Screen Design and Layout.
Design and layout correct must be correct to get users to read your site, click on to other pages and convert.
Fonts and Type face
Researchers are discovering that smaller type encourages people to read the words where as larger type promotes scanning.
This was especially the case when we looked at headline size on homepages. Larger headlines encouraged scanning more than smaller ones – an appropriate balance is important.
The Screen Fold
If you have a long article, it’s better to present it as one scrolling canvas
than to split it across multiple pageviews. Scrolling beats paging because it’s
easier for users to simply keep going down the page than it is to decide whether
or not to click through for the next page of a fragmented article.
Research also shows that with long pages the bottom of the page is important.
This graphic shows user concentration on a web page (using eye movement
tracking).
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Above the fold: 80%
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Below the fold: 20%
