In this case, both headlines proved equally interesting to users, though users typically read less of the second area they view on a page. On the SERP (right example), the second crossbar of the F is longer than the top crossbar, mainly because the second headline is longer than the first.
Users also allocated significant fixation time to a box in the upper right part of the page where the price and "add to cart" button are found. On the e-commerce page (middle example), the second crossbar of the F is lower than usual because of the intervening product image. The F viewing pattern is a rough, general shape rather than a uniform, pixel-perfect behavior. If you squint and focus on the red (most-viewed) areas, all three heatmaps show the expected F pattern. a search engine results page (SERP far right).
a product page on an e-commerce site (center), and.an article in the "about us" section of a corporate website (far left),.The above heatmaps show how users read three different types of Web pages: The areas where users looked the most are colored red the yellow areas indicate fewer views, followed by the least-viewed blue areas. Heatmaps from user eyetracking studies of three websites. Generally, however, reading patterns roughly resemble an F, though the distance between the top and lower bar varies. Other times they'll only read across once, making the pattern look like an inverted L (with the crossbar at the top). Sometimes users will read across a third part of the content, making the pattern look more like an E than an F. Obviously, users' scan patterns are not always comprised of exactly three parts. Other times users move faster, creating a spottier heatmap. Sometimes this is a fairly slow and systematic scan that appears as a solid stripe on an eyetracking heatmap. Finally, users scan the content's left side in a vertical movement.This additional element forms the F's lower bar. Next, users move down the page a bit and then read across in a second horizontal movement that typically covers a shorter area than the previous movement.This initial element forms the F's top bar. Users first read in a horizontal movement, usually across the upper part of the content area.
This dominant reading pattern looks somewhat like an F and has the following three components: We found that users' main reading behavior was fairly consistent across many different sites and tasks. In our new eyetracking study, we recorded how 232 users looked at thousands of Web pages. In a few seconds, their eyes move at amazing speeds across your websites words in a pattern that's very different from what you learned in school. That's how users read your precious content.
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