Creating an Effective Landing Page: The F and Z Models

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Modern consumers do not have a great attention span, and this is quite natural - who wants to fill their brain with unnecessary information, of which there is too much? The following information is important to use both when creating a website and when developing a page prototype. Therefore, the simpler the strategy for obtaining leads from website visitors, the better. The eye tracking method has long been used in australia email address list research, and based on them, the conclusion was made: the most effective on landing pages is to use the F or Z model.




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Model F vs. Model Z
When landing page visitors browse content, they subconsciously resort to the F pattern.

First of all, a person pays attention to the horizontal top part of the page - where the heading is. Then the gaze moves down vertically, so as not to miss equally important points, for example, lists. And then the visitor to the landing page looks at the content horizontally and vertically - reads subheadings.
This is the F model.

Order landing page design. Eye tracking principles in landing page design.

The Z model is similar to the F model, but still slightly different.
First, the gaze moves from left to right along the top, then down the left en.