Hand on heart. Aren't you luring your customers through a jungle of options, buttons and unnecessary sauce? Test yourself to see if you meet the 2-click rule. Let's show you the most common mistakes and break somethis rule.
The 2-click rule
The 2-click rule sounds simple: the user should need a maximum of 2 clicks to convert.
If it takes longer, they risk disappearing from the site and not completing the split action. Too bad, he could have been a loyal customer.
And what exactly is the Conversion? Basically any goal of your site. An action to be performed by the user. It could be, for example, these prompts:
- submit form,
- subscribe to the newsletter,
- view the project,
- buy the product,
- show price list,
- and anything else.
Whatever the desired action is, make it happen for your customers SIMPLE. You want something from them. Don't throw sticks at them when they try to get it.
Why does it matter?
The internet is packed to bursting. Users are being bombarded from all sides CTAčka. And attention? She's not keeping up.
And it sees the data anyway. Most users leave if they don't find what they're looking for on the site within 3 clicks. A 53 % users leave the site, when it takes longer than 3 seconds to load.
Two statistics, one result = people are impatient.
Each additional step towards conversion increases the risk of leaving. And losing a customer.
Mistakes that don't pay off
Why (maybe) is your conversation path not as direct as it could be?
1. You bet all in on aesthetics
The web is not a work of art, but a tool. It has to work and fulfill your goal. Appearance comes second. Or is it even further? Find out in our article: Forget the beautiful web.
2. You are not your own customer
Check out your website. Count the clicks. Discover how long it takes to click to your destination. Feel free to ask the person in the room with you right now. The important thing is to see the web through the eyes of the customer.
3. You're banging buttons everywhere
Buttons are powerful. They can't be missed and easily guide the user to where you want them to be. But there must not be too many. Otherwise the user gets lost and clicks on the cross instead of the button.
4. Serve a cauldron of sauce
The texts must be clear. Leave out the sauce and the frills. Instead, guide the user clearly to the goal.
To functional web?
Rules are meant to be broken
2 clicks is an easy rule to help you keep your web structure intuitive.
But here too - everything in moderation. Not every piece of information has to be 2 clicks away and sometimes it's not even possible. When to break the rule?
- For marginal conversions → if your main goal is to make a purchase and not to sign up for the newsletter, tuck the form away a little further.
- For more complex products → where you need to convince and explain, maybe 2 clicks will not be enough.
- For other products → some places it takes the right (banking, airline tickets), other places it's just not that fast (insurance calculators).
In short, every good web designer knows when to follow the rules. And when to break them.
