Using The “F Pattern”

Reading Online

• People will generally read from top to bottom but…

• Readers online will follow an “F pattern”

What Is The F Pattern?

• First, you will read across the full length of the page—from left to right

• Next, you will probably bring your eyes back to the left side of the page and give the vertical length of the page a quick scan and again, read from left to right

• Finally, your eyes will skim through the rest of the page going down

What Does The F Pattern Tell You?

• Most readers don’t read long blocks of text

• It takes visitors just a few seconds to decide whether they like your content or not

How Can You Use The F Pattern To Your Advantage?

The Top Bar Should Give Important Information Visitors Are

Looking For

• Contact information (for “Contact Us” pages)

• A good headline (for blogs, sales pages, etc.)

• Provide relevant information

Short Horizontal Bar Should Have A Compelling Sub-Headline

• Provide supporting text that reinforces your headline

• Use this spot to add copy that can engage your audience

Vertical Length Should Feature Bite Size Content Pieces

• Use bullets, numbers and block texts to break up content

• Use bold font to draw attention important content

Final Note…

While the F Pattern is a common browsing behavior, there are still exceptions to the rule.

ALWAYS, ALWAYS, ALWAYS SPLIT TEST!

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www.SeriouslySimpleMarketing.com