Traumwind - Testing the Three-Click Rule

If there is a scientific basis to the Three-Click Rule, we couldn't find it in our data. Our analysis left us without any correlation between the number of times users clicked and their success in finding the content they sought.

Our analysis showed that there wasn't any more likelihood of a user quitting after three clicks than after 12 clicks. When we compared the successful tasks to the unsuccessful ones, we found no differences in the distributions of tasks lengths. Hardly anybody gave up after three clicks.

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Martin Spernau
© 1994-2003

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