According to usability guru Jakob Neilsen, users don’t read Web pages, and he provides studies to prove his point. If you think about it, you’ll probably realize that you only scan Web pages, as well. With that in mind, Neilsen and others argue that the three following statements summarize user behavior regarding written content:
Numerous studies have been released to back up Nielsen’s findings. These studies show a clear pattern: Users like brevity, don’t like marketing cliches, and appreciate it when you provide strong clues as to what kind of content to expect in any given chunk of text.
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