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There are three factors that determine how a web page is viewed: design, content, and the goal of the user.
There is no single pathway through a web page. Every page is viewed differently and every user looks at pages differently.
There are three elements that influence where a user will look:
When asked what influences where they look on a page, the most spontaneous answer given by users is page design.
It is logical: the more prominent the area, the more likely it is to attract attention. For example, an area containing bright colors has more chance of drawing the eye.
The orange dot is more prominent than the blue dots.Aside from color, there are a number of other design elements that influence the scan path: page layout, image placement, page length, display resolution, fonts, etc.
So the prominent areas on the page don't draw the eye every time.
For example, an aggressive ad will be largely ignored. Users understand that it is an ad, based on its position on the page and its format. They will tend to avoid the advertisement area.
Users focus on areas that give them the most information for the least effort.
Above all, they look at:
Captions are often the most read elements! 
In a text, concise information is the most effective. On the other hand, the most ignored areas are:
How users look at a page depends entirely on what their goal was when coming to the site.
On e-commerce sites, we often notice two very distinct types of behavior:
On one same page, these two user types will obviously behave very differently:
The challenge for e-commerce sites is to cater to all types of behavior.
There is more than one way to look at a website.
There are three major elements that determine how a user will look at a page:
In the next newsletter we will take a first look at how to make your online advertising more effective. It's a vast subject!
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