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Global “Home” Link


Data below is from 75 leading e-commerce sites, collected in May, 2002. [sites examined]


Presentation of Home Link

All sites provided some type of global link to home using one of four methods:

Logo linked to Home plus explicit “Home” link at the top of the page
Only a logo linked to Home (no explicit link to “Home”)
Logo linked to Home plus a “Home” link at the bottom of the page
Logo linked to a top-level category page*
  *In these sites, there was no explicit “Home” page; the starting page was a prominent top-level category. For example, the starting page for eddiebauer.com was named “Clothing and Gear.”
 [view home link examples]

Location of Logo Linked to Home

Location was plotted on an 800 by 600 pixel grid.[details]

home logo plot

scale for chart

[actual size view of plot]



The placement of the logo in the sites sample was uniformly in the upper left corner of the page. This finding was consistent with a study by Michael Bernard on user's expectations for the home link.

©Heidi P. Adkisson. 2005. All rights reserved.
Related Studies
Examining User Expectations for the Location of Common E-Commerce Web Objects
January 2002
Wichita State University