Your UX Is Driving Users Away — Jakob’s Law Can Fix It

Users today interact with dozens of websites and apps daily. Over time, they build mental models based on these experiences. Jakob's Law tells us that when users land on a new platform, they bring these models with them. If your design deviates too much from what they already know, confusion and frustration follow.

This is crucial for reducing churn. A user who doesn’t understand your interface is far more likely to abandon it. By aligning your design with familiar patterns, you reduce the learning curve and create a smoother onboarding experience. This comfort level builds trust, leading users to stay longer and return more often.

Real-World Examples of Jakob’s Law in Action

Let’s take Amazon. Its layout hasn’t changed drastically in years—search bar at the top, categories on the side, and a predictable checkout process. Why? Because it works. Users already know what to expect, which minimizes friction and improves conversion rates.

Similarly, YouTube’s player controls are nearly identical across different devices. Pause, play, volume, and full-screen buttons are always where users expect them to be. That predictability means users don’t have to relearn basic functions, reducing bounce rates.

These companies prioritize consistency over novelty—and their retention metrics prove it works.

How Jakob’s Law Reduces Churn

When users feel comfortable, they stay longer. This emotional comfort stems from familiarity. Here’s how Jakob’s Law directly contributes to reducing churn:

• Lower cognitive load: Users don’t need to relearn basic navigation or features.
• Faster onboarding: Familiar design accelerates the learning process.
• Trust through predictability: Consistent UI builds user confidence.
• Reduced frustration: Minimizes confusion and usability issues.

Designs that follow Jakob’s Law often have lower support ticket volumes and better retention metrics. It’s not just about keeping users happy—it’s about keeping them around.

Practical Tips to Apply Jakob’s Law

• Study popular platforms in your niche – Analyze how they structure their interfaces and interactions.
• Stick to standard UI patterns – Hamburger menus, search bars, and filter systems should behave predictably.
• Avoid reinventing the wheel – Innovation is great, but not at the expense of usability.
• Test with real users – Validate whether your interface aligns with user expectations.
• Use analytics to monitor churn – Identify where users drop off and adjust your design accordingly.

These small adjustments, rooted in familiar design logic, can have a major impact on user loyalty.

The Cost of Ignoring Jakob’s Law

Some designers attempt to stand out by being overly unique. While differentiation is important, disregarding established norms can backfire. For example, hiding navigation menus behind unfamiliar icons or placing the login button at an unconventional spot might confuse users.

Confusion leads to hesitation. Hesitation leads to frustration. And frustration leads to churn.

It’s a cascading effect that can easily be avoided by respecting the way users think and behave. Novelty without usability is a recipe for high bounce rates.

Conclusion: Familiarity Is a Feature, Not a Flaw

In the race to innovate, it’s easy to forget that familiarity is a design strength. Jakob’s Law isn’t about stifling creativity—it’s about anchoring it in the real-world behaviors of your users.

By designing interfaces that align with what users already know, you remove barriers, build trust, and keep users coming back. In a digital landscape where attention spans are short and options are endless, that edge can mean the difference between a loyal user and a lost one.

What familiar design patterns have you found most effective in retaining users on your platform?