People read on the web
用户在网站上阅读
People only read word-by-word on the web when they are really interested in the content.
用户只有对他们感兴趣的内容，才会一个字一个字的去阅读
They usually skim the pages looking for highlighted keywords，meaningful headings，short paragraphs and scannable list
他们通常会在浏览的页面中寻找高亮显示的关键词，有意义的标题，短段落和可观察分析的列表
Since they’re in a hurry to find the very piece of information they’re looking for, they’ll skip what’s irrelevant for them.
因为他们急于找到有价值的信息，他们会跳过无关紧要的内容
So don’t expect people to read content that seems neither easily scannable nor relevant for them， therefore long text blocks，unnecessary instructions, promotional writing and “smalltalk” should be avoided on the web.
所以不要期待用户在阅读内容的时候，那些即不容易也不相关的内容会入他们的法眼，大段的文本，不必要的措辞，宣传用语，“smalltalk”应该避免出现在网站中
How little do users read?
用户能阅读多少东西？
In 2013, analytics vendor Chartbeat analyzed Slate and other websites and found that most visitors scroll through about only 50-60% of an article page. What’s more interesting，people readily share your articles even without reading them
在2013年，分析了供应商“Chartbeat” 和 其他站点，发现大部分游客在文章页中只滚动了50%-60%的位置，更有意思的是，分享和滚动这两个动作看上去似乎没有关联。即使不阅读，人们依然会分享你的文章
When people read word-by-word:
用户什么时候回一个字一个字的阅读：
If people find the very piece of information they are interested in, they are likely to read the related content word-by-word.
如果用户找到非常有价值的感兴趣的内容时，他们可能会一个字一个字的阅读相关的内容
Research shows that if people read a piece of content for pleasure, they read more thoroughly and find reading effortless even on a computer screen.
研究表明，如果用户阅读一块内容产生快感，他们会阅读得更加彻底，甚至转移到电脑屏幕上
Studies show that there are methodical web readers who usually don’t scan but read from top to bottom.
研究表明，有条不紊的读者不经常扫读文章，他们的阅读通常是自上而下。
Well structured pages that are designed for cursory reading are more likely to be read.
好的页面结构设计可以让阅读者更容易阅读
To really get your attention, I should write like this:
真正吸引你的注意力，我应该这样写：
Bulleted list
带有符号的列表
Occasional use of bold to prevent skimming
偶尔使用加粗防止你的跳过
Short sentence fragments
短句子片段
Explanatory subheads
解释副标题
No puns
没有双关语