Dec 06 2012

The Two-Click Rule

“Over the past few years we’ve noticed a pattern on the corporate websites we’ve worked on:

  • Most of the visitors enter through search or referrals. By most I mean 80% to 90%.
  • Most visitors will see three or fewer pages. In other words, they will click (or tap) twice.
  • Less than 10% of visitors will see the home page, and fewer will start there.

We’ve started calling this the two-click (or tap) rule: Most people will enter in the middle of your site, click (or tap) twice, then leave. Unlike the three-click rule there’s at least some evidence for it.

The two-click rule has important implications for how we think about content and information architecture for corporate websites.”

Read the full article on nForm.

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