Scanning text is a method frequently used by page viewers. Many readers on the web don’t typically read that much. They skim the page of the site to gather general information about what it is that the site is about. The eye is naturally directed to perceive web pages in a particular way. But just how much are they (not) reading? Recent studies have shown at most users have time to view about 28% of the pages content.
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Nielson Norman’s eyetracking studies used a “heatmap” to see how users look at different parts of a web page.
Due to the fact that web page viewers are not actually reading the details of web pages, the features of a site are not always being used to their maximum capabilities. Research has shown that clicking hypertext is the action made most by web page viewers. Second is clicking buttons on the page, while simply clicking the “Back” button comes in third.
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