3- Click Rule
3 Click rule was adopted in 2000’s to make sure that navigation of a website of the user is smooth and easy. 3 click rule states that user of a website should be able to find out what he needs in no more than 3 clicks to enrich his browsing experience.
Many user experience (UX) professionals believe that users of a site will become frustrated and leave if they cannot find desirable content within the three clicks. Therefore, if a website follows this three-click rule, navigation is more efficient.
In addition, search engine optimization (SEO) professionals have latched onto this rule and suggest that a website’s most important content be no more than three clicks away from the home page. SEOs commonly believe that a website’s home page is the most important page on the site.
Do Users Really Leave After Three Clicks?
If the origins of the Three-Click Rule come from actual user behavior, then we should see a relationship between a user’s success at finding the content they’re seeking and the number of pages they visit.
To see if we could find this kind of relationship, we looked at data from a recent study of 44 users attempting 620 tasks. We counted the clicks of every task, whether the user succeeded or failed at finding their desired content. We analyzed more than 8,000 clicks!
In trying to complete the tasks, some users visited as many as 25 pages before they ended their task and others only visited two or three pages before stopping. If the Three-Click Rule came from data, we would certainly see it with this wide variation in the number of pages they visited.
As we study our data, the rule tells us we should see users dropping off after hitting the third page, leaving before they have a chance to succeed. Those tasks that took as many as 25 clicks would be unsuccessful, with the majority of successful tasks falling somewhere close to three clicks in length.