Research Study – How the “F-Shaped Pattern” Can Help People ‘See’ Your Message

May 7, 2013
yard gate by jmoconnor at sxc.hu

yard gate by jmoconnor at sxc.hu

Does someone ‘get’ your message just because they are on your website?

In this post, you’ll learn how most people read websites – so your message has the greatest possible impact.

—

What People Do When They Get YOUR Message

You worked hard writing a message for someone. The least they could do is pay attention to what you created FOR them, right?

Instead, what happens?

  • If people have to click, most don’t get to your content in the first place.
  • If they get there, they read the first line and then get distracted- possibly by a squirrel passing by.
  • Or they’ll skip down to the bottom of your page to see what your point is, without having any idea why that point matters. Then, instead of going back up to reread it with proper context, they leave.

What’s Really Going On?

It’s not your job to teach people how to think. We can’t be George Costanza, waging war on reality, and  insisting that people will pay attention to our content ‘because it’s on TV’.

Rather than going up to every potential reader, slapping them in the face, and telling them to ignore thousands of hours of conditioning, lets put all their conditioning to your advantage.

Jakob Nielsen, web usability expert and principal of Nielson Norman Group, published an eye-tracking research study back in 2006 that tracked the eye movements of 236 people at different websites.

The findings?

People typically follow a similar pattern with their eyes when scanning websites.

It looks like this:

F-Pattern of Web Usability, Nielsen Eye Tracking

1. Left to Right – Is the important stuff there?
2. Left to Right, a bit lower – Is it maybe down here?
3. The side bar on your website – What else is there?

The Takeaway

If your most important message/action steps lie outside that F, most people aren’t seeing it.

Several more takeaways:

  1. Most people won’t read everything.
  2. The most important info or attention grabbing writing, needs to be said in the first two paragraphs.
  3. Have sub headlines and bullet-points so that the rest of your writing is scannable.

For more articles, and for a guide to writing on the web, check out Nielsen’s website.

For a link to the original article, check it out here. I discovered this principle while reading a book by Jon Wuebben.

Don’t get angry. Don’t reinvent the wheel. Instead, put your most important content in the places where people naturally look.

What will you do with this information? Will the Nielsen Eye Tracking study change how you lay out your emails, blog posts, and letters? Let me know in the comments.

In Advertising and Influence , ,
 permalink

83 responses to Research Study – How the “F-Shaped Pattern” Can Help People ‘See’ Your Message

  1. Jevon May 10, 2013 at 12:54 am

    This is real interesting. I knew about the hook being in the 1st paragraph, but I had no idea that there was an F pattern when scanning a website. I’ll definitely keep this in mind

  2. other April 29, 2015 at 12:17 pm

    I just want to say I am just all new to blogging and truly liked your website. Very likely I’m planning to bookmark your site . You really have terrific writings. Appreciate it for revealing your website.

  3. great content April 30, 2015 at 7:06 am

    I just want to say I am just all new to blogging and site-building and honestly liked this web-site. Likely I’m want to bookmark your website . You certainly have awesome well written articles. Thank you for sharing with us your webpage.

  4. good website April 30, 2015 at 7:22 am

    I just want to mention I’m newbie to blogging and honestly enjoyed this web site. More than likely I’m likely to bookmark your blog . You amazingly come with wonderful article content. Cheers for sharing with us your website.

  5. you could check here April 30, 2015 at 7:27 am

    I simply want to tell you that I’m beginner to weblog and certainly liked this web-site. Likely I’m likely to bookmark your blog post . You surely have outstanding stories. Regards for revealing your web site.

  6. recommended reading April 30, 2015 at 7:44 am

    I just want to tell you that I am just newbie to blogging and site-building and certainly liked you’re blog site. Most likely I’m planning to bookmark your blog . You surely have awesome articles and reviews. Thank you for sharing your blog site.

  7. good content April 30, 2015 at 7:47 am

    I simply want to tell you that I am newbie to blogs and definitely savored your blog. Very likely I’m going to bookmark your website . You certainly have terrific article content. Thank you for sharing your blog.

