A study from useit.com found that if a user encountered a fairly long web page, like a product page on Amazon or a product catalog at JC Penny, the behavior was something like this:
Intense viewing of the top of the page, moderate viewing of the middle, and fairly superficial viewing of the bottom.
The implications are clear: the material that’s the most important for the users’ goals or your business goals should be above the fold. Users do look below the fold, but not nearly as much as they look above the fold.
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