Usability: Scanning vs. Reading
Websites are often designed with the thought that users are going to read everything and then weigh their options for what to click. In reality though, they glance and scan at the page and text, and click on the first link that looks relevant to what they’re looking for. It should never take a user more than five clicks to get to any page on the site, and the clicks should be easy to reach, and not require a lot of thought process or time. In short, many websites are designed for reading when users quickly glance like they’re looking at a billboard, and most of the website is not read (Krug).
Designs
Most websites are designed with the thought that users will:
- Read, read, read, and read: Most websites are designed for reading the text in its entirety, like someone would a newspaper article online.
- Pause for reflection, and click on a carefully chosen link: Once and if users read the text, only then will they have the right information and knowledge to choose what link they are looking for.
Reality
Many websites may be designed for reading, but, in reality, users do not read much until they get to the information they are looking for.
Studies have shown that users spend an average of 27 seconds on each web page and only 2 minutes before they decide to leave a site and search for what they’re looking for on another site (Krug, Nielsen, and Loranger, 2006).
- Users spent an average of 27 seconds on each web page.
- On average, users spent less than 2 minutes before deciding to abandon the site.
Users quickly scan the website and look for information that may be interesting to them, relevant to what they are looking for, or clickable. If what they chose is not a decent match, they quickly click the back button and start over (Krug).
Scanning
Research shows that users usually are busy (Redish) and in a hurry (Krug). They’re trying to answer specific questions or complete certain tasks and only want to take in what’s necessary (Redish). They know they don’t have to read everything, so they have become very adept at scanning and finding exactly the information they seek.
The user mindset is below:
- There’s no penalty for guessing wrong.
- Weighing options may not improve the chances.
- Guessing is more fun.
- It’s not important to know how the website works.
- If something works, then stick to it (Krug).
Summary
Users scan websites only for the information they need. They know what they are looking for and know that they do not have to read everything. It’s not important for them to know how the website works because they like to guess, and it’s easy for them to figure out which is the right option for them.