WEAK FALLOW AREA The lower left portion is the blind portion of the Gutenberg Diagram. Although it is readable the user will not give much importance to content in this area of the web page.
TERMINAL AREA When the user reaches the lower right portion of the page there is a break in the reading, or page scan process and the visitor will need to take an action. This is the perfect place on the page to insert call to action buttons and links. So, we have established that the left side of the page gets more attention than the right. Most people read from left to right. This is another reason why the left side of the web page gets more attention. Research shows that web users spend 69% of their time viewing the left half of the page and 31% viewing the right half.
PEOPLE READ IN F-PATTERNS As stated previously, most people do not read a web page, but instead they scan it. One study concluded that on average only 28% of the text is read on a page. Eye tracking software shows that users often read website content in an F-shaped pattern: two horizontal stripes followed by a vertical stripe. Bear this in mind when planning how your pages should look. And if you have a vertical menu, put it on the left. That said, navigation placed at the top of a home page still performs.
SO HERE ARE A FEW POINTERS TO SUM UP... · People start viewing a website from the top left corner.
· People only scan the lower parts of your website and do not read it.
· The site menu works best when placed at the top of the site.
· Short paragraphs will be more effective than long ones.
· Headlines draw attention. · Visitors will spend more time looking at menus and buttons than other parts of your web site so make sure your navigation is clear and efficient.
· Text attracts more attention than pictures.
· Readers dislike banners and pop ups.
· Fancy fonts are a waste of time. · Big pictures attract more attention than small ones.
· Lists are better at keeping your reader focused than large paragraphs.
· White space and white page background is recommended.
Listed below are some reasons and examples why people will not spend time on a web site. · Autosound is really not essential. To come into a site to be greeted with a wall of sound is not pleasant, even if you like the music that is blaring out of your screen at you.
· Pop-ups are not good. Leave them out. People do not like them.
· Sites that are slow to load. If people have to wait and have
a fast broadband connection, imagine their frustration when a site does not load fast! In this day and age there is no excuse.
· Poor navigation. A badly architected site will turn people away. The navigation through any web site should be intuitive and straightforward. Make the content easy to get to.
· Missing or hard to locate key information is hugely frustrating. You have snared a potential customer and then they cannot find the telephone number to call or address to email. Maddening.
· Instant demands to register your details. A big no no. Let people browse your site before you make demands for their email address.
· Things that flash on a web page. Put simply, people do not like them.
· Bad grammar and spelling mistakes. This is so obvious yet it remains an issue. It is about attention to detail and if you cannot get your home page right, it speaks volumes and gives a clue to what could lie ahead. Typos and poor grammar do not send the right signals to the visitor. There are literally no excuses. This is about attention to detail, as much as anything. If you’re not bothered about that kind of thing then what kind of message does it give out?
· No ‘About’ page. People want to quickly and easily understand what your business does and how it may be able to help them. Make it easy.
· Usual normal language. Do not speak in jargon.
· Sites with no discernible personality. Even for an organisation that has a mundane product or service, the web site does not have to reflect that. A site does not need to be dull because what the company does is boring. Good quality, impactful images and well written copy will overcome this.
· A site that is hard to read for example, dark blue background pages with orange text are not good. Keep your site clean, crisp and contemporary.
Eye tracking software shows that users often read website content in an F-shaped pattern 62 | The Report • March 2017 • Issue 79
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