When someone lands on a sales page, they rarely read every word. Eye-tracking studies show most readers scan in an F-shaped pattern, catching the first line of each paragraph and little else. Knowing this changes how you approach structure.
Sentence length and cognitive load
Research in consumer psychology shows that longer, denser sentences increase cognitive load. When reading feels like work, people stop. Keeping sentences under 20 words on average is a practical starting point, not a rule carved in stone.
Paragraph breaks as breathing room
Dense blocks of text signal effort before a reader even begins. Short paragraphs — two to four lines — tend to hold attention longer on screen. This is especially relevant for mobile readers, who now account for the majority of web traffic in Australia.
Word choice and familiarity
Unfamiliar jargon creates distance. A study published in the Journal of Consumer Research found that simpler language increases perceived trustworthiness in promotional contexts. Concrete words outperform abstract ones when the goal is persuasion.
Formatting as a signal
Bullet points, subheadings and bold text are not just visual aids. They signal to the reader that information is organised and retrievable. Readers are more likely to stay on a page that looks navigable.
None of these factors alone determines whether a sales text works. But together, they shape whether someone reads far enough to reach the point where a decision becomes possible.