how do users browse your website
in fact, there is not much difference between internet users’ habits of browsing web pages and customers’ habits of browsing items in stores. the user opens a new page, scans some text, and clicks on the first link that attracts his interest. during this process, there are a large number of areas on the page that users have not even seen it at all. most users look for content they are interested in and clickable on the page. once the target is found, the clicking behavior will occur, but if the page does not meet expectations, the back or close button will be clicked immediately. how users browse your website.
1. most of the time users are not reading content on the screen, but scanning.
the user is used to scanning and quickly searching for some key points on the page that can guide him to understand the content.
2. don't test the patience of users
when a page cannot meet users' expectations, leaving is inevitable. hopefully, by adding relevant content to enrich the page and retain users, it is often not effective or even counterproductive. the more information is carried on a single-screen page, the heavier the burden of cognition will be, and it will take more time to process the information. if some of this information is not what the user expects, then you will have to spend extra energy to strip away this more than the information from your attention. Jakbo Nielsen the research conclusions also show that the heavier the burden of cognition on a page, the more difficult it will be for navigation and browsing, and the greater the possibility that users will leave and find other alternatives.
3. users don't make the best choice
users are not searching for the fastest way to find the best option, nor do they read content on the screen in a linear way (from one module to another in sequence )。when the user finds the first reasonable option, or once the possible target content is found, the possibility of clicking immediately will be very high. in fact, users are looking for content that makes them feel sufficient or suitable, rather than finding the best choice. the reason is also very intuitive. it takes a lot of time and energy to make the best choice by themselves, which is already testing the user's patience. (choice is cost )。
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