Some of the tests results I love to follow are those from The Poynter Institute. Their eyetracking studies are some of the largest ever conducted in this space.

While their tests are primarily done for, and funded by, major newspapers, their studies are incredibly revealing nonetheless. For instance, they've tested how readers read stories in three different formats: tabloid-style (folded vertically), broadsheet (larger size, folded horizontally), and online.

Of course, my interest is certainly focused on the online version. But their newspaper studies are very revealing in terms of what captures people's attention, how they read, and how much of it they do read.

Their website has come out with five key findings. (Their full report is due out in a few more weeks from now.) But let's take a closer look at these findings, and my interpretation of what they mean for the web.

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Something’s been going on. Something behind the scenes that you may not know about. Something that’s been helping me increase the effectiveness of my websites and blogs.

Right under your nose. Er, I mean finger.

As you know, I’m a fanatical tester. And I test constantly. But what you may not know is that, it is not only limited to split-testing copy.

Well, let me let you in on a secret.

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