Marketing, sales & UX laws · law 038
Jakob's Law
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
what it means
Users spend most of their time on other sites, so they expect yours to work the same way as the ones they already know.
How Jakob's Law works
People bring expectations from every other app and website they use: where the cart icon sits, how checkout flows, what a hamburger menu does. Breaking those conventions forces them to relearn and many simply leave.
Jakob's law is a strong argument for familiar patterns in anything customers use — save creativity for brand and content, not navigation.
where it comes from
Formulated by usability expert Jakob Nielsen, co-founder of the Nielsen Norman Group, around 2000.
Jakob's Law examples in business
Checkout
An online store with an unusual checkout layout loses buyers who cannot find the pay button.
Menus
A restaurant website that hides the menu behind an artistic animation frustrates hungry visitors.
Apps
Payment apps that follow familiar UPI flows feel safer and easier to adopt.
How to apply it
- 1Use the layout conventions customers know from leading sites in your category.
- 2Put cart, search, login, and contact where people expect them.
- 3Test new designs with real users before launching.
- 4Innovate in the value you offer, not in basic navigation.
common misreading
It does not ban innovation — it says change conventions only when the gain clearly outweighs the learning cost.
ask yourself
What on your website or app works differently from what customers expect elsewhere?
Frequently asked questions
What is Jakob's Law?
Users spend most of their time on other sites, so they expect yours to work the same way as the ones they already know. People bring expectations from every other app and website they use: where the cart icon sits, how checkout flows, what a hamburger menu does. Breaking those conventions forces them to relearn and many simply leave.
Who came up with Jakob's Law?
Formulated by usability expert Jakob Nielsen, co-founder of the Nielsen Norman Group, around 2000.
How do you apply Jakob's Law in business?
1. Use the layout conventions customers know from leading sites in your category. 2. Put cart, search, login, and contact where people expect them. 3. Test new designs with real users before launching. 4. Innovate in the value you offer, not in basic navigation.
What is a common misunderstanding of Jakob's Law?
It does not ban innovation — it says change conventions only when the gain clearly outweighs the learning cost.