Why do not you finish reading this article until the end and did not finish the other

According to statistics, 38% of newly opened web pages immediately closed. SEOs and webmasters are tripping over themselves to lower Bounce Rate. But even if the page is not closed immediately, and continued to "read" - 5 out of 100 people had never read more than the title and scroll below Lida.

Why? Alas, you did not know the answer, because this article is not read to the end.

People who actually read on the Internet (and not fan) unit. Most surveillance slip into paragraphs, snatching a couple of sentences, and make haste to write a comment ( "I'm done! I "read" article, but have their own, right, mind! ").

On the question of what was happening, I tried to answer Josh Schwartz (Josh Schwartz), a specialist market research firm Chartbeat. As the base of research articles have been taken of one of the most popular and influential online publications - Slate. Chartbeat in this regard, a unique tool, as it allows you to keep track of information and behavior of users in real time (it captures everything that is done in the browser).

Thus, the "standard" web article - it is usually 2000 pixels in height. Referring to a chart compiled by Schwartz.

(Outset that only allows for the user some time to break into the page.)

Each column of the graph - the number of readers, to get to a particular article of depth. The X-axis is as follows: 0% - this is the "tip" articles (title and lead); 100% - this is an area where the comments begin.

Chartbeats data demonstrate that the majority of readers scroll Slate article about the mark of 50%, ie up to the thousandth pixel. That's not a lot. To make it clearer: the average height of the browser window 700 pixels, at a depth of scrolling, the bottom of the browser will be roughly around 1700 pixels. For example, in this article average user to read up to 2 points, without knowing why is not immediately clear what the person really drowning.

Or take a more "native" example. Most people "read" article on Layfhakere about Secrets productivity Alan TuringActually did not know until the end, which helped the brilliant scientist in the work - 1700-pixel is approximately the last paragraph of the first subheading. (The capacity of the English and Russian language for the sake of simplicity, we neglect.)

It should be noted here that for pages that contain photos and video content, as a rule, characterized by high depth of view - they scroll through.

Around the same data Josh got in the analysis of other resources.

scrolling depth - 60% (higher than the Slate), but the proportion of non skrollyaschih as much as 10%.

But it's not so bad. The most terrible thing - peaks in the region of 0. The graph Schwartz shows that about 5% of people who open pages Slate never scroll down. What they then do they doing? Why open a particular page? Really simple to share the link (thanks sharinga buttons are placed, usually right under the title)?

To understand this, Schwartz analyzed scrolling ratio sharinga Slate pages.

A study of the same indicators for other resources that monitors Chartbeats:

The graphs clearly show that scrolling depth has little effect on sharinga indicators. And Slate articles and materials from other sites can collect a huge amount of tweets and still have a very modest depth reading performance. Conversely, items that are carefully read through from the first to the last letter, not necessarily share with your friends. In other words, most people laykayut and repost the article, reading only the title and the first couple of paragraphs.

In addition, analysis of the heat map shows that by scrolling down the page, people rarely fall below the title and first paragraph. Only very high-quality content makes the reader to scroll further.

As you can see, Slate with this indicator are all well.

Conclusion: This study shows that the Internet users is difficult to focus on anything for too long. Most do not even finished reading the article until the middle. And this is understandable.

People are supersaturated with information every day we passed through a "ton" of text, audio, and video content. As a result, the habit of closing in the middle, rewind, turn off as soon as grasping the meaning (or seems to grasping ...).

Consider also whether to entrust the links, which are constantly your friends on Facebook, VK, Twitter? Do they read for yourself what you recommend?

However, it is not so important, after all, you are unlikely to read up to this final point.