Studies in Eyetrack III have shown that users commonly read online news stories in a Z-shaped pattern. This means that the reader begins at the top lefthand side of the page, moving to the right, and then down to the bottom lefthand corner and to the right.

Obviously there is some variation within this format; readers tended to scan the headlines at the top initially, and then scanned from left to right at different points in the story. Also, unlike the letter 'z', the reader ultimately ends in the top right part of the page. The researchers in Eyetrack III reasoned that this pattern is influenced by Western culture's left-to-right reading habits. More importantly headlines draw the reader's attention, and the first few words are therefore very important.

Even though this study was conducted on news sites, the idea of Z-shaped patterns still has an impact on homepage design. If the designer mimics the layout of news sites that reinforce Z-shaped patterns, the reader may be drawn to the more important parts of the page more easily.

The title (or whatever you most want the reader to remember) should be placed in the top lefthand section of the page. Because the reader comes back to the left side of the page repeatedly, important links could be inserted in the left column. Due to the semi-haphazard eye movements across the page, one of the only ways to attract the reader at different points is by inserting images or words that appear different or striking.