Our conjecture to explain this finding is that promotional language imposes a cognitive burden on users who have to spend resources on filtering out the hyperbole to get at the facts.Make each solution your own with unlimited opportunities to customize your products and build a plan that's uniquely suited to your needs.In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park. In 1996, some of the most-visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).
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In research on how people read websites we found that 79 percent of our test users always scanned any new page they came across; only 16 percent read word-by-word.
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We had expected that users would like this version better than the promotional site (as indeed they did), but we thought that the performance metrics would have been the same for both kinds of language.