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New eyetracking research from the Neilsen Norman Group shows how users often read web content in an F-shaped pattern.

First scan across top area

Visitors first make a quick scan across the top area of the page. Generally this takes in the first subheading or page title, and some of the first paragraph. Sometimes, that is all they do before moving on.

Next scan across slightly below

Then they tend to make a shorter pass just below the first one. This is the second bar of the “F”. Sometimes this step is skipped. In my experience, it won’t be skipped if the first paragraph is short, and there is a subheading immediately below.

Finally track down the left side

Finally, if they are still interested, they make passes down the left hand side of page. The speed at which they do this apparently depends on the task at hand and the type of page they are on. (It is unfortunate that Neilsen doesn’t talk more about the effect of task type on the F-pattern. That information is for paying guests only!)

Writing on the F-plan

They key question is, does the “F” fall on top of informative and relevant phrases? Exhaustive, word-by-word reading is rare. This means key words and hot phrases should be pushed to the top-left. I call this the Rule of Top-Left. You can also call it “front-loading”.

Subheadings shouldn’t be questions

One very common error, therefore, is to make subheadings out of questions. This is particularly common in the FAQ format. Consider:

• What are your prices?
• How do I book a course?
• What is your cancellation policy?

The question pattern is supposed to be reader-orientated and friendly. In fact, it is more likely to be reader-irritating. It is wordy, and the important words that the user is scanning for are pushed to the right. Compare:

• Prices
• Booking
• Cancellation

In any case, FAQs are no substitute for properly structured information. That’s a topic for another day.

Further information

The Poynter Institute has also published interesting eyetracking work.

For the full article and findings on the F-pattern, visit http://www.useit.com/alertbox/reading_pattern.html.