Hick's Law
The time to make a decision increases with the number and complexity of choices.
What it means on a web page
When users face too many options — navigation links, CTAs, form fields — deciding tends to take longer and to demand more effort.
With many choices competing for attention, people can take longer to decide and may put the decision off.
This describes a general tendency. How much it matters on a particular page depends on the page and the people using it.
Does theuxbites check this?
Yes. Every audit runs a fixed check for it on the page as a browser renders it. When the check fails, the report names this principle, shows what was counted on your page and links the source below.
Suggestions
Reduce the number of primary choices. Group secondary options into dropdowns or separate pages.
- Audit every navigation menu: limit primary items to 5–7
- Identify the single most important CTA per page section
- Move secondary actions to dropdowns, modals, or secondary pages
- Use progressive disclosure: show advanced options only when requested
- A/B test a simplified version against the current navigation
These are common ways to apply the principle, not rules. Whether one fits depends on your page.
See how your page does
An audit checks this principle and eight others on your page, together with speed, accessibility, SEO and AI visibility.