Understanding how users navigate within a Web page provides an advantage in creating a productive content structure. The University of Nebraska conducted a study on Website navigation using heat sensors on the eyes of Web readers. Following is a general outline of the results:

1.  People typically look near the center of the top banner or header when first getting to a page. This space contains the organizational logo, name, and sometimes a menu.

2.  After taking in the Header and its elements, users eyes will move to the left-hand side of the page and scan for a menu title or key word they are searching for on the site.

3.  Web users will read in the shape of an 'F' in the main content area. This means users will read the first 2 to 2.5 lines before beginning to scan down the left of the main content area for key words.

3.a/b.  Web readers will rarely scroll down on a page unless there is a specific reason. It is imperative to provide a graphical cue before the bottom of a user's reading pane. Pictures, charts, graphs, or headlines to additional information are ways to entice the user to scroll.

4.  Without a reason to scroll, a Web reader's eyes will jump to the right-hand side of the page and scan for the information they want.

This framework provides a starting point for improving the navigation of a site and accomplishing your goal of funneling users to an action.

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