Summary: Studies of how users keep reading the Web found they scan the text that they do not actually read: instead. A study of five writing that is different found that a sample internet site scored 58% higher in measured usability with regards to was written concisely, 47% higher if the text was scannable, and 27% higher when it was printed in a goal style as opposed to the promotional style used in the control condition and many current Web pages. Combining these three changes into a site that is single was concise, scannable, and objective in addition lead to 124% higher measured usability.
Unfortunately, this paper is written in a print style that is writing is somewhat too academic any way you like. We understand this is certainly bad, however the paper was written as the way that is traditional of on a research study. We now have a summary that is short is more designed for online reading.
“Really good writing – that you don’t see most of that on the internet,” said one of our test participants. And our general impression is the fact that most Web users would agree. Our studies suggest that current Web writing often does not support users in achieving their definitive goal: to get useful information as quickly as you can.
We have been Web that is running usability since 1994 Nielsen 1994b, Nielsen and Sano 1994, Nielsen 1995. Our studies have been just like most other Web usability work (e.g., Shum 1996, Spool et al. 1997) and possess mainly looked over site architecture, navigation, search, page design, layout, graphic elements and magnificence, and icons. Even so, we have collected user that is many about the content with this long series of studies. Indeed, we have started to recognize that content is king in the user’s mind: When asked for feedback on an internet page, users will comment on the quality and relevance associated with content to a much greater extent that we consider to be “user interface” (as opposed to simple information) than they will comment on paper writing service navigational issues or the page elements. Similarly, when a typical page comes up, users focus their attention in the center associated with the window where they read the body text before they bother looking over headerbars or other navigational elements.
We have derived three main content-oriented conclusions from our four years’ of Web usability studies Nielsen 1997a:
- users usually do not continue reading the net; instead they scan the pages, wanting to pick out a sentences that are few even parts of sentences to get the information they need
- users don’t like long, scrolling pages: they choose the text to be short also to the point
- users detest something that appears like marketing fluff or overly hyped language (“marketese”) and prefer factual information.
This point that is latter well illustrated by the following quote from an individual survey we ran regarding the Sun website:
“One word of advice, folks: Let’s try not to be so gratuitous and self-inflating. Beginning answers to sense that is common such as “Will Sun support my older Solaris platform?” with answers such as “Sun is exceptionally invested in. ” and “Solaris is a leading operating system in today’s business community. ” doesn’t give me, as an engineer, plenty of confidence in your capability. I want to hear fact, not platitudes and ideology that is self-serving. Hell, have you thought to just paint your home page red under the moving banner of, “Computers around the globe, Unite beneath the glorious Sun motherland!”
Even that we needed to know more about Web writing in order to advise our content creators though we have gained some understanding of Web content from studies that mainly concerned higher-level Web design issues, we felt. We therefore designed a number of studies that specifically looked at how users read website pages.
Overview of Studies
We conducted three studies by which a complete of 81 users read Web pages. The initial two studies were qualitative and exploratory and were targeted at generating insight into how users read and what they like and dislike. The study that is third a measurement study targeted at quantifying the possibility advantages from a few of the most promising writing styles identified in the 1st two studies. All three studies were conducted throughout the summer of 1997 when you look at the SunSoft usability laboratories in Menlo Park, CA.