  8. check link April 30, 2015 at 8:04 am

    I just want to tell you that I am very new to blogging and site-building and certainly liked you’re web-site. Most likely I’m likely to bookmark your blog . You really have beneficial article content. Thanks a lot for sharing with us your blog.

  9. why not check here April 30, 2015 at 8:08 am

    I just want to mention I am very new to weblog and actually savored this web page. More than likely I’m going to bookmark your blog . You really come with remarkable articles and reviews. Regards for sharing your blog site.

  10. browse website April 30, 2015 at 8:26 am

    I just want to say I am just new to blogs and honestly enjoyed this page. Most likely I’m likely to bookmark your blog post . You actually have exceptional articles. Regards for revealing your website.

  11. follow this article April 30, 2015 at 8:29 am

    I just want to mention I am newbie to weblog and truly enjoyed you’re page. Likely I’m planning to bookmark your blog . You really come with perfect well written articles. Many thanks for revealing your website page.

  12. follow this page April 30, 2015 at 8:47 am

    I simply want to say I am just beginner to blogging and site-building and definitely savored this web-site. Probably I’m going to bookmark your blog post . You definitely come with superb posts. Appreciate it for sharing your blog.

  13. review April 30, 2015 at 8:49 am

    I just want to say I am just beginner to blogging and truly enjoyed your blog site. Very likely I’m going to bookmark your blog post . You really have great stories. Bless you for sharing your website.

  14. website link April 30, 2015 at 9:10 am

    I simply want to tell you that I am just very new to weblog and absolutely savored this page. Probably I’m want to bookmark your blog . You actually have beneficial well written articles. Regards for sharing your web site.

  15. check page April 30, 2015 at 9:12 am

    I simply want to tell you that I’m new to blogs and actually enjoyed you’re page. Almost certainly I’m planning to bookmark your blog . You surely have wonderful well written articles. Appreciate it for revealing your blog site.

  16. great post April 30, 2015 at 9:31 am

    I simply want to mention I am just all new to blogs and certainly loved you’re blog site. More than likely I’m want to bookmark your blog post . You amazingly have excellent writings. Cheers for sharing your web site.

  17. read link April 30, 2015 at 9:33 am

    I simply want to mention I’m newbie to blogs and definitely loved your web blog. Most likely I’m going to bookmark your website . You absolutely come with incredible writings. Many thanks for sharing with us your blog.

  18. good info April 30, 2015 at 5:25 pm

    I just want to tell you that I am just newbie to blogs and certainly enjoyed you’re page. Almost certainly I’m likely to bookmark your website . You absolutely have remarkable well written articles. Thanks for sharing with us your web-site.

  19. find more April 30, 2015 at 5:48 pm

    I just want to tell you that I am new to blogging and site-building and definitely loved your page. Likely I’m likely to bookmark your website . You actually come with excellent well written articles. Bless you for sharing with us your webpage.

  20. check post April 30, 2015 at 6:11 pm

    I simply want to tell you that I’m newbie to blogs and seriously loved you’re web site. Almost certainly I’m want to bookmark your blog post . You definitely come with really good posts. Regards for revealing your blog site.

  21. web April 30, 2015 at 6:34 pm

    I simply want to tell you that I am just beginner to weblog and absolutely savored your web site. Very likely I’m want to bookmark your blog post . You certainly come with fantastic writings. Many thanks for sharing your web page.

  22. great info April 30, 2015 at 6:40 pm

    I simply want to mention I’m very new to blogging and certainly enjoyed you’re web site. Probably I’m likely to bookmark your site . You actually have outstanding stories. Kudos for sharing with us your blog.

  23. full content April 30, 2015 at 6:55 pm

    I simply want to say I am beginner to blogging and certainly savored your blog site. More than likely I’m planning to bookmark your website . You absolutely come with impressive stories. Regards for sharing your webpage.

  24. this site April 30, 2015 at 7:02 pm

    I simply want to say I’m newbie to blogging and actually enjoyed you’re web blog. Likely I’m going to bookmark your site . You surely have exceptional article content. Kudos for sharing your web-site.

  25. see this website April 30, 2015 at 7:16 pm

    I just want to mention I’m all new to weblog and honestly loved you’re web blog. Probably I’m going to bookmark your website . You amazingly have outstanding articles. Bless you for sharing your website.

