We are a nation of scanners. When we encounter a new web page our eyes quickly dart through the content looking for keywords and sentences, callouts and subheadings, details that will grab our attention and encourage us to read more.

Research studies have shown this to be true. Jakob Nielsen’s seminal study from 1997 on “How Users Read on the Web,” found that the vast majority of users scan pages for information, and are very unlikely to read pages word for word. In a subsequent Alertbox post from 2008, Neilsen argues that on average, users only read about 20% of the text on a web page....Read More