BlogHick's law was described by psychologists Hick and Hyman in 1952: reaction time grows with the number of options to choose from. On a website that means a crowded menu and many equally loud buttons slow the visitor down.
What to do. Keep only the most important items in the main menu. Group the rest under clear names. On a phone this matters twice as much — more in Website on a phone.
Name items the way a customer would, not the way you would. Instead of internal jargon, use words people actually search for.
In every section, highlight one main button. The others can be less prominent. How to name it is in the article on a clear call to action.
Try this: look at your menu and ask whether something could be merged or removed. What a website should not miss is in What a good website for a small business needs.
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