  26. navigate to this web-site April 30, 2015 at 7:22 pm

    I just want to say I’m very new to weblog and really loved you’re blog site. Most likely I’m planning to bookmark your blog post . You certainly have perfect writings. Many thanks for revealing your webpage.

  27. read article April 30, 2015 at 7:37 pm

    I simply want to mention I am just newbie to blogging and honestly savored your web-site. Almost certainly I’m want to bookmark your blog . You amazingly have really good articles and reviews. Thanks a bunch for revealing your web page.

  28. my explanation April 30, 2015 at 7:43 pm

    I simply want to tell you that I am just all new to blogging and really enjoyed you’re blog. Almost certainly I’m going to bookmark your website . You certainly have outstanding article content. Cheers for revealing your web page.

  29. good page April 30, 2015 at 8:27 pm

    I simply want to tell you that I am newbie to weblog and seriously loved this web site. Almost certainly I’m planning to bookmark your site . You absolutely have beneficial well written articles. Cheers for sharing with us your website.

  30. navigate to this site April 30, 2015 at 8:32 pm

    I simply want to mention I am all new to weblog and certainly liked your web blog. Probably I’m likely to bookmark your site . You amazingly come with fabulous article content. Cheers for revealing your website page.

  31. browse article April 30, 2015 at 8:48 pm

    I just want to tell you that I’m newbie to blogging and site-building and really enjoyed your web-site. Almost certainly I’m likely to bookmark your website . You certainly have impressive well written articles. Many thanks for sharing your web page.

  32. check page April 30, 2015 at 8:53 pm

    I just want to say I’m beginner to blogging and definitely enjoyed this web blog. Most likely I’m want to bookmark your website . You surely come with incredible articles. Thanks for sharing with us your blog site.

  33. good website April 30, 2015 at 9:09 pm

    I just want to say I’m all new to blogging and seriously loved you’re web blog. Most likely I’m going to bookmark your blog post . You absolutely come with great article content. Thanks for sharing your web-site.

  34. check website April 30, 2015 at 9:14 pm

    I simply want to mention I am newbie to blogging and site-building and really loved your blog. More than likely I’m want to bookmark your blog post . You amazingly come with impressive article content. Bless you for sharing your web page.

  35. full content April 30, 2015 at 9:27 pm

    I just want to tell you that I am just beginner to blogging and truly loved your blog. Almost certainly I’m planning to bookmark your website . You definitely come with really good stories. Kudos for sharing your blog site.

  36. check link April 30, 2015 at 9:35 pm

    I simply want to say I am very new to blogging and truly loved you’re page. Almost certainly I’m likely to bookmark your site . You surely come with remarkable articles and reviews. Thanks for revealing your web page.

  37. visite site April 30, 2015 at 9:46 pm

    I simply want to mention I am just newbie to blogging and site-building and actually loved your web page. More than likely I’m planning to bookmark your blog . You absolutely come with outstanding articles. Thanks for sharing your blog.

  38. Blackhat Forum April 30, 2015 at 10:26 pm

    Thanks For Your Valuable Share. Waiting For Your Next Article….

  39. pool builders austin May 1, 2015 at 2:50 am

    Success has many fathers while failure is an orphan.

  40. Williams Schmidlin May 1, 2015 at 6:24 am

    Wonderful blog! I found it while browsing on Yahoo News. Do you have any tips on how to get listed in Yahoo News? I’ve been trying for a while but I never seem to get there! Thank you

  41. portable sinks May 1, 2015 at 2:42 pm

    A tyrone woman will never buy a rabbit without a head for fear its a cat.

