Studies on the eye-tracking habits of Web users have established several important rules for designers: Eye-catching headlines work better than flashy images, site visitors always consume content on a page in an F-shaped pattern -- so content in the upper-right hand corner of a page is more likely to be ignored -- and complicated formatting tends to confuse people. Research also shows that display advertisements are almost universally ignored, so your site is best without them, writes Marc Schenker.

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