Myth #1: People read on the web


They simply don’t. Usability studies proved long ago that people don’t read web content word-by-word. Instead, they scan the pages looking for highlighted keywords, meaningful headings, short paragraphs and scannable lists. 

Why? Because users are in a hurry to find the very piece of information they’re looking for which is exactly what they normally do when reading newspaper articles and non-fiction books. They scan to skip the irrelevant.

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