(translation) use eyebrow shaped text to improve Title click through rate

   Whether you present the page content according to the user's reading habits ？ Eye tracking research Find out , Most users don't read the full title , They will only browse the first few words on the left side of the title , And search for keywords , See if you need to click to view the details .

What users need urgently is keywords

   If the few words at the beginning of the title do not reflect the main content , The user may skip the title . When users look for information , Patience and attention are limited , Because there is so much content on the screen , They don't want to waste time . If users want to see relevant keywords quickly , Eyebrow text is best .
   Eyebrow shaped text reflects the main content , It is a descriptive keyword or phrase , The content is refined , Small font , Before the main title and content introduction . When the user browses the title , You will also see eyebrow text , So as to better understand the main content , It increases their chances of reading the content introduction and clicking to view the details .

   The following example is about augmented reality , But the title doesn't express this point at all , Augmented reality is only mentioned in the content introduction . Because the title doesn't provide enough background , Many users will not read more detailed introduction after reading the title .
   by comparison , take “ Augmented reality ” As eyebrow text before the title , Let users see it immediately , And can quickly understand the content background , Attract users to click on the title to view the details . Users can understand the content background by browsing a few words , Don't look at the whole paragraph .

Brow style

   The font of the eyebrow title should be smaller than the main title , But it is still easy to find . You can change the visual style of the title to distinguish them from each other , For example, bold 、 All capital text 、 Modify the font color, etc .

When to use eyebrow text

   Not all titles have to be accompanied by eyebrow text . If the title is short and has many keywords , Adding eyebrow text is superfluous . please remember , Users will browse the first few words of the title , If there are keywords in these words , Then using eyebrow text will distract users . Eyebrow text is suitable for titles with long content and no keywords .

   In the above example , Title On the left without eyebrow text , And does not reflect the content background , Difficult to understand , The user has to read through the title , Increased cognitive load . The right title has eyebrow text , Users can know the content background in advance without looking at the title , So as to determine whether it is necessary to continue to browse the subsequent related content , Not only does it save time , And make the content easier to understand .

Let users know the content background

   Users don't have the time and energy to read everything on the page . Use eyebrow text , Pre display keywords , Let users know the content background , Otherwise, they may never get a chance to see the whole content .[1]

Original address ：https://uxmovement.com/content/increasing-headline-clicks-with-eyebrow-text/
[1] original text ：Users don’t have the time and energy to read every text on your page. Present your keywords upfront in an eyebrow text to give them the context they need to click. Without it, users may never get a chance to know what you’re all about.