Fewer options = higher engagement

About a year ago, I shared the story of an insurance salesman I met that offered every kind of possible insurance there was, which made me realize that he probably wasn’t an expert in any of them. Too many options can be a problem.

The same can be true of your website, though with different consequences. Rather than a user not trusting all of the options, they simply don’t know where to go next. Every page of your site should have a goal, and that should be where you encourage your users to go. If you have dozens of navigation items and many varied calls-to-action on the…