Land Rover UK TOV Guidelines

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LAND ROVER <strong>UK</strong> COPY GUIDELINES 18 RESPECT YOUR READERS’ TIME ESPECIALLY ONLINE WHY DO WE READ DIFFERENTLY ONLINE? People don’t read copy the same online as they do in traditional media like letters and brochures. We very rarely read copy on websites and in electronic direct mail (eDMs) word for word, instead we scan the page. But why? One argument is that it’s more difficult to read lots of text on a screen. Especially on a smaller mobile screen. It strains the eyes and therefore makes it far less pleasant than reading something on paper. Another simple reason for people scanning copy online is that they’re looking for something specific. Think about your own internet use. You’re usually looking for answers and you skim until you find it.
LAND ROVER <strong>UK</strong> COPY GUIDELINES 19 RESPECT YOUR READERS’ TIME ESPECIALLY ONLINE HOW DO WE READ ONLINE? The way people read on a desktop and on a mobile is different. EYE TRACKING ON DESKTOP SCREENS Desktop eye-tracking studies show that most people scan web pages and eDMs in the shape of an F. We read the headline and the introduction sentence. Then we start moving down the page looking for keywords. And we almost always stop at the first answer we find.
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Land Rover UK TOV Guidelines

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