How to Turn Scanners into Readers on B2B Web sites

[mandy]

Imagine that you stop reading this article at the end of this paragraph (just imagine; you should actually keep reading). Imagine that you do the same with every other article in this newsletter, then toss it aside, satisfied that you’ve fully absorbed its content.

Absurd as it may seem, that scenario replicates the behavior of the average Web user reading online content. The influential Stanford-Poynter EyeTracking Study showed that 80 percent of Web users only read article summaries, and almost no one reads content in its entirety.

But B2B marketing sites are different, right, because business users are more committed to the content? Sadly, not so. B2B sites actually show worse content recall and higher task failure rates than their B2C counterparts...

full article: http://www.b2bmarketingtrends.com/abstract.asp?id=253&groupid=10

[businessch1]

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