How many clicks should a single user perform on your website? This question has plagued businesses practically since the internet was invented. You can find people on both sides of the issue—those who think the fewer the clicks the better, and those who think clicks are important for tracking movements and filtering out consumers. The truth is, they’re both right and they’re both wrong. It depends on what you want.
The most fundamental aspect of marketing is that there is not a single solution that fits all people or all situations. So you have to look at what you are trying to achieve with your website overall as well as the goals you have for each page. Thinking about those goals is what should drive the number of clicks.
Let me give a real world example for each.
A situation for no clicks: You have a product you are selling to the public that is really cool but in order for people to understand exactly how cool it is they need to watch a video showing people using it. Think of the Snuggie®. Only when you see it in action do you really understand the “wow” factor, so it makes absolutely no sense for the user to click even one time before seeing it. The video is the sales pitch. Once people get there, they can click to buy. Any clicks the website requires them to perform before seeing the video only decreases their chances of getting there.
A situation for clicks: You are a service provider requiring some specific criteria to be met before a person becomes a client. In this scenario, clicks make sense. You can present more and more information that specifically targets your clients each time they click. You then leverage the clicks to filter out the people who are not a good fit without alienating them. Essentially you allow them to make the decision that you are not right for them.
These are just two examples, each is not limited to a particular industry. There are some service-oriented businesses that should limit clicks, and product-driven industries that shouldn’t. Just remember that there is not a hard and fast “click” rule. Each situation is defined by the goal you want to reach.