Challenging the Outdated 'Three-Click Rule' for Better Website Design

Why Fewer Clicks Doesn't Guarantee a Better User Experience

Imagine visiting a website to quickly find an answer—you click, then click again, and just one more click—suddenly, you’re there. Sounds glorious right! The 'Three-Click Rule,' is an idea that has shaped web design for years. The 'rule' claims that users will abandon a website if they can’t find what they’re looking for within three clicks. It’s a simple and appealing concept—but ultimately, it's a myth.

If only usability was as simple as measuring number of clicks. In this article, I'll argue that the number of clicks is way less relevant than the quality of each click along the user journey. Would you measure a cruise by the number of stopovers, or the quality and frequency of those stopovers? 

The Origins of the Three-Click Rule

The 'Three-Click Rule' was coined in the juvenile days of the internet, when web pages were chaotic collections of links and animated GIFs—a time when websites resembled a digital jungle. Think of those early Netscape or Yahoo! homepages, which were overwhelming mosaics of links, until Google simplified everything with its famously clean, minimalist interface. 

Thankfully the online world has evolved dramatically since then. Users' expectations have matured, and web design is now much more nuanced, with advances like responsive design and progressive web apps creating experiences that are more intuitive and adaptive. 

The idea that users want simplicity holds true today—but simplicity doesn’t always mean limiting choices. It's more akin to being led directly to that random product your partner asked you to pick up at the supermarket by a helpful member of staff. 

Debunking the Three-Click Rule

The Three-Click Rule oversimplifies what makes a website usable. The problem isn’t about having to click three or more times—it’s about how meaningful those clicks are. 

Good navigation doesn’t overwhelm users or force them to make quick decisions; instead, it guides them naturally and intuitively through a journey. If every click feels like progress towards a desired goal, users are far less likely to get frustrated. 

A study by Joshua Porter actually debunked the Three-Click Rule as far back as 2003, probably only a few years after the 'rule' was coined. His study showed that users were not necessarily more frustrated or likely to abandon a task after more than three clicks—as long as they felt they were on the right path. The study found that users are willing to keep clicking as long as the navigation feels logical and they believe they are progressing towards their goal. It’s not about the number of steps, but whether the steps make sense.

Yet, I still get quoted this heuristic frequently 20+ years later. 

The Paradox of Choice

At MAJOR, we know that more options can often mean less satisfaction—a concept known as the 'paradox of choice'. Users might 'think' they want more choices, but in reality, offering too many pathways or decisions can paralyse them. It’s like the difference between a Michelin-star restaurant and a sprawling chain-restaurant menu. The former offers a select few carefully crafted dishes, while the latter throws countless choices at you, leading to decision fatigue. 

The same goes for websites. When users land on a page packed with dozens of links, they are likely to feel overwhelmed. Instead of being empowering, this can be paralysing, and increases the likelihood of users needing to hit the back button—a clear signal of poor usability. The solution is to truly understand your users needs and goals, and provide clear, logical pathways that guide users without overwhelming them. 

Designing Meaningful Navigation

Think about visiting a supermarket. You don’t expect every product to be right in front of you as you walk in, or to be limited to just 3 sections; instead, you navigate through clearly mapped sections, signposted aisles, then labelled shelves until you find what you need. 

Websites benefit from the same organised approach, catering to common needs and natural browsing behaviours to create an intuitive user experience. 

Intuitive navigation isn’t about reducing clicks; it’s about guiding the user on a meaningful journey. 

Quality Over Quantity

Hopefully I'm winning you over now that, instead of obsessing over click counts, web designers should prioritise the quality of every interaction. Does each click feel meaningful, logical? Is each step getting the user closer to their goal without confusion? When navigation is user-centric, each click becomes a small victory rather than a hurdle.

Designers can test for these 'meaningful clicks' through user testing and feedback loops, ensuring that every interaction contributes positively to the user journey. 

It’s also important to remember that users form habits. Just as regular shoppers get to know the layout of their local supermarket, users become familiar with the navigation of their favourite websites. When websites change—just like when supermarket aisles are rearranged—it can cause frustration. This is why consistency and intuitive design matter more than strangling the user experience by limiting clicks. 

Conclusion

The 'Three-Click Rule' is an outdated relic of a chaotic digital past. In modern web design, we are concerned with crafting experiences that help users feel in control, guiding them seamlessly towards their goals. Quality beats quantity when it comes to clicks.

The ultimate objective should be to create a journey that feels logical, enjoyable, and effortless—and making the back button feel redundant.