+124% Better Usability: What a Massive Eye-Tracking Study Revealed About How People Read Online
In the age of digital distraction, writing well isn’t enough — your content also has to be usable. That means easy to read, easy to scan, and structured for action.
To understand what actually improves content usability, the Nielsen Norman Group — leaders in UX research — conducted one of the largest studies of its kind:
They analyzed 1.5 million eye-tracking fixations across 300+ users, tracking where people looked, how long they focused, and what made them stop reading or click away.
The result? A 355-page research report packed with actionable insights on how to write and design content for the web.
And the most important takeaway?
✅ A few simple writing style changes can improve readability and usability by 124%.
Let’s dive into the top three recommendations — and how you can apply them today.
1️⃣ Use Concise Text: Cut the Fluff, Get to the Point
The study showed that concise writing — meaning fewer words, tighter sentences, and less filler — dramatically improves comprehension and engagement.
Here’s how:
- Cut the word count in half wherever possible
- Start with the conclusion — lead with what matters most
- Avoid long introductions and slow build-ups
✂️ Why it works: Online readers don’t read — they scan. If they don’t get value fast, they bounce.
Bad:
“Welcome to our comprehensive breakdown of why our cloud software platform is ideal for enterprise-level clients.”
Better:
“Our platform helps enterprise teams save 20+ hours a week. Here’s how.”
2️⃣ Use a Scannable Layout: Make It Easy to Glide Through
Most users won’t read your content word-for-word. They scan for:
- Headings and subheadings
- Bullet points
- Short paragraphs
- Highlighted or bolded keywords
Nielsen Norman’s research confirmed this with eye-tracking data: readers follow a predictable “F-pattern” on the page, meaning they look mostly at the left and top areas — and skim down rapidly.
✅ Tip: Present one idea per paragraph, and use formatting that guides the eye.
Bad:
A wall of text with no breaks or visual cues.
Better:
- One idea per paragraph
- Bold key phrases
- Use bullet lists and white space generously
3️⃣ Use Neutral Language: Clarity Over Hype
Overly promotional, exaggerated, or subjective language hurts readability.
Phrases like “world-class,” “revolutionary,” or “best-in-class” sound nice — but often mean nothing to the reader, and don’t build trust.
Nielsen Norman recommends using neutral, factual language instead:
- Be specific instead of flashy
- Let the data speak instead of hype
- Avoid clichés and vague adjectives
🧠 Why it works: Readers trust clarity and honesty, not marketing fluff.
Bad:
“Our groundbreaking new solution delivers unparalleled synergy for your digital workflows.”
Better:
“Our software integrates with 12 tools to automate your workflow and reduce manual tasks by 40%.”
📈 The Result: +124% Increase in Usability
By combining:
- Concise copy
- Scannable formatting
- Neutral, straightforward language
…Nielsen Norman found a 124% improvement in usability — which means readers:
- Understood content faster
- Retained more information
- Were more likely to act on what they read
🔁 Your Action Plan
Want to apply these findings right now? Start with these three steps:
- Rewrite your next blog post, email, or landing page to lead with the conclusion and cut the fluff.
- Break your content into bullets, bold important terms, and keep paragraphs short.
- Replace marketing jargon with clear, objective language that respects your reader’s intelligence.
🚀 Final Thought
Good content informs. Usable content converts.
If you want more engagement, higher conversions, and happier users, don’t just write better — write for how people actually read.