Debunking Web Myths #1: The 3-click Rule

Myth: People don’t like to click (aka “The Three Click Rule”).

Fact: People don’t like to click when the result isn’t what they are expecting.

This myth has existed far too long, the Web itself is built on the idea of very idea of clicking. HTML, the bedrock of the Web has HyperText right in the name. So if this were true, the Web should have failed long ago. In cases where people complain about too many “clicks” it is far more likely that the information structure of the site is flawed and is what annoys the user, the user though will see clicking as the problem.

The reality is that people don’t mind clicking if they continue to get relevant results and follow a path that brings expected results. In fact some studies have shown that even frustrated users will continue to click after three clicks to try to get where they want. People are generally looking for something particular in mind and as long as they are provided with good, relevant information they won’t mind clicking at all.

There are cases where users do expect fewer clicks to accomplish a task, a shopping cart checkout, entering time on an intranet and other form-based procedures. Have you ever encountered a site that had a 5-6 page checkout procedure? I bet you haven’t gone back.

The sad truth is that there are studies and articles ready to say the 3-click rule is bunk, yet the myth lives on for whatever reason (probably the proliferation of people continuing to perpetuate the myth). But now there should be a few more people, after reading this, that can proudly stand up next time and say “You’re so wrong mister!” when they overhear people at the table next to them citing the 3-click rule.

So how do you avoid your users from becoming frustrated with your site? Pay extra attention to the structure of your site, where you are placing content and how users navigate to it. Be sure your Web team has a usability expert or information architect working alongside the designers and developers. Designing your site with a user-centric frame of mind is a win for not only your users, but for you as well.

We’ll end with a good quote from Shari Thurow of Grantastic Designs at the recent Search Engine Strategies conference in Toronto, “People will click up to 25 times as long as they think they are making progress.”