Seven pages, in the order customers meet them.
Follow the route a customer takes through a site, from the first visit to the days after the order arrives, and pick the page you’re working on to see the principles at work there.
01HomepageThe first impression, and the way in. Most at workChoice architecture, Attention and perception 46principles, 7 mainly here13 strong, 23 moderate, 4 contested, 6 framework 02CategoryListing pages, where shoppers browse and narrow down. Most at workChoice architecture, Attention and perception 43principles, 5 mainly here14 strong, 21 moderate, 2 contested, 6 framework 03SearchThe search box and its results, where shoppers say what they want. Most at workChoice architecture, Attention and perception 24principles, 18 mainly here4 strong, 14 moderate, 1 contested, 5 framework 04ProductThe product page, where the decision is made. Most at workChoice architecture, Pricing and value perception 73principles, 27 mainly here25 strong, 39 moderate, 4 contested, 5 framework 05CartThe basket, where the order takes shape. Most at workMotivation and commitment, Pricing and value perception 37principles, 9 mainly here15 strong, 18 moderate, 2 contested, 2 framework 06CheckoutDelivery, payment and confirmation of the order. Most at workMotivation and commitment, Cognitive load and fluency 39principles, 9 mainly here15 strong, 20 moderate, 3 contested, 1 framework 07Post-purchaseEverything after the order: emails, delivery, returns and reviews. Most at workEmotion and memory, Motivation and commitment 29principles, 19 mainly here5 strong, 21 moderate, 2 contested, 1 framework On every pageSitewideNavigation, speed, layout and trust, on every page. 38principles12 strong, 18 moderate, 3 contested, 5 framework
Prefer to start from the psychology? Browse the nine psychology groups