A weblog's homepage typically has one of two designs:

  • 每个帖子的全部内容is presented on the first page so users can read it all without having to click.
  • Article summariesappear on the first page, with the primary content on secondary pages (one per posting).

Decidinghow many postings to include on the homepage这是另一个问题。任何一个主要组织的博客都包含成百上千的帖子,所以它们肯定不能全部放在一个页面上。大多数将必须驻留在档案中,用户可以通过搜索、链接和分类导航找到它们。

虽然我不会在这里讨论页面长度的话题,但是摘要设计的一个好处是它可以在任何给定的长度内提供更广泛的帖子选择。

目测博客读者

We recently conducted an眼睛跟踪研究人们如何阅读公司、政府机构和主要非营利组织的“官方”博客。我将把所有这些统称为“公司博客”,以区别于更大范围的个人博客,个人博客通常没有商业目标,因此在这里我们不感兴趣。

我们研究的主要目的是制定新的指导方针为网络写作seminars,and most of the findings accordingly centered on issues like preferred topics, tone of voice, scannability and layout, charts vs. tables, and how readers interpret links. But we also got interesting results that inform this article's central question: whether to display summaries or full articles on the front page.

The following gaze plots shows how users read the front page of several corporate blogs. Only the top 6,000 pixels are shown — the longest page was 22,124 pixels tall, making it highlyunlikely that users would scroll to the end.

Gaze plot from eyetracking users reading 5 company blogs
从左至右:希捷数字博客,Zappos首席执行官兼首席运营官博客,凯捷CTO博客,Rackspace云博客,美国在线Autoblog。
Blue dots represent fixations (where users looked).

The first two examples show blogs withfull articleson the front page. In both cases, users scanned the first article but没有再看下去. 如果你的第一篇文章对用户不感兴趣,你就会失去他们“用尽”他们所有的兴趣因为他们通过第一个主题涉及。

在第二凝视图(Zappos)中,用户彻底阅读了大约4个段落,然后从页面顶部向下扫描到3800像素。这是一个与任何网页大量的参与,肯定用尽了用户的承诺,该网站。在花了这么多时间浏览了一篇文章之后,这位用户说他很失望网站没有提供其他文章的摘要。因为他不想再花时间浏览更完整的文章,他在第一次发布后就放弃了博客。manbetx官网手机登陆

下面两个示例博客提供摘要on the homepage. On the Capgemini blog, the user scanned 10 summaries, which was everything shown on this (comparatively) short page. And the Rackspace user scanned all 5 summaries on this (even shorter) page.

最后一个例子(Aol)展示了一种混合的方法:许多帖子都是简短的,并且完整地显示出来,而较长的文章则是总结出来的。在这里,用户浏览了11条帖子。manbetx官网手机登陆

This Aol blog also shows howPhotoBlogs.can draw users down the page; it's easier to scan a long list of photos than to read. On Kodak'sA Thousand Wordsblog (not shown), a user scanned down more than 12,000 pixels, allocating 3–4 fixations to each of the many photos and reading almost no text.

Summaries Are Better than Full Articles

在公司博客上,摘要通常比完整的文章好,因为它们让你manbetx官网手机登陆让用户接触到广泛的主题选择.Offering more topics increases the likelihood that users will find something that really interests them and thus will click through to read more. (As opposed to leaving.)

对于全文文章,最初的主题可能不manbetx官网手机登陆会引起很多用户的兴趣,很少有人会向下滚动以查看可能真正实现销售的后续主题。

面对现实:有了公司博客,你报道的每一件事都会引起所有客户的强烈兴趣,这是很罕见的。你对他们的生活没那么重要。你可能有一个广泛的产品范围和许多主题,以促进-所有这些都会感兴趣一些users. But not all.

热情的追随者可能需要全文

用户倾向于间歇地访问公司博客.It's rare that customers are so passionately engaged with a company that they visit its blog daily and want to read all of its articles. It does happen, but those blogs are typically written in the name of a celebrity, such as a rock star or cartoon character. Even though such blogs are commercial, they're closer to personal blogs, despite being written by a marketing team.

That said, if your site analytics indicate that most of your users have highly regular revisitation patterns and return frequently to see what's new, then you're probably one of the exceptions and should publish full articles on the front page. If people visit every day to read your newest posting, save them from having to click through to find the full text. Also, users who miss an article or two are likely to prefer the simpler act of scrolling to find them, rather than having to click through to multiple article pages.

不过,在大多数情况下,商业内容并不足以吸引客户通读所有内容。最好鼓励一下选择性阅读通过展示更广泛的摘要样本;这样做,您更有可能触及用户的兴趣,并让他们继续阅读。