  42. Blackhat SEO Forum May 1, 2015 at 6:25 pm

    Thank You OP For Your Valuabe Share & Definitely It Will Be Help My Next Project. I am Waiting For Your Next Share. Thanks A Lot Again

  43. hosting your own website May 2, 2015 at 1:43 am

    Hi, I desire to subscribe for this webpage to obtain newest updates, so where can i do it please help out.|

  44. professional web hosting May 2, 2015 at 5:36 am

    It’s very trouble-free to find out any topic on net as compared to textbooks, as I found this post at this web page.|

  45. credit report May 2, 2015 at 7:18 am

    Have you ever considered about including a little bit more than just your articles? I mean, what you say is valuable and everything. Nevertheless think of if you added some great pictures or videos to give your posts more, “pop”! Your content is excellent but with pics and video clips, this site could definitely be one of the very best in its niche. Very good blog!|

  46. adt home security systems May 2, 2015 at 7:41 am

    Greetings, I do think your website may be having internet browser compatibility problems. When I look at your website in Safari, it looks fine however, when opening in I.E., it has some overlapping issues. I merely wanted to provide you with a quick heads up! Other than that, fantastic site!|

  47. 10 year term life insurance May 2, 2015 at 9:52 am

    Thanks for your personal marvelous posting! I genuinely enjoyed reading it, you will be a great author. I will make certain to bookmark your blog and will eventually come back later in life. I want to encourage you continue your great posts, have a nice weekend!|

  48. guillermo gonzalez May 2, 2015 at 10:20 am

    Whoever the heart loves she is the beauty.

  49. credit reports May 2, 2015 at 12:40 pm

    Hello there, just became aware of your blog through Google, and found that it’s truly informative. I am going to watch out for brussels. I will appreciate if you continue this in future. A lot of people will be benefited from your writing. Cheers!|

  50. Exede satellite internet May 2, 2015 at 1:04 pm

    Its like you read my mind! You appear to know a lot about this, like you wrote the book in it or something. I think that you could do with a few pics to drive the message home a bit, but instead of that, this is great blog. An excellent read. I’ll definitely be back.|

  51. car insurance cheap May 2, 2015 at 1:07 pm

    Heya i am for the first time here. I came across this board and I to find It really helpful & it helped me out much. I am hoping to provide something back and help others such as you helped me.|

  52. directv promotions May 2, 2015 at 2:03 pm

    Hmm is anyone else encountering problems with the images on this blog loading? I’m trying to figure out if its a problem on my end or if it’s the blog. Any responses would be greatly appreciated.|

  53. low rate auto insurance May 2, 2015 at 2:22 pm

    Hi, I log on to your blogs like every week. Your story-telling style is awesome, keep doing what you’re doing!|

  54. car insurance policies May 2, 2015 at 2:49 pm

    Greate post. Keep writing such kind of information on your blog. Im really impressed by your site.

  55. Exede internet May 2, 2015 at 3:13 pm

    I’m not sure why but this blog is loading incredibly slow for me. Is anyone else having this issue or is it a problem on my end? I’ll check back later on and see if the problem still exists.|

  56. Exede May 2, 2015 at 3:54 pm

    Hey there! This is my first comment here so I just wanted to give a quick shout out and say I truly enjoy reading your articles. Can you recommend any other blogs/websites/forums that go over the same topics? Thank you!|

  57. cheap car insurance quotes online May 2, 2015 at 5:21 pm

    Thanks for sharing your thoughts on %meta_keyword%. Regards|

  58. directv specials May 2, 2015 at 5:41 pm

    Can I simply say what a comfort to discover a person that genuinely knows what they’re talking about on the web. You certainly understand how to bring an issue to light and make it important. A lot more people need to look at this and understand this side of the story. I can’t believe you are not more popular because you definitely possess the gift.|

  59. direct tv packages May 2, 2015 at 6:58 pm

    I used to be suggested this website through my cousin. I’m now not sure whether this submit is written by him as nobody else recognise such detailed about my difficulty. You’re incredible! Thanks!|

  60. protective life insurance May 2, 2015 at 7:32 pm

    I am in fact delighted to glance at this blog posts which consists of lots of valuable information, thanks for providing such data.|

  61. pay advance May 2, 2015 at 8:57 pm

    Thank you for another informative blog. The place else could I get that type of information written in such an ideal approach? I have a project that I’m simply now operating on, and I have been at the glance out for such information.|

  62. Exede internet May 2, 2015 at 9:02 pm

    all the time i used to read smaller articles which also clear their motive, and that is also happening with this paragraph which I am reading now.|

  63. cash advance online May 2, 2015 at 9:04 pm

    Hello, i believe that i noticed you visited my site so i came to return the choose?.I am trying to to find issues to improve my website!I guess its ok to use a few of your ideas!!|

