Website De-facto Standards
https://faculty.washington.edu/markh/tc596/Heuristics.doc

Atkisson, Heidi
University of Washington-Seattle
2003

Abstract:

It is advisable to be aware of the predominant conventions used on the Web. As Jakob Nielsen writes in the November 14, 1999 issue of his Alertbox, 'No website is seen in isolation: users come to your site expecting things to work the same way they are already used to.'