People don’t read.
We strain over writing the perfect customer support emails, website copy, FAQs, and item descriptions, and they largely go unnoticed. People just don’t have the attention span.
It wasn’t always this way. In 2000, the average person’s attention span was 12 seconds. In 2013, it was 8 seconds. Internet users typically read only 28% of words on an average web page.
If users aren’t reading the ways in which your product can makes their lives better, they might not ever try it out. In that case, indifference (or ignorance) is the greatest insult.
Here are some ways in which we as product designers can fight the good fight for user attention and improve UX with better copywriting.