  64. non owner car insurance May 2, 2015 at 9:25 pm

    Good day! Do you know if they make any plugins to protect against hackers? I’m kinda paranoid about losing everything I’ve worked hard on. Any recommendations?|

  65. insurance online May 2, 2015 at 10:59 pm

    Great post. I used to be checking continuously this weblog and I’m impressed! Extremely helpful information particularly the remaining phase 🙂 I deal with such info much. I used to be looking for this certain info for a long time. Thank you and best of luck. |

  66. cheap car insurance quote May 3, 2015 at 12:04 am

    hello!,I like your writing so much! proportion we be in contact more approximately your article on AOL? I need an expert in this area to solve my problem. May be that’s you! Having a look forward to see you. |

  67. direct tv May 3, 2015 at 12:10 am

    Thanks , I have recently been searching for information approximately this topic for ages and yours is the best I have found out so far. But, what concerning the conclusion? Are you certain about the source?|

  68. adt security system May 3, 2015 at 1:02 am

    Can I just say what a relief to uncover somebody who genuinely knows what they are talking about on the web. You definitely understand how to bring a problem to light and make it important. More and more people really need to check this out and understand this side of the story. I was surprised that you are not more popular because you most certainly have the gift.|

  69. insurance quote comparison May 3, 2015 at 1:24 am

    Hey there! I understand this is somewhat off-topic however I had to ask. Does operating a well-established blog such as yours require a lot of work? I’m completely new to writing a blog but I do write in my diary every day. I’d like to start a blog so I can share my own experience and views online. Please let me know if you have any recommendations or tips for new aspiring bloggers. Thankyou!|

  70. payday loan store May 3, 2015 at 1:24 am

    Pretty section of content. I just stumbled upon your weblog and in accession capital to assert that I get actually enjoyed account your blog posts. Anyway I’ll be subscribing to your feeds and even I achievement you access consistently fast.|

  71. girls spring basketball austin May 3, 2015 at 1:24 am

    A fool dreams of wealth a wise man of happiness.

  72. Google May 3, 2015 at 1:26 am

    Here are some of the web sites we advise for our visitors.

  73. car insurance monthly cost May 3, 2015 at 1:37 am

    Greate article. Keep writing such kind of information on your page. Im really impressed by your blog.

  74. dish offers May 3, 2015 at 2:00 am

    Greetings I am so excited I found your web site, I really found you by error, while I was researching on Bing for something else, Regardless I am here now and would just like to say thanks a lot for a tremendous post and a all round thrilling blog (I also love the theme/design), I don’t have time to look over it all at the moment but I have book-marked it and also added in your RSS feeds, so when I have time I will be back to read much more, Please do keep up the awesome jo.|

  75. dish tv service May 3, 2015 at 2:32 am

    I got this site from my buddy who informed me concerning this website and now this time I am visiting this web page and reading very informative content here.|

  76. quotes for life insurance May 3, 2015 at 3:53 am

    Hi there, just wanted to tell you, I loved this post. It was funny. Keep on posting!|

  77. blue host com May 3, 2015 at 4:03 am

    Hi there friends, its impressive paragraph concerning educationand completely explained, keep it up all the time.|

  78. top insurance companies May 3, 2015 at 5:01 am

    You could certainly see your expertise in the article you write. The arena hopes for more passionate writers such as you who aren’t afraid to say how they believe. Always go after your heart.|

  79. car insurance policy May 3, 2015 at 6:16 am

    Spot on with this write-up, I truly think this web site needs a lot more attention. I’ll probably be returning to read through more, thanks for the info!|

Trackbacks and Pingbacks:

  1. Despite Loads Of Content The New York Times Website Does It Right | Amanda Locke - May 10, 2013

    […] want to know where to find information and how to find it logically—which then points back to the F-shaped pattern of reading on the […]
  2. sell my house Washington DC - May 1, 2015

    Yahoo results

    While searching Yahoo I discovered this page in the results and I didn’t think it fit
  3. sigint analysis - May 1, 2015

    Wikia

    Wika linked to this place
  4. State Auto Inspection - May 2, 2015

    Digg

    While checking out DIGG today I found this