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User looks for : "What's in it for me" and "How does this help me solve my problem".
Explaination : Web user is goal driven and impatient. The cost of going to a different website is very low for him and the expected benefit of staying at the current site is not particularly high.
Successful practices : Provide fast answers. Provide useful answers.
Quotations :
"On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely." by Jakob Nielsen Full Article
"people read faster when they have more to read, or, (in a more likely scenario), they skim or skip text when there's a lot of it." by Rand Fishkin Full Article
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