People Don’t Read Online—They Scan. This Is How to Write for Them

🌈 Abstract

The article discusses how people read and scan online content, and provides tips for writers to adapt their content to these reading patterns.

🙋 Q&A

[01] How People Read Online

1. What are the common eye-scanning patterns that people use when reading online?

• F-pattern: Readers look at the first words in every line and read fewer words per line as they move down the page
• Scanning subheadings (h2): Readers quickly scan the subheadings to identify the page's topics and find information relevant to them
• Scanning for keywords: Readers look for specific words or numbers that are relevant to their task or interest
• Commitment pattern: Readers read all the text under a subheading that is directly relevant to their task or interest
• Exhaustive review pattern: Readers struggle to find the information they need and have to backtrack frequently, leading to frustration
• List bypassing: Readers skip over the first words of each line in a list if they are very similar
• Section bypass: Readers barely glance at sections they deem to have low value
• Lawnmower pattern: Readers' eyes move in a lawnmower-like pattern across sections of content like images, videos, and text

2. Why do people scan and skim content online rather than reading it thoroughly?

• People scan and skim content online as an efficient strategy to seek out and filter information, rather than reading every word. This helps them avoid information overload.
• The internet is merciless regarding texts, so people are more likely to scan content than read it thoroughly, even if the content is high-quality.

[02] Tips for Writing Scannable Online Content

1. What are the 10 tips the article provides for adapting content to scanning patterns?

• Use concise, informative subheadings to help readers find information quickly
• Make subheadings clear rather than trying to make them fun or smart
• Highlight keywords and numbers that readers are likely to scan for
• Structure content in a way that aligns with common scanning patterns (e.g. F-pattern, lawnmower pattern)
• Avoid long blocks of text that are difficult to scan
• Break up content into smaller, scannable sections
• Use bullet points and lists to make information easy to skim
• Ensure that the most important information is presented upfront
• Make it easy for readers to find the answers they are looking for
• Consider the overall layout and design of the page to support scanning