Nielsen discovered that only 16% of people really read every word of the article. People most likely glance on your online article. That means they:<ul><li>Fox eyes on some words </li><li>Skip parts to find the most relevant information </li></ul>

What Is Skanning

<ul><li>F-pattern. Only a few first words in the line and less with every next line </li><li>Layer cake. Headlines, subheading and outlines </li><li>Spotted pattern. Searching for definite information: numbers, names, data and so on</li><li>Commitment pattern. Read the whole part, then find an answer for their problem.</li><li>Exhausted review pattern. Like a student. A lot of backtracks, read every world with a small speed. </li><li>List bypassing pattern. Going straight to the lists or faq. </li><li>Selection bypassing pattern. Skips the big parts (often then they have a low value)</li><li>Lownmover pattern. </li></ul>

How People Skan The Online Page

<ol><li>Relate Headlines and subheading with the text</li><li>The first 2-3 words in the line should bring the central message</li><li>Highlight the key words (bold, colour)</li><li>Bulleted lists (4-5 points)</li><li>Simple language to prevent backtracks </li><li>Short the introduction </li><li>Use inverted pyramid </li><li>Use numerous, if your theme suggests it</li><li>Add more verbs</li><li>Deepstash dive for the research and information </li></ol>

How To Adapt Text?

<button>17.2K</button>342<figure><picture><source srcset="https://miro.medium.com/v2/resize:fit:640/format:webp/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 1100w, https://miro.medium.com/v2/resize:fit:1400/format:webp/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px" type="image/webp"><source data-testid="og" srcset="https://miro.medium.com/v2/resize:fit:640/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 1100w, https://miro.medium.com/v2/resize:fit:1400/1*3C24LrDGgqOHx8iZ7_Ibew.jpeg 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px"><img alt="" width="680" height="391" src="https://miro.medium.com/max/500/1*3C24LrDGgqOHx8iZ7_Ibew"></picture><figcaption dir="auto">Amish Letter Writer by Horace Pippin</figcaption></figure>We write texts for different purposes, but there’s one thing we all have in common—we write online.On the web, things work a little bit awkwardly. You may have already learned from companies’ writing style guides or articles here on Medium that the following factors help retain readers’ attention:<UL><LI>Keeping paragraphs short</LI><LI>Combining shorter and longer sentences</LI><LI>Using bullet points</LI><LI>Adding relevant illustrations</LI></UL>The problem is, applying writing ‘lifehacks’ blindly is not the way to go.Doctors learn the structure of the human body before treating it. Writers must learn how human eyes work to get people to devour the content. Let’s look at how people read nowadays to learn how to write for them.<h2 data-selectable-paragraph="">The scientific base of this article</h2>The <a href="https://nngroup.com/" rel="noopener ugc nofollow" dir="ltr">Nielsen Norman Group</a>, one of the most prominent user experience research companies, has something to say about how people read online. This article is based on their eye-tracking experiment data.<div>Create an account to read&nbsp;the&nbsp;full&nbsp;story.</div>The&nbsp;author made this story available to&nbsp;Medium&nbsp;members&nbsp;only. If you’re new to Medium, create a new account to read this story on us.

On the web, things work a little bit awkwardly. You may have already learned from companies’ writing style guides or articles here on Medium that the following factors help retain readers’ attention…

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We write texts for different purposes, but there’s one thing we all have in common—we write online.

On the web, things work a little bit awkwardly. You may have already learned from companies’ writing style guides or articles here on Medium that the following factors help retain readers’ attention :

<ul><li>Keeping paragraphs short </li><li>Combining shorter and longer sentences </li><li>Using bullet points </li><li>Adding relevant illustrations </li> </ul>

The problem is, applying writing ‘lifehacks’ blindly is not the way to go.

Doctors learn the structure of the human body before treating it. Writers must learn how human eyes work to get people to devour the content. Let’s look at how people read nowadays to learnhow to write for them.

The <a href="https://nngroup.com/">Nielsen Norman Group </a>, one of the most prominent user experience research companies, has something to say about how people read online. This article is based on their eye-tracking experiment data.

The author made this story available to Medium members only. If you’re new to Medium, create a new account to read this story on us.

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

What Is Skanning

How People Skan The Online Page

How To Adapt Text?

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