How many clicks do you ask your website visitor to click before they get to whatever it is that you want them to do on your site?
With every button and every tab that you offer them, there’s always a distinct chance that they’ll choose not to click.
Perhaps your copy won’t inspire them enough. Or they could be feeling lazy that day. They could even get distracted by a phone call or one of those shiny things that’s so good at stealing our attention away.
Which means that they didn’t get what they originally came for. Or your great-and-wonderful whatzit that would help them.
Make sure that if you’re asking them to click it, that you’re asking them to click it for a good reason.
Count your clicks, because clicks count.
Less is more in clicks-ville.