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Limit the Number of Choices

From the navigation bar at the top of FINCA's web pages, you can choose to go to any of 36 different places on the site. But seeing too many choices can mean that people don't choose at all. Offering so many choices of where to go on the site leads to the danger that visitors won't click on any of the choices, and therefore won't stay and explore the site. The longer people stay at the site, the more likely that they'll become involved, become committed, and then donate. The site would be more persuasive if it presented fewer navigation choices. This doesn't necessarily mean less information or fewer pages; the information architecture can be designed to offer fewer choices at each point of decision.

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