10 Web Design Keys to Keeping Web Visitors Engaged

Over the past several years extensive eye-tracking studies and psychological research on marketing have given a more defined direction to take web-based activity in. Designing no longer must go on what looks or feels “right” but is gaining insight into how web content should actually look to drive results.

1. The F-shaped pattern for reading content.  Readers peruse horizontally across the uppermost content first. Next, further down in another horizontal line. Then, they scan the far left vertically searching for information relevant to them. Layout should match reading patterns.
2. What this means for you: visitors will scan for pertinent material but won’t read it word-for-word like a book. Keep the copy relevant and concise.
3. Passive colors are calming. Greens, blues, almonds, and lighter purples are calming to the eyes so they keep visitors at your page. Use them in backgrounds and supporting graphics.
4. Lists garner and keep concentration. Use them to break up paragraphs and long content. Use bullets or numbers to highlight important pieces of copy.
5. The first two words of a section are critical for the reader to realize your content is important to them. Begin paragraphs, bulleted points and captions with powerful, informative wording so that as visitors are compelled to read further.
6. Navigation tools work best at the top of a webpage. Key placement shows users the right direction and is intuitive. Top-of-the-page navigation ensures visitors stick around.
7. Readers look at text before graphics. Which runs contrary to popular thought. Eye-tracking studies prove design should make the most important parts of text most prominent.
8. Avoid fancy formatting and fonts. They are often used in ads so users eyes are trained to ignore them.
9. Font size determines reading behavior. Larger sizes promote scanning while smaller fonts increase concentrated reading.
10. White space is ok; in fact, it’s good although it’s tempting to fill the site with visually compelling material. White space keeps readers from being overwhelmed by letting their eyes rest. Thereby enabling them more time to visit your site.

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