O'Reilly logo

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Writing for the Web

How Users Read on the Web:

They don’t.

—Web usability expert Jakob Nielsen

Even though the words above were written in 1997, they still hold true. Jakob Nielsen’s pioneering work in this area has been confirmed by a lot of subsequent research. The vast majority of Internet users do not read any webpage word by word. They scan it and focus on individual words, phrases, or sentences, often the words most tightly connected with their task. They are often seeing your company for the first time, and they do not know how much trust to place in your information. They are used to being assaulted with promotional messages and will tune out most of your attempts to overtly market to them. They are task-oriented and are on your site ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required