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From:
Nielsen Norman Group
(Uncensored)
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Concise, SCANNABLE, and Objective: How to Write for the Web - NN/g
https://www.nngroup.com/articles/concise-scannable-and-objective-how-to-write-for-the-web/
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Users don't read Web pages; they scan. Concise text improved usability by 58%, SCANNABLE layout added 47%, and objective language added 27% to measured usability; combining all three improvements gave 124%.
