Small improvements to an e-commerce site’s purchasing flow can make a big impact when enticing visitors to become paying customers. By applying Fitts’ Law to an e-commerce site’s interface, designers can make it easier for users to find exactly what they’re looking for, add items to their carts, and ultimately make purchases.
Fitts’ Law says that the amount of time it takes for a person to move a pointer to a target is a function of the distance to the target divided by the size of the target. Essentially, it means that objects that are larger and closer are easier to interact with. The law was originally conceived in 1954 by psychologist Paul Fitts, who created mathematical models of human behavior and worked to quantify the abilities of the human nervous system.
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