Blink Then Click - How Visitors Explore Websites-Barry Welford

Why would this be? Well it's the nature of the audience for typical websites. A wide spectrum of people arrive at a web page and may choose to explore it. Some will have typed in the web page address because a friend recommended they do so. They are probably very motivated to find the full content of the website that may be useful to them. Others may have done a Google search and, from the top 10 or 20 choices, clicked on one or two links. They may be stressed for time or their interest may be luke-warm. The audience arriving at the introductory web page may thus have the following make-up.

2% motivated: <> 8% somewhat motivated: <> 70% neutral: <> 20% not interested

The website owner and the website designer are both in that 2% motivated group. They are motivated to explore the website to find the information they seek. They may move their mouse around to see how they can move on. They cannot assume most website visitors will be as interested as they are. Their behaviour is not the same as other website visitors.
To engage the attention of all the other less-motivated people will require something much more special. You've got to realize that this is not a black-and-white picture. Different people react differently. It's always a question of what percentage of people may be affected by a particular factor. The important thing is to maximize those percentages in your favour. So many website designs ignore this and assume that visitors are very motivated to figure out how to use the website.
Clearly a website should have great visual appeal and great usability. Usability determines whether website visitors can easily get around a website to get the information they are seeking. This explanation sounds reasonable but it misses out an important aspect of the way human beings behave. Most human beings BLINK then CLICK.

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