an example:
“Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe...”
This just scratches the surface...
When you’re actively looking for content to engage you, (say, on BBC news website) your brain is seeking impulse reactions which will determine whether you are interested, or not.
Note how the BBC website delivers short, punchy paragraphs which are ultra easy to scan – no long paragraphs.
The same goes for ecommerce sites.
Big online retailers continually optimise in order to improve click conversion. A little investment with on-page usability can save ££’s in advertising spend because your site will convert much better as a result.
Can you imagine the impact of improving click and sales conversions by just 0.5% for a website that attracts 100,000 people per day? Yes, that’s right… allot.
Usability studies, multi-variant testing and content variations are buzz words of Online Marketing recently.
You scanned it here first.