In the online realm, we as businesses want to know if people are reading our website text and articles. A lot of us are using tools like Google Analytics to see how many visitors we have, how long they are staying on the website, and what pages they are reading. However, I’ve always wondered if this is a truly accurate way of knowing how much of your articles are being read. Are people reading the first few lines and then speed-reading through the remaining paragraphs? Or, are they reading the first line and then skipping all the way to the conclusion?
Today I read an article (from start to finish – I don’t like to cut corners) at the Huffington Post entitled, ‘Scoopinion Tracks What You Read, Not What You Click (Yes, This Is A Test)’. It’s about a new Finnish start-up company that is attempting to create heat maps based on which content is being read on a website page. As a writer, this is a very interesting concept. There is now a chance we may be able to ascertain which parts of our writing are most effective; is it the quote at the end of the piece, the witty caption on the included image, or the controversial statement written to incite a reaction?
Admittedly, when I’m scanning the internet’s many blogs and News sources, there are a number of article types I don’t read through properly. But when it comes to our own businesses, we want to know what content is connecting with people on an intellectual or emotional level. If we can figure out the styles of writing our website visitors read most, we can then evolve our content further in order to maximise interaction and relevance.
Did you read through this entire post, or did you only read a few lines?
By Jesse S. Somer
Thanks to applejan for the image!