Ultimately, improving content comprehension through smart layout design can increase scroll depth, time on page, and conversion rate, while decreasing bounce rate and customer service inquiries (since people are more likely to actually find the information they’re looking for). A considered, well-designed layout motivates audiences to read further, scroll deeper, and make more sense of what they’re engaging with. Great layouts help dictate the flow of a story, and the order in which information is consumed. It can also keep them engaged longer by guiding the eye where you want it to go, shining a spotlight on the most important parts of your story and making sure the reader can grasp the meaning – and click on CTAs – as effortlessly as possible. Doing so can seriously improve your reader’s comprehension, and help them do a quick appraisal and understand the incredible value you’re about to provide. That means you’ll also want to give careful consideration to your content layout – including its structure and navigation options. According to data from Chartbeat, “the portion of the page below the fold is viewed for nearly three times as long as the top of the page… readers who do scroll down past the fold engage much more towards the bottom of the page than they do at the top.” That means, while you may be spending a lot of time paying attention to the “above the fold” area of your site in order to grab your audience’s attention, you should put just as much thought into the content and design below the fold in order to keep that attention (and maybe get them to convert). To help stop that, you want to do everything you can to quickly catch their eye with interesting and relevant information and show off exactly what they’re going to get out of reading your page.Īnd this doesn’t mean just writing a catchy headline or using a splashy header photo. If they don’t think you’re providing what they’re looking for, they’ll quickly move on to another resource. When a reader lands on your page, you have mere seconds to convince them that your page will be valuable to them.
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