Now, while all this is by no means universal, it’s useful to note if your website follows this layout style and plan accordingly.
So, what’s good about the F-pattern?
Well, first off, it’s familiar.
It lets you write and then read website copy as if it were a novel.
This allows for increased speed of readability.
Since the reader doesn’t need to be trained how to read your content.
It does, however, have one big drawback in that, since most readers can read it quickly,
they do read it quickly, probably quicker than you’d like.
According to a recent study, this means that over 50% of users tend to not scroll beyond the first few paragraphs.
So, the F-pattern holds a lower attention span than other patterns,such as the Z-pattern,
in which copy jumps position and forces the reader to focus on the content directly in front of their face.
So which layout is better for your AD copy?
A good rule to follow is if you feel like a viewer is equipped to make a purchase by just remembering one key piece of your proposition, one feature, one benefit, use the Z-pattern since it forces that focus.
If, however, you’re telling a story or want to build your case in more than just one paragraph, the F-pattern is preferable.