Concise, Scannable, and Objective: How to write for the Web By John Morkes and Jacob Nielsen (1997)
This article tells about a set of three studies that were made to a group of people in order to measure the quality of writing on the web. The study was applied to 51 web users, with 5 web sites. Each version had a distinct writing style (promotional, scannable, concise, objective, and one combined). For these purpose, the authors assumed some hypothesis in their third study (which is the most complete) and then tried to prove them. With these hypothesis they were trying to prove that scannable, concise, and objective writing are much better (less time performing tasks, fewer errors on tasks, higher reader's satisfaction) than promotional writing, which is the most common on the web. The results of the study proved most of the hypothesis. For example, the combined version of writing recorded a 124% improvement in usability, which suggests that Web authors employ scannable, concise, and objective writing in their articles.