Website Design: Eye Movement Patterns

When you consider of a web designer’s arsenal of knowledge, science may not come to mind. However, in addition to the technology aspect of science, understanding how website users view a webpage is important information for website designers. Research has revealed that website visitors see a page in an F-pattern, as illustrated in the image below.

eye motion on web page

From this research, we can make two observations:

  1. The first and most viewed area of a webpage is in and near the upper left corner.
  2. The information closest to the bottom and right of a page is the least viewed.

The F-Pattern in Web Design

This tells us, people view a website like they read a book: top to bottom, left to right. The F-pattern is definitely accurate for non-landing pages, but on landing pages, a reader’s eye movement is a bit different. According to research, the positive space (space without text or images; blank space) draws the sight first. Then, the pattern of eye movement is dependent upon the content. Big images seem to be the next items of focus, and straight-line text is last.

Landing Pages in Web Design

What is a landing page? By definition, a landing page is the page that features a problem, solution, and call to action. Dental services pages often follow this format. They define a problem – toothache – with a solution – exam, restoration – and call to action – contact so-and-so dentist at such-and-such phone number.

A web designer should keep the F-pattern in mind when developing a landing page, but also be cognizant of the positive-space attraction. By studying research such as this, a web designer can implement the important elements of strategic user experience in her designs.

Questions? If you need a more user-friendly website, call Modern Dental Practice Marketing Consulting today at 972-781-8861. We serve dentists with full-service Internet marketing, from logo and website design to content marketing and search engine optimization with data tracking.