November 07, 2002
Blog Entry

Sites with Fewer Navigation Options Win

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By Managing Editor Anne Holland

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.

Has your site gone skinnier? Let me know.

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