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Rick Henkin Karl Kasca
In
This Issue:
- Tip
of the Week - Users Spend 80% of Their Time Above the Fold
- TheSolutionMovie.com
- Have a topic idea?
Let us know
Tip of the Week- Users Spend 80% of Their Time Above the Fold
I just read an article by Jakob Nielsen,
who is considered to be one of the world's leading experts on
usability, about scrolling and attention.This relates to the
information both "above and below the fold" (the fold being the area
that's viewable on the screen without scrolling).
According to
Nielsen, during the 1990s, most users didn't scroll at all. Then in
1997,a study he did, showed that users had become use to scrolling.
However,
a recent study showed that users still spend 80% of their time looking
at information above the fold and only 20% of their time below the
fold. The implication is that you still need to keep your most
important information on the screen that's viewable without scrolling.
Nielsen said there are 2 reasons for this:
- Long
pages continue to be problematic because of user's limited attention
span. People prefer sites that get to the point and let them get things
done quickly. Besides the basic reluctance to read more words,
scrolling is extra work
- The real estate above the fold is more valuable than stuff below the fold for attracting and keeping user's attention
The
study also found that if you have a long article, it's better to
present it as one long scrolling page rather than divide it over
several pages. The reason is that it's easier for users to just
continue scrolling down a page than to decide whether or not to click
through to the next page of the article.
The conclusion is that you still need to keep the most important information above the fold.
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Wishes,
Rick Henkin and Karl Kasca
IncreaseOnlineProfits.comsm
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