Users Kept Clicking

If there is a scientific basis to the Three-Click Rule, we couldn’t find it
in our data. Our analysis left us without any correlation between the number
of times users clicked and their success in finding the content they sought.

Our analysis showed that there wasn’t any more likelihood of a user quitting
after three clicks than after 12 clicks. When we compared the successful tasks
to the unsuccessful ones, we found no differences in the distributions of tasks
lengths. Hardly anybody gave up after three clicks.