Depending on where you were in the 90s and early 00s, your Website was considered good if people were able to find what they were looking for within 3 or 4 clicks regardless of the clicks.

Well, it turns out that clicks (or taps) are not all equal. The objective behind the clicks is what’s important. Objectives either fall under:

  • Goal time (High value): Time spent achieving an objective eg. Searching for a flight.
  • Tool time (Low value): Time spent using a tool or Website eg. Signing up for an account.

People don’t mind clicking 10-15 times as long as every click takes them closer to their objective but, even 5 clicks before getting started is too much.

Reduce friction and Tool time. Stop counting and make sure that every click is a step closer to the goal. Your user experience will be that much better (Jared Spool).