F-Pattern

Most website users read in an F-shaped pattern. This refers to the pattern of their eye movements across the screen. They start by reading the first line left to right before moving on to the next line, where they read a little less far, and so on. Towards the end of a page, they’re just scanning the left-most part of a text, top to bottom.

This behaviour was first discovered by the Nielsen Norman Group in an eye-tracking study. This information is important to accurately place headings, core information, and call to actions for desktop. The F-pattern is prevalent in text-oriented pages, like blogs, new articles, and informational content.