Users don’t just read the webpage. They scan all the contents on the page. They only read the first few lines and other highlighted texts with keywords, which show what they need. Several eye-tracking studies show that there are some patterns in the way users scan, and these are entirely based on website layout and content types. Users usually scan the webpage based on their motivation or goals, website layout, and the content. Also, the studies state that before actually reading the whole website content in detail, the brain first does a quick scan all over the website that includes text, images, color, etc. Professional website development company find it crucial to do their website project by considering the users' behaviour and their goals.
The F-pattern is a common way users scan a website. This pattern, found through eye-tracking studies, shows that users scan the website in this shape and is mostly seen on blog or article-type websites. It starts from the top left side of the webpage and moves towards the right, and then next side and moves to the right direction, same as above. All key information, like logo and navigation menu, is given at the top where users start to scan. The very next section is given with headings and subheadings in bold format to capture the user's attention. People start reading from the left side, and so essential contents are given on the left side. This pattern typically occurs when the user is committed to reading the entire content on the page, presented as a group of words without any other bullet points or formatting.
Another way users scan the website is in a Z-pattern moving in a zig zag way, which is mostly found in landing pages or home pages. These web pages have more visual elements with less text. Users' eyes follow the content in a Z shape, starting from the top left corner and then moving horizontally. Then the eyes reach the bottom left, moving in a diagonal way, again moving horizontally. This pattern also starts the same as the F-pattern, where users' eyes go through the top bar, which includes the logo and the menu bar. Visual elements like images or graphics can be given at the top and middle sections to attract the users and move from left to right. Adding a Call to Action (CTA) on the right side at the bottom last section.
Users scan in a Z-pattern in web pages with less focus on text and have while some main elements are given. Several websites follow this pattern in designing a website as users naturally read in this way.
Some other patterns are the layer cake pattern, spotted pattern, marking pattern, bypassing pattern, and commitment pattern, which are used less commonly. F-pattern and z-pattern most used follow to scan a website.
To conclude, based on the various elements like headings, Visual elements like images and graphics, and links or buttons, people scan the pages. These elements have a huge role in the pattern followed by the users.
