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This is more a question of design and typography than UX, strictly speaking, given that UX is not really about typography. What you're talking about is readability, as opposed to legibility. Legibility depends on how easy it is to read a block of text. Legibility is affected by serifs, open counterspaces, large x-heights, line length, type size, font ...


With this little hack to google analytics, you should be able to track scroll depth to see just how far down the page visitors were scrolling. this will help to break down the content of the page in to segments. Also, Golden Ratio Typography Calculator will help you to get an idea about the font size to line-height ratio depending on the content width.


If content is engaging, people will read it. That should be enough. You can fine tune your content's copy as much as you want, but you'll need to communicate something, and depending on what you want to communicate, lengths of content blocks will vary. Think about this: an e-commerce site will probably have short blocks of content, because they'll want you ...

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