2.1 What is cognitive load and why it matters

Every item we add to an interface increases cognitive load and reduces the chances users can see and process more essential elements. That can be devastating for conversion rate optimization and site usability.

But this is not just about users missing essential screen elements. Cognitive load impacts how users feel about a website too.

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References

• The invisible gorilla
• "Conversion Rate Optimization: A How-To Guide for Better Results"
• "Effects of Cognitive Load on Trusting Behavior – An Experiment Using the Trust Game"
• Mental model
• Procedural knowledge

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