Is Three Ideal or Three or Less?

There's always going to be three types of customers that you're going to have. There's one type who know what they want to buy, and they just want to do it. The second group, they know who you are, but they're not quite convinced yet. And then there's the third group who need a lot more information before they're able to actually spend some money with you. Three tends to be the sweet spot, because as soon as you have more than three clicks, you then start to see drop off at quite a sharp rate. So if you've got 10 people landing home page, you're likely to get the majority of those 10 through the first three clicks.