Web Site Layout - A Key to User Retention

Introduction 

Web users have become very impatient when looking for information. Their attention span is counted in seconds. What can you do to retain them on YOUR site and not a competitors?

Formal Studies 

Extensive studies have been done on web site usage and readability. Companies like Yahoo!, Google, news sites, Microsoft, etc. spend millions and millions a year to determine how users will interact with their sites. Lessons can be learned from the studies that come about because of this desire to retain site users.

In most ways web sites should be treated as a standard sheet of paper. Users will read a brochure, piece of paper or other reading material the same way. They begin at the top-left and scan across the top and then down the left seeking out titles and condensed information. If they find what they are looking for they will settle down and read the article from the top until they feel like they have gotten the jist.

F Theory

The "F" Theory suggests that users begin at the top-left and move across the top or down the left side looking for navigation and main titles. They then scan across the page from left to right just down from their first top-left to right scan. Users try to determine whether the page is worth their time. Titles and images help them determine that. If they give the page their 2-3 second "relevancy scan" and it doesn't check out they leave, regardless of the content the may miss out on below. If the page passes the test then the user will begin at the top of the page and read down until they feel they have gotten the jist. Then they move on, either to take action (i.e. attempt contact), find another article on that same site, or visit a competitor's site.

Eyetrack Theory

The Eyetrack Theory suggests that users begin at the top-left and hover there for a second. They then move down and across scanning for titles and other triggers for page relevancy. Most of the "eye time" is spent on the left side of the screen.

To summarize the theories, the top left is the most important spot. The top and left sides of the screen are next and the center towards the top is third. Unless some image attracts attention, the right side and lower portion of the screen are disregarded until the user decides to read the page. Anything below the fold, below the lowest part of the web page just before the user has to scroll, is rarely seen unless the user decides the page is relevant to their inquiry.

Web designers can take advantage of these patterns by determining what is most important for their users. Sites must be designed around these core elements. Tools and content navigation will be featured according to accessibility and visibility. Pages should be laid out so that a user knows what they should do next to keep them on the site until they end their interaction with a contact of some sort.

Summing It Up 

A web designers should spend ample time laying out a site before it is designed. Make sure the key information is made available to potential clients so they will convert into your clients.