Читать книгу The Small Business Guide to Online Marketing - Lola Bailey - Страница 33

According to Jakob Nielsen’s seminal web usability study, people rarely read web pages word for word. The study found that 79% of users always scanned any new pages they came across. As a result, web pages have to employ scannable text using the following guidelines:

 Highlighted keywords

 Relevant sub-headings – not “clever” ones

 Bulleted lists

 One idea per paragraph

 The inverted pyramid style of writing; starting with the conclusion then supporting it with sentences that follow

 Half the word count – or less – than the ‘control condition’.

The study also found that credibility in content can be increased by “high quality graphics, good writing and the use of outbound hypertext links”. In addition, the study found that links to other sites “show that other authors have done their homework and are not afraid to let readers visit other sites”. For more information on the study visit www.useit.com/alertbox/9710a.html.