Wojciech Chojnacki
Eye tracking research - how to increase readability of online text

Research shows that users online spend much time scanning web pages visually for information. Knowing that reading text on screen takes approximately 20% more time than in print, it becomes clear that optimizing written messages for the Web is crucial for ensuring website usability. An eye tracking study performed by Symetria e-business agency aims at assessing which of text-formatting techniques influence performance in finding information within web page text. Some of the results are surprising and challenge some well agreed rules.