Cognitive load and fluency
How much effort a page asks of the shopper.
Every extra field, label and decision uses up a little of a shopper’s attention, which makes effort a cost the page charges before any price is paid. These 11 principles cover form design, page speed, familiar layouts, and how easily a page can be read and used.
Aesthetic-usability effect Attractive designs tend to be judged easier to use before people have used them, and that first impression forms in a fraction of a second. Mainly Homepage, also Sitewide, ProductMainly here Tested in shopping-like settings Moderate Attribute alignability Differences on a shared dimension (4kW vs 6kW) are easy to compare and drive choice; unique features on each product are hard to trade off and get ignored. Mainly Search, also Category, ProductMainly here Tested in shopping-like settings Moderate Berrypicking Real searches evolve: people gather useful bits across a series of reworded queries, not one query and one answer. Mainly Search, also Sitewide, CategoryMainly here Tested on real shoppers Framework Chunking (Miller's law) People hold only a few chunks of information in mind at once. Mainly Checkout, also Sitewide, ProductMainly here Tested in shopping-like settings Strong Cognitive load Working memory is limited, so unnecessary demands on it make tasks slower and more error-prone. Mainly Checkout, also Sitewide, Category, ProductMainly here Tested in shopping-like settings Moderate Fitts's law The time to hit a target depends on its size and distance. Mainly Sitewide, also Product, Cart, CheckoutMainly here Not tested in shopping Strong Processing fluency Things that are easy to read and take in tend to be liked more, and choices between them feel easier to make. Mainly Sitewide, also Homepage, Category, ProductMainly here Tested in shopping-like settings Moderate Prototypicality (Jakob's law) People prefer sites that look and work like the ones they already know. Mainly Sitewide, also Homepage, Category, CheckoutMainly here Tested in shopping-like settings Moderate Recognition over recall Recognising something is easier than recalling it from memory. Mainly Search, also Sitewide, Category, Cart, CheckoutMainly here Tested in shopping-like settings Strong Response-time thresholds (Doherty) Delays beyond roughly 0.1s, 1s and 10s break the feeling of directness, flow and attention in turn. Mainly Sitewide, also Homepage, Category, Search, Product, Cart, CheckoutMainly here Tested on real shoppers Moderate Vocabulary problem People use many different words for the same thing, so any single label will miss most people's wording. Mainly Search, also Sitewide, CategoryMainly here Tested in shopping-like settings Moderate
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