Recognition over recall
Recognising something is easier than recalling it from memory.
Where it applies
Five of the eight page areas.
HomepageNot typical CategoryAlso applies SearchMainly here ProductNot typical CartAlso applies CheckoutAlso applies Post-purchaseNot typical
It also applies sitewide, on every page. See everything at work on Search pages
How to use it
Four ways to put it to work.
- Offer search autocomplete with a short list of suggestions.
- Show recently viewed items.
- Keep applied filters visible.
- Show product thumbnails in the basket and checkout summary, so shoppers can confirm items at a glance.
What the research found
The memory finding is very robust. Ecommerce support is usability testing, not sales data.
Baymard reports 80% of sites offer autocomplete, but only 19% do it well.
The memory finding is very robust: Standing found recognition memory for pictures was close to limitless, even with 10,000 images. The heuristic itself is expert-derived. Ecommerce support is usability testing, not sales data: Baymard reports 80% of sites offer autocomplete, only 19% do it well, and most users pick from the first few suggestions.
Key research
Four sources, each checked.
Last reviewed
Nielsen & Molich (1990) Heuristic evaluation of user interfaces CHI Conference Proceedings Read the source Nielsen (1994) Enhancing the explanatory power of usability heuristics CHI Conference Proceedings Read the source Standing (1973) Learning 10000 pictures Quarterly J. Experimental Psychology Read the source Scott (2022)Industry 9 UX Best Practice Design Patterns for Autocomplete Suggestions (Only 19% Get Everything Right) Baymard Institute Read the source