Jared M. Spool on category design
By Kristoffer Bohmann, Bohmann Usability
Jared M. Spool on category design. Jared M. Spool of User Interface Engineering states a number of interesting insights in a recent interview, including these observations on categories vs. search:
- Users stay longer and buy more when they browse well-designed categories as opposed to search.
- Poorly designed categories make users use search instead of categories.
- Well-designed categories make search obsolete. Users never use search on sites with well-designed categories.
- Better category design lead to higher revenue from the site.
- Users are three times more likely to make an impulse purchase when browsing category links compared to browsing featured products or using search.
Kristoffer Bohmann
