一篇没有翻译完的，但是大概已经有一些了，希望对web ui有帮助
they don't.
people rarely read web pages word by word; instead, they scan the page, picking out individual words and sentences. in a recent study john morkes and i found that 79 percent of our test users always scanned any new page they came across; only 16 percent read word-by-word.
用户很少逐字逐句读一个网页（16%的人这么做），大多数人采用扫描的方式去读（占79%）
as a result, web pages have to employ scannable text, using
结果表明：网页的文本应该是能被扫描的：
we found that credibility is important for web users, since it is unclear who is behind information on the web and whether a page can be trusted. credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links. links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites.
对于web读者，可信度是最重要的，因为他们不清楚信息的幕后是谁，这个网页是否可以相信。提高可信度的办法有：高质量的图片、好文笔、以及连出去的超链接。不要担心读者访问别人的网站，连到别人的站上让读者看到作者是尽职尽责的。
users detested "marketese"; the promotional writing style with boastful subjective claims ("hottest ever") that currently is prevalent on the web. web users are busy: they want to get the straight facts. also, credibility suffers when users clearly see that the site exaggerates.
用户讨厌商业口号。现在很流行在网站上写“真诚到永远”之类的主观的口号。用户很忙，他们想得到直接的事实。所以他们看到夸张的行为时，站点的可信度就降低了。
to measure the effect of some of the content guidelines we had identified, we developed five different versions of the same website (same basic information; different wording; same site navigation). we then had users perform the same tasks with the different sites. as shown in the table, measured usability was dramatically higher for the concise version (58% better) and for the scannable version (47% better). and when we combined three ideas for improved writing style into a single site, the result was truly stellar: 124% better usability.
为了评测一下我们确定的一些网站内容指导方针，我们为同一个网站（同样的内容，不同的措辞，同样的站点导航）做了五个不同的版本。然后我们让用户在不同的站上做相同的事情。正如下表显示的，简单版本的可用性提高了
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