Cognitive load
Working memory is limited, so unnecessary demands on it make tasks slower and more error-prone.
Four of the eight page areas.
It also applies sitewide, on every page. See everything at work on Checkout pages
Five ways to use it, and one to avoid.
- Cut checkout to the fields you need; Baymard suggests about 8 rather than the usual 11.
- Lay checkout forms out in a single column.
- Put error messages next to the field.
- Tuck optional fields behind a link.
- Remove distractions from checkout.
- Avoid: hiding costs or key terms behind progressive disclosure, as the total price must be shown.
Simpler forms were completed faster, but how to measure load is disputed.
Forms rebuilt to 20 guidelines were completed faster, with fewer failed submissions.
The theory comes from learning research, and how to measure load is disputed. In a 65-person eye-tracking study, Seckler and colleagues found forms rebuilt to 20 guidelines were completed faster, with fewer failed submissions. Baymard finds checkouts average 11.3 form fields, though most need only 8.
Four sources, each checked.
Last reviewed
Progressive disclosure must not hide costs or key terms. Under section 230 of the UK Digital Markets, Competition and Consumers Act 2024 an invitation to purchase must show the total price, including any fees the shopper cannot avoid.
This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.