For the past few years I've had countless marketers and Web usability experts tell me, "Make sure your site pages are thin so they load quickly. People will leave your site rather than wait even an few extra seconds."
Now there's a new trend, it's not just about thinning your page load, it's about thinning your navigation options.
Most site revamps these days seem to be about taking stuff off, rather than adding stuff on.
In fact two of our Case Studies this week are about sites with few options. One site (MiningGold.com) only has a single option. You can click to buy, or you can click to leave. Another site (GoodysOnline.com) got rid of all of its impressive bells and whistles to focus on a simple offer for a discount coupon.
In a way, many companies' home pages are becoming less like all- encompassing corporate doorways, and more like direct response reply cards.
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