Three-click rule

The three-click rule or three click rule is an unofficial web design rule concerning the design of website navigation. It suggests that a user of a website should be able to find any information with no more than three mouse clicks.^[1] It is based on the belief that users of a site will become frustrated and often leave if they cannot find the information within the three clicks.^[2]

One of the earliest mentions of the three click rule comes from Jeffrey Zeldman, who wrote in Taking Your Talent to the Web (2001), that the Three-Click Rule is "based on the way people use the Web" and "the rule can help you create sites with intuitive, logical hierarchical structures".^[3] Although there is little analytical evidence that this is the case, it is a commonly held belief amongst designers that the rule is part of a good system of navigation. Critics of the rule suggest that the number of clicks is not as important as the success of the clicks or information sent.^[4]

The principle of the “three-click rule” is often used to test the user-friendliness of a program or application. The implementation of the rule of three clicks is evident in the design of modern day operating systems and applications where users can complete most tasks from starting the computer or app and completing a desired task in less than three clicks.^[5]

In 2024, the Federal Trade Commission announced a "click-to-cancel" rule that would online sellers to simplify the process for users to cancel services. This involved both transparent communication around cancellation and simplifying the user experience of canceling an online service.^[6]

Criticism

The three click rule has been challenged by usability test results, which have shown that the number of clicks needed to access the desired information affects neither user satisfaction, nor success rate.^[7][8]

In eCommerce websites, the rule can often be detrimental as in order to adhere to the rule, products on offer to customers must be grouped into categories that are far too large to be easily browsed.

See also

• Six degrees of separation

References

1. Bizzle, Ben; Flora, Maria (2014-12-11). Start a Revolution: Stop Acting Like a Library. American Library Association. ISBN 978-0-8389-1283-6.
2. Dawson, Alexander (2011-01-28). Getting StartED Building Websites. Apress. ISBN 978-1-4302-2518-8.
3. Zeldman, Jeffery (30 May 2001). Taking Your Talent to the Web: Making the Transition from Graphic Design to Web Design. New Riders. pp. 448. ISBN 978-0-7357-1073-3.
4. Porter, Joshua (2003-04-16). "Testing the Three-Click Rule". Center Centre. Retrieved 2024-10-17.
5. Benartzi, Shlomo (2017-02-07). The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior. Penguin. ISBN 978-0-14-310875-7.
6. Katz, Mitchell J. (2024-10-16). "Federal Trade Commission Announces Final "Click-to-Cancel" Rule Making It Easier for Consumers to End Recurring Subscriptions and Memberships". Federal Trade Commission. Retrieved 2024-10-17.
7. Gocza, Zoltan. "Myth #2: All pages should be accessible in 3 clicks". UX Myths. Retrieved 2024-10-17.
8. Wright, Chris (2010-10-28). "Web Optimization: The Myth of the 3 Click Rule". CMSWire. Retrieved 2012-08-21.

Further reading

• Laubheimer, Page (2019-08-11). "The 3-Click Rule for Navigation Is False". NN/g. Nielsen Norman Group. Retrieved 2023-09-04.